Coca Cola Product Development.docx - Diet Coke - In the...

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Diet Coke- In the summer of 1980, a Coca-Cola planning manager named Jack Carew was chosen to lead aproject that had been an idea within the company for 20 years, but never been acted on. That project was the creation of a diet version of Coke. Until that point they did not want to extend theCoca-Cola Trademark to another brand. However, consumers of soft drinks were starting to showmore interest in brands that had no calories, and Coca-Cola’s business in the U.S. was struggling due to inflation and rising costs. This is what ultimately drove Coca-Cola to create Diet Coke.-With Diet Coke, Coca-Cola didn’t do any formal type of concept testing. However, they knew how big of a hit diet sodas were with other brands, like Tab. Because Coke was already so popular, they knew that if they released a duplicate soda that was diet, it would be extremely popular; and they were right. -Researchers had been working for more than two years to create a low-calorie soft drink worthy of sharing Coca-Cola’s name. Extensive consumer taste tests revealed that Diet Coke was preferred over the competition. Both sodas were sweetened with the only approved non-caloric

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Term
Fall
Professor
Emmelhainz
Tags
Soft drink, Diet Coke

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