The Launch of New Coke

Case Studies in Business Marketing

ICMR HOME | Case Studies Collection

To download The Launch of New Coke case study (Case Code: MKTG034) click on the button below, and select the case from the list of available cases:

Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG034 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Market Research
Case Length : 10 Pages
Period : 1985 - 2002
Pub Date : 2003
Teaching Note : Available
Organization : Coke
Industry : Food, beverages and Tobacco
Countries : India


This case examines the launch of New Coke by Coca-Cola in 1985 in an attempt to capture the market share from its closest competitor, Pepsi.

It discusses the reasons why Coca-Cola changed its formula, the financial and marketing implications of introducing a new product that did not appeal to consumers and how this experiment backfired.

The case explores the deep feelings of Coca-Cola lovers for the company, its product and brand. The case also provides information on how the launch of New Coke benefited Coca-Cola and how according to analysts, a marketing blunder turned out to be a marketing ploy.


Appreciate the factors that influence reformulating an established successful product.


  Page No.
Introduction 1
Background Note 1
The Rationale 3
The Launch and its Aftermath 4
New Coke - What Went Wrong? 5
A Marketing Blunder or a Ploy? 6
Exhibits 7


New Coke, Coca-Cola, 1985, market share, closest competitor, Pepsi, financial, marketing implications, appeal, consumers, experiment, backfired, deep feelings, Coca-Cola lovers, product, brand, analysts, marketing blunder, marketing ploy

The Launch of New Coke - Next Page>>


Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.