Learning About CB: Is Your Coke OK?

Learning About CB: Is Your Coke OK?

Written by Paul J. Costanzo, Ph.D., Western New
England College
andy is a typical student and he is about to learn that he is a very typical consumer. In the buyer behavior class Randy has registered for he will learn that studying his daily activi-
ties as a student and a shopper could help him better understand the field of consumer behavior. Randy has an affinity for a select group of products, dislikes some, and is indifferent to others. For example, Randy prefers Coca-Cola over all other soft drinks and he would clas- sify himself as a brand-loyal Coca-Cola drinker.
As Randy flipped through the pages of his newly purchased textbook he began to ask himself the following questions: “What exactly is consumer behavior? Why should I study consumer behavior? How does consumer behavior affect me?”
Randy reminisced about a favorite class back in high school. The class was a basic chemistry class and Randy recalled feeling apprehensive before starting that class. At the time, he wasn’t interested in chemistry and he remembered asking himself the same questions that he is now. On the first day of his chemistry class his teacher asked each of the students to explain why they had chosen the class. When it was his turn to explain, his response was clear: “I don’t know why I am taking this course. I just need a science course. Chemistry doesn’t affect me.” Randy remembered several of his high school classmates laughed at his candid response. The teacher responded by simply telling the class that the easiest way to learn any subject was to apply the subject matter to your own life.
Was learning about consumer behavior going to be similar to Randy’s experience with chemistry? Chemistry (as Randy later learned) is the study of the composition of all substances. It is, after all, the science that explores the components of all physical matter in this world, including Randy. Was this a case of déjà vu? Could Randy learn more about consumer behavior by applying it to himself and his own behaviors?
After reading the definition of consumer behavior, Randy began
to think of the definition in terms of his life experiences. Consumer behavior is the study of all of us as we engage in purchase decisions or exchanges, such as purchasing a product, service, or the adoption of an idea.
As he headed back to his apartment, Randy stopped at the campus bookstore and purchased his favorite soft drink, a Coca-Cola. As he raised the can to his mouth and took a drink, he began to think that

maybe his actions as a consumer are part of a bigger picture. He began to realize that his choice to buy Coca-Cola, like so many other consumers, is inextricably linked to the success or failure of a brand. Randy’s choice to be a brand loyal consumer of Coca-Cola is related to the study of consumer behavior.
“Today we are the world’s largest beverage company selling nearly 570 billion servings a year, which equates to more than 18,000 per second. … Consumers associate happiness with our brand. In fact, Coca-Cola means
‘Delicious Happiness’ in Mandarin.” 1
On April 23, 1985, the chairman and CEO of Coca-Cola, Roberto C. Goizueta, announced that after 99 years, Coca-Cola was to replace its revered Coke brand with its Merchandise 7XX formula, a new, sweeter formula known as New Coke. How could Mr. Goizueta have
known that his decision, some 25 years later, would be referred to by Advertising Age as “one of the biggest blunders in marketing and the sixth biggest moment in 75 years of advertising”?2 (Certainly this is not the notoriety any CEO would want.)
Coca-Cola’s decision to replace their cash cow brand was in part a response to Coke’s eroding market share. Major competition from Pepsi was at that time, more than ever, becoming a serious threat. The growing popularity of Pepsi was a direct result of positive consumer response to the “Pepsi Generation” and “Pepsi Challenge” advertising campaigns. Coca-Cola was outspending Pepsi in advertising, yet their market share continued to decline. Top Coca- Cola executives were faced with a dilemma. What could they do
to regain lost market share? What more could they learn about the consumer behavior of cola drinkers?3
Within three months of Mr. Goizueta’s infamous announcement, the decision to discontinue the original Coke brand was reversed
1 Coca-Cola Annual Report, 2008.
2 Klassen, Abbey (2010), “New Coke: One of Marketing’s Biggest Blunders Turns
25 and You Think You’d Like to Forget Your Birthday,” Advertising Age, April 23,
http://adage.com/adages/post?article_id=143470. Accessed August 31, 2010.
