Marketing strategy

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Coca-Cola has introduced a new flavor: Orange Vanilla. The roll-out follows successful launches of Cherry Coke and Vanilla Coke plus diet versions. How should this new item be launched?…

Discussion Questions:

  1. Read: the Press Release from Coca Cola’s website: “Introducing Orange Vanilla Coca Cola… (Links to an external site.)Links to an external site.” and this CNN Story (Links to an external site.)Links to an external site.
  2. What is Coca Cola’s motive for launching this new product? Do you believe it will succeed?
  3. Identify the primary message strategy (cognitive, affective, conative) you feel best matches the launch. Explain why you think it will be the best approach.
  4. Choose the type of advertising appeal (fear, humor, sex, music, rationality, emotional, scarcity) that fits this product introduction. Justify your choice.
  5. Choose the type of executional framework you feel would work best and justify your choice.

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