Bi thuyt trnh bao gm 4 phn: Phn 1: Lch s hnh thnh v pht trin ca Coca-cola Phn 2: Tht bi ca New Coke

Phn 3: Nguyn nhn tht bi Phn 4: Bi hc rt ra (M LI) -> Ngy nay trong nhng yu t nh gi thnh cng ca Doanh nghip, thng hiu c nh gi l quan trng bc nht . Theo kt qu xp hng ca Inter Brand, hin nay c nhiu Doanh nghip ang s hu nhng gi tr thng hiu ln ti hng chc t la, ng u trong bng xp hng l COCA-COLA vi gi tr thng hiu l $71,8 t USD. t c thnh tu Coca-cola tri qua bao thng trm, v by h mnh xin gii thiu s lc qua v lch s hnh thnh v pht trin ca Coca-cola: ( Nhng phn no gch chn phn tht bi th ch xem th no cho vo Silde nh, nu thiu ch c b sung vo, cn nhng phn khc ch yu l gch u dng ri nn ch c chn ci no vo m n c sc m ph hp vi slide l c chng cn phi cho vo ht u. y l bn em cm thuyt trnh nh )

I.Lch s hnh thnh v pht trin ca Coca-cola:

- ng ch u tin ca Coca-Cola l Asa Griggs Candler nhng Ngi u tin sng ch ra Coca-Cola l dc s John Styth Pemberton, ch mt phng th nghim v hiu thuc t nhn. Vi mc ch sng ch ra mt loi nc thuc bnh dn chng au u, mt mi. - Asa Griggs Candler vi tham vng knh doanh tnh c gp c Pemberton v thng thc Coca-cola trong khi ngi dc s ang kinh doanh rt kh khn, v ri Asa Griggs Candler ng liu lnh v quyt on mua t cng thc cng vi bn quyn pha ch Coca-Cola vi gi 2300$ -Asa l ngi nng ng vi nhiu tng kinh doanh sng to, do khng th sc t mnh u t v qun l cc nh xng ng chai nn ng ch ng mi cho, k hp ng vi cc nh u t c nhn. C mt h thng Coca- Cola gm cc nh my v ng chai Coca -Cola c lp hnh thnh m Asa Candler khng h phi b vn. Trong vng ch 10 nm, t nm 1899 n nm 1909, c 379 nh my Coca-Cola ra i - Bng nhng chiu thc maketing rng ri cha tng c, Asa a hnh nh ca Coca-Cola c mt v th nht nh trong lng ca nhng ngi dn M by gi -. Nu nh trong nm u tin, Candler ch bn c trn 30.000 lt Coca-Cola th cha n 30 nm sau c tp on tiu th c trn 70 triu lt

- Nm 1919, nhng ngi con v chu c hung tha k ca Asa Griggs Candler bn c tp on Coca-Cola cho mt t hp ti chnh ngn hng vi ci gi 25 triu USD - Cng vi thi gian, nhng nh ng chai, nh phn phi v mi thnh vin khc ca i gia nh Coca-Cola ton cu lun gi vng v th ng u khng ai snh kp trong ngnh cng nghip nc gii kht, cng nhng dch v mang phong cch sng to nht, thun li v nhit thnh nht m Coca-Cola lun mun em li cho khch hng v ngi tiu dng - Nu tnh s lng bn ra trn th trng th hin nay, c mi giy ng h c ti 11.200 ngi ang ung th nc gii kht mu nu ny

