In "Old Rules of Marketing" Pearson describes the marketing mistake of "New Coke" introduction. What went wrong with that program?
The producers of Coke decided to completely change the recipe for Coke without offering the old Coke on the shelves. They based their prediction of sales off of a few samplers. However, they also got rid of the glass Coke bottles and it completely ruined the experience for the people. They should have offered both products and analyzed the sales.
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Principles of Marketing
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