Category: Case Studies

CS-111 Cola Wars 1894 Coke Invents Coupons

Reconstructs the early rise of Coca Cola from an obscure patent medicine to the world-dominating carbonated soft drink. The company’s invention of the Coupon, entitling the holder to a free glass of Coca Cola, was instrumental in building product awareness and brand trust that has yet to be surpassed by competitors like Pepsi.

Read More

CS-116 Cola Wars 1985 New Coke

Explores the cautionary tale against tampering with a well-established and successful brand. This Market Simulation shows how the betrayal of Coke’s Brand value, followed by the re-invigoration of Coke’s Brand value, can explain Coke’s significant swings in Market Share during 1985.

Read More