II. Tht bi ca NEW-Coke:

Tht bi v khng xc nh c mc tiu chnh trong vic tung ra sn phm mi. c coi l sai lm marketing ln nht mi thi i ca hng COCA COLA vi sn phm New Coke. Nm 1985 cng ty Coca-Cola quyt nh chm dt sn xut loi nc ngt vn quen thuc vi mi ngi v thay th bng mt cng thc mi New Coke. Nhng ngi lin quan khng bit rng chnh quyt nh ny c th to thnh mt thm ha v bn thn n tr thnh bi hc in hnh v tht bi ca thng hiu. Tt c mi vic u c l do, v l do ca vic ra i sn phm New Coke l s canh tranh khng my tt p gia Coca-Cola v ch th s mt ca n, PepsiCola. Cuc chin gia hai cng ty ny trong thi gian di gip cho ngi tiu dng nhn thc r hn v thc ung Cola nhng bn thn cng ty li khng cm nhn c. Thc vy, cng ty Coca-Cola tng tuyn chin vi Pepsi-Cola quyn c s dng t Cola trong tn sn phm v thua cuc. Ngay c bn ngoi sn nh, Coca-Cola lun l ngi i trc. Mt thi gian ngn sau Th chin th Hai, tp ch Time ca ngi nc ngt Coke l chinh phc c th gii mt cch d dng. Cui nhng nm 1950, Coke bn nhiu hn Pepsi gp nm ln. Mc d vy, sut thp k tip theo Pepsi t nh v li, tr thnh mt thng hiu dnh cho gii tr.

y l mt chin lc liu lnh v Pepsi buc phi hi sinh nhng khch hng ln tui hn cho Coca-Cola nhng quan trng chin lc thnh cng. Bng cch thu hp mc tp trung, Pepsi c th nh v thng hiu ca mnh khc i so vi hnh nh gi nua v c in ca i th cnh tranh. Khi Pepsi ngy cng c xem l thc ung ca thanh nin cng l lc Pepsi c th thu hp li c khong cch cnh tranh. Trong nhng nm 1970, i th chnh ca Coke mt ln na li nng cao tm nh cc khi tin hnh chin dch Th thch Pepsi - khch hng so snh s khc bit gia sn phm ca Pepsi v sn phm mang khu hiu ca Coca-Cola the real thing. Kt qu l hu ht nhng ai tham gia u thch cng thc ngt hn ca Pepsi. Chnh iu ny tr thnh ni lo s cho ch tch Robert Woodruff ca cng ty Coca-Cola. Trong nhng nm 1980 Pepsi li tip tc khiu khch khi tin hnh chin dch ny tan cu v cng b s ra i th h Pepsi. Nhng nhn vt ni ting nh Don Johnson v Micheal Jackson c mi c ng cho Pepsi nhm vo th trng mc tiu (chin thut ny vn c s dng trong thin nin k mi vi Britney Spears v Robbie William tr thnh khun mt i din cho sn phm). Nm 1981 Robert Goizueta tr thnh ch tch cng lc v tr s mt ca Coke ang bt u lung lay. Th phn ca Coke b mt khng ch mt phn vo tay Pepsi m cn do mt vi thc ung gii kht khc ca cng ty Coca-Cola nh Fanta v Sprite. c bit thnh cng vang di ca Diet Coke l con dao hai li v n lm thu hp th trng thc ung c ng. Nm 1983 nm Diet Coke tin ln v tr th ba sau Coke v Pepsi, th phn ca Coke gim xung mc thp nht di 24%. Cn phi lm iu g bo v u th ca Coke. C p tr u tin ca Goizueta trc thnh cng phi thng ca chin dch Th thch Pepsi l tung ra

