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Marketing Case Studies

Chapter 3: Cola Wars
Question #1: In the new Coke fiasco, how could Coca-Cola's marketing research have been improved?
To determine how the marketing research could have been improved, let us first define the end result. Ultimately, consumers felt almost betrayed that Coca-Cola scratched their flagship product, Coke, for a newer, updated flavor. Coca-Cola's marketing research showed that over half of the people who taste-tested the new flavor preferred it over Pepsi and the nearly 100 year old Coke flavor. Looking back, there were several areas in which Coca-Cola's marketing research strategy was fatally flawed.
First, taste-testers were not made aware of the possibility that the existing Coke flavor would be replaced with the newer flavor. This could have been the million-dollar question for Coca-Cola executives: "How would you feel if we replaced the existing Coke flavor with this new flavoring?"
Second, the sample size who tested the new flavoring was simply too small.......


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Approximate Word Count: 1356
Approximate Pages: 6 (250 words per double-spaced page)

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