Marketing & Communications in a Digital World: Analysis of Coca-Cola's New Coke Launch

Marketing and
Communication in a digital
world

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Determining and analysing all the negative and positive effects of all the 7 elements of
marketing mix on the first launch of New Coke..........................................................................3
Market research for relaunch.......................................................................................................4
Detailed market research and marketing campaign.....................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing and communication refers to the practice of communicating through various
tools and channels with the potential customers base for the purpose of branding, sales,
awareness, promotions, advertisements etc. the whole marketing and communication concept
includes a good amount of creativity, interpersonal skills and critical thinking. With the new
emergence and change of an Era, the entire way of marketing and communication has evolved.
In the present society all the steps involved in this concept has turned into digitalization.
Digitalization has improvised the features of marketing and communication by leading its reach
to across the globe from just one city or two.
MAIN BODY
Determining and analysing all the negative and positive effects of all the 7 elements of
marketing mix on the first launch of New Coke
Marketing mix is engaged with the tactics and actions that a company uses in
promotional activities for its product or for the complete brand in the market. It includes the
following P's
1. Price- The company had only one rival Pepsi and the prices of both the cokes were
always competitive. New Coke was affordable enough so that it can remain in reach of
the customers. Pricing was done by keeping in mind the interests of the people. Due to
which coca-cola focused o enhancing the current target market of the company by
keeping the prices affordable (Išoraitė., 2016).
2. Product- Coca Cola company has a vast range of products and provides a choice of near
3900 beverages. The New Coke was a reformed product by the brand, but due to change
in the taste it was never accepted by the consumers. There was a demand for original
Coca Cola always and the New Coke never made a place in the market (Thabit. and
Raewf., 2018).
3. Promotion- The brand on being the widespread and most famous brand of the soft
drinks, did its marketing by utilizing both traditional and modern channels. It also
indulged itself in many campaigns and connected to the fans on the social media
platforms. Still, to the current scenario coca-cola has the best and most acceptable
and suitable promotional strategies for the market it is targetting towards (Pogorelova.
and et.al., 2016).