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MKT-La guerra de los refrescos de cola

Caso práctico
by

Gisela Cobo

on 5 October 2014

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Transcript of MKT-La guerra de los refrescos de cola

EL RETO PEPSI
1975: Inician las acciones hóstiles
LA PERCEPCIÓN
Coca-Cola se ha vuelto un producto viejo
Los gustos del mercado han cambiado
Pepsi nos está comiendo el mandado
EL IMPERIO CONTRA ATACA
1985: "NEW" Coke
WATERLOO
Los consumidores rechazan abiertamente a la "New Coke" y exigen el regreso de la Coca Cola "clásica".
79 días después de su lanzamiento, Coca Cola se disculpaba públicamente
LA GUERRA DE LOS
REFRESCOS DE COLA

EL RECUENTO DE LOS DAÑOS
El mayor "error" de marketing de Coca Cola reforzó la identidad de su marca
Las ventas se dispararon y Coca Cola se separó claramente de Pepsi en la participación de mercado, hasta el día de hoy
http://www.cbsnews.com/videos/all-that-mattered-the-return-of-coca-cola-classic/
Full transcript