chin dch qung co nm 1984 nhn mnh Coke t ngt hn Pepsi. Hnh tng qung co l Bill Cosby, mt trong nhng gng mt quen thuc nht trn hnh tinh v r rng l mt ngi qu ln tui khng thch hp vi th h Pepsi. Song mi n lc nhm tch bit Coca-Cola vi i th truyn k khng to ra tc ng hiu qu no. Th phn ca Coke vn gi nguyn trong khi Pepsi ang ngy cng tin ln. Mt lo lng khc l khi nhng ch ca hng c la chn, v d nh trong siu th ca h, h c xu hng thch chn Pepsi. iu duy nht gi cho Coke ng u l do Coke c h thng phn phi hiu qu hn. V d c nhiu my bn hng t ng bn Coke hn bn Pepsi. Hn na bt chp s xut hin ngy cng nhiu cc thng hiu nc ngt khc, Pepsi ang c u th ginh ly cc khch hng tr. Trong tng quan so snh v v, Coca-Cola thua Pepsi, iu duy nht cui cng Coca-Cola cn li l khng nh mt v tr s mt ca mnh. Pepsi lun nhn mnh hng triu ln v Pepsi ngt hn, c a chung nhiu hn Coke. Theo Coca-Cola chnh l l do v sao Coke b Pepsi nh bi. iu ny cng chng t thnh cng ca Diet Coke l do cng thc v v gn ging vi Pepsi. V th Coke quyt nh tm kim mt cng thc mi. Mt nm sau h cho ra i New Coke. Cng ty tin hnh 200.000 th nghim v v xem xt mc ci thin. Kt qu tht tuyt vi. Khng ch v ca n ngon hn Coke nguyn thy m mi ngi cn thch n hn c Pepsi-Cola. Tuy nhin nu mun ng trn Pepsi-Cola, Coca-Cola khng th c hai sn phm ca mnh cng cnh tranh trc tip ln nhau cng mt thi gian. V th cng ty quyt nh Coca-Cola nguyn thy phi ngng sn xut v gii thiu New Coke thay th. Coca-Cola khng lng trc c sc mnh thng hiu u tin ca mnh. Ngay khi quyt nh c loan truyn, phn ln ngi dn M lp tc ty chay sn phm mi. Ngy 23 thng 4 nm 1985 New Coke c tung ra th trng v ch vi ngy sau, vic sn xut Coke nguyn thy b ngng li. Quyt nh ng

thi ny c xem nh l sai lm Marketing ln nht mi thi i. Coca-Cola khng lng trc c sc mnh thng hiu u tin ca mnh. Ngay khi quyt nh c loan truyn, phn ln ngi dn M lp tc ty chay sn phm mi. Doanh s New Coke thp cng vi s phn n ca cng chng dng ln cao khi Coke nguyn thy khng cn na. Thng 6 nm 1985, Coca Cola nhn c 1500 cuc gi mi ngy trn ng dy nng dnh cho ngi tiu dng ( so vi con s 400 mt ngy trc khi thay i khu v ) phn ln phn nn v ch trch. Khi thay i hng v truyn thng, mt s ngi tiu dng hoang mang , h tch tr Coca Cola c tng hm. Mt ngi n ng San Antonio bang Texas mua 1000 lon Coca. Mt s ngi chn nn v s mt i ca th nc gii kht m h yu thch. Cuc biu tnh Atlanta vo thng 5 nm 1985 vi bng "We want the real thing" ( chng ti mun Coca th thit) v "Our children will never know refreshment."( con ci chng ti s khng bao gi bit v th nc ung ny na) . Trc ln sng phn i d di , ngi ta nhanh chng nhn ra rng CocaCola c rt t s chn la ngoi vic tung ra li thng hiu nguyn thy v cng thc c. Ngy 11 thng 7 nm 1985 ( sau 79 ngy ra mt New Coke) , ng Goizueta pht biu trc bo gii Chng ti nghe cc bn. V Coca-Cola nguyn thy chnh thc tr li vi cng thc ban u vi ci tn Coca Cola Classic. Nhng ngi tch tr ngng vic tch tr li v tr li ung th nc nh h vn thng lm. Gim c sn xut Donald Keough thng bo s tr li ca Coke nguyn thy, ng tha nhn: n gin l tt c thi gian, tin bc v cc k nng chng ti b ra nghin cu khch hng cho ra mt loi Coca-Cola mi khng khm ph c s gn b su sc bn trong m nhiu ngi dnh cho Coca-Cola nguyn thy. Nim am m dnh cho Coca-Cola nguyn thy, vng phi chnh t am m khin chng ti v cng ngc nhin. N l mt b mt tuyt vi ca ngi M, mt iu kh hiu rt ng yu ca ngi M v bn c th xem n tng t nh l mt tnh yu, mt nim t ho v mt lng yu nc.

