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QUESTION - FTZOO You get +1 bonus point for each question.Work in group 4–5 members.

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QUESTION - FTZOO You get +1 bonus point for each question.Work in group 4–5 members.

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1. What psychological phenomenon did Coca-Cola fail to anticipate when introducing New Coke as a replacement product?

2. Which production stage had the MOST critical failures in the New Coke case study?

3. Name THREE cognitive biases that affected Coca-Cola's focus group research.

4. What was the main competitor that Coca-Cola was trying to defeat with New Coke?

5. According to the case study, why did consumers react negatively to New Coke being introduced as a replacement rather than an additional choice?

6. What major cultural aspect of Coca-Cola did the company underestimate during the planning phase?

7. How much money did Coca-Cola invest in research and development for New Coke?

8. What was the key flaw in how Coca-Cola conducted their focus group testing?

9. Which production stages showed NO significant failures according to the analysis?

10. What marketing campaign slogan did Coca-Cola use that backfired during the New Coke introduction?

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Group Five girls: Lan Thương, Kiều Nga, Phương Loan, Trâm Anh, Khánh Ly

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Group Five girls: Lan Thương, Kiều Nga, Phương Loan, Trâm Anh, Khánh Ly

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1. What psychological phenomenon did Coca-Cola fail to anticipate when introducing New Coke as a replacement product?

Answer: Psychological reactance

2. Which production stage had the MOST critical failures in the New Coke case study?

Answer: Planning & Design and Testing & Inspection (both stages had the most failures)

3. Name THREE cognitive biases that affected Coca-Cola's focus group research.

Answer: Bounded awareness, Focusing illusion, Illusion of control

4. What was the main competitor that Coca-Cola was trying to defeat with New Coke?

Answer: Pepsi

5. According to the case study, why did consumers react negatively to New Coke being introduced as a replacement rather than an additional choice?

Answer: Because consumers felt their freedom of choice was being taken away, triggering psychological reactance

6. What major cultural aspect of Coca-Cola did the company underestimate during the planning phase?

Answer: Coca-Cola's status as an American cultural icon and deep emotional connection with consumers

7. How much money did Coca-Cola invest in research and development for New Coke?

Answer: 4 million dollars

8. What was the key flaw in how Coca-Cola conducted their focus group testing?

Answer: They tested New Coke as a product improvement rather than as a complete replacement of the original formula

9. Which production stages showed NO significant failures according to the analysis?

Answer: Manufacturing, Packaging, Shipping and Logistics, Procurement

10. What marketing campaign slogan did Coca-Cola use that backfired during the New Coke introduction?

Answer: "The best gets better" / "advertising images, not products"

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1. Psychological reactance – consumers felt their freedom of choice was taken away when Original Coke was replaced.

2. Planning & Design stage – mistakes in strategy, research interpretation, and decision to replace rather than add a product.

3. Anchoring bias (over-relying on initial survey numbers).

Availability heuristic / Retrieveability bias (assuming success like Diet Coke would repeat).

Illusion of control (believing they could control consumer and media reactions).

4. Pepsi, especially after the “Pepsi Challenge” blind taste tests.

5. Because consumers lost their freedom of choice. They wanted both Original Coke and New Coke, but Coke removed the original.

6. Coca-Cola’s cultural and emotional symbolism – it was an American icon built over 100 years.

7. $4 million USD

8. Participants were not told that New Coke would replace Original Coke, so results did not reflect real-world reactions.

9. Manufacturing, Packaging, and Logistics – the failures were in planning, research, and testing, not in production execution.

10. “Coke is it!” (1982) – strongly tied to Original Coke, it conflicted with replacing the product.

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Phạm Văn Duy, Đỗ Nhật Hạ, Nguyễn Trung Nghị, Võ Ngọc Bảo Ngân, Vũ Thị Bảo Trâm

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Phạm Văn Duy, Đỗ Nhật Hạ, Nguyễn Trung Nghị, Võ Ngọc Bảo Ngân, Vũ Thị Bảo Trâm

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1. They failed to anticipate psychological reactance – consumers rebelled when their freedom of choice (keeping the original Coke) was taken away.