3 Hartley, Robert F. (2004), Marketing Mistakes and Successes, 9th ed., John Wiley & Sons, Inc., New York,
The reversal was the driven by the dissatisfaction of brand-loyal consumers. Consumer outrage about the decision to remove the original Coke was substantial. The news media fanned the flames of discontent, with numerous reports featuring unhappy consumers. Outspoken celebrities, politicians, and sports figures publicly chastised Coca-Cola and demanded the return of their beloved soft drink.
Interpreting consumer behavior data is not a pure science, as top Coca-Cola marketing executive Zergio Zyman found out. Mr. Zyman not only was a key figure in the decision to introduce New Coke and discontinue Coke, but later, in 1993, he helped introduce another Coca-Cola brand he thought would be embraced by younger consumers. This product was known as OK Soda. OK Soda, like New
Coke, was not well received. The OK name was adopted because test marketing found it to be the most recognized word worldwide. The OK Soda brand was quickly discontinued and was never distributed nationwide because it did not meet its expectation to capture 4% of the U.S. beverage market.4
To view an OK Soda commercial aimed at the younger consumer market, search YouTube.com.

Written by Paul J. Costanzo, Ph.D., Western New
England College
andy is a typical student and he is about to learn that he is a very typical consumer. In the buyer behavior class Randy has registered for he will learn that studying his daily activi-
ties as a student and a shopper could help him better understand the field of consumer behavior. Randy has an affinity for a select group of products, dislikes some, and is indifferent to others. For example, Randy prefers Coca-Cola over all other soft drinks and he would clas- sify himself as a brand-loyal Coca-Cola drinker.
As Randy flipped through the pages of his newly purchased textbook he began to ask himself the following questions: “What exactly is consumer behavior? Why should I study consumer behavior? How does consumer behavior affect me?”
Randy reminisced about a favorite class back in high school. The class was a basic chemistry class and Randy recalled feeling apprehensive before starting that class. At the time, he wasn’t interested in chemistry and he remembered asking himself the same questions that he is now. On the first day of his chemistry class his teacher asked each of the students to explain why they had chosen the class. When it was his turn to explain, his response was clear: “I don’t know why I am taking this course. I just need a science course. Chemistry doesn’t affect me.” Randy remembered several of his high school classmates laughed at his candid response. The teacher responded by simply telling the class that the easiest way to learn any subject was to apply the subject matter to your own life.
Was learning about consumer behavior going to be similar to Randy’s experience with chemistry? Chemistry (as Randy later learned) is the study of the composition of all substances. It is, after all, the science that explores the components of all physical matter in this world, including Randy. Was this a case of déjà vu? Could Randy learn more about consumer behavior by applying it to himself and his own behaviors?
After reading the definition of consumer behavior, Randy began
to think of the definition in terms of his life experiences. Consumer behavior is the study of all of us as we engage in purchase decisions or exchanges, such as purchasing a product, service, or the adoption of an idea.
As he headed back to his apartment, Randy stopped at the campus bookstore and purchased his favorite soft drink, a Coca-Cola. As he raised the can to his mouth and took a drink, he began to think that
 
maybe his actions as a consumer are part of a bigger picture. He began to realize that his choice to buy Coca-Cola, like so many other consumers, is inextricably linked to the success or failure of a brand. Randy’s choice to be a brand loyal consumer of Coca-Cola is related to the study of consumer behavior.
“Today we are the world’s largest beverage company selling nearly 570 billion servings a year, which equates to more than 18,000 per second. … Consumers associate happiness with our brand. In fact, Coca-Cola means
‘Delicious Happiness’ in Mandarin.” 1
On April 23, 1985, the chairman and CEO of Coca-Cola, Roberto C. Goizueta, announced that after 99 years, Coca-Cola was to replace its revered Coke brand with its Merchandise 7XX formula, a new, sweeter formula known as New Coke. How could Mr. Goizueta have
known that his decision, some 25 years later, would be referred to by Advertising Age as “one of the biggest blunders in marketing and the sixth biggest moment in 75 years of advertising”?2 (Certainly this is not the notoriety any CEO would want.)
Coca-Cola’s decision to replace their cash cow brand was in part a response to Coke’s eroding market share. Major competition from Pepsi was at that time, more than ever, becoming a serious threat. The growing popularity of Pepsi was a direct result of positive consumer response to the “Pepsi Generation” and “Pepsi Challenge” advertising campaigns. Coca-Cola was outspending Pepsi in advertising, yet their market share continued to decline. Top Coca- Cola executives were faced with a dilemma. What could they do
to regain lost market share? What more could they learn about the consumer behavior of cola drinkers?3
Within three months of Mr. Goizueta’s infamous announcement, the decision to discontinue the original Coke brand was reversed
1 Coca-Cola Annual Report, 2008.
2 Klassen, Abbey (2010), “New Coke: One of Marketing’s Biggest Blunders Turns
25 and You Think You’d Like to Forget Your Birthday,” Advertising Age, April 23,
http://adage.com/adages/post?article_id=143470. Accessed August 31, 2010.
3 Hartley, Robert F. (2004), Marketing Mistakes and Successes, 9th ed., John Wiley & Sons, Inc., New York, 
 The reversal was the driven by the dissatisfaction of brand-loyal consumers. Consumer outrage about the decision to remove the original Coke was substantial. The news media fanned the flames of discontent, with numerous reports featuring unhappy consumers. Outspoken celebrities, politicians, and sports figures publicly chastised Coca-Cola and demanded the return of their beloved soft drink.
Interpreting consumer behavior data is not a pure science, as top Coca-Cola marketing executive Zergio Zyman found out. Mr. Zyman not only was a key figure in the decision to introduce New Coke and discontinue Coke, but later, in 1993, he helped introduce another Coca-Cola brand he thought would be embraced by younger consumers. This product was known as OK Soda. OK Soda, like New
Coke, was not well received. The OK name was adopted because test marketing found it to be the most recognized word worldwide. The OK Soda brand was quickly discontinued and was never distributed nationwide because it did not meet its expectation to capture 4% of the U.S. beverage market.4
 To view an OK Soda commercial aimed at the younger consumer market, search YouTube.com.

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Learning About CB: Is Your Coke OK?Written by Paul J. Costanzo, Ph.D., Western NewEngland Collegeandy is a typical student and he is about to learn that he is a very typical consumer. In the buyer behavior class Randy has registered for he will learn that studying his daily activi-ties as a student and a shopper could help him better understand the field of consumer behavior. Randy has an affinity for a select group of products, dislikes some, and is indifferent to others. For example, Randy prefers Coca-Cola over all other soft drinks and he would clas- sify himself as a brand-loyal Coca-Cola drinker.As Randy flipped through the pages of his newly purchased textbook he began to ask himself the following questions: “What exactly is consumer behavior? Why should I study consumer behavior? How does consumer behavior affect me?”Randy reminisced about a favorite class back in high school. The class was a basic chemistry class and Randy recalled feeling apprehensive before starting that class. At the time, he wasn’t interested in chemistry and he remembered asking himself the same questions that he is now. On the first day of his chemistry class his teacher asked each of the students to explain why they had chosen the class. When it was his turn to explain, his response was clear: “I don’t know why I am taking this course. I just need a science course. Chemistry doesn’t affect me.” Randy remembered several of his high school classmates laughed at his candid response. The teacher responded by simply telling the class that the easiest way to learn any subject was to apply the subject matter to your own life.Was learning about consumer behavior going to be similar to Randy’s experience with chemistry? Chemistry (as Randy later learned) is the study of the composition of all substances. It is, after all, the science that explores the components of all physical matter in this world, including Randy. Was this a case of déjà vu? Could Randy learn more about consumer behavior by applying it to himself and his own behaviors?After reading the definition of consumer behavior, Randy beganto think of the definition in terms of his life experiences. Consumer behavior is the study of all of us as we engage in purchase decisions or exchanges, such as purchasing a product, service, or the adoption of an idea.As he headed back to his apartment, Randy stopped at the campus bookstore and purchased his favorite soft drink, a Coca-Cola. As he raised the can to his mouth and took a drink, he began to think that

maybe his actions as a consumer are part of a bigger picture. He began to realize that his choice to buy Coca-Cola, like so many other consumers, is inextricably linked to the success or failure of a brand. Randy’s choice to be a brand loyal consumer of Coca-Cola is related to the study of consumer behavior.
