Pepsi Coke
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Vintage Pepsi Cola Half Liter 16.9 ounces Bottle Coke 1996 Coca Cola Classic Lot $9.99 |
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15) .75/3 2-Liters of Soda, Coke, Pepsi, Coupons NBPN Valid in 9 States $1.78 |
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2 Crate Pepsi & Coke Cola Dollhouse miniature Food,Barbie Doll Collectibles $2.99 |
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ESSO Cold 7UP Seven Up Metal Sign Gas Station Coke Pepsi Texaco Soda Garage Oil $7.63 |
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VANITY LICENSE PLATE “COKE CO” COCA COLA COCAINE COAL ATLANTA GA PEPSI $9.99 |
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Vintage Beverage Trailers AD Coca-Cola Mr PiBB Dr Pepper Coke 7Up RC Pepsi-Cola $0.99 |
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1 Bucket PEPSI & 1 Bucket COCA-COLA COKE Fridge Magnets $5.99 |
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COINCO CHANGER S75-9800B Single Price Pepsi/Coke Nice Very Clean Refurbished $79.99 |
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Vintage FL Jacobs Company badge 1940s Coke and Pepsi machine maker $5.00 |
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SODA MACHINE RELAY CUBE VENDO COKE PEPSI WORKS SWITCH $3.99 |
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Coca Cola VS Pepsi Coke Can Fighter Mouse Pad JH $0.99 |
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ULTIMATE COKE Pepsi 7UP + SODA Beverage SET 30 UNSTRUCK MATCH BOOKS Matchcovers $59.95 |
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BEVERAGE TRUCKS 1910-1975 COKE BUDWEISER PEPSI BUSCH $12.25 |
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VMC PEPSI 81 SODA MACHINE PRO RESTORED A+++ MINT COKE $8,999.00 |
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Lot of 5 Keychains Coke Fanta Pepsi Pop Soda Bottles $0.99 |
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Vintage Mavis Chocolate Drink Tin Sign 1940;s L@@K Coke Pepsi $9.95 |
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Reach-In Display Cooler, Glass Door Beverage Refrigerator Soda Coke Pepsi Fridge $549.00 |
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Life July 4, 1969 Special Issue OFF TO THE MOON. Ads : Coke Pepsi Silva Thins $16.99 |
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vintage style A&W ROOT BEER t shirt 3XL soda pop guitar coke coca-cola pepsi $9.99 |
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COKE BIB TO PEPSI BIB CONNECTOR CONVERSION $12.00 |
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36″ BALLOON SODA party DRINK diet PEPSI coke FAST food $5.99 |
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Vintage soda pop bottles. Coke, Pepsi, Pluto, Blackhawk, Sioux City Sarsaparilla $9.99 |
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Dixie Narco Flat Front Soda Vending Mach. Pepsi/Coke $399.00 |
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Mixed Lot Vintage Soda Bottles Pepsi RC Nehi 7up Coke (6) $4.99 |
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2 Decks of Playing Cards PEPSI & COKE COCA-COLA FACTORY SEALED IN PACKAGES $17.99 |
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new lcok and key for most vending machine coke , pepsi , snack free shipping $12.50 |
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Vtg COCA-COLA 1994 POLAR BEAR T-SHIRT XL 90s COKE Bottlecap SODA Diet pepsi $5.50 |
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VMC 27 VMC 33 VMC 72 COIN ENTRY DECAL COKE AND PEPSI $16.00 |
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COCA COLA COKE, REGULAR AND ZERO, PEPSI AND OTHER BOTTLE CAPS FROM CHILE $4.00 |
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Fridge Magnet Cola Coke Pepsi Classic Soda Drink Cup $3.99 |
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Tin Wall Hanging “The Gathering Place” w/coke pepsi post office grocery candy $12.50 |
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SODA POP CAN 5-PEPSI 2-COKE RACING CANS $2.00 |
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Pepsi Coke Commemorative 92-93 Shaq O’Neal Rookie 6 pack w/ carton. $15.99 |
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1970 BACARDI RUM Vintage Print Ad Cap Bottle Coke Pepsi $12.85 |
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Coca Cola VS Pepsi Coke Can Fighter Metal Wrist Watch $0.99 |
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MORE COKE OR PEPSI? by Gill Quiz Book Age 8-18 2007 NEW $2.99 |
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Mickey Gill – Coke Or Pepsi 3 (2009) – Used – Trade Pap $1.99 |
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5 vintage 50′s 6 packs coke,pepsi, 7up,teem very good cond. N.R. $99.00 |
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Collectable Coke bottles with wood pepsi holder/container, good condition. $20.00 |
