Coca-Cola New Coke Relaunch: Effective Digital Strategies
Relaunching of product defines brining various necessary changes in the exiting goods providing altered goods that will help in attracting large number of customer. This process has been undertaken by firm with the aim of taking advantage of brand reputation. New Coke was one of the most demanding products of brand in 1890. This report is based on relaunching of New Coke after determining and working on limitation of pervious product. Information regarding research will be demonstrates in the report through which market demand could be identified.
In this assignment, all elements relate to Marketing and Communications in a Digital World, evaluating Coca-Cola’s revised strategies for effective product marketing and communications. Our expert Assignment Writing Help ensures every section meets academic standards while addressing the complexities of digital marketing for global brands.
The assignment covers Coca-Cola’s key marketing mix elements—product, price, place, promotion, people, process, and physical evidence. Within the context of Marketing and Communications in a Digital World, each element affects how New Coke engages customers and delivers value. Assignment Writing Help showcases strategic strengths and risks in contemporary campaigns.
Product
Coca-Cola is one of leading beverage company and it provide various products such as fruit juices, coffees, tea, plant based drinks, water to the customers in order to increase their satisfaction and improve experience. The positive aspects of Coca-Cola products are it helps in fulfil the wants and needs of the customers by recognizing their preferences. The negative aspects of this element include high costs and competition which increased risk for the chosen business and affects its profitability.
Price
Pepsi and Coke are the biggest competitors within the beverage market and both set the reasonable prices of its products in order to attract the customers and gain competitive edge over competitors. Coca-Cola adopted competitive pricing strategy to attract customers and increase brand loyalty as well as gain competitive edge over competitors (Bhasin, 2023). The positive aspect was attracting customers and improve brand image within market. On the other hand, the negative aspect of this strategy is lower profit margins and harm Company’s image.
Place
The chosen organization has massive beverage supply chain and it sold its products in more than 200 countries. This business is providing its products in various regions such as North America, Europe, Africa, Latin America etc. During first launch, the chosen business was relied on the company’s international bottling partners for the process of packaging and distribution. The positive aspect was ensuring new coke is in the right place at right time. In addition, the negative aspect was not proper placement that customers shift towards substitutes for their desire and needs.
Promotion
During first launch, the chosen organization also focused on implementing traditional promotional strategies in order to advertise and promote the products within the market. At that time, to improve sales and profits, Coca-Cola employ cash on publicity that helps in attract customers. In 2016, the chosen organization also launched campaign ‘Taste the Feeling’ which helps in develop brand loyalty and attract more customers (Bhasin, H, 2023). The positive aspect of this element was to build the trust between brand and customers. On the other hand, the negative aspect of promotion was chances of losing control of the customers regarding their statement about the products.
People
People are considered as significant factor of marketing mix. During first launch, Coca-Cola majorly focused on human resource management to help the workforces in achieving job happiness and career progression. The positive aspect was that they putted all the efforts to provide better services to the customers to improve their experience. If the organization have skilled and motivate people then they give best performance to accomplish their goals and objectives.
Process
Coca-Cola has effective process which directly impacted its overall success and operation. To make sure long-term sustainability and improve its operating infrastructure, Coca-Cola has adopted various comprehensive and integrated supply chain strategies. During first launch, process of the chosen organization included packing, packaging, mixing, cleaning and storage. The positive aspect of effective process was providing high quality of products and better services to the customers. The negative aspect will be if the process not followed under standard operating procedure then it negatively impacts the overall operation and process.
Physical evidence
Coca-Cola used remarkable colours and forms in the packaging New Coke from which the customers were easily identify the products from the competitors. The physical evidence of the products helps in attracting more customers and develops its brand image within the competitive market. The positive aspect will be improving the experience of the customers.
This section highlights the crucial role of data collection and analysis for product relaunch success. Using both primary and secondary research methods, Coca-Cola adapts strategies for the digital marketplace. It demonstrates how effective research supports Marketing and Communications in a Digital World efforts and enhances brand positioning.
Before re-launching of the products in the market it is crucial for the organizations to determine the requirements of the customers. To identify the requirements of the customers, the chosen organization will need to conduct market research. From this, the chosen business will easily determine what exactly want by the customers. Conducting the market research will be beneficial for Coca-Cola because it will assist in determining policies and strategies of competitors in order to identify the target market and customers. It is significant to identify all the potential challenge and obstacles that will be raised in re-launching (Malhotra, Nunan and Birks, 2020). For conducting market research both primary and secondary method will be used to collect the information regarding market trend of New Coke. Customer’s feedback, competitor’s analysis and published market studies, corporate sources and industrial magazines are considered as significant secondary methods that helps marketing specialist on determining the problems behind of failure of previous product.
Primary market research
Primary research is defined as significant process of gathering the information for the first time. This method will be useful for the marketing specialist because it helps in providing reliable and accurate knowledge and data. In the context of determining needs and demand of New Coke, online survey will be conducted. Online survey is considered as one of the significant primary method that helps in providing the reliable and consistent information and data (Woodhull-Smith, 2024). Under this method, the information and date related to market trends are collected by filling the questionnaires with the help of online methods to 30 customers. Under this method, the questionnaires will send to the respondent which includes the questions related to New Coke. This is considered as one of the significant primary method that helps in collecting the information from large number of people in effective way. This method will be useful for the marketing team of Coca-Cola because it is cost-effective and requires less time.
