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Coca Cola Blak

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Coca-Cola Blak was introduced to various international markets including the USA and discontinued in the US market in 2007. In this case you are to analyze a famous firm's product failure and in doing so demonstrate your understanding of a promotion strategy, what elements in the overall marketing strategy communicate about a product.

Respond to the following case question:

Analyze the failure of Coca-Cola Blak in the U.S. market. Was the product's promotions strategy faulty and could it have been improved?

Ensure that you repeat the case question in full and verbatim on the title page of your submission. Excluding your title and reference pages, your paper three pages long.

Begin your analysis by reading or viewing the following sources:
? Choueke, M. 2005 Coke plans coffee drinks in a bid to reach adult sector. Marketing Week, 12/15, 28:50. Viewed using Proquest databa se August 18, 2009.
? Hutson, L. 2006 Coca-Cola Blak's multiple flavors confuse, displease Spokesman-Review, The (Spokane, WA), 06/21. Viewed using Proquest database August 18, 2009.
? Anonymous 2006 Coca-Cola Blak debuts worldwide in aluminum. Preview Packaging Digest, Jan, 43:1. Viewed using Proquest database August 18, 2009.

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Analyze the failure of Coca-Cola Blak in the U.S. market. Was the product's promotions strategy faulty and could it have been improved?

Coca-Cola Blak failed in the US market because its taste did not appeal to potential consumers. The mixture of tastes was such that several people could not make out what the taste exactly was. The consumers had to be informed that this was coffee mixed with cola. The reaction of people who tasted it was that it was far too sweet and it was confusing to the taste buds. Essentially, the product was entirely wrong. Had Coca-Cola followed the product development process? It cannot be true. The first three steps of product development relate to idea development, idea screening, and concept development and testing. From where did Coca-Cola obtain the idea? Were several product development ideas screened? Was the concept tested? The answer seems to be no, in 2006 when Marc Mathieu Senior VP, Global Brands of Coca-Cola presented Coca-Cola Blak at PDMA conference in Atlanta, he presented Coca-Cola products during the break after a presentation on Coca-Cola Blak but these products did not include Coca-Cola Blak. Even the staff was not familiar with Coca-Cola Blak. It is alleged that Coca-Cola wanted to avoid adverse reaction. Did Coca-Cola go out ...

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