2. The focus group and market testing stage had the most critical failures, due to misinterpretation and overreliance on taste-test data.

3.

Tunnel vision (over-focusing on beating Pepsi)

Groupthink (lack of internal dissent and critical evaluation)

Illusion of control (believing test results gave them full predictive power over consumer behavior)

4. Coca-Cola aimed to defeat Pepsi, especially after the success of the “Pepsi Challenge.”

5. Because it removed the original Coke from the market, making consumers feel deprived of choice and sparking backlash.

6. They underestimated Coca-Cola’s symbolic and cultural identity as an American icon tied to tradition and nostalgia.

7.About $4 million was invested in R&D and testing for New Coke.

8. The flaw was that tests measured only immediate taste preference, without asking about loyalty, emotional attachment, or reactions to replacing the old Coke.

9. The physical production, bottling, and distribution processes had no major failures – the problems lay in decision-making and market research, not manufacturing.

10. The slogan “Catch the Wave” for New Coke backfired, especially since Pepsi’s campaign (“The Choice of a New Generation”) was stronger and Coca-Cola’s identity was tied more to tradition.

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1. What psychological phenomenon did Coca-Cola fail to anticipate when introducing New Coke as a replacement product?

Psychological reactance – consumers felt their freedom of choice was taken away when Original Coke was replaced.

2. Which production stage had the MOST critical failures in the New Coke case study?

Planning & Design stage – mistakes in strategy, research interpretation, and decision to replace rather than add a product.

3. Name THREE cognitive biases that affected Coca-Cola's focus group research.

Anchoring bias (over-relying on initial survey numbers).

Availability heuristic / Retrieveability bias (assuming success like Diet Coke would repeat).

Illusion of control (believing they could control consumer and media reactions).

4. What was the main competitor that Coca-Cola was trying to defeat with New Coke?

Pepsi, especially after the “Pepsi Challenge” blind taste tests.

5. According to the case study, why did consumers react negatively to New Coke being introduced as a replacement rather than an additional choice?

Because consumers lost their freedom of choice. They wanted both Original Coke and New Coke, but Coke removed the original.

6. What major cultural aspect of Coca-Cola did the company underestimate during the planning phase?

Coca-Cola’s cultural and emotional symbolism – it was an American icon built over 100 years.

7. How much money did Coca-Cola invest in research and development for New Coke?

$4 million USD.

8. What was the key flaw in how Coca-Cola conducted their focus group testing?

Participants were not told that New Coke would replace Original Coke, so results did not reflect real-world reactions.

9. Which production stages showed NO significant failures according to the analysis?

Manufacturing, Packaging, and Logistics – the failures were in planning, research, and testing, not in production execution.

10. What marketing campaign slogan did Coca-Cola use that backfired during the New Coke introduction?

“Coke is it!” (1982) – strongly tied to Original Coke, it conflicted with replacing the product.

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Phạm Văn Duy, Đỗ Nhật Hạ, Nguyễn Trung Nghị ,Võ Ngọc Bảo Ngân, Vũ Thị Bảo Trâm

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Phạm Văn Duy, Đỗ Nhật Hạ, Nguyễn Trung Nghị ,Võ Ngọc Bảo Ngân, Vũ Thị Bảo Trâm

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1. What psychological phenomenon did Coca-Cola fail to anticipate when introducing New Coke as a replacement product?

→ Psychological reactance

2. Which production stage had the MOST critical failures in the New Coke case study?

→ Planning & Design and Testing & Inspection (both stages had the most failures)

3. Name THREE cognitive biases that affected Coca-Cola's focus group research.

→ Bounded awareness, Focusing illusion, Illusion of control

4. What was the main competitor that Coca-Cola was trying to defeat with New Coke?

→ Pepsi

5. According to the case study, why did consumers react negatively to New Coke being introduced as a replacement rather than an additional choice?

