Originally Posted by
ffsim
You need to go back and review the case studies on New Coke. Coca-Cola changed the product and had a major marketing failure on their hands almost immediately.
AC talks about learning from New Coke while insisting they're "not about to fiddle with a recipe that has proven successful." All the while fiddling with the recipe (i.e. the hard and soft products).
To be clear, I'm not suggesting AC's fiddling will lead to the same fate as New Coke. I just found it curious that CR would make those statements considering all the recent changes he's been implementing at AC.
I am familiar with the case, but Coca Cola didn't change the pricing for New Coke vs old Coke did they? I mean every marketer has learnt about the case (my previous life) but I do not recall any pricing differences.
AC Rouge is cheaper than AC ML (now before I get flamed like a chicken on fire), ACr is cheaper in some cases for the consumer. Take a look at PR pricing vs ML J pricing on the same route. Gosh they are cheaper now!!