The real lesson of new coke

Kotler, PhilipMarketing Management: This is a success. In new-products research, rather than have focus groups be the preliminary research and the individual interviews of a quantitative survey be the confirming research, conduct preliminary research using both individual and group methods.

When new Coke was first introduced. In a market already offering several choices of drinks calling themselves "Coke" in some fashion or another, the public saw little reason to embrace a product they had firmly rejected seven years earlier, and within about a year, Coke II was largely off the American shelves again.

Would you try the new drink? Consider the case of medical doctors being interviewed by a drug company concerning a new product that dispensed two types of birth-control pills which needed to be taken together.

Although focus groups are the best research method for revealing critical social interaction effects, there is a need for methods which make possible the confirmation of the insights of focus group research.

The Real Lesson of New Coke Essay

In individual interviews, whether qualitative or questionnaire-based, there is no opportunity at all for individual opinions to be influenced by the views of other eonsumers. After reintroducing the old Coke, these executives were subjected to unflattering suggestions that they had failed to appreciate the importance of Coca-Cola in the American psyehe or that they had absentmindedly neglected to ask consumers an obviously relevant question.

Note that the difference between the individual and group results in this ease was due to the ability of the focus group to bring to awareness a viewpoint which was probably not even considered during most of the individual interviews. That firestorm ended with the return of the original formula, now called Coca-Cola classic, a few months later.

Cosby claimed that his commercials praising the superiority of the new formula had hurt his credibility.

The Real Lesson of New Coke

The campaign was a huge success, and surveys likewise showed that more than three-quarters of the target market were aware of the ads within two days. Many of these drinkers were Southerners, some of whom considered Coca-Cola a fundamental part of their regional identity. The surveys were actually far more positive and their results led to the decision to change to a sweeter formula.

Would you try the new drink? Its bottlers, and not just the ones still suing the company over syrup pricing policies, were expressing concern. However, a careful examination of the events surrounding the reformulation attempt suggests an alternative explanation: Roger and Jesse Kornbluth Six months after the rollout, Coke's sales had increased at more than twice the rate of Pepsi's.The Real Lesson of New Coke: The Value of Focus Groups for Predicting the Effects of Social Influence By Robert M.

Schindler n Aprilthe management of Coca-Cola Co. announced its decision to change the flavor of the cotnpany 's flagship brand. The Real Lesson of New Coke: The Value of Focus Groups for Predicting the Effects of Social Influence By Robert M. Schindler n Aprilthe management of Coca-Cola Co.

announced its decision to change the flavor of the cotnpany’s flagship brand. The Real Lesson of New Coke: The Value of Focus Groups for Predicting the Effects of Social Influence By Robert M. Schindler n Aprilthe management of Coca-Cola Co.

Lessons from New Coke

announced its decision to change the flavor of the cotnpany's flagship brand. Aunque las interacciones interpersonales en los focus groups no se pueden extrapolar con un % de seguridad a las interacciones que ocurren bajo condiciones. View from QSMS at Quaid-i-Azam University, Islamabad.

The Real Lesson of New Coke: The Value of Focus Groups for Predicting the Effects of Social Influence The embarrassing failure of. Access our innovative members-only resources and tools to further your marketing practice.

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The real lesson of new coke
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