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Old 23rd May 2008, 07:05 PM   #4
rabbott50's Avatar

Join Date: Jun 2006
Location: Dexter, Michigan
Posts: 12

Yes, the market is the master. I tell my clients that the "who" is always more important than the "what" your selling. Coke was more concerned with creating a product that tasted like Pepsi and ignored their core audience.

Read Sergio Zyman's book "The End of Marketing as We Know It", he was the chief marketing officer behind the whole New Coke fiasco. A must read for marketers.

An interesting point about the Pepsi Challenge: I read a report some years back that said a majority of people prefer a sweeter flavor during taste tests of all foods. So it was no surprise that Pepsi won out over Coke.

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