Mikes Cigars loses Oliva.

[Texan in Mexico]

I would absolutely NOT say that. I have not met the Olivias to say one way or the other. However, idiotic business decisions are made all over this country on a daily basis. Can you say "New Coke?".

I don't mean to get off topic but a big part of what I do is market research, campaigns and the New Coke idea is generally recognized as one of the greatest marketing coups of all time. Easily one of the Top 10.

[SeanGAR]

Originally Posted by Texan in Mexico

I don't mean to get off topic but a big part of what I do is market research, campaigns and the New Coke idea is generally recognized as one of the greatest marketing coups of all time. Easily one of the Top 10.

How so?

[Texan in Mexico]

Originally Posted by SeanGAR

How so?

I don't want to divert this thread but basically - there is great debate as to whether this was done as a true shift in ideaology for a market leader or to generate fervor in the market.

Honestly we will probably never know, even Robert Goizurta has given contradictory accounts of the build up to its launch, many feel this was done purposely, and unfortunately he succumbed to lung cancer in 97.

My belief is that it was a weighed risk that perhaps didn't fulfill its potential but did create such a fuss that he we are talking about it on a Cigar Forum more than 20 years later.

It is an incredible case study. There is much more to it and I'd be thrilled to point you in the direction of some support material and you let me know what you think!

Thanks for your reply.

Travis

[SeanGAR]

Originally Posted by Texan in Mexico

I don't want to divert this thread but basically - there is great debate as to whether this was done as a true shift in ideaology for a market leader or to generate fervor in the market.

Honestly we will probably never know, even Robert Goizurta has given contradictory accounts of the build up to its launch, many feel this was done purposely, and unfortunately he succumbed to lung cancer in 97.

My belief is that it was a weighed risk that perhaps didn't fulfill its potential but did create such a fuss that he we are talking about it on a Cigar Forum more than 20 years later.

It is an incredible case study. There is much more to it and I'd be thrilled to point you in the direction of some support material and you let me know what you think!

Thanks for your reply.

Travis

Travis,

Interesting there can be different ways to interpret what happened. I was in my PhD in Food Science in 1985 so was paying attention to this and a few years later have spoken to a student's father who was a VP in coke at that time. Looked to me (based on what I've read and heard) to be a top down decision that was based on flawed interpretation of sensory testing and market dynamics. I don't drink pop so I was largely insulated from what happened in the marketplace once they announced they were changing the formulation, but I do remember fellow students going nuts to buy a lifetime supply of the old stuff. At the time, I was more interested in ensuring a supply of J. Lohr Gamay Beaujolais and Caymus Cabernet.

Shoot me a PM with some info or links if you would. I'd be interested in another viewpoint of what happened.

/Sean

Originally Posted by Texan in Mexico

I don't mean to get off topic but a big part of what I do is market research, campaigns and the New Coke idea is generally recognized as one of the greatest marketing coups of all time. Easily one of the Top 10.

According to Snopes and the folks at Coke and other sources http://www.google.com/search?q=New+C...x=&startPage=1, this was not a marketing ploy.
http://www.snopes.com/cokelore/newcoke.asp

one more
Windows Vista: The 'New Coke' of the PC age | csmonitor.com

Originally Posted by nozero

According to Snopes and the folks at Coke and other sources http://www.google.com/search?q=New+C...x=&startPage=1, this was not a marketing ploy.
]

May not have been but the execs at coke spun it to work for them. Which it did.

This was my point. These guys aren't morons. And assuming anyone, let alone guys in charge of a multi-million dollar company, is stupid just because you don't see their reasoning is foolish. And arrogant. I try to remind myself of that whenever I think something is stupid. Well there must be a reason. What is it? What am I not seeing? Etc. I don't know everything yet. :-D

[SeanGAR]

Originally Posted by Legend

May not have been but the execs at coke spun it to work for them. Which it did.

This was my point. These guys aren't morons. And assuming anyone, let alone guys in charge of a multi-million dollar company, is stupid just because you don't see their reasoning is foolish. And arrogant. I try to remind myself of that whenever I think something is stupid. Well there must be a reason. What is it? What am I not seeing? Etc. I don't know everything yet. :-D

I am reminded of a friend who screwed up and missed his flight, thinking he read 220 when it was 1220.

The plane he missed crashed killing all on board.

He still screwed up by missing the flight, but it turned out well for him.

Same thing with coke.

[doctorcue]

So we should all agree to disagree. Aren't we here to smoke?

Originally Posted by SeanGAR

I am reminded of a friend who screwed up and missed his flight, thinking he read 220 when it was 1220.

The plane he missed crashed killing all on board.

He still screwed up by missing the flight, but it turned out well for him.

Same thing with coke.

Yeah they are still morons. Just lucky morons.

Figures.

[SeanGAR]

Originally Posted by Legend

Yeah they are still morons. Just lucky morons.

Figures.

Exactly.

I'm glad that you now agree with the Coke VP I spoke with regarding this escapade.