Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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In 1985, the highly successful iconic Coke soda was taken off the market and replaced with a new formula, called “New Coke”. At the time, Coke was losing market share in critical market segments and was coming under competitive pressure from its arch-rival, Pepsi.
That time in history was noted as the Cola Wars, as Pepsi executed a new promotion called the Pepsi Challenge. Consumers were asked to vote for their favorite tasting Cola on a blind-labeled basis. Pepsi won handily. These taste tests were turned into television commercials. With Michael Jackson as their spokesperson, this was the nail in Coke’s coffin (so they thought). This prompted Coke to conduct
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What marketing strategies did Coke use to build a strong fan base for their brand? What associations did they create with the Coke brand (e.g. advertising, promotions etc)?
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