市场调查分析案例（Market Research and analysis case）Case 1At the beginning of 1980s, although Coca-Cola is still in a leading position in the soft drinks market, but due to the Pepsi Co through the years of promotional campaign, to try to show that the consumer tastes more love than sweet taste of pepsi cola beverages, and misappropriation of a Coca-Cola market. To this end, the Coca Cola Co to change the taste of Coca-Cola to deal with Pepsi Cola market misappropriation.The research and development of the new flavor Coca-Cola beverage, Coca Cola Co spent more than two years, invested about 4000000 U.S. dollars of funds, and eventually developed a New Cola formula. In the development of the New Cola formula, the Coca Cola Co carried out a taste test of nearly 200 thousand people, and only the final formula was tested by 30 thousand people. In the experiment, the researchers do not add any logo of the case, the comparison test of new and old Coke, new coke and Pepsi, the test result is: between the old and new coke, 60% of people choose new coke; between new coke and Pepsi, 52% of people choose new coke. Judging from the results of this pilot study, the new flavor Cola should be a successful product.By May 1985, the Coca Cola Co had put the sweet new coke on the market and gave up the original formula. Listed on the new coke at the beginning of a good market, but soon sales flat, starting from angry consumers and the company received more than 1500 calls and a lot of letters every day, a claim to the original coke drinkers held protests, and threatened to restore the original taste of coke or unless submitted to the formula.Otherwise it will propose collective action.Under the original coke consumer pressure, in mid July 1985, two months after the launch in the new coke, the Coca Cola Co to recover the original taste of cola in the market to new coke and coke coexist, but the original coke sales is far greater than the new coke sales.Question: (1) what are the main problems in the marketing research of the new flavor Cola formula?(2) what aspects of market research should be included in the New Cola formulation?1) the main problems of marketing research new coke formula is: first, the research time is short, the audience cannot test lasting preference for new coke formula; second, public research customers often due to the herd mentality and not express a true heart in mind.2) the content of the new flavor cola market research should include: product research, customer research, sales research, promotion research.3) Coca-Cola only stay in the investigation of the flavor of the products and did not see many Americans love Coca-Cola not because of his good taste but because he for many Americans the taste of Coca-Cola on behalf of the American spiritCase twoA company manufacturing products for many years, the past has been policy protection, operation is very smooth, turnover increased steadily, the yield is still good. In recent years, as the market internationalization, diversification of consumer spending habits, resulting in the company in the existing industry market competition into retreat. In addition, the existing operating burden is very heavy, increasing the pressure on the operation. Therefore, in addition to actively carrying out the overall management and improving the physique, the company will actively seek diversification of enterprises and seek new opportunities for enterprises.In many diversification projects, after several extracts, the "land use and development" as a priority plan. However, there are many ways to effectively develop land, such as land sales, construction of buildings, development of recreational industries, construction of large shopping centers, and so on.The company in a metropolitan area has a lot of land has been included in the urban plan, now the company top management decision "building on the land: a large shopping center" with future consumer buying habits of diversified business behavior; the two can generate significant cash flow, increase operating turnover capacity of the company; three continue to maintain ownership of land, the land value-added benefits, before the final decisions, the company decided to conduct a large shopping center market survey ", to help the highest decision-making authority for final decision.Analysis: what are the key points of the market research target of the shopping mall?1. characteristics of consumer groups2. competition in the surrounding environment3. shopping center positioningCase threeThe domestic suit market has many brands and fierce competition, but for the new brand, the market opportunity still exists. Founded in 1996, baoxiniao group for 6 consecutive years has entered the national sales revenue down 10 suits, the leading brand of Angelo was recognized as "famous trademark China". China has become a big country in clothing, but it is not a powerful country in clothing industry. It is mainly manifested in the large number of manufacturers and large output,At the same time, the lack of strong brands, low prices. With the formation of the buyer's market, the strategy of clothing enterprises relying on quantity and quality to dominate the market is no longer effective. Angelo group formed after the creation of the brand has become an urgent task. Brand competition in domestic suit market is fierce. International well-known brands such as BOSS and Zegna occupy the high-end; domestic brands such as YOUNGOR, Shanshan at the end; some regional brands occupy the low-end.After market research, Angelo Mister Wu Zhize said: "men preferred apparel fabrics, imported famous brand new style to attract high-income groups, but low-income groups can notafford to buy, and some strong brand products with first-class quality to win their own consumer groups, but in the tone selection and design change is still it is difficult to meet the high income groups in the pursuit of fashionable male consumers. "From the point of view of segmentation, the price of more than 1800-2000 yuan in the end of the market, there are few people involved. From this point of view, we can avoid the positive competition with the strong domestic brands, and this is also a profitable market.At that time, Angelo well-known in the national market is low. The key to the success of using a star as a brand spokesperson is to select the right spokesperson and make it a carrier for conveying the connotation of the brand through planning activities. Angelo believes that the star endorsement brand, can be delivered to the target consumer brand connotation through personalized communication, establish a well-dressed example. At the same time, the star is also a news figure, which is very helpful for software publicity.According to the experience of enterprises choose Angelo, brand spokesmen should pay attention to three points: 1, brand spokesperson character taste can meet the brand proposition; 2, brand spokesperson appearance and temperament