Nm 1985, Coca Cola c in c gii thiu cng New Coke v hai thng hiu c s qung co khc bit. Chin dch "Catch the Wave" cho New Coke nhm n gii tr v chin dch cm xc "Red, White and You" cho Coca-Cola classic. Sau th ci tn New coke cng i thnh Coke II v dn dn cng bin mt khi th trng.

III. Nguyn nhn tht bi ca New Coke:

- Coca-Cola l sn phm duy nht trn th trng khi tung ra ln u tin vo nhng nm 1880. N to ra mt loi hng ha mi v thng hiu tr thnh tn ca chnh sn phm ny v khi tung ra New Coke, r rng Coca-Cola phi ht ton b mi n lc Marketing trc - C ngi n d rng nc ngt chnh l bn cht thng hoa ca tt c ngi M ,i din cho s tinh t, c lm ra mt cch trung thc, c phn phi tan cu v i din cho c lng tn tm trong n lc ci tin sn phm qua cc nm. Coca-Cola tr thnh mt phn trong lch s chinh phc khng gian ca ngi M vi khu hiu ni ting n cho cc phi hnh gia Apollo : Tr v tri t, ngi nh ca Coca-Cola. iu ny chng t Coca-cola dng nh tr thnh 1 phn lch s trong con ngi M v khng th no xa nha c iu v i - Cc nh lnh o cha hiu r hon ton gi tr ca thng hiu mnh ang nm gi. ngha ca mt thng hiu ch gii hn trong cm nhn v v l mt iu hon ton sai. Nh mi nhn hiu ln khc, s i din c ngha quan trng hn nhiu so vi sn phm c m t

IV. BI HC KINH NGHIM T NEW COKE 1985 :

Tp trung vo s nhn thc v thng hiu. Theo Jack Trout, tc gi cun

sch Khc bit hay cht , Marketing l cuc chin ca nhn thc ch khng phi ca sn phm.

ng tr thnh bn sao ca i th. Khi to ra New Coke, Coca-Cola o

ngc hnh tng ca mnh lp i hnh tng ca Pepsi. l bt ngun sai phm ln nht ca cng ty.

Hy cm nhn tnh yu. Theo gim c iu hnh tan cu ca Saatchi and

Sattchi, Kevin Roberts, thng hiu thnh cng khng ch c nhn hiu thng mi m cn bao gm c mt tnh yu trong . Cng ty cng to ra mt cm xc km theo khi to dng lng trung thnh ca khch hng ch khng phi khi nhn mnh n cht lng sn phm.

ng s phi quay li t u. Khi thu hi li quyt nh b Coke original,

cng ty to ra mi quan h vng chc hn na gia sn phm v khch hang.

Hy lm ng nghin cu th trng. Mc d cng thc mi ca v Coca-

Cola tri qua hng ngn th nghim song cuc nghin cu v nhn thc ca cng chng i vi thng hiu gc vn khng c tin hnh mt cch thch hp. Coca-Cola hc c rng Marketing cn bao gm nhiu iu khc ch khng ch ring mi bn thn sn phm. Phn ln cc cuc th nghim din ra theo kiu th nghim m ngha l khch hng khng c bit v thng hiu ca sn phm th. Do vy, v l yu t duy nht c nh gi. Cui cng cng ty mc vo by ca Pepsi khi t b ti sn thng hiu then ct ca mnh : originality nguyn thy.

Chnh nhng bi hc t gi trn m Coca ngay lp tc c s thay i r rt Coca-Cola quyt nh tung ra loi sn phm c vi khu hiu Coke c in trn nc M, s quan tm ca gii truyn thng nhm vo nim yu thch

thng hiu. N tr thnh s kin c ngha v cng quan trng to thnh im sng trn i tin tc ABC v nhng mng li khc trn khp nc M, Trong vng vi thng, Coke li tr thnh an qung co s mt,New Coke c tt c nhng tt c cng tri quaCoca nhanh chng ly li lng tin ca ngi tiu dng v hnh nh ca thng hiu.