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2024-07-18 09:52:34 来源:尚普咨询 浏览量:0
Case1:可口可乐新口味的市场调研
可口可乐是世界上最著名的饮料品牌之一,多年来一直保持着良好的销售业绩。然而,在20世纪80年代初期,由于消费者口味偏好的变化,可口可乐的销售额出现了下滑。为了应对这一挑战,可口可乐进行了一次市场调研,并开发了一种新的可乐——可口可乐新口味。
可口可乐委托了一家专业的市场调研公司,对美国市场进行了广泛的调研,包括消费者的购买行为、口味偏好、品牌认知、竞争对手分析等。市场调研公司采用了定量和定性的研究方法,如问卷调查、口味测试、焦点小组访谈等,收集了大量的数据和信息。
市场调研公司的分析结果显示,消费者对可口可乐的口味有了新的需求,他们希望可乐更甜、更平滑、更清爽。同时,市场调研公司还发现,可口可乐的主要竞争对手百事可乐正是凭借这些特点,赢得了不少消费者的青睐。基于这些发现,市场调研公司建议可口可乐开发一种新的可乐,以适应消费者的口味变化,并提高市场竞争力。
可口可乐根据市场调研公司的建议,研发了一种新的可乐,其口味更甜、更平滑、更清爽,与百事可乐相似,但又有自己的特色。可口可乐在1985年4月23日正式推出了这种新的可乐,命名为“可口可乐新口味”。可口可乐还进行了大规模的宣传和推广活动,以期打造一个新的品牌形象。
可口可乐新口味的市场调研是一个成功的案例,它展示了市场调研公司如何为客户提供高质量的市场调研服务,帮助客户了解市场情况,制定有效的市场策略,实现市场目标。市场调研公司在这个案例中的成功经验和方法包括:
与客户进行深入的沟通,明确调研的目的和目标,制定清晰的研究方案;
采用适合的研究方法,收集充分的数据和信息,保证数据的真实性和有效性;
运用专业的数据分析技术,提炼出有价值的信息,发现市场问题和机会;
根据分析结果,为客户提供具体的建议和方案,帮助客户制定有效的市场策略。
案例二:宝洁尿不湿的市场调研
宝洁是全球最大的日用品公司之一,其产品涵盖了个人护理、家庭护理、婴儿护理等多个领域。宝洁的尿不湿是现代社会中非常普遍的一种婴儿用品,它的发明和推广离不开宝洁的一次市场调研。
宝洁在20世纪50年代初期,开始对美国市场进行了一次市场调研,目的是了解婴儿用品的市场需求和消费者的购买行为。宝洁委托了一家专业的市场调研公司,对美国的家庭主妇进行了广泛的访问和观察,收集了大量的数据和信息。
市场调研公司的分析结果显示,许多家庭主妇在使用传统的尿布时面临着许多问题,如需要频繁更换尿布、难以保证婴儿的舒适度和卫生等。同时,市场调研公司还发现,家庭主妇对尿布的使用有着一种心理上的依赖,她们认为使用尿布是一种勤劳和称职的表现。基于这些发现,市场调研公司建议宝洁开发一种能够解决这些问题的新产品——尿不湿。
宝洁根据市场调研公司的建议,研发了一种新的婴儿用品,其原理是利用一种特殊的材料,能够吸收婴儿的尿液,保持表面的干燥,从而提高婴儿的舒适度和卫生。宝洁在1956年正式推出了这种新的婴儿用品,命名为“尿不湿”。宝洁还进行了大规模的宣传和推广活动,以期打破家庭主妇对尿布的心理依赖,让她们接受并使用尿不湿。
宝洁尿不湿的市场调研是一个成功的案例,它展示了市场调研公司如何为客户提供高质量的市场调研服务,帮助客户了解市场需求和消费者心理,开发出符合市场的新产品,实现市场目标。市场调研公司在这个案例中的成功经验和方法包括:
与客户进行深入的沟通,明确调研的目的和目标,制定清晰的研究方案;
采用适合的研究方法,收集充分的数据和信息,保证数据的真实性和有效性;
运用专业的数据分析技术,提炼出有价值的信息,发现市场需求和消费者心理;
根据分析结果,为客户提供具体的建议和方案,帮助客户开发出符合市场的新产品。
案例三:星巴克的市场调研
星巴克是全球最大的咖啡连锁店之一,其产品涵盖了咖啡、茶、烘焙食品等多个领域。星巴克的成功离不开其对市场的敏锐洞察和对消费者的深刻理解,这些都源于星巴克的一次次市场调研。
星巴克在20世纪90年代初期,开始对中国市场进行了一次市场调研,目的是了解中国市场的潜力和消费者的喜好。星巴克委托了一家专业的市场调研公司,对中国的城市居民进行了广泛的访问和观察,收集了大量的数据和信息。
市场调研公司的分析结果显示,中国市场有着巨大的潜力,但也有着不少的挑战,如咖啡文化的缺乏、消费者的价格敏感性、竞争对手的威胁等。同时,市场调研公司还发现,消费者对咖啡的需求不仅仅是一种饮料,更是一种生活方式和社交方式。基于这些发现,市场调研公司建议星巴克进入中国市场,但需要进行一些本土化的调整,以适应中国市场的特点和消费者的需求。
星巴克根据市场调研公司的建议,进入了中国市场,并进行了一些本土化的调整,如增加了一些符合中国口味的产品,如绿茶拿铁、红豆奶茶等;提供了一些适合中国消费者的服务,如免费无线网络、充电插座等;强调了咖啡店的舒适度和氛围,打造了一个适合社交和休闲的空间。星巴克还进行了大规模的宣传和推广活动,以期培养中国消费者的咖啡文化和品牌忠诚度。
星巴克的市场调研是一个成功的案例,它展示了市场调研公司如何为客户提供高质量的市场调研服务,帮助客户了解市场潜力和消费者需求,制定出符合市场的本土化策略,实现市场目标。市场调研公司在这个案例中的成功经验和方法包括:
与客户进行深入的沟通,明确调研的目的和目标,制定清晰的研究方案;
采用适合的研究方法,收集充分的数据和信息,保证数据的真实性和有效性;
运用专业的数据分析技术,提炼出有价值的信息,发现市场潜力和消费者需求;
根据分析结果,为客户提供具体的建议和方案,帮助客户制定出符合市场的本土化策略。
Conclusion
市场调研是咨询公司提供专业服务的核心能力之一,也是企业制定市场策略和决策的重要依据。本文通过三个案例,分别介绍了市场调研公司如何为客户提供高质量的市场调研服务,帮助客户解决市场问题,实现市场目标,分享了市场调研公司在市场调研过程中的成功经验和方法。本文旨在为市场调研公司和客户提供一些有益的参考和启示。
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