→ Because consumers felt their freedom of choice was being taken away, triggering psychological reactance

6. What major cultural aspect of Coca-Cola did the company underestimate during the planning phase?

→ Coca-Cola's status as an American cultural icon and deep emotional connection with consumers

7. How much money did Coca-Cola invest in research and development for New Coke?

→ 4 million dollars

8. What was the key flaw in how Coca-Cola conducted their focus group testing?

→ They tested New Coke as a product improvement rather than as a complete replacement of the original formula

9. Which production stages showed NO significant failures according to the analysis?

→ Manufacturing, Packaging, Shipping and Logistics, Procurement

10. What marketing campaign slogan did Coca-Cola use that backfired during the New Coke introduction?

→ "The best gets better" / "advertising images, not products"

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1. What psychological phenomenon did Coca-Cola fail to anticipate when introducing New Coke as a replacement product? Psychological reactance - the concept that people believe they have a set of freedoms, and when an outside force compromises these freedoms, it feels like an attack, causing people to protest until the freedom returns.

2. Which production stage had the MOST critical failures in the New Coke case study? The research and development/testing phase - particularly the focus group data collection and interpretation stage where they misapplied consumer feedback and ignored warning signs.

3. Name THREE cognitive biases that affected Coca-Cola's focus group research:

Bounded awareness (prevented them from noticing useful, observable data)

Anchoring decision bias (decisions heavily influenced by majority preference numbers)

Retrieveability bias/availability heuristic (based on memory structures from past Diet Coke success)

4. What was the main competitor that Coca-Cola was trying to defeat with New Coke? Pepsi - specifically responding to the "Pepsi Challenge" taste tests that showed consumers preferred Pepsi's taste over original Coke.

5. According to the case study, why did consumers react negatively to New Coke being introduced as a replacement rather than an additional choice? Due to psychological reactance - consumers felt their freedom of choice was being taken away, which felt like an attack, causing them to protest and panic-buy original Coke until their choice was restored.

6. What major cultural aspect of Coca-Cola did the company underestimate during the planning phase? The cultural significance and iconic status of original Coke - nearly 100 years of advertising campaigns had made Coke "an icon" and part of American cultural fabric, which the company failed to consider when focusing solely on taste.

7. How much money did Coca-Cola invest in research and development for New Coke? $4 million - representing one of the most expensive and extensive market research projects ever completed at that time.

8. What was the key flaw in how Coca-Cola conducted their focus group testing? Consumers were not made aware that only one Coca-Cola version would be offered in the future - they were misled about the product's true intentions as a replacement rather than an addition.

9. Which production stages showed NO significant failures according to the analysis? The document doesn't explicitly identify any stages with no failures - all major stages (research, development, testing, and launch) had critical issues that contributed to the failure.

10. What marketing campaign slogan did Coca-Cola use that backfired during the New Coke introduction? The document mentions several historical slogans like "Coke is it!" (1982), but doesn't specify which particular slogan backfired during the New Coke introduction. The issue was more about the cumulative effect of decades of advertising that had made original Coke an cultural icon.

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Trần Thị Thu Thảo + Nguyễn Thị Mỹ Duyên+ Hoàng Trần Hoài Thương+Nguyễn Thị Lê Vi

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Trần Thị Thu Thảo + Nguyễn Thị Mỹ Duyên+ Hoàng Trần Hoài Thương+Nguyễn Thị Lê Vi

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1. Psychological phenomenon Coca-Cola failed to anticipate?
→ They overlooked psychological reactance, where consumers resist when they feel their freedom of choice is being limited.

2. Production stage with the most critical failures?
→ Failures occurred mainly in Planning & Design and Testing & Inspection.

3. Three cognitive biases affecting Coca-Cola’s focus group research?
→ Bounded awareness, Focusing illusion, and the Illusion of control.

4. Main competitor targeted with New Coke?
→ Pepsi.

5. Why did consumers react negatively to New Coke as a replacement?
→ Because people felt their freedom of choice was removed, which triggered psychological reactance.

6. Cultural aspect underestimated during planning?
→ Coca-Cola’s identity as an American cultural icon and its deep emotional connection with consumers.

