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Coca-Cola Blak was introduced to various internati...

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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. Case Question Write a 2-3 page paper in which you respond to the following case question: Analyze the failure of Coca-Cola Blak in the U.S. market. Assume that Coca-Cola has decided to re-formulate the product's taste and re-launch it and you are in charge of the promotions campaign for the re-launch. Explain the issues and factors you would take into account and the elements you would include in developing your promotions strategy for the re-formulated product. In answering this case question aim to demonstrate your learning not only of the materials from MOD04, but also those from MOD01-03. 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 should be no more than three pages long. Please submit your case for grading by the end of this module. CASE EXPECTATIONS Use information from the background readings as well as the case articles and any good quality sources you can find. Please cite all sources and provide a reference list at the end of the paper. The following will be assessed in particular: Your demonstrated understanding of the marketing concepts central to the case question. Your demonstrated understanding of factors related to the development of an effective promotions strategy through the analysis you conduct in the context of the case. The criteria used for assessment will be those explained on the MOD01 Home page, namely: Focus. Breadth. Depth. Critical thinking. Effective and appropriate communication skills. Case-Related Readings and Video Clips Begin your analysis by reading or viewing the following sources: Choueke, M 2005 Coke plans coffee drinks in a bid to reach adult sector. Preview By:. Marketing Week, 12/15, 28:50. Viewed using Proquest database February 20, 2010. Hutson, L. 2006 Coca-Cola Blak's multiple flavors confuse, displease Spokesman-Review, The (Spokane, WA), 06/21. Viewed using Proquest database February 20, 2010. Anonymous 2006 Coca-Cola bl?k debuts worldwide in aluminum. Preview Packaging Digest, Jan, 43:1. Viewed using Proquest database February 20, 2010. Youtube.com (2008). coca cola blak. U.S. teaser advertisement. Viewed at Youtube.com February 20, 2010. Note that if you cannot view this or any of the other YouTu be videos, you can see stills from them and a summary in the Powerpoint presentation below. Youtube.com (2008). BLAK COFFEE - 35mm Coke Blak Spec Spot. Viewed at Youtube.com February 20, 2010. Note that if you cannot view this or any of the other YouTube videos, you can see stills from them and a summary in the Powerpoint presentation below. Youtube.com (2008). CocaCola BLAK Writer. Advertisement Viewed at Youtube.com February 20, 2010. Note that if you cannot view this or any of the other YouTube videos, you can see stills from them and a summary in the Powerpoint presentation below. Youtube.com (2008). CocaCola BLAK Musician. Advertisement Viewed at Youtube.com February 20, 2010. Note that if you cannot view this or any of the other YouTube videos, you can see stills from them and a summary in the Powerpoint presentation below. Youtube.com (2008). Anderson Cooper tries Coke Blak. Viewed at Youtube.com February 20, 2010. Note that if you cannot view this or any of the other YouTube videos, you can see stills from them and a summary in the Powerpoint presentation below. Youtube.com (2008). Coke Blak - KOTV. Viewed at Youtube.com February 20, 2010. Note that if you cannot view this or any of the other YouTube videos, you can see stills from them and a summary in the Powerpoint presentation below. Youtube.com (2008). Coca-Cola BLAK. Demonstration of pour qualities. Viewed at Youtube.com February 20, 2010. Note that if you cannot view this or any of the other YouTube videos, you can see stills from them and a summary in the Powerpoint presentation below. Anonymous (2007). Coca-Cola pulls coffee-flavoured cola off the U.S. market; [National Edition] National Post. Don Mills, Ont.: Sep 1. Viewed using Proquest database February 20, 2010. Note that if you cannot view this or any of the other YouTube videos, you can see stills from them and a summary in the Powerpoint presentation below. Freeman, J. (2008). Summary of Coke Blak videos on YouTube. TUI University. Note that if you cannot view any of the YouTube videos above, you can see stills from them and a summary in the Powerpoint presentation here.

 

Paper#10683 | Written in 18-Jul-2015

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