ESSAY ON: New Coke: Marketing Flop

Number of Pages 4

This research paper: 4 pages in length. Diversity is a critical component to any company's continued success; without the benefit of change, organizations cannot expect to remain competitive within their own industries. However, there is a fine line between reinventing an already popular product within acceptable consumer boundaries and completely altering the product so it is wholly unidentifiable. The Coca-Cola company crossed over this line when they introduced the ill-fated New Coke in response to Pepsi's many offshoot products. The extent to which consumers shunned New Coke is both grand and far-reaching; that the manufacturer was compelled to bring back original Coke a mere seventy-nine days after New Coke's release (McGregor et al, 2006) speaks to a marketing faux pas that should have been realized long before New Coke ever progressed beyond the proverbial drawing board. Bibliography lists 4 sources.


File: LM1_TLCNewCoke.rtf


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