Secondary market research
Secondary research refers to collecting the information from the existing published and non-published resources. This research method helps in gathering large amount of information in limited period of time. The research team of the companies are majorly focuses on this method because it helps in provide the historical aspect of certain topic (Kleber, Neto, and Reimann, 2020). In the context of determining the information regarding Coca-Cola market, its competitors and market trends as well as reasons behind failure of first launch, the research team will undertake published market studies. Under analysis of competitors, the researcher will focus on identifying activities and policies that has been adopted by the competitors. This published resource will helps in providing the complete information related to pricing and promotion strategies as well as determining the weak points so that Coca-Cola could work on such areas in order to provide better experience and increase satisfaction of the customers.
Another published resource is customer’s feedback that helps in provide the complete information and data regarding preferences and needs of the users. This will assist in maintaining the stability within the competitors market and provide the products according to the preferences and tastes of the customers. With the help of published sources, the marketing specialist of the chosen business will collect information regarding changes or modifications in the beverage sector. This secondary research method will helps in determining all the challenges that were face by Coca-Cola during its first launch and provide the suggestions to make better product in comparison to previous.
Justification
For conducting the research for determining the market trends of New Coke, face survey and observation has not been undertaken by the researchers. For conducting the market research with the help of observation, the researcher will need to notice large number of people and evaluate the activities that are relied on the further conclusion. Observation is ineffective method because it require huge amount of time and include high costs as well as provide unrealistic information.
The marketing research plan addresses digital data collection, competitive analysis, and campaign design. Segmenting the market and refining the promotional mix helps Coca-Cola’s New Coke reach target customers efficiently. This task guides digital decision-making for modern Marketing and Communications in a Digital World assignments.
Data collection: Data collection is defined as process of collecting reliable and accurate information and data regarding issues by using various sources.
Data analysis: This includes process of organising the information in systematic manner.
Primary research: For collecting information online survey will be conducted on 30 customers.
Strengths and weaknesses of primary and secondary research
| Strength | Weaknesses |
| In the current marketing plan, researcher is emphasis over using both type of research method which will aids in gaining accurate and reliable information (Taherdoost, 2021). Appropriate time and cost has been allotted to researcher that will aid in gaining accurate information. | In the current research, large number of method has been used which will create confusion in getting most optimum information. In this company is only focusing on the issues that are faced by appropriate information is not collected degrading the potential customer (Kumar et al, 2021). |
Effective marketing campaign helps in creating awareness in the industry through which sales and revenue of firm could be increased (Hall, 2023). This will also help in developing interest of large number of individual that leads to enhancing website traffic. Marketing campaign help in creating brand differentiation by describing the features and uniqueness of product in comparison to its competitors.
9 Years | PhD
This section discusses several key issues in the evaluation of marketing planning and its application within the chosen company or brand; among them, market segmentation stands as a pivotal initial element in the marketing planning process. The segmentation of the market allows the company to divide the market depending on certain parameters such as age and income level, as this helps the company to reach the customer right to the heart concerning their lifestyles (IMS Marketing, 2019). For example, if the product is for the youth, it can be positioned in a way that hints at the young people’s values and their needs in a bid to hook a target demographic onto a specific campaign. It is a also good way of market segmentation because the marketing campaign does not have to be just massive, but rather well-strategized; this results in better conversion rates and happy customers (Dwivedi et al., 2021).
As for the marketing mix, all its components product, price, place and promotion – affect the product’s success on the market (BDC, 2023). It deals with the development of offerings that would qualify as product differentiations in the market, based on the needs of the targeted consumers. This could mean creating new product or even one with a distinct characteristic or one of a better quality. The pricing strategies such as the penetration pricing that aims at attracting the bulk of customers immediately the product is launched in the market, and the value pricing pricing strategies that offer high prices based on the quality of the product impacts on the customers in a big way (O’Brien , 2021). Thus, the place element or the distribution strategy insulates that the product is available at places where the target market is likely to obtain it, either online or from a physical store. On the other hand, the promotion strategy is all about identifying which channels will be best suited to reach out to audience using the pull approach that combines both the conventional advertisement techniques and the contemporary internet marketing strategies.
The promotional mix is especially important today when internet and social networks become more and more important sources of promotion. Promotional mix is equally as important and it integrates the aspect of digital advertising, social media, influencers, and the media to improve the promotion of brands (Dwivedi et al., 2021). However, to achieve this aim, market promotions strategies should take into consideration the product life cycle to know the time and strength at which to promote the product. For instance, in the introduction phase, there may be a need to spending much on advertizing the product as it is required for the product to get into the market while in the maturity phase, much effort may be put on encouraging customers to continue using the product.
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Conclusion
In as much as marketing planning is important for the success of any product or brand in the market, the marketing planning cannot be overemphasized. Using the concept of market segmentation, it means that business organizations can easily appeal to the needs of particular segments which have a positive inclination towards their products hence improving their chances of conversion. Marketing communications that are applied effectively on the four marketing mix elements guarantees that every aspect of the marketing mix is already tailored to address the market needs and the expectations of the consumers as well as keeping in check with the competition.
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