Upload
marie-rouxel
View
286
Download
2
Embed Size (px)
Citation preview
THE BIG MARKETING
MISTAKE WITH NEW COKE
Most popular carbonate
SOFT DRINK in the world
Recognized by EVERYONE
around the globe
More than 200 COUNTRIES...
Well-known and WELL-
LOVED brand
BACKGROUND
Created as a patent medicine
by John Pemberton
First TV ad
Coca Cola Export
Corporation
Launched the NEW COKE with
new flavor
1886 1950
1926 1985
Target Irrespective of age, sex, and geographical location
Part of a daily lifeTonic and refreshing non-alcohol drink
Diet CokeCoca Cola Cherry
Coca Cola ZeroCoca Cola Vanilla
Coca Cola Lemon
NEW COKE !
ALL STARTED WITH THE FAMOUS
COMPETITOR…
Brands proliferation around the
world
Pepsi, a trigger component
They won taste tests sweeter
Created competitive advantages
Tests approved by
190 000 PEOPLECreated a new
formula to compete with
Pepsi
"We set out to change the dynamics of sugar colas in the United States, and we did exactly that -- albeit not in the
way we had planned.“ – Roberto Goizueta
TakingIntelligen
t Risks
CONSEQUENCES
Mistake from Coca Cola losing sight of what the brand meant to consumers
Social risk and psychological risk
Consumer offered their trust and loyalty disappointed
Many reactions old coca cola drinkers of American association, sales of vintage Coca-Cola Bottles, huge amount of call & emails every day
COCA COLA CLASSIC CAME BACK !
WHAT DID THEY GET WRONG ?
ICONIC BRAND PROBLEM
« If you drink New Coke you are not american anymore »
Management team was unprepared for public ‘s nostalgia
The taste is associated with
identity of the Coke
« If you change the taste of the coca Cola Classic you change the brand image »
BRAND IDENTITY AND BRAND IMAGE
When we say Coca Cola, consumers think about...
AMERCIAN ICON
FRIENDS
PLEASURE
SANTA CLAUS
ARMY
HERITAGE
CRISISRED & WHITE
HAPINESS
AVAILABLE EVERYWHERE
AUTHENTIC
SODA WITH SUGAR
BRAND DEFINITION
“A name, term, sign, symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of
sellers and to differentiate them from those of competition”
From American Marketing Association
BRAND ELEMENTS BRAND NAME LOGO SLOGAN CHARACTERS URL PACKAGING JINGLES
Coca-Cola
Coca leafs & kola nuts
New Coke « The Best just got
better »Coca Cola
Classic « Red, White and You » NOW Taste the
feeling
Santa ClausWhite bears
Endorsement : Lillian Nordica
Bill Cosby, Tailor Swift
Selena,Penelope
Cruz, Courtney Cox
http://www.coca-colacompany.com/
The rise of the “Red Disc”-essentially a flat, red circle paired with the white Coca-Cola Spencerian Script logo
STRONG BRAND IMAGE – High degree of identification
EMOTIONAL ATTRIBUTES OF THE BRAND - Emotional modifier : fun ; descriptive : family and friend, functional benefit : beverages
BRAND BEHAVIOR « inspire moments of optimism and happiness »
BRAND BELIEF « We believe in the uplifting power of happiness »
SOCIAL INTERACTION & INSPIRED INNOVATIONSTRONG FEELING FOR THE BRAND – Consumers are looking for what Coca Cola represents (not only the taste)
Elixir of America
SOLUTIONS
When they launched NEW COKE, they should have ….
Invested more in marketing & advertising Designed a better packaging Created a line extension for a New Coke
and not replace Coca Cola Classic
“Brand loyalty is an important factor in maintaining the number one position”
HOW IS COCA COLA IMPROVING ITS
BRAND IMAGE TODAY?
« Priority for Coca Cola: promote clear facts by providing transparent nutrition information »
Context Media transformation with the rise of digital & nontraditional communication
Strong ads & Marketing More money in marketing than on the product itself
Create Line Extension Different product for different needs
Innovativeness, Aesthetic product
To be connected very well with their consumers
GOALS
To Increase brand awareness and loyalty with Advertising, social media and sport events
To remain leader in soft-drink
TV ADS 2016
SOCIAL MEDIA COCA COLA
EVENTS
FIFA World Cup
Rugby World Cup
UEFA EURO
London 2012 Olympics Games
And this year …Olympic Games in Rio, Brazil
SUMMARY SLIDE& REFERENCES
PARTS TITLE
1 BACKGROUND
2 NEW COKE !
3 CONSEQUENCES
4 WHAT DID THEY GET WRONG
5 BRAND IDENTITY & BRAND IMAGE
6 SOLUTION
7 HOW IS COCA COLA IMPROVING ITS
BRAND IMAGE TODAY?8 SUMMARY SLIDES
Instagram Coca Cola Company
https://www.instagram.com/TheCocaColaCo/
Facebook Page Coca Cola
https://www.facebook.com/cocacolaindia/?ref=br_rs
Coca Cola Facts
https://www.worldofcoca-cola.com/about-us/coca-cola-facts/
New Coke
http://www.coca-colacompany.com/stories/coke-lore-new-coke
Coca-Cola's Big Mistake
http://www.sodaspectrum.com/newcoke.html
Celebrity Endorsement
http://www.nndb.com/company/371/000058197/
REFERENCES
DISCLAIMER
Created by Marie Rouxel, in 2016 during the PGP Brand Management course at IIM Lucknow by Prof. Sameer Mathur