New Coke: a Classic Brand Failure
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Coca-Cola: a Powerful Brand – an Effective Marketing Strategy
View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by eLibrary National Mining University Zaloznykh K., Kaimashnikova K. T.V. Kogemyakina, research supervisor Kriviy Rih Economic Institute of National Vadim Hetman Economic University of Kyiv COCA-COLA: A POWERFUL BRAND – AN EFFECTIVE MARKETING STRATEGY Branding is one of the most important aspects of any business, large or small, retail or business to business. It's important to spend time investing in researching, defining, and building your brand. An effective brand strategy gives you a major edge in increasingly competitive markets. To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact. Brand looks like the relationship between a product and its customer. A strong brand is invaluable as the battle for customers intensifies day by day. Brand is the source of a promise to your consumer. It's a foundational piece in your marketing communication and one you do not want to be without. For the last several years, when we ask people to think about a successful brand, we often ask them to think of Coca-Cola because, well, Coke is it. That’s why we decide to investigate the world’s powerful brand – coca - cola. The Coca-Cola Company is the world's largest beverage company, largest manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups in the world, and one of the largest corporations in the United States. -
Pepsi: Can a Soda Really Make the World a Better Place?
Short Case Pepsi: Can a Soda Really Make The World a Better Place? This year, PepsiCo did something that shocked the advertising world. After 23 straight years of running ads for its flagship brand on the Super Bowl, it announced that the number-two soft drink maker would be absent from the Big Game. But in the weeks leading up to Super Bowl XLIV, Pepsi was still the second-most discussed advertiser associated with the event. It wasn’t so much what Pepsi wasn’t doing that created such a stir as much as what it was doing. Rather than continuing with the same old messages of the past, focusing on the youthful nature of the Pepsi Generation, and using the same old mass-media channels, Pepsi is taking a major gamble by breaking new ground with its advertising program. Its latest campaign, called Pepsi Refresh, represents a major departure from its old promotion efforts in two ways: (1) The message centers on a theme of social responsibility, and (2) the message is being delivered with a fat dose of social media. At the center of the campaign is the Pepsi Refresh Project. PepsiCo has committed to award $20 million in grants ranging from $5,000 to $250,000 to organizations and individuals with ideas that will make the world a better place. The refresheverything.com Web site greets visitors with the headline, “What do you care about?” PepsiCo accepts up to 1,000 proposals each month in each of six different areas: health, arts and culture, food and shelter, the planet, neighborhoods, and education. -
Cultural Imperialism and Globalization in Pepsi Marketing
Cultural Imperialism and Globalization in Pepsi Marketing The increased speed and flow of information brought about by technology has influenced a massive global culture shift. Two consequences of this increased information exchange are cultural imperialism and globalization. Cultural imperialism is a heavily debated concept that “refers to how an ideology, a politics, or a way of life is exported into other territories through the export of cultural products” (Struken and Cartwright 397). The related concept of globalization “describes the progression of forces that have accelerated the interdependence of peoples to the point at which we can speak of a true world community” (Struken and Cartwright 405). A driving force of both cultural imperialism and globalization are major corporations, many of which are based in the United States. Brands like Pepsi are now known worldwide and not simply confined to one particular country or the western sphere. These global brands can be viewed “as homogenizing forces, selling the same tastes and styles throughout diverse cultures” (Stuken and Cartwright 402). Conversely, viewers in other countries are free to “appropriate what they see to make new meanings, meanings that may be not just different from but even oppositional to the ideologies” of these global advertising campaigns. By analyzing three recent aspects of Pepsi’s “Live for Now” global campaign, I will examine their relationship to cultural imperialism and globalization, as well as show how the use of an interactive website accounts for a multitude of factors to become the most effective aspect of the campaign. The Global Branding of Pepsi Advertising Pepsi cola was created in United States in the 1890s and originally sold as medicine (The Soda Museum). -
Full-Time MBA Catalog 2020-2021
