1. INTRODUCING NEW COKE Group A3 Anoop Zachariah (08927877) Mukul Kejriwal (08927879) L. Gyalpo (08927892) Ravi Teja (08927883) Sidarth Mehta (08927818) Udayan Nagdeote (08927893)
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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%
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
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)
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