Product life cycle - case studies (3)
Maturity - case study 1
Faced with increasing competition from Pepsico, Coca-Cola incurred the wrath of its core customers by changed the formula and the taste of its existing Cola for the first time in 99 years, to create what was referred to as 'New Coke'. This change was met by a 'firestorm of consumer protest' as Coke describes it on their website. The protest lasted for 79 days until Coca-Cola capitulated and reinstated the traditional formula now branded 'Coca-Cola Classic'.
You can read more about The Real Story of New Coke on the Coca-Cola website, either in the window below, or by following the previous link to open the article in a new window.
Notice that even in this apparent comprehensive history of the product, Coca-Cola find it impossible to mention Pepsi by name!
Maturity - case study 2
Identify the nature of the promotion being employed by Kellogg's and why this is suitable for the product given its stage in its product life cycle.