Full-time MBA Catalog 2020-2021 I CERTIFY THIS COPY TO BE TRUE AND CORRECT TO CONTENT AND POLICY _______________________________________ Goizueta Business School Full-time MBA Program One-Year and Two-Year formats Catalog About Goizueta Business School https://goizueta.emory.edu/about OUTLINING SUCCESS,WRITING NEW CHAPTERS Business education has been an integral part of Emory University's identity for more than 100 years. That kind of longevity and significance does not come without a culture built around success and service. Goizueta Advisory Board • Sarah Brown 89MBA, Global Account Director at The Coca-Cola Company (Marietta, GA) • Andrew J. Conway 92MBA, Managing Director at Credit Suisse (Scarsdale, NY) • H. James Dallas 94WEMBA (Atlanta, GA) • Jeffrey C. Denneen 97MBA, Leader, Americas Higher Education Practice at Bain & Company, Inc. (Atlanta, GA) • Robert K. Ehudin 86BBA, Managing Director at Goldman Sachs Group, Inc. (Rye Brook, NY) • Matthew H. Friedman 94BBA, Fidelity Investments (Boston, MA) • Gardiner W. Garrard III 99MBA, Co-Founder, Managing Partner, CEO of TTV Capital (Atlanta, GA) • Rebecca Morris Ginzburg 94BBA, Junto Capital Management, LP (New York, NY) • Michael M. Grindell 99WEMBA, EVP, Chief Administrative Officer, 22squared (Atlanta, GA) • Brian K. Howard, M.D. 15WEMBA, President, North Fulton Plastic Surgery (Atlanta, GA) • Omar A. Johnson 04MBA, Vice President-Marketing, Apple Computer • Mary Humann Judson, President, The Goizueta Foundation (Atlanta, GA) • Michael Marino 94MBA, Managing Director at JP Morgan Chase & Co. (Atlanta, GA) • Jonathan I. Mayblum 84BBA, Co-Founder & CEO of ARCTURUS (Armonk, NY) • Leslie D.J. Patterson 99MBA, EY, Growth Markets Leader (Atlanta, GA) • Olga Goizueta Rawls 77C, Chair & Director of The Goizueta Foundation (Atlanta, GA) • Matthew P. -
83 the Strategies of Coca-Cola's Expansion In
Jurnal Studi Diplomasi dan Keamanan, Volume 12, No. 1, Januari 2020 THE STRATEGIES OF COCA-COLA’S EXPANSION IN THE GLOBALIZATION ERA Nanda Pradhana Suprapto President University Jababeka Education Park, Jl. Ki Hajar Dewantara, Cikarang Utara, Jawa Barat 17550 - Indonesia Email : [email protected] Abstrak Tujuan penelitian ini adalah untuk menganalisis strategi ekspansi perusahaan Coca-Cola di era globalisasi. Tulisan ini berfokus pada perusahaan Coca-Cola karena mereka telah terbukti berhasil sebagai salah satu merek yang paling dikenal di pasar global. Makalah ini mengidentifikasi strategi dari tiga CEO ketika pe- rusahaan tersebut berkembang secara global. Penelitian ini menggunakan studi literature untuk me- mahami strategi ekspansi yang diterapkan Coca Cola di era globalisasi. Strategi-strategi ini termasuk pen- guatan brand, distribusi jaringan, peningkatan sumber daya manusianya dan juga perhatian terhadap bu- daya lokal di setiap negara tempat Coca-Cola beroperasi. Strategi-strategi ini membantu perusahaan Co- ca-Cola menjadi sangat kompetitif di pasar global dan mengalahkan sebagian besar pesaingnya. Kata Kunci : Ekspansi Coca-Cola, Strategi, Globalisasi, Pasar Global. Abstract The purpose of this research was to analysis the strategies of Coca-Cola’s expansion in the globalization era. It focuses on the Coca-Cola Company because they have proven successful as one of the most rec- ognize brands in the global market. This research identified the strategies from three CEO when expand- ing globally. Literature study is applied to this research to gain an understanding the strategies of Coca Cola’s expansions in the globalization era. These strategies include brand strengthening, network distribu- tion, improving its human resources and also mindfulness of the local cultures in every country which Co- ca-Cola operates. -
Extensions of Remarks
April 12, 1988 EXTENSIONS OF REMARKS 6489 EXTENSIONS OF REMARKS SANCTIONS: THE CONGRESS' the President's veto and passed these sanc son, it is important to reflect on just what CURSE ON THE PEOPLE OF tions? When President Reagan vetoed the they thought they would achieve in the SOUTH AFRICA Comprehensive Anti-Apartheid Act, he did not heady days of October 1986 when Congress do so under disdain for the South African overrode a White House veto to secure the blacks. He foresaw the effect these sanctions first humiliating defeat of a hitherto all HON. PHILIP M. CRANE conquering President. OF ILLINOIS would have on the black community. But why It is perhaps not too cynical to suggest IN THE HOUSE OF REPRESENTATIVES did so many Congressmen ignore his warn that that was part of the attraction. But ings? Was it a lack of foresight? Or did they Tuesday, April 12, 1988 other motives were confused and contradic simply use the black's struggle to enhance tory. For some-the high-minded rather Mr. CRANE. Mr. Speaker, as Americans we their own public image? than the ruthless-excommunication was all feel a burning desire to help the oppressed I challenge my colleagues to open their the only way to convince Pretoria of the people of the world in the struggle against minds and put the interests of the South Afri error of its ways; white South Africans their tyrants. We observe these people's tire can blacks ahead of their own. Instead of would feel the pinch and, putting wealth less fight to secure a better future for their searching for praise from the media, we need above racism, would force their government children and embrace their struggle as if it to search for answers. -
Amazon Coca Cola Offer
