Rebirth of the Wild Age

The market survey conducted by Xifeng Company this time is very large, with sales branches and distributors spreading across the country, and a total of 50,000 questionnaires have been conducted.

The results show: your favorite cola-Pepsi (3o.7%), Coca-Cola (31.2%), cola (29.8%) formulated by Chinese medicine, don't like it (4.3%), it doesn't matter (4.o%).

This is the main survey data, as well as the evaluation of the cola formulated by the Chinese Medicine Institute-very good (21.7%), acceptable (58.7), particularly unpleasant (19.6%). With subjective evaluation, more than 75% of the respondents said: "This is Tianfu Coke, and you can drink it in one sip." Another 40% of the respondents made a suggestion: "The taste of Chinese medicine is better if it is lighter. "

Recognition analysis: 14,827 respondents who had drunk three types of Coke directly identified Pepsi and Coca-Cola accounting for 2.3% (more than 80% of the respondents admitted that they were blind), and directly identified this as Tianfu Coke’s is 1oo%.

No way, the strong smell of Chinese medicine in Tianfu Cola will surely be remembered by anyone who has drunk it.

In response, Song Weiyang had to take time off to go back and convene a meeting with the company's senior management.

"I think this Coke can do it completely," Zheng Xuehong said. "Tianfu Coke once occupied 70% of the Chinese Coke market. Japanese benzene distributors took the initiative to seek agents, and they sold well in the United States and Russia. What does this mean? Some consumers can accept the taste of Chinese medicine."

Chen Tao said with a smile: "Yes, the taste of Chinese medicine is not a problem at all, and Coca-Cola and Pepsi also have the taste of Chinese medicine. My dad spit out the first time he drank Coca-Cola, insisting that I bought him Chinese medicine."

"The taste of Chinese medicine is not a problem, but the strong taste of Chinese medicine is a big problem," Yang Xin belongs to the kind that hates the taste of Chinese medicine. One-fifth of the interviewees said it was particularly unpleasant and it was impossible for them to buy. I think that since brand extension is to be done, our main brand of Coke must be popularized, and one-fifth cannot be discarded before it leaves the factory. Potential consumers."

Song Weiyang said: "The taste of Chinese medicine can be slightly reduced, but not too much."

Yang Xin asked: "The chairman agrees to cooperate with the Chinese Medicine Institute?"

"I tend to cooperate, but there are two concerns," Song Weiyang said. "First, this formula is directly modified on the Tianfu Coke formula. Will it cause patent disputes? Second, Tianfu Coke claims to be anti-cancer. We Whether inheriting its formula will cause misunderstandings, someone will definitely choose our products for anti-cancer."

Zheng Xuehong smiled and said, "It is a good thing to be able to fight cancer."

"The good and the bad," Song Weiyang explained, "The advantage is that it has additional features and can attract some consumers. The disadvantage is that we may be linked to health products. Taking a long-term view will definitely affect the brand image. Incorporate impurities into the pure brand image."

Guo Xiaolan suddenly said: "Tianfu Cola's anti-cancer effect should be no problem, it was strictly verified by Tongji Medical University and the National X Hospital Administration Bureau."

"Haha," Song Weiyang said with a smile, "The Agency Affairs Administration of the State Council of the People's Republic of China first inspected whether Tianfu Cola contains harmful substances. After all, it must be used as a state banquet drink, safety first, it has nothing to do with whether it is anti-cancer. As for anti-cancer The effect of cancer is the result of a joint experiment between Tongji Medical University and Xikang Institute of Traditional Chinese Medicine. The experimental process is very trivial and the reliability is zero. Aflatoxin is an internationally recognized first-class carcinogen. Drinking cola can prevent aflatoxin Poisoned, Nafu Coke has long been sought after by hospitals all over the world."

Chen Tao said: "We deliberately avoid the anti-cancer function of Coke when we promote."

"What should I do if the formula is suspected of infringement?" Yang Xin asked.

Chen Tao replied: "Didn't the Chinese Medicine Institute say that the formula has been changed?"

Song Weiyang smiled and said: "In the questionnaire, the recognition rate of cola formulated by Chinese medicine is 1oo%, and it is Tianfu cola that can be drunk in one sip. How big do you think the formula can be changed?"

Yang Xin asked: "So, does the chairman agree or disagree?"

"The core of the Tianfu Coke formula is white peony, angelica, rehmannia glutinosa and other traditional Chinese medicines. If they want to cooperate, they must replace one or two of them, and the taste of traditional Chinese medicine has to be lowered," Song Weiyang said. "Also, what Chinese medicine thinks. It is absolutely impossible to master the production rights and production process of cola puree. If you don't agree, don't talk about it.

