Case Study – New Coke: A Classic Brand Failure

Students use case study to write answers to the following questions
1. The launch of New Coke turned out to be a nightmare for Coca-Cola. Discuss the marketing implications of introducing New Coke.
2. Was it necessary for Coca-Cola to reformulate?
3. Did market research actually fail in this case? How would you avoid such mistakes if you were a market researcher? Is is actually possible?

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