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The Birth & Marketing Of Coke Classic
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Business Marketing Case Study research papers
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A 20 page paper written from a marketing perspective of why Coca-Cola chose in 1985 to scrap its 100-year-old secret formula and change to New Coke, along with the consumer reaction to the switch. By the 1960s, Coke was still market leader, but Pepsi had started growing into a real competitor. Coca-Cola was largely allowed to run itself until Roberto Goizueta was appointed chairman in 1980. In addition to seeing that Coke become profitable again, Goizueta was also willing to take innovative chances that none of his predecessors would have considered. One of those chances was with New Coke, more in response to Pepsi pressures than consumer wishes, as the company was to find. Bibliography lists 9 sources.
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Pages:
20
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Filename:D0_Cokecla.wps |
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Paper Title:
The Birth & Marketing Of Coke Classic
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