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Paper Topic:

newcoke case study

New Coke Case Study

2006

1 . When Ted Levitt posed the question , What business is it in ' he was blurring the distinction between industry ' and market Rather than limiting corporate scope , this question challenges companies to look beyond their immediate material product or service and examine the spectrum of ways they can (and should ) target the greater public appeal . Coca-Cola is in the beverage industry and in the market of appealing to nostalgia and personal emotional connections to its international patronage . Coca-Cola 's business ' is to offer a sweet fun

, memory-inspiring portable beverage that inspires nostalgia for a carefree time gone by . Coca-Cola is a sense-memory product that relies on a perception of indulgence and comfort

2 . From its beginnings as "Pemberton 's French Wine Coca " in 1886 Coca-Cola 's brand building strategy relied heavily on appealing to the national emotion and current conviction of any given time period "Pemberton 's French Wine Coca " was advertised as a nerve tonic good for alleviating morphine addiction . When the nation turned to temperance , Pemberton reinvented the brand appeal by advocating Coca-Cola as a non-alcoholic enjoyable substitute . Likewise , the ingredient cocaine was removed in response to the public sentiment . In 1904 , the name Coca-Cola appeared , in essentially the same script format as is used today . By generally maintaining visual continuity , Coke achieves a connotation of timelessness

Coke 's meanings all stem from an emphasis on wholesomeness and small town Americana images . This was best captured during the Great Depression , when Coca-Cola used the slogan The Pause that Refreshes paired with a seemingly carefree Everyman heading to work . This contradiction in marketing and real life worked for Coke , which did not suffer a devastating economic impact as a result of the depressed country . Coke began its Santa Claus campaign in the 1920s , but it was artist Haddon Sundblom 's now classic 1931 image of a jolly old man in a bright red suit that solidified the connection between Coke and The Most Wonderful Time of the Year ' The iconic figure of the generous and loving figure of comfort matched with Coke 's image as a drink for every good American citizen . Latching onto the cultural and emotional connection of Christians to St . Nick proved critical to Coke 's attempts to forever connect with the rosy yester-year

This strategy is not replicable in today 's marketing environment Socially , the target audience (s ) is too polarized for a specific iconic image , particularly an over-commercialized figure associated with a specific religion . Post Cold-War America is less responsive to over-romanticized images , and given the divisive nature of religious images in the secular marketplace , the response Coke garnered in 1931 would not be the same for a new , less acculturated product

3 . Coke 's advertising stresses brand engagement , emphasizing consumer loyalty and a positive personal image that is common to Coke drinkers ' The advertising capitalizes on the cultural desires for conformity , connection to a greater social idea , and purchase with a common and more desirable ' past these...

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