“Today we are the world’s largest beverage company selling nearly 570 billion servings a year, which equates to more than 18,000 per second. … Consumers associate happiness with our brand. In fact, Coca-Cola means
‘Delicious Happiness’ in Mandarin.” 1
On April 23, 1985, the chairman and CEO of Coca-Cola, Roberto C. Goizueta, announced that after 99 years, Coca-Cola was to replace its revered Coke brand with its Merchandise 7XX formula, a new, sweeter formula known as New Coke. How could Mr. Goizueta have
known that his decision, some 25 years later, would be referred to by Advertising Age as “one of the biggest blunders in marketing and the sixth biggest moment in 75 years of advertising”?2 (Certainly this is not the notoriety any CEO would want.)
Coca-Cola’s decision to replace their cash cow brand was in part a response to Coke’s eroding market share. Major competition from Pepsi was at that time, more than ever, becoming a serious threat. The growing popularity of Pepsi was a direct result of positive consumer response to the “Pepsi Generation” and “Pepsi Challenge” advertising campaigns. Coca-Cola was outspending Pepsi in advertising, yet their market share continued to decline. Top Coca- Cola executives were faced with a dilemma. What could they do
to regain lost market share? What more could they learn about the consumer behavior of cola drinkers?3
Within three months of Mr. Goizueta’s infamous announcement, the decision to discontinue the original Coke brand was reversed
1 Coca-Cola Annual Report, 2008.
2 Klassen, Abbey (2010), “New Coke: One of Marketing’s Biggest Blunders Turns
25 and You Think You’d Like to Forget Your Birthday,” Advertising Age, April 23,
http://adage.com/adages/post?article_id=143470. Accessed August 31, 2010.
3 Hartley, Robert F. (2004), Marketing Mistakes and Successes, 9th ed., John Wiley & Sons, Inc., New York,
The reversal was the driven by the dissatisfaction of brand-loyal consumers. Consumer outrage about the decision to remove the original Coke was substantial. The news media fanned the flames of discontent, with numerous reports featuring unhappy consumers. Outspoken celebrities, politicians, and sports figures publicly chastised Coca-Cola and demanded the return of their beloved soft drink.
Interpreting consumer behavior data is not a pure science, as top Coca-Cola marketing executive Zergio Zyman found out. Mr. Zyman not only was a key figure in the decision to introduce New Coke and discontinue Coke, but later, in 1993, he helped introduce another Coca-Cola brand he thought would be embraced by younger consumers. This product was known as OK Soda. OK Soda, like New
Coke, was not well received. The OK name was adopted because test marketing found it to be the most recognized word worldwide. The OK Soda brand was quickly discontinued and was never distributed nationwide because it did not meet its expectation to capture 4% of the U.S. beverage market.4
To view an OK Soda commercial aimed at the younger consumer market, search YouTube.com.

