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单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Managing Marketing Information,Coca-colas ill-considered decision New Coke,Outline,Choose the classic Coca-Cola,The reason for New Cola,Customers reaction,Companys reaction,Analysis,Conclusion,Why many people choose the classic Coca-Cola?,Unique formula,High quality products,Low cost&price,Perfect distribution,Represents the culture of American,Reason for introducing New Cola,Coke was slowly losing market share to Pepsi,Consumers preferred the sweeter taste of Pepsi,In blind tests,60 percent of consumers chose the new Coke over the old.Research showed that the new Coke will be a winner,so the company introduced it with confidence.,Customers reaction to the new Coke,Coke began receiving sacks of mails and phone calls from angry customers.,Some consumers panicked,filling their basements with old Coke.,“Old Cola Drinkers”staged protests,handed out T-shirts,and threatened a class-action suit.,Companys reaction,Coca-cola Company brought old Coke back.,Coke classic again became the companys main brand and the countrys leading soft drink.,New Coke became the companys“attack brand”-its Pepsi stopperand ads boldly compared New Cokes taste with Pepsis.,Analysis,Coke defined its marketing research problem too narrowly.,The research looked only at taste;it did not explore consumers feelings about dropping the old Coke and replacing it with a new version.,It represents the fabric of America.,Coke managers may also have used poor judgment in interpreting the research and planning strategies around it.,Conclusion,When companies do market researches,they shouldnt be too narrowly,they need abundance of information.They should take account of consumers feeling,、,product name,、,history,、,packaging,、,cultural heritage and image.,Thank you.,商英,Z101-,王趁心（组长）卢亚娟、韩贝贝、李卫霞、孙悦、江雨、李晓楠。,
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