Yang Xin was noncommittal and took out a few unlabeled bottles of Coke and said, "This is our own researched Coke. Let's try it."

"Do we have Coke ourselves?" Guo Xiaolan asked in surprise.

Yang Xin said: "The Institute of Light and Chemical Engineering has been researching and has produced several formulas."

Researching the beverage formula is very fast, but the taste is hard to say. The formula of Tianfu Cola only took half a year.

Song Weiyang drank several kinds of self-developed cola in a row. Some were sweet, some were bitter, some were awkward, some were weak, some were more mad, some were less mad, but when you put it bluntly, there was only one feeling: no feature!

"Not worse than Coca-Cola." Zheng Xuehong nodded in praise.

Guo Xiaolan said: "It feels like Coke is the same, except for Tianfu Coke, it is difficult to tell it by the taste."

Chen Tao said: "Yes, they are all the same. You have to taste it carefully. Coca-Cola is sweeter, Pepsi has a more traditional Chinese medicine flavor, and the Coke we develop is similar."

"Then cooperate with the Chinese Medicine Institute," Song Weiyang finally made up his mind, "If you want to fight hard with Coca-Cola and Pepsi, you must be unique, otherwise, the brand is strong, the funds are strong, and the channels are step by step. What do we do with others? market?"

Although Yang Xin didn’t like Chinese medicine-flavored cola, the boss made a decision and he nodded and said, “Then I will send someone to negotiate with the Chinese Medicine Institute. First, the formula must be changed to avoid patent disputes; second, the puree production process is also If you want to get it, you can't be controlled by others."

"Yes." Song Weiyang nodded.

In addition to Tianfu Coke, China's local cola is also very famous for its cola. As for Fenhuang Coke and Laoshan Coke, although they are famous, their market share is low, and they have no reference value at all.

Tianfu Coke’s success is due to the weather, taking advantage of the gap in the market to gain a foothold; the second is the geographical advantage, fighting in the local area; the third is the harmony of people, directly designated as the state banquet drink, it is difficult to think of it – this kind of success cannot be repeated. copy.

The success and failure of Coke is very interesting.

Wahaha took the route of "surrounding the city from the countryside". At that time, the channels of Coca-Cola and Very Coke had not yet sunk, and Wahaha had always ruled the township market. As a result, in some towns or counties, you can only buy very coke, and there is no other choice.

When the channels of Coca-Cola and Pepsi were sinking, Very Coke immediately retreated in the "rural market", completely unable to resist.

Song Weiyang doesn't want to do anything to encircle the city from the countryside, even if it succeeds, as long as you don't have the ability to attack big cities~www.readwn.com~, just wait to be "suppressed" by others! What's more, the overlord of the township market is Wahaha, which is also a tough bone.

"Then what is our Coke called? Xifeng Coke?" Chen Tao asked.

Yang Xin said: "It's not impossible, but compared with Coca-Cola and Pepsi, it seems to be a little bit worse."

Guo Xiaolan said: "Yes, Coca-Cola is delicious when you listen to it, and Pepsi is a good thing when you listen to it."

"That's the blame for the Chinese who did brand translation at the beginning," Song Weiyang laughed. "When Coca-Cola first entered China, its name was ‘Tadpole Chewing Wax’. It’s good for them to call it that name now."

"Tadpoles gnaw on wax so good." Everyone laughed.

After everyone laughed, Song Weiyang said, "How about'Very Coke'? The English name is fit-co1a."

"This name is good! It's very festive when you hear Coke, and the English name is also appropriate." Yang Xin couldn't help but exclaimed. The chairman's name was so nice.

Very Cola, this name is of course copied, anyway, Wahaha will also make the product die, it is better to let us come to promote it.

As for the English name, the Wahaha model is called "futuer-co1a", which literally means "Coke of the future" or "Coke of great future". Song Weiyang found it too difficult to remember, so he changed it directly to ‘fit-co1a’, which means "healthy cola", which can be combined with Chinese herbal cola.

Song Weiyang said to Chen Tao: “Immediately ask someone to design the trademark, the main color is red, and the logo will use the Great Wall, but the Great Wall pattern must be simplified and beautiful, preferably composed of the product name artistically. Also, negotiations with the Institute of Chinese Medicine After getting it done, immediately contact Moyan Sanjie and ask them to speak for Very Cola."

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