During the period of 1982, Coca-Cola went deep into 10 major cities and made about 2,000 visits. Through the investigation, we can see whether the taste factor is an important reason for the decline of Coca-Cola's market share, and at the same time, we can ask customers' opinions on the new taste coke. So, in the questionnaire design, I asked, for example, "Do you want to try a new drink?" "Coca-Cola tastes softer. Are you satisfied? " Wait for questions.
The final result of the survey shows that consumers are willing to taste new flavors of cola. This result strengthens the idea that the decision-makers of Coca-Cola Company should not keep secrets. The 1999 Coca-Cola formula is no longer suitable for the needs of today's consumers. Therefore, confident Coca-Cola began to develop new flavors of Coke.
Coca-Cola Company has shown the world a new sample of Coca-Cola, which tastes softer, sweeter and less frothy than the old one. At the beginning of the introduction of the new coke to the market, Coca-Cola Company spared no expense to conduct another round of taste test. The Coca-Cola Company invested 4 million dollars. In 65,438+03 cities, about 65,438+09.10,000 people were invited to participate in the taste test of unlabeled new and old colas. Results 60% consumers think that the new coke is better than the original one, and 52% consumers think that the new coke is better than Pepsi. The popularity of new coke dispelled the original concerns of Coca-Cola leaders, so it is only a matter of time before the new coke is introduced to the market.
When pushing into the production line, because the new production line must be adjusted with the changes of different bottles, the bottling plants around Coca-Cola rejected the new coke on the grounds of increased cost. However, in order to win the market, Coca-Cola Company spared no expense to help the bottling plant modify the production line.
At the beginning of the listing of the new Coca-Cola, Coca-Cola made a great advertising campaign. On April 23rd, 1985, a grand press conference was held at Lincoln Center in new york, attended by more than 200 journalists from newspapers, magazines and TV stations. Relying on the great power of the media, this move of Coca-Cola Company caused a sensation effect, and finally made Coca-Cola Company enter the "era" of smaller factories.