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Essay / Research Paper Abstract
4 pages in length. Diversity is a critical component to any company's continued success; without the benefit of change, organizations cannot expect to remain competitive within their own industries. However, there is a fine line between reinventing an already popular product within acceptable consumer boundaries and completely altering the product so it is wholly unidentifiable. The Coca-Cola company crossed over this line when they introduced the ill-fated New Coke in response to Pepsi's many offshoot products. The extent to which consumers shunned New Coke is both grand and far-reaching; that the manufacturer was compelled to bring back original Coke a mere seventy-nine days after New Coke's release (McGregor et al, 2006) speaks to a marketing faux pas that should have been realized long before New Coke ever progressed beyond the proverbial drawing board. Bibliography lists 4 sources.
Page Count:
4 pages (~225 words per page)
File: LM1_TLCNewCoke.rtf
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Unformatted sample text from the term paper:
already popular product within acceptable consumer boundaries and completely altering the product so it is wholly unidentifiable. The Coca-Cola company crossed over this line when they introduced the ill-fated
New Coke in response to Pepsis many offshoot products. The extent to which consumers shunned New Coke is both grand and far-reaching; that the manufacturer was compelled to bring
back original Coke a mere seventy-nine days after New Cokes release (McGregor et al, 2006) speaks to a marketing faux pas that should have been realized long before New Coke
ever progressed beyond the proverbial drawing board. "It wasnt only about the taste. It was about heartbreak. It was about the loss of a product that people
considered almost a part of them, the gratuitous banishing of something that held meaning for them" (Hays, 2004, p. 120). While indeed it was not all about taste, it
was a lot about taste and the fact that original Coke drinkers were not about to forfeit the very reason they were in the Coke camp to begin with: Their
product did not taste like Pepsi, and that was the first and foremost comparison made to New Coke. Coke and Pepsi each has its own very distinctive following; while
it may be partially entrenched within cultural reasons, the primary one is the level of sweetness one has and the other does not. Pepsi is too sweet for some
and Coke is not sweet enough for others and, as such, nary the twain shall meet. When original Coke was removed from the shelves, consumers had no equivalent, less
sweeter soda to take its place; clearly, there was no way Pepsi was going to benefit from this marketing disaster inasmuch as Coke drinkers were not ready to crumble that
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