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Tìm hiểu về CB: Sản Coke của bạn OK? Viết bởi Paul J. Costanzo, Ph.D., Western New England College andy là một học sinh tiêu biểu và ông là về để tìm hiểu rằng ông là một người tiêu dùng rất điển hình. Trong lớp hành vi mua Randy đã đăng ký cho anh sẽ tìm hiểu rằng, học hoạt của hàng ngày của mình các mối quan hệ như là một sinh viên và một người mua sắm có thể giúp anh ta hiểu rõ hơn về các lĩnh vực hành vi của người tiêu dùng. Randy cũng có ái lực với một nhóm chọn của sản phẩm, không thích một số, và không quan tâm đến người khác. Ví dụ, Randy thích Coca-Cola trên tất cả các loại nước ngọt và ông sẽ clas- Sify mình là một thương hiệu trung thành Coca-Cola uống. Khi Randy lật qua các trang sách giáo khoa mới mua của mình, ông bắt đầu tự hỏi mình những câu hỏi sau đây: "Những gì chính xác là hành vi của người tiêu dùng? Tại sao tôi nên nghiên cứu hành vi người tiêu dùng? Làm thế nào để hành vi tiêu dùng ảnh hưởng đến tôi? "Randy hồi tưởng về một lớp học yêu thích trở lại trong trường trung học. Các lớp học đã được một lớp hóa học cơ bản và Randy nhớ lại cảm giác sợ hãi trước khi bắt đầu lớp học đó. Vào thời điểm đó, ông không quan tâm trong hóa học và anh nhớ hỏi mình những câu hỏi tương tự như bây giờ. Vào ngày đầu tiên của lớp hóa học của ông thầy mình hỏi mỗi học sinh giải thích lý do tại sao họ đã chọn lớp. Khi đến lượt của mình để giải thích, phản ứng của ông rất rõ ràng: "Tôi không biết tại sao tôi tham gia khóa học này. Tôi chỉ cần một khóa học khoa học. Hóa học không ảnh hưởng đến tôi. "Randy nhớ một số bạn cùng lớp của trường trung học của mình cười trước câu trả lời thẳng thắn của mình. Giáo viên phản ứng bằng cách đơn giản là nói với lớp rằng cách dễ nhất để học bất kỳ môn học đã áp dụng các chủ đề cho cuộc sống riêng của bạn. Được học hỏi về hành vi của người tiêu dùng sẽ được tương tự như kinh nghiệm của Randy với hóa học? Hóa học (như Randy sau đó đã học) là nghiên cứu về thành phần của tất cả các chất. Đó là, sau khi tất cả, các khoa học khám phá những thành phần của tất cả các vấn đề vật lý trong thế giới này, bao gồm Randy. Đây cũng là một trường hợp của déjà vu? Randy có thể tìm hiểu thêm về hành vi của người tiêu dùng bằng cách áp dụng nó cho mình và hành vi của chính mình? Sau khi đọc các định nghĩa về hành vi của người tiêu dùng, Randy bắt đầu suy nghĩ về định nghĩa về kinh nghiệm sống của mình. Hành vi của người tiêu dùng là nghiên cứu của tất cả chúng ta khi chúng ta tham gia vào các quyết định mua bán hoặc trao đổi, chẳng hạn như mua một sản phẩm, dịch vụ, hoặc làm con nuôi của một ý tưởng. Khi anh quay trở lại căn hộ của mình, Randy dừng lại tại các hiệu sách trong trường và mua của mình yêu thích uống nước ngọt, Coca-Cola. Như ông nêu lên lon lên miệng và uống một ngụm, anh bắt đầu nghĩ rằng có lẽ hành động của mình như là một người tiêu dùng là một phần của một bức tranh lớn hơn. Ông bắt đầu nhận ra rằng sự lựa chọn của mình để mua Coca-Cola, giống như rất nhiều người tiêu dùng khác, gắn bó chặt chẽ với sự thành công hay thất bại của một thương hiệu. Sự lựa chọn của Randy là một người tiêu dùng trung thành thương hiệu của Coca-Cola có liên quan đến việc nghiên cứu hành vi người tiêu dùng. "Hôm nay, chúng tôi là công ty nước giải khát lớn nhất thế giới bán được gần 570 tỷ phần ăn một năm, tương