Xifeng Company's market research this time is very large, with sales branches and distributors all over the country, a total of 50,000 questionnaires.

The results showed that your favorite cola - Pepsi (30.7%), Coca-Cola (31.2%), Chinese medicine formula cola (29.8%), dislike (4.3%), and don't care (4.0%).

This is the main survey data, as well as the evaluation of the coke formulated by TCM - very good (21.7%), acceptable (58.7%), and very unpleasant (19.6%). Incidentally, more than 75% of the respondents said: "This is Tianfu Cola, and you can drink it in one sip." Another more than 40% of respondents suggested: "The taste of Chinese medicine is a little lighter, the better." ”

Recognition analysis: 14,827 respondents have drunk three types of Coke, and 2.3% directly identified Pepsi Cola and Coca-Cola (of which more than eighty percent of the respondents admitted to being blind), while 100% directly identified it as Tianfu Cola.

There is no way, the strong taste of traditional Chinese medicine in Tianfu Cola, as long as you have drunk it, you will definitely remember it.

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

"I think this cola can be done," Zheng Xuehong said, "Tianfu Cola used to occupy 70% of the Chinese cola market, and Japanese benzene distributors took the initiative to seek agents, and it also sold well in the United States and Russia." What does this mean? It shows that most consumers are able to accept the taste of Chinese medicine. ”

Chen Tao smiled: "Yes, the taste of Chinese medicine is not a problem at all, and Coca-Cola and Pepsi also have a taste of Chinese medicine." The first time my dad drank Coca-Cola, he spit it out and insisted that I bought him Chinese medicine. ”

"The smell of Chinese medicine is not a problem, but the smell of Chinese medicine is too strong is a big problem," Yang Xin belongs to the kind of person who hates the taste of Chinese medicine, "I didn't drink Tianfu Cola before, I really couldn't drink it." The current questionnaire speaks for itself, with nearly one-fifth of respondents saying it was so unpalatable that they would not be able to buy it. In my opinion, since we want to extend the brand, our main brand of Coke must be popularized, and we can't get rid of one-fifth of potential consumers before we leave the factory. ”

Song Weiyang said: "The taste of traditional Chinese medicine can be lightened a little, but not too much. ”

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

"I'm inclined to cooperate, but I have two concerns," Song Weiyang said, "First, this formula is directly changed on the formula of Tianfu Cola, will it cause patent disputes? Second, Tianfu Cola claims that it can fight cancer, and we inherited its formula, will it cause misunderstanding, and some people will definitely choose our products for anti-cancer at that time." ”

Zheng Xuehong smiled: "It's a good thing to be able to fight cancer." ”

"It's a mixed bag," Song explains, "and the good thing is that it comes with additional features that can attract a subset of consumers." The disadvantage is that we may be estimated to be linked to health care products, and if we take a long-term view, we will definitely affect the brand image and mix impurities into the pure brand image. ”

Guo Xiaolan suddenly said: "The anti-cancer effect of Tianfu Cola should be fine, it has been strictly verified by Tongji Medical University and the Administration of Organ Affairs of the National X Hospital." ”

"Hehe," Song Weiyang said with a smile, "What the Administration Bureau of the State X Academy of Sciences originally tested was whether Tianfu Cola had harmful substances. After all, as a state banquet drink, safety comes first, which has nothing to do with whether it is anti-cancer or not. As for the anti-cancer effect, it was the result of a joint experiment between Tongji Medical University and Xikang Provincial Institute of Traditional Chinese Medicine, and the experimental process was very childish, and the credibility was equal to zero. Aflatoxin is an internationally recognized first-class carcinogen, and drinking cola can prevent aflatoxin poisoning, and Nafu Cola has long been sought after by hospitals all over the world. ”

Chen Tao said: "When we promote it, we deliberately avoid the anti-cancer function of Cola. ”

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

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

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

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

"The core of Tianfu Cola's formula is white peony, angelica, rehmannia 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, if the Institute of Traditional Chinese Medicine wants to master the production rights and production process of cola puree, this is absolutely impossible, don't talk about it if you can't talk about it." ”

Yang Xin was noncommittal, took out a few bottles of Coke without a label and said, "This is our own Coke, let's try it." ”

"Do we have Coke ourselves?" Guo Xiaolan was surprised.

Yang Xin said: "The School of Light Chemical Engineering has been researching and has come up with several formulas. ”

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

Song Weiyang drank several self-developed colas in a row, some were sweet, some were bitter, some were rushing, some were light, some were more angry, and some were less angry, but to put it bluntly, there was a feeling: there was no characteristic!

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

Guo Xiaolan said: "I feel that Coke is the same, except for Tianfu Cola, it is difficult to distinguish by taste." ”

Chen Tao said: "Yes, it's all the same. If you really want to taste it carefully, Coca-Cola is sweeter, Pepsi Cola is more traditional Chinese medicine, and the Coke we developed is similar. ”

"Then cooperate with the Institute of Traditional Chinese Medicine," Song Weiyang finally made up his mind, "If you want to fight a tough battle with Coca-Cola and Pepsi, you must be unique, otherwise, if you have a loud brand, abundant funds, and channels, what can we do to fight the market with others?"

Although Yang Xin didn't like the Chinese medicine flavored cola, the boss made a decision, and he still nodded and said, "Then I will send someone to negotiate with the Chinese medicine institute." First, the formula must be changed to avoid falling into patent disputes, and second, the raw pulp production process must also be mastered and cannot be controlled by others. ”

"Yes. Song Weiyang nodded.

China's local cola, in addition to Tianfu Cola, is also very famous for cola. As for what Fenhuang Cola and Laoshan Coke, although the name is loud, the market share is low, and there is no reference value at all.

The success of Tianfu Cola is, first, Tianshi, taking advantage of the blank period in the market to gain a firm foothold, second, the geographical advantage, fighting in the local area, and third, the people, which is directly designated as the state banquet drink, and it is difficult to think of not being famous - this kind of success can no longer be replicated.

The successes and failures of Very Coke are interesting.

Wahaha took the route of "rural areas surrounding cities", and 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, Very Coke immediately retreated in the "rural market" and had no power to parry.

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

"Then what's the name of our Coke?" asked Chen Tao.

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

Guo Xiaolan said: "Yes, Coca-Cola is easy to drink and pleasing when you hear it, and Pepsi is good when you hear it." ”

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

"Tadpoles gnaw on wax and it sounds good. Everyone else burst out laughing.

After everyone laughed, Song Weiyang said: "How about calling it 'Very Cola'?" ”

"It's a good name! It's very festive when you hear it, and it's a good English name. Yang Xin couldn't help but applaud, the chairman's name was too good.

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

As for the English name, Wahaha's one is called "futuer-cola", which literally means "future cola" or "coke with a great future". Song Weiyang felt that it was too difficult to remember, so he directly changed it to 'fit-cola', which means "healthy cola", which can be combined with Chinese herbal cola.

Song Weiyang said to Chen Tao again: "Immediately ask someone to design the trademark, the main color is red, and the logo is the Great Wall, but the Great Wall pattern must be simplified and beautiful, and it is best to be composed of artistic product names." Also, after the negotiation with the Institute of Traditional Chinese Medicine is completed, I immediately contacted Moyan Sanjie and asked them to endorse Very Coke. ”