7. How much was invested in R&D for New Coke?
→ Around 4 million dollars.

8. Key flaw in focus group testing?
→ They tested New Coke only as a formula improvement, not as a full replacement for the original drink.

9. Production stages with no major failures?
→ Manufacturing, Packaging, Shipping & Logistics, and Procurement were not problematic.

10. Marketing slogan that backfired?
→ “The best gets better” – focusing on advertising images rather than the product itself.

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Anh Thư - Minh Thư - Thanh Trúc - Trung Hieu - Dieu Ngan 

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Anh Thư - Minh Thư - Thanh Trúc - Trung Hieu - Dieu Ngan 

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1. What psychological phenomenon did Coca-Cola fail to anticipate when introducing New Coke as a replacement product?

Psychological reactance – consumers felt their freedom of choice was being taken away.

2. Which production stage had the MOST critical failures in the New Coke case study?

Planning & Design (misjudging consumer psychology, brand identity, and cultural value).

Also Testing & Inspection (research biases and flawed methodology).

3. Name THREE cognitive biases that affected Coca-Cola's focus group research.

Bounded Awareness – overlooked that only a minority disliked the original formula.

Focusing Illusion – focused only on taste, ignored brand attachment.

Illusion of Control – assumed they could control consumer reactions.

4. What was the main competitor that Coca-Cola was trying to defeat with New Coke?

Pepsi.

5. According to the case study, why did consumers react negatively to New Coke being introduced as a replacement rather than an additional choice?

They felt loss of freedom of choice (reactance).

Original Coca-Cola was being taken away instead of offering New Coke as an option.

6. What major cultural aspect of Coca-Cola did the company underestimate during the planning phase?

Its deep emotional connection with consumers.

Coca-Cola’s identity as an American cultural icon.

7. How much money did Coca-Cola invest in research and development for New Coke?

The text provided does not mention a specific number. (In historical records, Coca-Cola spent over $4 million on R&D and taste tests, but it’s not in your case summary.)

8. What was the key flaw in how Coca-Cola conducted their focus group testing?

They tested New Coke only as an improvement in taste, not as a replacement scenario for the original Coke.

9. Which production stages showed NO significant failures according to the analysis?

Manufacturing, Packaging, Shipping, and Logistics (not mentioned as failure points).

10. What marketing campaign slogan did Coca-Cola use that backfired during the New Coke introduction?

The case summary you provided does not mention it.

Historically, the slogan was “The Best Just Got Better”, which backfired because it implied the original Coke wasn’t good enough.

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FINE GIRLS:Nguyễn Vũ Khánh Ly Hà Nguyễn Trâm Anh Trần Nguyễn Phương Loan Nguyễn Lâm Lan Thương Nguyễn Thị Kiều Nga

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FINE GIRLS:Nguyễn Vũ Khánh Ly Hà Nguyễn Trâm Anh Trần Nguyễn Phương Loan Nguyễn Lâm Lan Thương Nguyễn Thị Kiều Nga

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1. What psychological phenomenon did Coca-Cola fail to anticipate when introducing New Coke as a replacement product?

Psychological reactance

2. Which production stage had the MOST critical failures in the New Coke case study?

Planning & Design and Testing & Inspection (both stages had the most failures)

3. Name THREE cognitive biases that affected Coca-Cola's focus group research.

Bounded awareness, Focusing illusion, Illusion of control

4. What was the main competitor that Coca-Cola was trying to defeat with New Coke?

Pepsi

5. According to the case study, why did consumers react negatively to New Coke being introduced as a replacement rather than an additional choice?

