Research Design about cola-cola

    在新可乐这种情况下，可口可乐是美国文化的象征，可口可乐改变其原有的配方，是广泛引起消费者反对的原因之一，可口可乐改变其配方口感是由于竞争压力比较大，但消费者坚持认 为可口可乐制造商应立即恢复生产，供应原汁原味的可口可乐。

                                                                   Research Design

    In this case of new Cola, Coca-Cola is a symbol of USA culture, widespread opposition was aroused by consumers when Coca-Cola changed its formula taste due to the competition pressure, consumers insisted that Coca-Cola manufacturer should immediately restore the production and supply of the original taste. Consumers’  attached emotional meanings for Coca-Cola was ignored before launching the new coke, the pre-launching survey only focused on the acceptance of new flavor but didn't understand the emotional significance of Cola in consumers’ heart for 99 years, which is un-replaceable because its not only a soft drink but its part of their life(Catherine Webi, 2006). Rational survey can not detect consumers’ deep inside emotion for coke. The old Coca-Cola’s loyal consumers’ protests are also part of emotional behaviors. Maybe there are many consumers who when taken new cola survey, they voted for the new cola, while when the Coca Cola Co adjusted the formula taste, they became active protesters because the old Coca-Cola has become a part of their life(Ronald E.,2006) . In the pre-launching survey, there were many people who can not accept the new coke but their significance was also ignored. The key issue of the failure of new coke is Coca-cola company ignored the key trait of coke, which is stable, reliable and pure, and trusted too much on its key competitiveness, such like globe sourcing, distributing ability etc.(Christopher White, 2005). However, the changed flavor and disappeared old coke can not be called stable anymore, that’s why consumers reject the new coke no matter it tastes good or not and want the old coke back.

    There could be an alternative for the new coke. New coke could be a new flavor of Coca-cola company and put on market shelf for sale, but the old coke should be remained. The promotion for new coke could be separated with the old one, but the emphasis on old coke should be remain or even be strengthened.  

    The reason for the alternative is that the key trait of Coca-cola should be focused. The key trait of Coca-cola is not like Pepsi which is diversity, coke’s key trait is stable, hence it must not cancel the old coke which has so much culture and emotional value and was accepted by consumers for 99 years, cancel it means cancel the stable trait(Avinash Kapoor, 2009). The new coke should be promoted as a new flavor hence it can expand the market for gaining new consumers who like its flavor and who are not so much fan of the old coke. In the mean while, it can maintain the original market and what’s more important it can maintain the key trait and culture value of coke. Hence the best choice for Coca-cola is not totally creative and cancel the good old product but just do some improvement on the old product. The improved coke should be just as an alternative for consumers, while using the new coke to replace the old one is killing Coca-cola’s key trait. With the maintaining of the key trait, the new coke can also bring Coca-cola a new life and new vitality(Chulmin Kim, 2003). When the new coke is taken as a new product which has nothing with the traditional coke, it can have good potential market. There maybe other alternatives to avoid the risk of promoting new coke, but the above alternative is the best way for maintaining the key trait, old market and expanding new market for Coca-cola.

Reference:
Avinash Kapoor, Chimaya Kulshrestha,(2009) "Consumers' perceptions: an analytical study of influence of consumer emotions and response", Direct Marketing: An International Journal, Vol. 3 Iss: 3, pp.186 - 202.

Catherine Webi,(2006)"Avoiding ageism at Coca‐Cola: Company initiatives earn Employer Champion status", Human Resource Management International Digest, Vol. 14 Iss: 7, pp.9 - 11.

Chulmin Kim, Sounghie Kim, Subin Im, Changhoon Shin, (2003) "The effect of attitude and perception on consumer complaint intentions", Journal of Consumer Marketing, Vol. 20 Iss: 4, pp.352 - 371.

Christopher White, Yi-Ting Yu, (2005) "Satisfaction emotions and consumer behavioral intentions", Journal of Services Marketing, Vol. 19 Iss: 6, pp.411 - 420.

Ronald E. Goldsmith,(2006) "Emotion and Reason in Consumer Behavior (1st ed.)", Journal of Consumer Marketing, Vol. 23 Iss: 5, pp.304 - 305.



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