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Pepsi Twist Can Lemon Cute Monster Soda Coke Drink Coke $4.99 |
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COKE OR PEPSI? GIRL! DIARY – CHERYL GILL MICKEY GILL (PAPERBACK) NEW $10.26 |
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NEW – The Ultimate Coke or Pepsi? $10.43 |
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NEW – DUDE Diary (Coke Or Pepsi? Universe) $12.57 |
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Fox Engines Fuel Cap Pepsi & Coke FOX1920 $23.49 |
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4 VINTAGE CORK BOTTLE CAPS SODA INDIAN QUEEN ROOT BEER COKE 7 UP PEPSI $12.50 |
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VINTAGE LOT OF 7 UP BUTTONS FOR THE UNCOLA ADVERTISING COKE COCA COLA PEPSI SODA $5.99 |
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Vending lock and keys for Coke, Pepsi, Dr Pepper, 7up, Monster Energy machines $5.95 |
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Lot of 40 COKE PEPSI FANTA SPRITE Soda Pop Can Charms $22.99 |
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Lot of 50 Coke Fanta Pepsi Pop Soda Charms Bottles Mini $27.99 |
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MEDICOM TOY PEPSI NEX JAPAN STAR WARS 70% BEARBRICK IMPERIAL LOGO BE@RBRICK COKE $11.99 |
A Disaster in Brand Research – New Coke
One of the most famous marketing disasters in history was the invention and implementation of New Coke by Coca-Cola. This 1980s cola mistake has become synonymous with awful business decisions. If a business strategist ever has a decision or idea likened to New Coke, they should probably start packing up their office and polishing their resume because a pink slip is fast approaching. While most people are aware of New Coke and its effects, not everybody knows why Coca-Cola made the decision that it did. While it proved to be a horrible decision, there was some (surprising) reason behind the company’s decision.
Contrary to popular belief, Coca-Cola did not just switch their recipe on a whim. There were a number of valid reasons that contributed to the decision. Brand market research and dwindling market share in the face of competition were the prominent two. With regards to competition, Pepsi-Cola and its sweeter taste were stealing a great amount of Coca-Cola’s market share. Coke was actually losing the overall battle in markets, relying on their advantage in restaurants and vending machines to maintain a narrow overall edge of Pepsi. Blind taste tests and effective advertising campaigns that highlighted these tests were showing that consumers actually preferred the taste of Pepsi over Coke. This was especially true amongst younger soda drinkers. Coke feared that as their advantage with older consumers continued to age, they would lose even greater market share in the coming years. As such, they made the decision that everything in the company was up for review, including the formula for their product. When Coke made the decision to tinker with their formula, the market research actually supported the decision. A series of blind taste tests showed that the public actually preferred the taste of new Coke (which tasted more like Pepsi than the original formula). This was tested thoroughly and the results were statistically conclusive.
With these results known, how could New Coke fail so miserably? Coke’s biggest blunder was likely rolling out a full replacement. Instead of adding a new coach product line, they replaced their previous product completely. They greatly underestimated the brand loyalty of their current consumers, many of whom were outraged at losing the soft drink they preferred. While a random sample of drinkers showed that people preferred the newer (somewhat sweeter) taste, Coke neglected to recognize why their current consumers drank coke instead of Pepsi. They also put too much emphasis on the taste research and not enough on the brand research. Brand loyalty is a very real thing. Some consumers are going to be resistant to any change to their favorite products no matter what the market research tells the producing company.
Luckily, Coke stayed flexible and recognized their mistake instead of compounding it. They re-introduced their old formula as “Coca-Cola Classic” and combined it with better marketing and some savvy partnerships with restaurants and market chains. New Coke remained, but was eventually phased out over the next seven years. While Pepsi still owns a large share of the market, Coke’s market share is actually higher today than it was prior to the New Coke implementation.
About the Author
By Felix Chesterfield, if you would like to discuss this brand research article further, or other items where brand research failed the business, please contact.
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Coke Vs Pepsi