Because consumers felt their freedom of choice was being taken away, triggering psychological reactance

6. What major cultural aspect of Coca-Cola did the company underestimate during the planning phase?

Coca-Cola's status as an American cultural icon and deep emotional connection with consumers

7. How much money did Coca-Cola invest in research and development for New Coke?

4 million dollars

8. What was the key flaw in how Coca-Cola conducted their focus group testing?

They tested New Coke as a product improvement rather than as a complete replacement of the original formula

9. Which production stages showed NO significant failures according to the analysis?

Manufacturing, Packaging, Shipping and Logistics, Procurement

10. What marketing campaign slogan did Coca-Cola use that backfired during the New Coke introduction?

"The best gets better" / "advertising images, not products"

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Minh Trí, Nam Minh, Ngọc Linh, Hồng Ngân, Phương Thùy

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Minh Trí, Nam Minh, Ngọc Linh, Hồng Ngân, Phương Thùy

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1. The psychological phenomenon Coca-Cola failed to anticipate was psychological reactance. Consumers felt their freedom of choice was restricted when New Coke replaced the original formula.

2. The most critical failures occurred in both the Planning & Design stage and the Testing & Inspection stage. These stages contained the biggest mistakes that directly caused the backlash.

3. Three cognitive biases that affected Coca-Cola’s research were bounded awareness, focusing illusion, and illusion of control. These biases led the company to misinterpret consumer preferences and reactions.

4. Coca-Cola launched New Coke mainly to defeat its biggest competitor, Pepsi. Management’s tunnel vision on Pepsi caused them to ignore Coca-Cola’s own brand identity.

5. Consumers reacted negatively because they felt their freedom of choice was being taken away. This loss of autonomy triggered strong psychological reactance against the brand.

6. The company underestimated Coca-Cola’s role as an American cultural icon. They failed to see the brand’s deep emotional connection with consumers during the planning stage.

7. Coca-Cola invested around 4 million dollars in research and development for New Coke. Despite this large investment, the testing approach was deeply flawed.

8. The key flaw in focus group testing was that New Coke was tested as a product improvement, not as a replacement for the original. This mistake ignored how consumers would react if the old formula disappeared.

9. The stages that showed no significant failures were Manufacturing, Packaging, Shipping and Logistics, and Procurement. The core issues came only from planning and testing, not operations.

10. The marketing campaign slogan “The best gets better” backfired during New Coke’s introduction. It reinforced consumer anger by suggesting Coca-Cola was replacing a beloved product that did not need changing.

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Minh Trí, Nam Minh, Ngọc Linh, Hồng Ngân, Phương Thùy

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Minh Trí, Nam Minh, Ngọc Linh, Hồng Ngân, Phương Thùy

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1. The psychological phenomenon Coca-Cola failed to anticipate was psychological reactance. Consumers felt their freedom of choice was restricted when New Coke replaced the original formula.

2. The most critical failures occurred in both the Planning & Design stage and the Testing & Inspection stage. These stages contained the biggest mistakes that directly caused the backlash.

3. Three cognitive biases that affected Coca-Cola’s research were bounded awareness, focusing illusion, and illusion of control. These biases led the company to misinterpret consumer preferences and reactions.

4. Coca-Cola launched New Coke mainly to defeat its biggest competitor, Pepsi. Management’s tunnel vision on Pepsi caused them to ignore Coca-Cola’s own brand identity.

5. Consumers reacted negatively because they felt their freedom of choice was being taken away. This loss of autonomy triggered strong psychological reactance against the brand.

6. The company underestimated Coca-Cola’s role as an American cultural icon. They failed to see the brand’s deep emotional connection with consumers during the planning stage.

7. Coca-Cola invested around 4 million dollars in research and development for New Coke. Despite this large investment, the testing approach was deeply flawed.

8. The key flaw in focus group testing was that New Coke was tested as a product improvement, not as a replacement for the original. This mistake ignored how consumers would react if the old formula disappeared.

9. The stages that showed no significant failures were Manufacturing, Packaging, Shipping and Logistics, and Procurement. The core issues came only from planning and testing, not operations.

10. The marketing campaign slogan “The best gets better” backfired during New Coke’s introduction. It reinforced consumer anger by suggesting Coca-Cola was replacing a beloved product that did not need changing.

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Hoài Thương - Thu Thảo - Mỹ Duyên - Lê Vi

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Hoài Thương - Thu Thảo - Mỹ Duyên - Lê Vi

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1. Psychological reactance.

2. Planning & Design and Testing & Inspection (both stages had the most failures).

3.

