Question

In the new Coke fiasco, how could coca cola's marketing have been improved? Be as specific as you can.

Answer 1

1. At that time Coco-Cola looks to its rivals and follows the same strategy in marketing. That was the biggest mistake. Pepsi was a new brand and their focus was on the young generation but coca-cola was a well-established brand and already inside the people's mind. Pepsi's product was sweeter in taste and adding the same flavor taste was a very bad idea. By doing this they were losing their unique taste for which they were known for. Therefore, we conclude that we cannot follow the competitor's marketing strategy. They have to make their own strategies to get ahead of their competitors. Instead of adopting the strategies of the competitors, they should have focused on much analysis.

2. Problems in their marketing research cost them a lot in their new brand launch. Before launching a brand every company performed marketing research on its customers so that the coco-cola also did the same. But in their marketing research program, they performed focused group tests in which the customers have to taste the drinks before launching in the market. This research method was not enough to check on the customer's mind properly. People were already influenced by the earlier products of the brand so they were emotionally and rationally attached to it. They blindly trusted the new product just by taking a single sip. And the company trusted on the rational decision making of the customers. They have to conduct more market research on customers like on their taste preferences, behaviors, habits, personalities, etc. It helps companies to understand customers well.

3. Another thing they should have done was that they should have given some sample drinks to the customer like some cartons should have been given to them and they had to say that they should drink while watching TV, sports, etc. That way they had to consume the whole drink and it provides better results to them in their market research. Most companies these days are using these strategies before launching their flagship products in the markets and it has done a great job.