đương với hơn 18.000 mỗi giây. ... Người tiêu dùng liên hệ hạnh phúc với thương hiệu của chúng tôi. Trong thực tế, Coca-Cola có nghĩa là 'Hạnh phúc Delicious' bằng tiếng phổ thông. "1 On April 23, 1985, Chủ tịch và Giám đốc điều hành của Coca-Cola, Roberto Goizueta C., thông báo rằng sau 99 năm, Coca-Cola đã được thay thế tôn kính của mình thương hiệu với công thức Merchandise 7XX của nó, một mới, công thức ngọt ngào gọi là New Coke Coke. Làm thế nào có thể ông Goizueta đã biết rằng quyết định của mình, khoảng 25 năm sau đó, sẽ được gọi bằng Advertising Age là "một trong những sai lầm lớn nhất trong tiếp thị và những khoảnh khắc lớn nhất thứ sáu trong 75 năm của quảng cáo"? 2 (Chắc chắn đây không phải là tai tiếng bất kỳ CEO muốn.) quyết định Coca-Cola để thay thế thương hiệu hái ra tiền của họ một phần là sự đáp ứng với thị trường ăn mòn phần của Coke. Cạnh tranh lớn từ Pepsi là tại thời điểm đó, hơn bao giờ hết, trở thành một mối đe dọa nghiêm trọng. Sự phổ biến ngày càng tăng của Pepsi là một kết quả trực tiếp của người tiêu dùng phản ứng tích cực với "Pepsi Generation" và "Pepsi Challenge" các chiến dịch quảng cáo. Coca-Cola đã outspending Pepsi trong quảng cáo, nhưng thị phần của họ tiếp tục giảm. Giám đốc điều hành hàng đầu Coca-Cola đã phải đối mặt với một tình thế khó xử. Những gì họ có thể làm để giành lại thị phần đã mất? Nhiều hơn những gì họ có thể tìm hiểu về các hành vi tiêu dùng của những người uống cola? 3 Trong thời hạn ba tháng công bố khét tiếng của ông Goizueta, quyết định ngừng các thương hiệu ban đầu Coke đã bị đảo ngược 1 Báo cáo thường niên Coca-Cola, 2008. 2 Klassen, Abbey (2010) "New Coke: Một trong Marketing lớn nhất sai lầm ngớ ngẩn Hóa 25 và bạn nghĩ bạn sẽ thích để quên sinh nhật của bạn," Advertising Age, April 23, http://adage.com/adages/post?article_id=143470. Truy cập 31 tháng 8, 2010. 3 Hartley, Robert F. (2004), Marketing sai lầm và những thành công, ed thứ 9., John Wiley & Sons, Inc., New York, The đảo ngược được sự thúc đẩy bởi sự bất mãn của người tiêu dùng thương hiệu trung thành. Sự phẫn nộ của người tiêu dùng về các quyết định để loại bỏ các Coke ban đầu là đáng kể. Các phương tiện truyền thông tin tức thổi bùng lên ngọn lửa bất mãn, với nhiều báo cáo có tính năng người tiêu dùng không hài lòng. Người nổi tiếng thẳng thắn, chính trị gia, và con số thể thao công khai trừng phạt Coca-Cola và đòi trả lại các loại nước giải khát yêu quý của họ. Thông dịch dữ liệu hành vi người tiêu dùng không phải là một khoa học thuần túy, như đầu điều hành tiếp thị Coca-Cola Zergio Zyman phát hiện ra. Ông Zyman không chỉ là một nhân vật quan trọng trong việc quyết định giới thiệu New Coke và không tiếp tục Coke, nhưng sau đó, vào năm 1993, ông đã giúp giới thiệu một thương hiệu Coca-Cola, ông nghĩ rằng sẽ được chấp nhận bởi người tiêu dùng trẻ. Sản phẩm này đã được biết đến như là OK Soda. OK Soda, như New Coke, không được đón nhận. Tên OK đã được thông qua bởi vì tiếp thị thử nghiệm tìm thấy nó là lời công nhận nhất trên thế giới. Các thương hiệu OK Soda đã nhanh chóng ngưng và không bao giờ được phân phối trên toàn quốc bởi vì nó không đáp ứng được kỳ vọng của mình để nắm bắt 4% của các nước giải khát market.4 Mỹ Để xem một quảng OK Soda nhắm vào thị trường người tiêu dùng trẻ tuổi, tìm YouTube.com.

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