branding brief on coca cola and new coke
TRANSCRIPT
![Page 1: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/1.jpg)
THE BIG MARKETING
MISTAKE WITH NEW COKE
![Page 2: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/2.jpg)
Most popular carbonate
SOFT DRINK in the world
Recognized by EVERYONE
around the globe
More than 200 COUNTRIES...
Well-known and WELL-
LOVED brand
![Page 3: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/3.jpg)
BACKGROUND
![Page 4: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/4.jpg)
Created as a patent medicine
by John Pemberton
First TV ad
Coca Cola Export
Corporation
Launched the NEW COKE with
new flavor
1886 1950
1926 1985
![Page 5: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/5.jpg)
Target Irrespective of age, sex, and geographical location
Part of a daily lifeTonic and refreshing non-alcohol drink
Diet CokeCoca Cola Cherry
Coca Cola ZeroCoca Cola Vanilla
Coca Cola Lemon
![Page 6: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/6.jpg)
NEW COKE !
![Page 7: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/7.jpg)
ALL STARTED WITH THE FAMOUS
COMPETITOR…
Brands proliferation around the
world
Pepsi, a trigger component
They won taste tests sweeter
Created competitive advantages
![Page 8: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/8.jpg)
Tests approved by
190 000 PEOPLECreated a new
formula to compete with
Pepsi
![Page 9: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/9.jpg)
"We set out to change the dynamics of sugar colas in the United States, and we did exactly that -- albeit not in the
way we had planned.“ – Roberto Goizueta
TakingIntelligen
t Risks
![Page 10: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/10.jpg)
CONSEQUENCES
![Page 11: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/11.jpg)
Mistake from Coca Cola losing sight of what the brand meant to consumers
Social risk and psychological risk
Consumer offered their trust and loyalty disappointed
Many reactions old coca cola drinkers of American association, sales of vintage Coca-Cola Bottles, huge amount of call & emails every day
![Page 12: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/12.jpg)
COCA COLA CLASSIC CAME BACK !
![Page 13: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/13.jpg)
WHAT DID THEY GET WRONG ?
![Page 14: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/14.jpg)
ICONIC BRAND PROBLEM
« If you drink New Coke you are not american anymore »
Management team was unprepared for public ‘s nostalgia
The taste is associated with
identity of the Coke
« If you change the taste of the coca Cola Classic you change the brand image »
![Page 15: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/15.jpg)
BRAND IDENTITY AND BRAND IMAGE
![Page 16: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/16.jpg)
When we say Coca Cola, consumers think about...
AMERCIAN ICON
FRIENDS
PLEASURE
SANTA CLAUS
ARMY
HERITAGE
CRISISRED & WHITE
HAPINESS
AVAILABLE EVERYWHERE
AUTHENTIC
SODA WITH SUGAR
![Page 17: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/17.jpg)
BRAND DEFINITION
“A name, term, sign, symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of
sellers and to differentiate them from those of competition”
From American Marketing Association
![Page 18: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/18.jpg)
BRAND ELEMENTS BRAND NAME LOGO SLOGAN CHARACTERS URL PACKAGING JINGLES
Coca-Cola
Coca leafs & kola nuts
New Coke « The Best just got
better »Coca Cola
Classic « Red, White and You » NOW Taste the
feeling
Santa ClausWhite bears
Endorsement : Lillian Nordica
Bill Cosby, Tailor Swift
Selena,Penelope
Cruz, Courtney Cox
http://www.coca-colacompany.com/
The rise of the “Red Disc”-essentially a flat, red circle paired with the white Coca-Cola Spencerian Script logo
![Page 19: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/19.jpg)
STRONG BRAND IMAGE – High degree of identification
EMOTIONAL ATTRIBUTES OF THE BRAND - Emotional modifier : fun ; descriptive : family and friend, functional benefit : beverages
BRAND BEHAVIOR « inspire moments of optimism and happiness »
BRAND BELIEF « We believe in the uplifting power of happiness »
SOCIAL INTERACTION & INSPIRED INNOVATIONSTRONG FEELING FOR THE BRAND – Consumers are looking for what Coca Cola represents (not only the taste)
Elixir of America
![Page 20: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/20.jpg)
SOLUTIONS
![Page 21: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/21.jpg)
When they launched NEW COKE, they should have ….
Invested more in marketing & advertising Designed a better packaging Created a line extension for a New Coke
and not replace Coca Cola Classic
“Brand loyalty is an important factor in maintaining the number one position”
![Page 22: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/22.jpg)
HOW IS COCA COLA IMPROVING ITS
BRAND IMAGE TODAY?
![Page 23: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/23.jpg)
« Priority for Coca Cola: promote clear facts by providing transparent nutrition information »
Context Media transformation with the rise of digital & nontraditional communication
Strong ads & Marketing More money in marketing than on the product itself
Create Line Extension Different product for different needs
Innovativeness, Aesthetic product
![Page 24: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/24.jpg)
To be connected very well with their consumers
GOALS
To Increase brand awareness and loyalty with Advertising, social media and sport events
To remain leader in soft-drink
![Page 25: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/25.jpg)
TV ADS 2016
![Page 26: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/26.jpg)
SOCIAL MEDIA COCA COLA
![Page 27: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/27.jpg)
EVENTS
FIFA World Cup
Rugby World Cup
UEFA EURO
London 2012 Olympics Games
And this year …Olympic Games in Rio, Brazil
![Page 28: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/28.jpg)
SUMMARY SLIDE& REFERENCES
![Page 29: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/29.jpg)
PARTS TITLE
1 BACKGROUND
2 NEW COKE !
3 CONSEQUENCES
4 WHAT DID THEY GET WRONG
5 BRAND IDENTITY & BRAND IMAGE
6 SOLUTION
7 HOW IS COCA COLA IMPROVING ITS
BRAND IMAGE TODAY?8 SUMMARY SLIDES
Instagram Coca Cola Company
https://www.instagram.com/TheCocaColaCo/
Facebook Page Coca Cola
https://www.facebook.com/cocacolaindia/?ref=br_rs
Coca Cola Facts
https://www.worldofcoca-cola.com/about-us/coca-cola-facts/
New Coke
http://www.coca-colacompany.com/stories/coke-lore-new-coke
Coca-Cola's Big Mistake
http://www.sodaspectrum.com/newcoke.html
Celebrity Endorsement
http://www.nndb.com/company/371/000058197/
REFERENCES
![Page 30: Branding Brief on Coca Cola and New Coke](https://reader036.vdocuments.site/reader036/viewer/2022062401/5874bcfe1a28ab1b098b8bab/html5/thumbnails/30.jpg)
DISCLAIMER
Created by Marie Rouxel, in 2016 during the PGP Brand Management course at IIM Lucknow by Prof. Sameer Mathur