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OF
NEW
{1985}
Venkatesh
Topic Under Consideration
April 1985
Production of Old Coke stopped
Launch of New Coke
• New Coke faces customer wrath
• July 1985
Relaunch of Old Coke as Coke Classic
The Trigger…
Market Research
September 1984
The technical division brewed a formula of Coke that beat
Pepsi in blind taste- tests, by as much as 6 to 8 points. Before,
Pepsi had beaten Coke by 10 to 15 points. This was an 18-
point swing.
despite :
$100 million more advertising
2 times more vending machines
More shelf space
Competitive price
BEATING THE RETREAT
…the real
thing
What Went Wrong With
The Research
Actual Self-
Ideal Self-Image
Image
Expected
Self-Image
Possessions Act as Self-
Extensions
Daily Subtle Reminders of Ones National Identity and Its Related Consumer’s Response Model
Consumer Patriotism
Success
Materialism
Freedom
Progress
Core
American Youth
Values
Capitalism
AM AMERICAN INSTITUTION