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Inspiration Defeat Tea Drinks Coca-cola – Coca-cola, Tea Drinks, Wang Lao Ji – Food Market
Soda sales decline has formed a hurricane swept the planet, almost 120 years of history, recognized as “the immortal golden statue,” the global beverage giant Coca-Cola and abide by the Romans, the implementation of localization strategy, never ever blindly stubborn spread sale in the U.S. idea. After years of industry competition, nonetheless, baptism, and claims of the Chinese tea culture has a “thorough” understanding, in September 1998, Coca-Cola introduced the initial ever non-carbonated beverages, “Heaven and Earth”, released in 2001, “Lan Wind” female honey tea, 2002′s “sunshine” Fruity and immediately following that with the joint launch of Nestle “Nestle Icy Tea”, 2005, launched the “clear the” “yan” male and female versions of “Tea Research Workshop” series of tea drinks, brings a “unified “” Master Kong “excuse is employed finalist, creating tea in the Chinese industry quick, and for a time fame, is only a matter of time catch up with carbonated drinks, tea drinks Coca-Cola goods, but it was halted and muffler in the market place to cover his tracks. Coca-Cola?? The world’s largest beverage empire, the world’s 5 hundred of the leaders, the international benchmark for corporate understanding, but the initiator of Chinese tea beverage tea beverage in the localization enterprise in complete failure? Ran aground diversified multinational and international enterprises to China once again sounded the alarm.

Coca-Cola: not comprehend Chinese “tea”
Coca-Cola “tea” with independent clock
2008 7 ten, Coca-Cola in the key Tv stations grand son launched Jackie Chan’s new loved ones deduction “of the original leaf” tea beverage occasion, its 3 years of brand management, “Tea Research Workshop” was halted quietly withdraw from the marketplace. This is not the very first time Coca-Cola beverage market place in China tea run aground. September 1998, “Heaven and Earth” is the Coca-Cola introduced the history of the very first non-carbonated drinks, which is based on the Chinese industry, traditional culture and the future requirements of the precision grasp the strategic product launch. As the international carbonated drinks sales continue to decline, the market’s forward-hunting on the Coca-Cola discerning, a hundred years of market place exposure and be in a position to accurately grasp the psychological demands of shoppers, thus fostering the emergence of the Chinese tea market place, the “reunification”, ” Master Kong “was introduced into the tea beverage industry for their failure found the grave-digger, the” heaven and earth “was soon discontinued delisting, why not?

“Heaven and Earth” delisting from the three main strategic error:
1, Coca-Cola is to use the notion of a prospective demand for goods straight demonstrated, with innovative thinking and develop differentiated industry-oriented demand, unfortunately did not discover items in targeted customer launch the occasion of the idea of products, the exact The will is not know to whom to acquire, think about the market positioning, publicity-oriented fuzzy case, marketing to do the higher demand from the consumer to go farther, ultimately, doomed to ” .”

2, the company’s organization method is not to judge according to their market, carbonated drinks will steadily decline and shift in product technique, marketplace demand in China is not in-depth research and consumer psychology, carbonated drinks market illusion of prosperity and the inertia of thinking is not sustained for the Chinese tea market place evaluation of consumer orientation, on the Coca-Cola brand credibility century of accumulated precipitation over confident, ignoring psychological requirements of consumers and specialty tea drink.

3, the notion of tea drinks Coca-Cola will replace the product itself, ignoring thousands of years of Chinese tea culture sediment content of the tea ceremony, Chinese buyers are deep-rooted understanding and expertise, and tea culture in China thousands of years of sediment accumulation All about tea, the notion of China’s notoriously negative well being, the concept of tea can not achieve the trust of Chinese consumers employed to the taste, and doomed, “Heaven and Earth” notion will not be consumer acceptance. But Coca-Cola to draw from the original Chinese tea customer demand, has known as on Chinese culture and tea ceremony familiar to Taiwanese enterprises “unified”, “Master Kong” marketplace sense, swarmed to bury the “Heaven and Earth.”

If the first is the lack of knowledge, in 2001, in “Heaven and Earth” has just been discontinued delisting, Coca-Cola will introduce a named “Lan wind” of the Japanese honey tea, the initial draw the target client groups not clear the error, will be “Lan Feng”‘s target lock on the effective young females, high prices, the outcome is full failure. The result of three aspects: