| Category | Report | Subject | Marketing |
|---|---|---|---|
| University | University of Suffolk | Module Title | Marketing & Communications in a Digital World |
The purpose of this study is to propose a new marketing strategy for Coca-Cola to reintroduce their product, New Coke, to the beverage market. The Coca-Cola Company introduced New Coke on April 23, 1985. This reformulated soft drink was intended to replace the company's signature product and enhance the company's reputation in the beverage industry (Coca-Cola, 2024). By the mid-1980s Pepsi posed a significant challenge, despite the fact that Coca-Cola had established a stable place in American culture. Coca-Cola executives altered the beverage's formulation to increase its smoothness out of concern. "Coca-Cola Classic," Coke's previous incarnation, was reintroduced on July 11, 1985, after an absence of 77 days. The amount of free marketing received by the Coca-Cola manufacturer was three times greater for every million dollars wasted on research and marketing.
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