Bounded awareness

Focusing illusion

Illusion of control

4. Pepsi.

5. Because consumers felt their freedom of choice was being taken away, triggering psychological reactance.

6. Coca-Cola's status as an American cultural icon and the deep emotional connection with consumers.

7. 4 million dollars.

8. They tested New Coke as a product improvement rather than as a complete replacement of the original formula.

9. Manufacturing, Packaging, Shipping and Logistics, Procurement.

10. "The best gets better" / "advertising images, not products."

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Trần Minh Thư
Nguyễn Phương Bảo Ngọc
Trương Nguyễn Quỳnh Anh
Hoàng Xuân Mai
Nguyễn Trí Thịnh

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Trần Minh Thư
Nguyễn Phương Bảo Ngọc
Trương Nguyễn Quỳnh Anh
Hoàng Xuân Mai
Nguyễn Trí Thịnh

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1. Psychological reactance

2. Planning & Design and Testing & Inspection (both stages had the most failures)

3. Bounded awareness, Focusing illusion, Illusion of control

4. Pepsi

5. Because consumers felt their freedom of choice was being taken away, triggering psychological reactance

6. Coca-Cola's status as an American cultural icon and deep emotional connection with consumers

7. 4 million dollars

8. They tested New Coke as a product improvement rather than as a complete replacement of the original formula

9. Manufacturing, Packaging, Shipping and Logistics, Procurement

10. "The best gets better" / "advertising images, not products"

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GAO: Sỹ Huy - Thanh Bình - Nhật Hoàng - Ngọc An - Thúy Vy

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GAO: Sỹ Huy - Thanh Bình - Nhật Hoàng - Ngọc An - Thúy Vy

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1. What psychological phenomenon did Coca-Cola fail to anticipate when introducing New Coke as a replacement product?
They failed to anticipate psychological reactance, where consumers felt their freedom of choice was being taken away.

2. Which production stage had the MOST critical failures in the New Coke case study?
The Planning & Design stage showed the most critical failures, due to tunnel vision, cultural misjudgments, and poor strategic foresight.

3. Name THREE cognitive biases that affected Coca-Cola's focus group research.

Bounded Awareness

Focusing Illusion

Illusion of Control

4. What was the main competitor that Coca-Cola was trying to defeat with New Coke?
The main competitor was Pepsi.

5. According to the case study, why did consumers react negatively to New Coke being introduced as a replacement rather than an additional choice?
Because it eliminated their freedom of choice and ignored their emotional attachment to the original Coca-Cola brand.

6. What major cultural aspect of Coca-Cola did the company underestimate during the planning phase?
They underestimated Coca-Cola’s cultural and emotional value as an American icon.

7. How much money did Coca-Cola invest in research and development for New Coke?
Coca-Cola invested approximately $4 million in R&D for New Coke.

8. What was the key flaw in how Coca-Cola conducted their focus group testing?
They tested New Coke as a product improvement in isolation, but failed to test consumer reaction to it as a full replacement of the original formula.

9. Which production stages showed NO significant failures according to the analysis?
The manufacturing and distribution stages showed no significant failures; the main issues arose in planning, testing, and consumer research.

10. What marketing campaign slogan did Coca-Cola use that backfired during the New Coke introduction?
The slogan “The Best Just Got Better” backfired, as consumers rejected the idea that the original Coke needed improvement.

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Vy Thảo - Bích Ngọc - Hà Tiên - Tuấn Linh

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Vy Thảo - Bích Ngọc - Hà Tiên - Tuấn Linh

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1. Coca-Cola failed to foresee psychological resistance—consumers revolted when their freedom of choice was taken away (by discontinuing the original Coke).

2. Planning & Design and Testing & Inspection (both stages had the most failure)

Bounded awareness

Focusing illusion

Illusion of control

4. The company’s main goal was to beat Pepsi after the “Pepsi Challenge.”

5. By removing the original Coke, they stripped consumers of choice, which triggered backlash.

6. Coca-Cola misjudged the drink’s cultural and symbolic value as part of American tradition and nostalgia.

7. Roughly $4 million dollars

8. The testing approach was flawed—it only assessed immediate taste preference, without considering loyalty, emotional attachment, or consumer reactions to losing the old formula.

