What Should Coca Cola Have Done?

What should have occurred? What should occur in future situations? It would be a logical inference to suggest that Coca-Colas decision to falsify its formula and market New turn to the Ameri stomach population was vigor short of a complete failure. On 23 April 1985 New gust was introduced and a few days later the crossingion of pilot program Coke was stopped. This joint decision has since been referred to as the biggest marketing blunder of all era (Bhasin, 2010).But to completely dismiss the fact that Coca-Cola was losing market share to Pepsi-Cola, as vigorous as other products that they themselves were producing (Diet Coke), would not fairly give justice to the decisions understructure Coca-Colas marketing blunder. Coca-Cola was in a dilemma. They were going through an identicalness crisis, and that crisis seemed to incline them to make their one major costly decision. That crisis was quite simple. Coca-Cola had forget who they were and grasping for market share, inste ad of focusing on trade nameing lead them in an ominous direction.In order to avoid an identity crisis, Coca-Cola should have soundless that a brand is far more than just a logo. Instead, its comprised of a complete set of attributes and tools, or identity elements, that give the brand a unique identity (Forward). The simple fact is that all the time, money, and science poured into consumer research on the new Coca-Cola could not measure or release the deep and abiding emotional attachment to the original Coca-Cola, felt by so many people. The passion for original Coca-Cola was some function that caught executives at Coca-Cola by surprise.It was a mystery, an American enigma, and one cannot measure it any more than one can measure love, pride, or patriotism (Bhasin, 2010). Of all of the consumer research and data analyzing Coca-Cola and its executives call for to have performed, its a mystery that they forgot one simple control ask your customers first Sam Craig, professor of m arketing and international business sector at the Stern School of Business at New York University, pointed to what he and other industry observers have long considered a fatal drop off on Coca-Colas part. They didnt ask the detailed question of Coke users Do you ask a new Coke?By failing to ask that critical question, they had to backpedal very quickly (Ross, 2005). Coca-cola should have concentrated on the brands intuition. merchandise is a battle of perceptions, not products (Bhasin, 2010). If Coca-Cola had concentrated on brand perception and less on trying to clone or compete with another(prenominal) companys product, they would have never made the fatal mistake. What Coca-cola lettered was to not be afraid to make a mistake. Yet, most importantly they wise to(p) to admit those mistakes and not be afraid to make a u-turn.Through the brand failure of New Coke loyalty to the real thing intensified. Coca-Cola assimilated that by going back on its decision to scrap original Coke, the company ended up creating an even stronger bond between the product and the consumer (Bhasin, 2010). Consumers began realizing that coke was more than a drink. It was an experience an enigma. The question then arises Coca-Cola has tardily decided, along with Pepsi-Cola, to change its recipe in order to avoid pose a cancer warning on their cans. Will Coca-Cola have learned anything from the biggest marketing blunder of all time?Bhasin, H. (2010, January 1). Coca Cola provoker Failure. Retrieved April 2012, 26, from Marketing91 http//www. marketing91. com/coca-cola-brand-failure/ Forward, J. (n. d. ). How to Build Your Brand and Avoid an Identity Crisis. Retrieved April 26, 2012, from Beneath The Brand http//www. talentzoo. com/beneath-the-brand/blog_news. php? articleID=8478 Ross, M. E. (2005, April 22). It seemed exchangeable a good idea at the time . Retrieved April 26, 2012, from MSNBC http//www. msnbc. msn. com/id/7209828/ns/us_news/t/it-seemed-good-idea-time/. T5 mkCuweSSA