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Coke_Case_Assignment
- 1. INTRODUCING NEW COKE Group A3 Anoop Zachariah (08927877) Mukul Kejriwal (08927879) L. Gyalpo (08927892) Ravi Teja (08927883) Sidarth Mehta (08927818) Udayan Nagdeote (08927893)
- 6. PEPSI CHALLENGE Aggressive marketing by Pepsi resulted in a decline in cokes market share 1970 1975 1979 1984 Coke 28.4 26.2 23.9 21.7 Pepsi 17 17.4 17.9 18.8
- 7. PEPSI CHALLENGE In mid 1970’s Pepsi changed it focus from the Image centric campaign to product centric campaign Preference for Coke Preference for pepsi Pepsi challenge 48% 52% Coke die hard drinker test 52% 48%
- 8. THE NEW COKE In early 1985 aided by the biggest consumer preference test ever with responses from nearly 2 lakh people coke zeroed in on its formula for new coke Preference for Coke Preference for pepsi New Coke 55% 45%
- 9. COCA-COLA
- 10. STP Market Target Market Segments Target Segment Those who want to quench their thirst & get refreshed People who want to have flavored non alcoholic drinks Demographic- Age Family Size Gender Education SEC Psychographic- Lifestyle Personality Demographic – Age: Teenagers & Youngsters (14 to 30 years) Psychographic – Fun loving Sports freak
- 11. 4P’S
- 12. PORTERS 5 FORCES
- 14. HOW THEY CREATED THE BRAND COCA COLA
- 16. WHAT WAS COKE’S BRAND BUILDING STRATEGY?
Notas del editor
- Strength:- Heritage: - Coca-cola became the symbol of USA and its freedom in WORLD WAR II. The WAR Departments helped establish Bottling Plants in North Africa and Italy. By end of the war 5 billion coke bottles were consumed by Soldiers!! Secret Formula :-at a time no more then 3 people know the exact ingredients ---Even wives of the executives were ignorant! Syrup Price and Bottlers Relations:-Inc in Syrup price soured Rel with Bottlers as The firm tried to pass the cost on to the Bottlers QCP -Taste consistency across bottlers Powerful Ads: (1923 urged to harried Workers)” Pause and Refresh Yourself” Art work by Haddon Sundblom---- Santa clause became a huge, fat, relentlessly Happy man with a broad belt and black hip boots -- -wearing Coca cola red Forever. Distribution :--155 countries and consumed 303 million times a day in 1970’s. Weakness :- BAE:-Fight with Bottlers over Syrup Prices Dilemma of controlling the owners of company franchises--- majority of whom were Old and not interested in Business. FDA:- 1970---Aqua-chem- Water treatment equipment and boiler Producer. 1978—Presto Products-Plastic Bags 1977-The Wine Spectrum DCB– The Generation that Grew with Coke was getting Old and Shifting to Healthier Drinks( Fruit Drinks etc)