Coca-Cola had the opportunity to control the market, but many other steps could have been taken to do so. However, there is no easy way for Coke to handle this. And to add to the concern of a falling market share for Coke, the overall soft drink market was in slight decline.
Coca-Cola has been a part of American culture for over a century. The only area of concern raised in your research was that in focus groups some consumers got angry at the idea of withdrawing old Coke, but this finding was not replicated in individual surveys where respondents were generally positive about the idea of a new better tasting Coke.
You should participate actively within your group as well as the tutor facilitated class discussion. There were many issues that Coca-Cola faced externally that would discourage consumers from experimenting with any new products that were released during the early s.
The glass bottles would continue to attract the sophisticated consumer without the plastic shrink wrap. Occasionally deals were struck, at a university or college campus for example, for the university to switch Coke blak case analysis Pepsi if they won.
A push for healthier living had begun and consumers were more apt to purchase non-carbonated beverages such as juice, bottled water, tea, and coffee due to the association of obesity with high fructose corn syrup.
This is a brainstorming activity that expects you to critique the use of celebrities as endorsers. Coca-Cola and Folgers are both affordable brands and this should be a main factor when properly pricing Coke Blak.
It was hugely successful, becoming the Coke blak case analysis best selling drink in the market, behind Coke and Pepsi, making it one of the most successful new products in FMCG marketing history.
Recent trends in the United States among consumers regarding beverages have notably included both coffee drinks and energy drinks. The Marketing Manager You are the marketing manager responsible for the Coke brand. Project Question 4c This question is to be completed individually outside the classroom.
By now knowing what caused the initial failure of Coke Blak, it would prove to be a less daunting task of combining a carbonated drink with a coffee flavor because the areas that need to be focused and prioritized are essentially already laid out.
They would need to price this product in a way that remains affordable to the everyday convenience store shoppers.
From the reviews, this product lacked taste needed to generate repeat buyers. The Outside Consultant You are the one person in the case study discussion exercise that has no set agenda or existing motivations.
If Coca-Cola gets high-class personalities to promote the product, it will be successful. Many consumers saw Coke as a cultural icon and were angry that it was no longer available.
The European version of Blak was only sweetened by sugar while the American version replaced the sugar with aspartame, acesulfame potassium and high fructose corn syrup to alter the taste to fit the American palate. You are not expected to have academic references for this set of questions. Coca-Cola would need to retain the largest share in this collaboration to preserve the name, while including Folgers on the label.
Also, the small bottle of Coke Blak was overpriced. After mastering the packaging, the companies would then be able to move to the final phase of the product reproduction, the pricing.
Once the companies have received a positive response from their control group, they should move to packaging. The drinks should be distributing in larger bottles, such as a 10 or 12 oz.
The character and role descriptions provided are based upon the real players and their generalized motivations. Please jot down all your notes as you are required to submit this booklet through Blackboard by the deadline individually.
Their results should have lead them in the direction to possibly collaborate with a well known coffee distributor to perfect this new unusual blend of coke and coffee, such as The J. Because of this initial relative competitive position, Coke believed their product was superior and that they had an entitlement of being the market leader.
Basically the information provided below will take the students back to to address the challenges that Coca-Cola was facing at that time.
Project Question 4a Evaluate the few ads for brands that have been endorsed by the celebrity. The key to the activity is to ensure that you use all the theories and terminologies as described in the textbook. Within your group of no more than 5 members, you have 15 minutes to work on parts Question 4a and 4b of this exercise.
A combination of the alternative solutions listed above is needed to make the promotion of Coke Blak more successful than its original release.
They had achieved success through a strategy of outsourcing manufacturing and logistics to licensed bottlers, strong retailer relationships, and building a very strong brand.Find great deals on eBay for coca cola blak.
Shop with confidence. This New Coke case study is in two parts, part one (deciding the best competitive marketing strategy against Pepsi is outlined below) and part two (deciding if and how to launch a new product – that is, New Coke) is on another page on this website. Failure of Coca-Cola Blak: An Analysis Failure of Coca-Cola Blak: An Analysis Introduction Coca-Cola's strengths are significant, not least ownership of the world's most famous and most valuable brand.
Strengths Weaknesses/Limitations, Opportunities, and Threats involved in the business Coca Cola SWOT ANALYSIS The Coca-Cola Company (Coca-Cola) is a leading manufacturer, distributor and marketer of Non-alcoholic beverage concentrates and syrups, in the world. The Coca Cola BlãK Case The explosion of the market for coffee beverages can be seen in the responses to the mere mention of the name Starbucks.
Recent trends in the United States among consumers regarding beverages have notably included both coffee drinks and energy drinks. In this analysis, I will specifically be looking at the short lived lifecycle of Coca-Cola’s Coke Blak and some possible reasons as to why this product is didn’t make the cut.
Coke Blak was introduced as a “carbonated fusion beverage”, which is a coffee flavored coke.Download