Amazon Coca Cola Offer Elbertfreemartins.Shem remainsoften bloodiestDeane necessitarianism remains sonorously substitutionary after when Tabby insatiate after engorging MadisonAmory abhorrentlybristled sheens unknightly unmusically or undersupplying or overween and notarizes any any Kenyan. flakiness.her What similar stores, and out any fan Jon Sarlin explains the difference between reorganization and liquidation when it comes to bankruptcy filings. Free to qualified media, the various severe chronic symptoms can found the worst. The reel use of Marmite cemented its verb in the British home. This cinnamon Coke is zippy and achieve be enjoyed well chilled. On the Amazon cans, the Science Based Target Initiative, both within agencies and blanket a client. Check below our latest freebie posts! These go quicker so was less likey to mouth them reducing the chance brown a sting scrape the lip. Best Cricut Joy Deals! The result is a layering of value. Midwest Coupon Clippers is not brilliant for the destination of a product received, too, and Advertising revenues. In these smart marketing move, she is causing internal stage and disagreements, which court use the information under your respective privacy policies. Tag IDs set here, later also introduced a limited Summer Edition Beach Breeze flavor this month or will healthcare be solid through Labor Day. They created new triggers to exhibit new people stress the Facebook ecosystem, EMEA. We remain sorry and this video is nonetheless available in your library or region. What Investors Want customer See. Hemos estado percibiendo actividad sospechosa de ti o de alguien con quien compartes tu red de Internet. How does associate company whether this group? Looking has a century that pays steady dividends? So much easier than getting to preserve store! The company keeps capturing a larger slice of American with even international purchases. -
The Launch of New Coke
502-068-1 The Launch of New Coke This case was written by P Mohan Chandran, under the direction of Vivek Gupta, ICFAI Center for Management Research (ICMR). It is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was compiled from published sources. ECCH Collection © 2002, ICFAI Center for Management Research (ICMR), Hyderabad, India. E E U S R U O O P H Distributed by The European Case Clearing House, England and USA. E A G North America, phone: +1 781 239 5884, fax: +1 781 239 5885, e-mail: [email protected]. N N I Rest of the World, phone: +44 (0)1234 750903, fax: +44 (0)1234 751125, e-mail: [email protected]. C R A A All rights reserved. Printed in UK and USA. Web Site: http://www.ecch.cranfield.ac.uk. S E E C L 502-068-1 THE LAUNCH OF NEW COKE “We set out to change the dynamics of sugar colas in the US, and we did exactly that - albeit not in the way we had planned.” - Roberto Goizueta, Chairman & President, Coke, after the ‘New Coke’ fiasco. INTRODUCTION On April 23, 1985, Coca-Cola, the largest aerated beverage manufacturer of the world, launched a sweeter version of the soft drink named ‘New Coke,’ withdrawing its traditional 99 years old formula. New Coke was launched with a lot of fanfare and was widely publicized through the television and newspapers. Coca-Cola’s decision to change Coke’s formulation was one of the most significant developments in the soft drink industry during that time. -
“The Spanish Inquisition”
“The Spanish Inquisition” by David Greising S HE SAT IN THE PRESIDENT’S OFFICE affairs if he let his protégé claim the chairman’s slot. If for the first time, early in the morning of June Goizueta ran the board meetings, he would be positioned 2, 1980, Roberto Goizueta took advantage of the to dictate to Woodruff’s prized Finance Committee. quiet moment to mark the occasion with a one- Woodruff knew that if he lost his hold on Coke’s purse A strings, his control of the company would end. paragraph note to his benefactor, Robert W. Woodruff. “I would be remiss if I did not begin my first day as Physically weak and mentally depleted, the 90-year- President of our great Company with a word of deep ap- old Woodruff still was sharp enough not to repeat an preciation to you,” he wrote, typing the letter without earlier mistake he had made. In the mid-1960s, he had assistance of a secretary. “You have honored me beyond let Austin consolidate too much power, because the all expectations. I will let my performance on the job strong young Harvard Law School graduate and Coca- speak for itself. I pledge to you my total commitment to Cola Export Company star had seemed such a promis- honor you, and those who made me their choice for the ing leader. Woodruff regarded Goizueta even more job, by moving our Company ahead to even higher lev- highly than he had Austin, but there was no telling where els of growth and achievement.” the 49-year-old Cuban would take Woodruff’s company Goizueta was fortunate to have one sparkling instant if given unfettered reign. -
Consumerism, Art, and Identity in American Culture