9. Manufacturing, Procurement, Packaging, Shipping and Logistics

10. The marketing campaign (“Catch the Wave”) backfired. Pepsi’s ads (“The Choice of a New Generation”) resonated more strongly, and Coca-Cola’s new image clashed with its traditional identity.

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Tiến Dũng, Trung Huy, Quốc Hùng, Hoàng Hiệp, Quang Luân 

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Tiến Dũng, Trung Huy, Quốc Hùng, Hoàng Hiệp, Quang Luân 

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1. Coca-Cola failed to anticipate the psychological phenomenon of psychological reactance. Consumers felt their freedom to choose the original Coke was being taken away, which they perceived as an attack, leading to protest and rejection of the new product.

2. The research and development stage, specifically market research and the application of focus group data, had the most critical failures. The company misinterpreted the data and failed to test for the emotional reaction to replacing an iconic product.

3. The three cognitive biases mentioned are bounded awareness (ignoring key information), focusing illusion (zeroing in only on positive data from taste tests), and the illusion of control (believing they could control consumer reaction).

4. Pepsi was the main competitor that Coca-Cola was trying to defeat with its new, better-tasting formula.

5. Consumers reacted negatively because presenting New Coke as a replacement, rather than an additional choice, compromised their freedom of choice. This triggered a negative psychological reaction, as they felt an established freedom was being forcibly removed.

6. The company underestimated Coca-Cola's status as an icon of American culture. They focused purely on taste and disregarded the deep emotional and cultural connection consumers had with the brand and its 100-year history.

7. Coca-Cola invested $4 million in the research and development of New Coke.

8. The key flaw was that participants in taste tests were not told that New Coke would replace the original formula. They were misled into believing it would be a new flavor or an alternative, not the only option available.

9. The analysis does not mention any significant failures in the physical production stages like formula creation (as it won taste tests), bottling, or distribution logistics. The failures were concentrated in strategy, market research, and decision-making.

10. While the text doesn't name a New Coke slogan that backfired, it explains that decades of past campaign slogans like "It's the real thing" backfired by creating a cognitive conflict when the company decided to replace the product they had long marketed as authentic and original.

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BINGSU: Lương Đỗ Ái Vy, Ngô Như Quỳnh, Trần Ngọc Minh Thy, Nguyễn Đinh Phương Thảo, Đặng Ngọc Hân

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BINGSU: Lương Đỗ Ái Vy, Ngô Như Quỳnh, Trần Ngọc Minh Thy, Nguyễn Đinh Phương Thảo, Đặng Ngọc Hân

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1. Coca-Cola failed to anticipate psychological reactance, where consumers resisted the removal of their freedom of choice.

2. The stage with the most critical failures was Testing and Inspection, especially in focus group design and interpretation.

3. The three cognitive biases were: Bounded Awareness, Focusing Illusion, and Illusion of Control.

4. The main competitor Coca-Cola was trying to defeat was Pepsi.

5. Consumers reacted negatively because they felt their freedom of choice was taken away, as New Coke replaced the original instead of being an additional option.

6. The company underestimated Coca-Cola’s cultural brand value and emotional connection as an American cultural icon.

7. Coca-Cola invested around $4 million in research and development for New Coke.

8. The key flaw was that focus groups only tested the new formula in isolation, without simulating the replacement of the original Coca-Cola.

9. The production stages of Procurement and Manufacturing showed no significant failures in this case.

10. The marketing campaign slogan that backfired was “The Best Just Got Better.”

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BINGSU: Lương Đỗ Ái Vy, Ngô Như Quỳnh, Trần Ngọc Minh Thy, Nguyễn Đinh Phương Thảo, Đặng Ngọc Hân

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BINGSU: Lương Đỗ Ái Vy, Ngô Như Quỳnh, Trần Ngọc Minh Thy, Nguyễn Đinh Phương Thảo, Đặng Ngọc Hân

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1. Coca-Cola failed to anticipate psychological reactance, where consumers resisted the removal of their freedom of choice.