can reflect the brand image; 3, the two sides can very good cooperation in brand promotion activities.Simon Yam has been named Hongkong's ten outstanding men dressed as models, clothing has unique taste, full of modern men's charm. Efforts to build and Angelo is the pursuit of fashion and aesthetic connotation of the brand. Together, strengthen thetarget consumers is a certain taste, cause the relative success, strong economic strength in the sense of belonging to the brand of choice for angelo.The star effect established visibility is fragile, if not continuously transmitted to the outside world brand connotation, strengthen the brand image in the minds of consumers firmly occupy a space for one person, everything will come to naught. Angelo taken according to the brand development stage need to constantly for brand endorsement activities into the new connotation of practice:1, "star + teacher"". In 1999, after the start of brand awareness, enterprises noted that the gap between international brands is mainly reflected in the nuances of product technology. Previously, Angelo millions of annual salary to recruit Italy teacher Antonio as chief technologist. Thus Simon Yam and Antonio such a combination of brand promotion activities, Angelo display image and the quality of both the connotation of the brand.2, "star + supermodel"". In 2000, after upgrading the quality, enterprises noted that the endorsement of fashion taste should become a brand new proposition. By participating in professional clothing Expo, held a large fashion trends conference, conference and so on, the establishment of Angelo fashion avant-garde image, convey the "East West rhyme, the ancient new law" brand culture style.In the communication channel integration, Angelo with target readers targeted civil aviation magazine, sponsored around thetelevision fashion program, unified the store's appearance, POP and assistant working procedure, also set up a brand website. In terms of advertising, advertising film Angelo has launched 5 versions of the new height will rise to the brand competition style competition, cultural competition.Angelo after enable star Amoy first pot of gold, the domestic garment enterprises to emulate, heavily invited Emil Chau, Tony Leung, Bresnan and other international superstars even Hong Kong stars do brand spokesperson. Big and small "stars" of the established routine constitutes interference angelo. Where's the new excitement? In 1999, Angelo publicly announced a unified national price is not discounted. At this time, the domestic apparel market discounted wind received a revolt, discounts become conventional weapons of the brand competition. Discount pressure is very strong, to accept discounts, and even become a domestic apparel brands into the necessary premises of the mall. Under such pressure, some brands have adopted virtual pricing. Angelo adopt cost pricing strategy, Angelo discounts based on the following considerations:1, the locking role of specific consumer groups. China clothing market is large, Angelo lock is willing to pay the corresponding price to reflect the brand of personal taste groups, rather than by price, the amount of the occupation of the market.2, the role of hedging. In Angelo consumption, gifts consumption accounts for about 10% of the proportion, the customer value is the value of the brand;Marriage market occupies 20% of the proportion, customers valueis rich national festival brand name. It is understood that 20% of the customers are directed to the Angelo do not discount. If the discount, the offending will be the old customers.3, to ensure high quality products. High quality requires great investment. Enterprises have invested 150 million yuan for technical transformation, the current comprehensive equipment level has entered the country's top three. No discount can guarantee the brand's continuous promotion ability.4, to prevent cuanhuo. The unified national price is a cornerstone of regulating the chain system. 430 franchise stores throughout the country more than 200 City, forming a chain monopoly system of domestic menswear enterprises the largest and most standardized management."Take the customer as the center", unremittingly do relationship marketing, and constantly improve the brand loyalty of consumers, establish strong emotional bonds between the brand and the consumer, the brand is a strategic choice to get rid of the price war.Wu Zhize believes that consumers are emotional attachment to the brand. Only by building strong invisible links between brands and consumers can we go beyond price wars. Support do not discount the commitment, the launch of CS Angelo (customer satisfaction) project". This is the ultimate goal of customer satisfaction, service as a means, based on fast information channels.One of the most important initiatives of CS project is toprovide personal volume customization projects, which will give full play to customers' inherent temperament, connotation and the greatest strengths of amateurs, and embody the charm of personality to the greatest extent. The amount of personal Angelo made no additional cost to the customer, but to the enterprise, increase the cost of. According to statistics, the annual Angelo custom clothing reached more than 10 thousand sets. Angelo believes that this could hold back.Angelo promised to launch a new product. With strong design power, enterprises continue to introduce new styles of suits, soft suit, non adhesive lining, suits and other new products, and constantly lead the trend, giving consumers the greatest value. In 2001, the formation of Angelo fashion club, the club is one of a family of communication organizations and consumers to "lead the fashion, heart service" for the purpose, to provide more perfect and meticulous service for consumers. Members can enjoy actual rights, including gifts, souvenirs, fashion information, etc. on birthdays and holidays, and have the opportunity to participate in all kinds of fashion exchanges. At present, the club has exceeded 5000 members. On the basis of club member's personal data, enterprises begin to establish "CRM" (customer relationship management system), and database marketing has become the next focus of development.Please answer the following questions according to the above materials.1, Angelo group in the early operation of stage to what variables? What are the characteristics of the market segmentation variables adopted?2, in the process of practice, baoxiniao group market segmentation and market positioning is different? And explain the basis for no difference or difference.3, from the early business practice, what is the essence of marketing ideas held by Angelo group?4, in 1999, baoxiniao group taken price strategy if the success of what conditions?5, in the business development process, the marketing strategy of baoxiniao group what changes? What does this change mean for understanding the management of the market?。
