World marketing comments [mkt.]: March 18, the Commerce Department formally rejected Coca-Cola's acquisition of China Huiyuan company proposal. Department of Commerce determined that the merger would have an adverse effect on competition, the Coca-Cola Company may use it in the carbonated soft drink market dominance, tying and bundling juice drink, or to set additional exclusive trading conditions, limit concentration fruit juice market competition, and lead consumers to accept higher prices, fewer types of products; in addition merger may also have domestic small and medium-sized juice extrusion business survival space, and give the Chinese fruit juice beverage market competition.
More than half a year the confusing Manda has finally ended, Coca-Cola began to cry, but the Chinese netizens smiled.
In September last year, Coca-Cola introduced merger application, the network of public opinion that there was a piece of sound indignant, Sina "you agree with the Huiyuan is Coca-Cola merger? network survey, a few days over 40 million Internet users, nearly 8% against the merger. Protection of national brand, protect national industry voices also during that period of time become mainstream sound.
In the Internet voice of opposition, Coca-Cola was unusually restrained and silent — although some economists and social elite declare their support of this merger, but the majority of Internet users is leaning against the network against public opinion begins rendering a spiral effect, the opposition has become the primary Internet media. In this high wind waves of public opinion of swirling flow, but Coca-Cola has any action that seems to stand for the expression of public opinion.
Compared to Coca-Cola's silent, the second pile before involving foreign acquisitions of two protagonists wahaha and Sany has appeared on public opinion, responses to abnormal sensitivity to actively influence by popular marketing to Government decision-making results.
In the face of Carlyle intends to acquire competitors xugong event, Sany General Manager in their own blog xiangwenbo prodding the drawbacks of this matter to me and the event into a national focus, the topic of foreign acquisitions by State departments, Carlyle acquired events therefore blocked.
But wahaha face up to the attack, the same can be picked up by a public marketing weapons to protect yourself. Wahaha know, if you simply continue from the legal framework and Danone confrontation, wahaha is slash, wahaha must unconventional responses from a new angle to be provocative — so Zong qinghou lifted to protect national industry, the flag of national complex and extensive boot media opinion inflate the potential energy, accused the Danone is how to non-observance of business ethics, it's in China's purpose is to overthrow the Chinese enterprises, wahaha described as an oppressed by vulnerable groups. And workers ' representatives from trade unions, and sales representatives, dealers, academics, users and other stakeholders, continuous statement have put the Danone bury in the ocean of "people's opinion.
In the field of acquisitions, Coca-Cola and perhaps the biggest mistake is that too much to expect in the ruling on the legal framework, while neglecting the importance of the network of public opinion and traction.
Relative to the Economist and social elite, grassroots netizens there is no doubt that the lack of higher capacity, more global observation of wisdom, they are more likely to be some kind of mood are instigated, was deceived by a false idea. From decision-making ability, their ideas and perhaps limited value; but from the market ultimately influence, but they are a business or brand dead or alive and powerful ruling — weak but also colossal public gathering, perhaps under the influence of commerce becomes a decision of the last straw.
Netizens on Unico opposition more from national sentiment, and behind on the longer-term economic significance may be thinking of limited. Therefore, Coca-Cola marketing if public opinion, should stand in good communication with the Internet's position to fully listened to the views of gesture, Internet users to solve Internet users distrust, and the resulting expanding hostile peoples. But simply to analyze how the industry will be acquired, how will the macro on, but may not be able to convince the ordinary Internet users, since they seem very far away from life's knowledge, does not replace their intuitive feel.
The importance of marketing and public opinion as early as in the United States oil merger in Unocal oil company in the face of mergers and acquisitions fail after officials expressed dismay that the United States Deputy Secretary of the Treasury proposes Kimmitt, Chinese enterprises in the United States prior to the merger should be fully ready for the enterprise and the economy of the US Embassy officials, members of the United States Congress and State Governments and other local government communication and contacts with many aspects of public opinion towards for guidance and lay a solid foundation for purchase.
Communication to create value, perhaps this is the case of Coca-Cola and purchase source to our greatest inspiration.
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