The intangibles of Coke are the long time relationship with customers, the brand image, reputation, symbol of the company. )Test again but do not use the blind test and compare the difference. Before launching the new coke, the company should have issued some sample first to fathom the customer reaction to the new product. 8)Taste buds: 9)Actually, I do not agree with the idea of launching the new coke as a brand extension because Coke has built its market share from the loyal customer of the classic taste. Its competitor attacked to another class of consumers who prefer the sweeter taste.
Even if Coke launches the new Coke as the attack brand, it will be very difficult for it to success because for the customer who likes the sweeter one, they will choose Pepsi instead as Pepsi already similarly built a long term relationship with its customers. And the fact has improved that New Coke do not make any difference to the situation. 10)Marketing research is far from an exact science. Sometimes data is important for decision making process but basing solely on data will be failure. Especially, as marketing treats matters which relate to human, there are many factors more than data which need the consideration.