Word: colas
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...introduction of new Coke flowed directly from a strategy that Coca-Cola has pursued in recent years. Since Goizueta's ascendancy to the top job, the company has been expanding in several directions. It acquired Columbia Pictures for more than $690 million in cash and stock in 1982, and has placed its once exclusive brand name on drinks ranging from cherry Coke to caffeine-free diet Coke. The addition of Coca-Cola Classic will bring the number of products bearing the Coke name to six, compared with the single Coke that Goizueta inherited. Pepsi, by contrast, has its name...
...company this week is launching yet another new product. In partnership with Murjani International, a New York City clothing designer, Coke will be producing a line of men's and women's wear. The items will range from sweatshirts with the Coca-Cola logo emblazoned across the chest to stylish shirts, blouses and outerwear...
...Coca-Cola may find that having two separate but equal Cokes can create severe headaches. The logistics alone will be a major problem. Even though they are overjoyed by the return of old Coke, many bottlers are already apprehensive. "This is not going to be easy," says Sandy Williams, president of Corinth Coca-Cola Bottling Works in Mississippi. "We're only set up to handle one finished syrup at a time...
Advertising could be another nightmare. Coca-Cola will have to decide whether to tout each Coke separately, or to launch a single unified campaign. "It's going to be very difficult and costly for the company to market two products with the same name," cautions one Madison Avenue insider. Some industry observers think that Coca-Cola may settle on a two-pronged strategy. It could focus on new Coke in its advertising, and let the triumphantly returned Classic Coke sell itself...
That may be true even though Coke could conceivably surrender first place to Pepsi in the cola wars. With two Cokes on the shelf, the supermarket purchase share of each might be lower than what Pepsi can muster. Coke is unlikely to worry though, since the combined might of its dual entries will still be greater than Pepsi's. In this case, notes Jesse Meyers, publisher of Beverage Digest, "the sum of the parts is greater than the whole...