Coca-Cola research-Case Analysis

Behind Coca-Cola Research

 

Last weekend, the marketing department discussed the "New Coca-Cola error investigation" case. After the discussion, I came up with some opinions as follows.

Case Analysis:

(1) Pepsi entered the cola market through a series of marketing methods such as youth, fashion, passion themes, and vigorous promotion of good taste, these are the differentiated marketing routes taken by the rookie Pepsi to avoid the powerful brand strength of Coca-Cola. It is not hard to see that, while being differentiated, Pepsi is also "Shameless" in many places to copy some of Coca-Cola's operating models, from naming to packaging or some marketing means. However, it is more difficult to keep the mountains. Some of the marketing methods you use have achieved remarkable results. Why don't I use Pepsi? I will also use it on your own.

(2) When the share of Pepsi-Cola grew rapidly, Coca-Cola imitated the taste of Pepsi-Cola and conducted a market research with incorrect positioning while ignoring its own brand. There is no problem with the survey procedures, but the problem is that the purchase motivation of consumers is not fully considered during the survey.

(3) people buy Coca-Cola more and don't care about his taste, but because of his brand in 100 and the American spirit he represents.

 

How to avoid:

(1) At that time, the brand and market share of Coca-Cola were stronger than that of Pepsi. When Pepsi launched a new taste of cola, it was possible to set standards for the cola industry based on its own brand, we can promote that Coca-Cola is the real cola. Isn't it a saying that "first-class enterprises set standards?

(2) Of course, if you want to make your taste sweet, I think Coca-Cola can slowly make some products sweet, rather than telling everyone that we have changed all our production lines. Without everyone's knowledge, if Coca-Cola tastes sweet, it will naturally take back some of its market share from Pepsi. What Coca-Cola ignores is that the change of taste is actually lowering its brand and standards to compete for market share with competitors, which falls into the trap of competitors. It can also be seen that the monopoly consciousness of Coca-Cola Company is too strong, where can there be only one kind of cola in the market?

(3) The biggest problem lies in market research. I cannot say how to avoid it. Do not ignore the power of the brand.

 

Other ideas:

(1) I don't think this market research is a very wrong research. At least in this research, Coca-Cola once again saw how powerful its brand is, you can also see the difference between yourself and Pepsi. More importantly, let consumers know the differences between Coca-Cola and Pepsi. Think about the brand effectiveness of a product when it is combined with a large concept such as national spirit and national tradition. Through this incident, Coca-Cola has already told people that Coca-Cola is the true cola of everyone and the embodiment of the spirit of the United States. Do you think this is a brand improvement? Of course, if we put this concept in China, I think more people will care about tastes, not about American Spirits and other things.

(2) After the incident, Coca-Cola's respect for public opinion adjusted its taste back to its original flavor and successfully responded to the customer's needs. In this way, Coca-Cola gathered its loyal consumer groups and made consumers feel that they were respected.

(3) At the end of this marketing case, the case did not show the market share of Coca-Cola after this incident. In the end, it was a decline or a rise. If it increases, I think it is a successful marketing.