Volume 164 [Coke Project]

The market survey conducted by Xifeng Company was very large this time, and it spread all over the country with sales branches and distributors, and a total of 50,000 questionnaires were completed.

The results show: your favorite cola - Pepsi (30.7%), Coca-Cola (31.2%), Chinese medicine formula cola (29.8%), don't like it (4.3%), don't care (4.0%).

This is the main survey data, as well as the evaluation of the formula cola made by the Institute of Traditional Chinese Medicine—very good (21.7%), acceptable (58.7), and particularly bad (19.6%). In the accompanying subjective evaluation, more than 75% of the interviewees said: "This is Tianfu Cola, and it comes out in one sip." Another over 40% of the interviewees made suggestions: "It would be better if the taste of traditional Chinese medicine is lighter. "

Recognition analysis: 14,827 respondents had drunk three types of cola, 2.3% of them directly recognized Pepsi and Coca-Cola (more than 80% of the respondents admitted that they were blind), and directly recognized that this is Tianfu Coke is 100%.

No way, Tianfu Cola's strong taste of traditional Chinese medicine will definitely be remembered by anyone who has drunk it.

In this regard, Song Weiyang had to ask for leave to go back and convene a meeting of the company's top management.

"I think this cola can be made," Zheng Xuehong said. "Tianfu Cola once occupied 70% of the Chinese cola market. Japanese benzene distributors actively sought agents, and it was also selling well in the United States and Russia. What does this mean? It means big Some consumers are able to accept the taste of traditional Chinese medicine."

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

"The smell of Chinese medicine is not a problem, but too strong a smell of Chinese medicine is a big problem." Yang Xin belongs to the type who hates the smell of Chinese medicine. One-fifth of the interviewees said that it was so bad that they would not buy it. I think that since we want to extend the brand, our main brand of cola must be popular, and we cannot discard one-fifth of it before it leaves the factory. potential consumers."

Song Weiyang said: "The taste of traditional Chinese medicine can be adjusted a little bit, but it can't be adjusted too much."

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

"I tend to cooperate, but I have two concerns," Song Weiyang said. "First, this formula is directly modified from the formula of Tianfu Cola, will it cause patent disputes? Second, Tianfu Cola claims to be able to fight cancer. We Inheriting its formula, whether it will cause misunderstanding, then someone will definitely choose our product to fight cancer.”

Zheng Xuehong said with a smile: "It is a good thing to be able to fight cancer."

"It's good and bad," Song Weiyang explained. "The advantage is that it has additional functions, which can attract some consumers. The disadvantage is that our product may be linked to health care products. If we take a long-term view, it will definitely affect the brand image. Adding impurities to pure brand image."

Guo Xiaolan suddenly said: "Tianfu Cola's anti-cancer effect should be fine, it has been strictly verified by Tongji University of Medical Sciences and the Administration of Government Affairs of the National Academy of Sciences."

"Hehe," Song Weiyang said with a smile, "The Bureau of Government Affairs of the State Council inspected Tianfu Cola for the presence of harmful substances. After all, as a state banquet drink, safety comes first, and it has nothing to do with whether it is anti-cancer or not. As for anti-cancer The cancer effect is the result of a joint experiment between Tongji Medical University and Xikang Institute of Traditional Chinese Medicine. The experimental process is very childish, and the reliability is equal to zero. Aflatoxin is an internationally recognized first-class carcinogen. Drinking cola can prevent aflatoxin Poisoned, that day Fu Coke has long been sought after by hospitals all over the world."

Chen Tao said: "When we promote and promote, we deliberately avoid the anti-cancer function of cola."

"What if the formula is allegedly infringing?" Yang Xin asked.

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

Song Weiyang said with a smile: "In the questionnaire, the recognition rate of the cola formula formulated by the Chinese Medicine Institute is 100%, and you can drink it in one sip. It is Tianfu Cola. How much do you think the formula can be changed?"

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

"The core of Tianfu Cola's formula is white peony root, 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 medicines must be reduced," Song Weiyang said. It is absolutely impossible to control the production rights and production process of the original cola puree, so let’s not discuss it if there is no agreement.”

Yang Xin was noncommittal, took out a few bottles of unlabeled Coke and said, "This is a Coke developed by ourselves, let's try it."

"We also have Coke?" Guo Xiaolan asked in surprise.

Yang Xin said: "The Institute of Light Chemical Industry has been researching, and several formulas have been released."

The beverage formula was developed very quickly, but the taste was hard to say. It only took half a year to develop the formula of Tianfu Cola.

Song Weiyang drank several kinds of coke developed by himself in a row, some were sweet, some were bitter, some were strong, some were bland, some had more gas, and some had less gas, but to put it bluntly, there was only one feeling: no feature!

"It's not as bad as Coca-Cola." Zheng Xuehong nodded in praise.

Guo Xiaolan said: "It feels like all Cokes are the same, except for Tianfu Coke, it's hard to tell them apart by taste."

Chen Tao said: "Yes, they are all similar. You really have to taste it carefully. Coca-Cola is sweeter, Pepsi is more flavored with traditional Chinese medicine, and the cola we developed is similar."

"Then let's cooperate with the Institute of Traditional Chinese Medicine," Song Weiyang finally made up his mind, "If we want to fight tough battles with Coca-Cola and Pepsi, we must have uniqueness. market?"

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

"Yes." Song Weiyang nodded.

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

The success of Tianfu Cola is due to the timing, taking advantage of the blank period in the market to gain a firm foothold; copy.

The success and failure of the very cola is interesting.

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

When the channels of Coca-Cola and Pepsi sank, Coca-Cola immediately retreated in the "rural market", completely powerless to parry.

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

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

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

Guo Xiaolan said: "Yes, Coca-Cola tastes good when you hear it, and Pepsi tastes good when you hear it."

"It's because the Chinese people who did brand translation were so good at the beginning," Song Weiyang said with a smile, "When Coca-Cola first entered China, its name was 'Tadpole Chewing Wax'. It's good that they still call it that name now."

"Tadpoles chewing wax is very nice." Everyone else laughed.

After everyone laughed, Song Weiyang said, "How about calling it 'Very Cola'? The English name is fit-cola."

"It's a good name! Very Cola is festive when you hear it, and the English name is also suitable." Yang Xin couldn't help admiring the name. The name chosen by the chairman is so nice.

Very Coke, the name is of course copied, anyway, Wahaha will kill the product, so it is better to let us carry it forward.

As for the English name, Wahaha’s is called “futuer-cola”, which literally means “Future Coke” or “Coke with a great future”. Song Weiyang found it too difficult to remember, so he directly changed it to 'fit-cola', which means "healthy cola", which can be combined with Chinese herbal medicine cola.

Song Weiyang said to Chen Tao again: "Immediately ask someone to design the trademark. The main color is red, and the Great Wall is used as the logo. However, the pattern of the Great Wall must be simplified and beautiful. Once you're done, immediately contact the three masters of Moyan and ask them to come and speak for Very Coke."