Reasons for the failure of coca-cola Kansas project

According to the original document, the Coca-Cola Kansas Project refers to a plan to change the formula of the classic cola launched by Coca-Cola Company in 1985 to cope with the competition of Pepsi and the change of market demand. However, this plan was strongly opposed and resisted by consumers, which led to huge losses and brand crisis of Coca-Cola Company. The Coca-Cola Kansas project failed for the following reasons:

1. The Coca-Cola Company did not fully consider the emotional and cultural identity of consumers. Coca-Cola is not only a drink, but also a symbol of American spirit, and consumers have deep feelings and loyalty to it. Coca-Cola Company changed the classic formula, which is equivalent to betraying the trust and expectation of consumers, causing consumers' anger and disappointment.

2. The market research of Coca-Cola Company has defects and limitations. Coca-Cola Company only pays attention to taste test, without in-depth study of consumers' consumption psychology and behavior, and without considering the influence and loyalty of brands. Coca-Cola Company also failed to predict the herd mentality of consumers, that is, when more and more people oppose the new coke, others will follow suit and reject it.

The decision of Coca-Cola Company is too radical and confident. Coca-Cola Company did not fully evaluate the risks and consequences of the new coke, nor did it make emergency plans and alternatives. Coca-Cola Company didn't consider the reaction and strategy of its competitors. Pepsi-Cola took advantage of the failure of the new coke, increased publicity and attacks, and seized market share.