2. The stage with the most critical failures was Testing and Inspection, especially in focus group design and interpretation.

3. The three cognitive biases were: Bounded Awareness, Focusing Illusion, and Illusion of Control.

4. The main competitor Coca-Cola was trying to defeat was Pepsi.

5. Consumers reacted negatively because they felt their freedom of choice was taken away, as New Coke replaced the original instead of being an additional option.

6. The company underestimated Coca-Cola’s cultural brand value and emotional connection as an American cultural icon.

7. Coca-Cola invested around $4 million in research and development for New Coke.

8. The key flaw was that focus groups only tested the new formula in isolation, without simulating the replacement of the original Coca-Cola.

9. The production stages of Procurement and Manufacturing showed no significant failures in this case.

10. The marketing campaign slogan that backfired was “The Best Just Got Better.”

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5CSR: Kim Ngân - Thái Duy - Bảo Châu - Thuý Hạnh - Khánh Linh

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5CSR: Kim Ngân - Thái Duy - Bảo Châu - Thuý Hạnh - Khánh Linh

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1. Psychological reactance – consumers felt their freedom of choice was taken away when Original Coke was replaced.

2. Planning & Design stage – mistakes in strategy, research interpretation, and decision to replace rather than add a product.

3. Anchoring bias (over-relying on initial survey numbers).

Availability heuristic / Retrieveability bias (assuming success like Diet Coke would repeat).

Illusion of control (believing they could control consumer and media reactions).

4. Pepsi, especially after the “Pepsi Challenge” blind taste tests.

5. Because consumers lost their freedom of choice. They wanted both Original Coke and New Coke, but Coke removed the original.

6. Coca-Cola’s cultural and emotional symbolism – it was an American icon built over 100 years.

7. $4 million USD

8. Participants were not told that New Coke would replace Original Coke, so results did not reflect real-world reactions.

9. Manufacturing, Packaging, and Logistics – the failures were in planning, research, and testing, not in production execution.

10. The slogan “The Best Just Got Better” backfired, as consumers rejected the idea that the original Coke needed improvement.

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Diệu Ngân, Minh Thư, Anh Thư, Trung Hiếu, Thanh Trúc

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Diệu Ngân, Minh Thư, Anh Thư, Trung Hiếu, Thanh Trúc

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1. What psychological phenomenon did Coca-Cola fail to anticipate when introducing New Coke as a replacement product?
They failed to anticipate psychological reactance, where consumers felt their freedom of choice was being taken away.

2. Which production stage had the MOST critical failures in the New Coke case study?
The Planning & Design stage showed the most critical failures, due to tunnel vision, cultural misjudgments, and poor strategic foresight.

3. Name THREE cognitive biases that affected Coca-Cola's focus group research.

Bounded Awareness

Focusing Illusion

Illusion of Control

4. What was the main competitor that Coca-Cola was trying to defeat with New Coke?
The main competitor was Pepsi.

5. According to the case study, why did consumers react negatively to New Coke being introduced as a replacement rather than an additional choice?
Because it eliminated their freedom of choice and ignored their emotional attachment to the original Coca-Cola brand.

6. What major cultural aspect of Coca-Cola did the company underestimate during the planning phase?
They underestimated Coca-Cola’s cultural and emotional value as an American icon.

7. How much money did Coca-Cola invest in research and development for New Coke?
Coca-Cola invested approximately $4 million in R&D for New Coke.

8. What was the key flaw in how Coca-Cola conducted their focus group testing?
They tested New Coke as a product improvement in isolation, but failed to test consumer reaction to it as a full replacement of the original formula.

9. Which production stages showed NO significant failures according to the analysis?
The manufacturing and distribution stages showed no significant failures; the main issues arose in planning, testing, and consumer research.

10. What marketing campaign slogan did Coca-Cola use that backfired during the New Coke introduction?
The slogan “The Best Just Got Better” backfired, as consumers rejected the idea that the original Coke needed improvement.