20世纪70年代中期以前

20世纪70年代中期以前，可口可乐公司是美国饮料市场上的“Number”厂，可口可乐占据了全美80％的市场份额，年销量增长速度高达10％。然而好景不长，70年代中后期，百事可乐的迅速崛起令可口可乐公司感到威胁。1982年，可口可乐广泛地深入到10个主要城市中进行访问。通过调查，看口味因素是否是可口可乐市场份额下降的重要原因，同时征询顾客对新口味可乐的意见。调研最后结果表明，顾客愿意尝新口味的可乐。这一结果更加坚定了可口可乐公司的决策者们的想法，长达99年的可口可乐配方已不再适合今天消费者的需要了。于是，满怀信心的可口可乐开始着手开发新口味可乐。起初，新可乐销路不错，有1.5亿人试用了新可乐。然而，新可口可乐配方并不是每个人都能接受的，而不接受的原因往往并非因为口味原因，而这种“变化”受到了原可口可乐费者的排挤。开始，可口可乐公司已为可能的抵制活动作好了应付准备，但不料顾客的愤怒情绪犹如火山爆发般难以驾驭。顾客之所以愤怒是认为99年秘不示人的可口可乐配方代表了一种传统的美国精神，而热爱传统配方的可口可乐就是美国精神的体现，放弃传统配方的可口可乐意味着一种背叛为数众多的批评，使可口可乐迫于压力不得不开通83部热线电话，雇请大批公关人员来温言安抚愤怒的顾客。面临如此巨大的批评压力，公司决策者们不得不稍作动摇。在嗣后又一次推出的顾客意向调查中，30％的人说喜欢新口味可口可乐，而60％的人却明确拒绝新口味可口可乐故此，可口可乐公司又一次恢复了传统配方的可口可乐的生产，同时也保留了新可口可乐的生产线和生产能力

Before the mid-1970s, Coca-Cola Company is the "Number" factory in US beverage market, Coca-Cola accounted for 80 percent of the US market share, growth rate of annual saless up to 10%. But in the late 1970s, he rapid rise of Pepsi Cola Company makes Coca-Cola Company feel threatened.In 1982, Coca-Cola is widely deep into the 10 major cities for a visit. Through the survey, see if the taste factor is an important reason for the Coca-Cola market share decline. The last survey results show that customers are willing to try something new cola taste. This result further strengthened the Coca-Cola Company's decision-makers ideas, as long as 99 years, Coca-Cola formula is no longer fit the needs of today's consumers. As a result, Coca-Cola began to develop confidently New Coke. Initially, the new Coke sales are good, there are 150 million people try the new Coke. However,not everyone can accept the new Coca-Cola formula ,reasons people can’t accept not because the taste, but this kind of "change" by the original Coca-Cola's exclusion fee. Began, Coca-Cola has been prepared to deal with a possible boycott , but it was failed. The reason of anger is that customers think traditional Coca-Cola formula represents a traditional American spirit, and love of the traditional formula of Coca-Cola is the embodiment of the American spirit, and abandon the traditional formula of Coca-Cola means a betrayal of numerous criticisms, Coca-Cola have to hire a large number of public relations staff to warm words to appease angry customers. Faced with such a huge criticism pressure, the company decision-makers have little shaken. In the subsequent launch of another customer intentions survey, 30% of people say that they like the new taste of Coca-Cola, while 60% of people say they like traditional taste of Coca-Cola, Coca-Cola has once again returned to the traditional formula of Coca-Cola's production, but also to retain Coca-Cola's new production line and production capacity.