New Coke was repositioned as a slightly sweeter, less filling soft drink because the Coca-Cola Company discovered that its 1984 market share in supermarkets was 2 percent behind Pepsi. This product repositioning strategy was designed to __________.

Question

Quizplus · Accepted Answer

The repositioning strategy of New Coke was designed to react to a competitor's position, specifically Pepsi's 2 percent lead in market share. The goal was to regain market share by offering a slightly sweeter and less filling product that would appeal to Pepsi's target audience.

New Coke Was Repositioned as a Slightly Sweeter, Less Filling