Investigación de mercados. “New coke” case.

Padilla Gaona Jesús                           código: 211616798                                             26-Agosto-2016

Investigación de mercados.                                                Mtra. Solórzano Gutiérrez Paola Adriana.

“New coke” case.

The new coke case also knows as the biggest mistake of coca-cola company. It was the result of a bad market research.

All begins with the competence between Coca-cola and Pepsi-cola, the first one was the prefer for all the people around the world, this because in the course of the Second World War the USA government sends coca-colas to theirs soldiers who were fighting the war. This was reflected in the increase of bottling of the company. After this coca-cola continued in the first place and Pepsi-cola in the second place for some years more.

Like we know, all the companies always want to sell more and increase their utilities. That’s way Pepsi-cola did an advertising campaign. In this one they gave 2 tastes to the people, one was coca-cola and the other obviously was Pepsi-cola. Then they asked them: which one do you prefer? , the most people preferred the taste of Pepsi.

This decision of the people had a big impact in the both companies, Pepsi was happy, but coca-cola begun a crisis. Coca-cola took a bad decision; the company changed the formula of the soda so it changed its flavor. This based in surveys that they did to the people. The results were convincing because de 61% preferred the new flavor versus the 31% that liked more the old formula. Then the new product named “new coke” was ready to fight Pepsi.

Obviously all the consumers disapproved this change and they started to claim the old flavor. In the video I saw, the director of coca-cola said: “we received around 400 calls per day, now we are receiving like 1500 calls”. For other side the people started to take the streets with one objective; bring back the original coca-cola.

Coca-cola Company took the control of the situation and did the most pertinent; it took back the old formula and put it in the market with a new name “classic coke”.  Then the people were happy, the Company took the first place again and since that day until now has been one of the biggest company in the world.

According with the video and my investigation, I am agree that this crisis and almost the end of the company, was because they didn’t ask for name and respect of the product named coca-cola, because I am sure if they would ask; which one do you prefer, coca-cola or Pepsi-cola?  The answer would be Coca-cola and then they wouldn’t have some problem. Because I’m sure in those years the people were very faithful with the company.

So this case just show us the consequents of a bad and incomplete market research.

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