Material Detail

This is Part 2 of the New Coke Case Study. It is highly recommended that student groups undertake the New Coke Case Study (Part 1), which sets the marketing environment context for Coke’s decision back in 1985.

While the first part of the New Coke case gets students to role play the decision and to consider what other marketing strategies might have been appropriate at the time, this 2nd part of the case gets students to consider if and how they would launch a new cola product into the marketplace.

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