Case Study: New Coke
Create a Powerpoint presentation to answer each of the following questions (one slide per question):
1. What is Coke to its customers? What are its brand meanings and where did these brand meanings come from? I.e., how were they developed over time?
2. What was Pepsi’s strategy in competing against Coke’s “meanings”? What were Pepsi’s own meanings?
3. Why was the Pepsi challenge a clever move by Pepsi? Why did it work in Pepsi’s favour? What did it achieve exactly?
4. In your view, what did Coke do wrong? What are the reasons for this famous blunder? What alternative options were available to Coke and what would you have done?
What is expected to be added to the presentation:
1- Apply the brand equity pyramid to the case study.
2- Use previous knowledge of the marketing mix to analyse the case study.
3- Brief points on each PowerPoint slide, and the description of each slide on a separate word document.