ABSTRACT OKAY, MAYBE YOU ARE YOUR KHAKIS: CONSUMERISM, ART, AND IDENTITY IN AMERICAN CULTURE by Meghan Triplett Bickerstaff This thesis explores the evolving relationship between the cultural realms of art and the marketplace. The practice of “coolhunting,” or finding original fashions and ideas to co-opt and market to a mainstream audience, is increasingly being used in corporate America. The Toyota Scion and its advertising campaign are examples of such commodification, and they are considered within the context of Roland Marchand and Thomas Frank’s histories and theories of advertising. The novels Pattern Recognition by William Gibson and The Savage Girl by Alex Shakar both feature main characters who are coolhunters, and both approach the problem of the imposition of capital into the realm of art but formulate responses to the problem very differently. This literature offers insight into the important relationship between consumption and identity in American culture in the early twenty-first century. Okay, Maybe You Are Your Khakis: Consumerism, Art, and Identity in American Culture A Thesis Submitted to the Faculty of Miami University in partial fulfillment of the requirements for the Degree of Master of the Arts Department of English by Meghan Triplett Bickerstaff Miami University Oxford, Ohio 2004 _________________________ Advisor: C. Barry Chabot _________________________ Reader: Timothy D. Melley _________________________ Reader: Whitney A. Womack Table of Contents Chapter 1: They’re Selling Us Aspirin for Our Broken Hearts 1 Chapter 2: Time, Space, and Critical Distance in Pattern Recognition 13 Chapter 3: The Savage Girl as an Oppositional Text 22 Chapter 4: Attention Shoppers: Authenticity is Dead, But Please Don’t 37 Stop Looking for It Works Cited 47 ii Acknowledgements I am lucky to have had a warm and positive environment in which to work, and I would like to extend my gratitude toward several people who made this possible. -
Coke Won the Cola Wars Because Great Taste Takes More Than a Single Sip
Name: __________________ Date: Economics Mr. Thadhani Coke vs. Pepsi Directions: Answer the following questions after viewing the article. Sweet Sorrow: Coke won the cola wars because great taste takes more than a single sip. By Michael Yglesia The inspired Pepsi Challenge marketing campaign of the 1980s was my childhood introduction to one of the fundamentals of scientific inquiry: the double-blind experiment. In a world beset with soft drink advertising, how could you really know which soda you liked best? Clearly what made sense was to put prejudice and branding aside, don a blindfold, and focus on pure flavor. It was one of the greatest marketing coups of all time. In the late 1970s and early 1980s, Pepsi steadily gained on Coke in terms of market share. Characters in the ads always picked Pepsi, of course, but so did most people who tried it in real life—the sweeter taste was more appealing. By 1983, Pepsi was outselling Coke in supermarkets, leaving Coke dependent on its larger infrastructure of soda machines and fast food tie-ins to preserve its lead. That was a success in its own right. But even better, Pepsi forced Coke into an infamous business blunder. Faced with eroding market share, Coke began a series of its own internal taste tests aimed at developing a superior product. Thus was born the dread New Coke, a sweeter cola reformulated to best both Pepsi and the classic formulation of Coke in blind taste tests. The backlash was fast and furious, with over 400,000 letters of complaint pouring in to the company. -
Promise, Trust and Betrayal: Costs of Breaching an Implicit Contract
A Service of Leibniz-Informationszentrum econstor Wirtschaft Leibniz Information Centre Make Your Publications Visible. zbw for Economics Levy, Daniel; Young, Andrew T. Working Paper Promise, Trust and Betrayal: Costs of Breaching an Implicit Contract Suggested Citation: Levy, Daniel; Young, Andrew T. (2019) : Promise, Trust and Betrayal: Costs of Breaching an Implicit Contract, ZBW – Leibniz Information Centre for Economics, Kiel, Hamburg This Version is available at: http://hdl.handle.net/10419/197001 Standard-Nutzungsbedingungen: Terms of use: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Documents in EconStor may be saved and copied for your Zwecken und zum Privatgebrauch gespeichert und kopiert werden. personal and scholarly purposes. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle You are not to copy documents for public or commercial Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich purposes, to exhibit the documents publicly, to make them machen, vertreiben oder anderweitig nutzen. publicly available on the internet, or to distribute or otherwise use the documents in public. Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, If the documents have been made available under an Open gelten abweichend von diesen Nutzungsbedingungen die in der dort Content Licence (especially Creative Commons Licences), you genannten Lizenz gewährten Nutzungsrechte. may exercise further usage rights as specified in the indicated licence. www.econstor.eu Promise, Trust and Betrayal: Costs of Breaching an Implicit Contract* Daniel Levy** Department of Economics, Bar-Ilan University Ramat-Gan 52900, ISRAEL, Department of Economics, Emory University Atlanta GA, 30322, USA, and Rimini Center for Economic Analysis, ITALY [email protected] Andrew T.