Case1: Market research on new flavors of Coca-Cola

Coca-Cola is one of the most famous beverage brands in the world and has maintained a good sales performance for many years. However, in the early 1980 s, Coca-Cola's sales declined due to changes in consumer taste preferences. In response to this challenge, Coca-Cola conducted a market research and developed a new Coke-Coca-Cola New Flavor.

Coca-Cola commissioned a professional market research company to conduct extensive research on the U.S. market, including consumer buying behavior, taste preferences, brand awareness, competitor analysis, etc. Market research companies use quantitative and qualitative research methods, such as questionnaires, taste tests, focus group interviews, etc., to collect a large amount of data and information.

The analysis results of the market research company show that consumers have a new demand for Coca-Cola's taste, and they want Coca-Cola to be sweeter, smoother and more refreshing. At the same time, the market research company also found that Coca-Cola's main competitor, Pepsi, has won the favor of many consumers by virtue of these characteristics. Based on these findings, the market research company recommends that Coca-Cola develop a new cola to adapt to changes in consumer tastes and improve market competitiveness.

Coca-Cola has developed a new cola based on the recommendations of a market research company. Its taste is sweeter, smoother, and more refreshing. It is similar to Pepsi, but it has its own characteristics. Coca-Cola officially launched this new cola on April 23, 1985, named "Coca-Cola New Flavor". Coca-Cola also carried out a large-scale publicity and promotion activities, in order to create a new brand image.

The market research of Coca-Cola's new taste is a successful case. It shows how the market research company provides high-quality market research services to customers, helps customers understand the market situation, formulate effective market strategies, and achieve market goals. The successful experience and methods of the market research company in this case include:

Conduct in-depth communication with customers, clarify the purpose and objectives of the research, and formulate a clear research plan;

Use appropriate research methods to collect sufficient data and information to ensure the authenticity and validity of the data;

Use professional data analysis techniques to extract valuable information and identify market problems and opportunities;

Based on the results of the analysis, to provide specific recommendations and solutions to help customers develop effective marketing strategies.

Case 2: Market Research on P & G Diapers

Procter & Gamble is one of the world's largest daily necessities companies, and its products cover many fields such as personal care, home care, and baby care. P & G's diapers are a very common baby products in modern society. Its invention and promotion are inseparable from a market research of P & G.

In the early 1950 s, Procter & Gamble began a market survey of the U.S. market to understand the market demand for baby products and consumer buying behavior. Procter & Gamble commissioned a professional market research company to conduct extensive interviews and observations on American housewives and collect a large amount of data and information.

The analysis results of the market research company show that many housewives face many problems when using traditional diapers, such as the need to change diapers frequently, and it is difficult to ensure the comfort and hygiene of the baby. At the same time, the market research company also found that housewives have a psychological dependence on the use of diapers, and they think that using diapers is a manifestation of diligence and competence. Based on these findings, the market research company recommended that P & G develop a new product that can solve these problems-diapers.

Procter & Gamble has developed a new baby product based on the recommendations of a market research company. The principle is to use a special material that can absorb baby's urine and keep the surface dry, thereby improving the baby's comfort and hygiene. Procter & Gamble officially launched this new baby products in 1956, named "diapers". Procter & Gamble has also carried out large-scale publicity and promotion activities in order to break the psychological dependence of housewives on diapers and make them accept and use diapers.

P & G's market research on diapers is a successful case. It shows how market research companies provide customers with high-quality market research services, help customers understand market needs and consumer psychology, develop new products that meet the market, and achieve market goals. The successful experience and methods of the market research company in this case include:

Conduct in-depth communication with customers, clarify the purpose and objectives of the research, and formulate a clear research plan;

Use appropriate research methods to collect sufficient data and information to ensure the authenticity and validity of the data;

Use professional data analysis techniques to extract valuable information and discover market demand and consumer psychology;

According to the analysis results, to provide customers with specific recommendations and solutions to help customers develop new products in line with the market.

Case three:Starbucksmarket research

Starbucks is one of the world's largest coffee chain, its products cover coffee, tea, baked goods and other fields. Starbucks' success is inseparable from its keen insight into the market and deep understanding of consumers, all of which stem from Starbucks' market research.

In the early 1990 s, Starbucks began to conduct a market research on the Chinese market in order to understand the potential of the Chinese market and consumer preferences. Starbucks commissioned a professional market research company to conduct extensive visits and observations to urban residents in China, collecting a large amount of data and information.

The analysis results of the market research company show that the Chinese market has great potential, but there are also many challenges, such as the lack of coffee culture, the price sensitivity of consumers, and the threat of competitors. At the same time, the market research company also found that consumers' demand for coffee is not only a beverage, but also a lifestyle and social way. Based on these findings, the market research company recommends that Starbucks enter the Chinese market, but some localization adjustments are needed to adapt to the characteristics of the Chinese market and the needs of consumers.

Starbucks entered the Chinese market based on the recommendations of market research companies and made some localized adjustments, such as adding some products that meet Chinese tastes, such as green tea latte, red bean milk tea, etc.; providing some services suitable for Chinese consumers, Such as free wireless network, charging sockets, etc.; emphasizing the comfort and atmosphere of the coffee shop, creating a space suitable for social and leisure. Starbucks has also carried out large-scale publicity and promotion activities in order to cultivate Chinese consumers' coffee culture and brand loyalty.

Starbucks' market research is a successful case, which shows how market research companies provide customers with high-quality market research services, help customers understand market potential and consumer demand, formulate localization strategies in line with the market, and achieve market goals. The successful experience and methods of the market research company in this case include:

Conduct in-depth communication with customers, clarify the purpose and objectives of the research, and formulate a clear research plan;

Use appropriate research methods to collect sufficient data and information to ensure the authenticity and validity of the data;

Use professional data analysis techniques to extract valuable information and discover market potential and consumer needs;

According to the results of the analysis, to provide customers with specific recommendations and solutions to help customers develop a localization strategy in line with the market.

Conclusion

Market research is one of the core capabilities of consulting companies to provide professional services, and it is also an important basis for enterprises to formulate market strategies and decisions. Through three cases, this paper introduces how market research companies provide customers with high-quality market research services, help customers solve market problems, achieve market goals, and share the successful experience and methods of market research companies in the process of market research. The purpose of this paper is to provide some useful reference and enlightenment for market research companies and customers.