MAR 357 Final Question 1

Where the research failed the company was that it

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Where the research failed the company was that it didn’t take into account how upset people would be if a brand that had been the same for so long changed what made it what it was. They believed that those who were against the change would get over it and that any opposition would dissipate after a short while. The diehard loyalists rebelled. The underestimation of the loyalists was what caused them to fail in their attempt to create a better product that people would love. The loyalists felt betrayed that Coke would change its taste despite the negative reaction towards the new coke. They also didn’t anticipate the negative and neutral sentiment that the media and Pepsi would create before they were able to discuss their product publicly first. By the time the Coca-Cola Company was able to talk about the change in taste, confusion had already been caused by others who had skewed the image what Coke wanted for their changed product.
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Coca-Cola got it wrong because they underestimated other factors that couldn’t have been measured by research and they approached changing their product in the wrong way. Had they given their consumers more of an option than the “we are changing and you’ll get over it eventually” approach, there may have been a more positive reaction. They could have possibly had a vintage Coke and a Modern Coke to appease both the loyalists and the new consumers.
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