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Number Fever: How Pepsi Nearly Went Pop

2021/4/9

Cautionary Tales with Tim Harford

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Tim Harford

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本集节目讲述了多个企业促销活动因数字计算错误或低估消费者参与度而导致的失败案例，分析了企业在制定促销方案时容易忽视的数字陷阱以及由此引发的消费者权益问题。节目中提到的案例包括：菲律宾百事可乐的"号码狂热"促销活动因印刷错误导致巨额赔付危机；英国乐购超市的香蕉促销活动因计算错误导致亏损；美国Healthy Choice食品公司的积分兑换航空里程活动因计算错误导致巨额亏损；英国Hoover公司的促销活动因高估客户兑换率导致巨额亏损；百事可乐的"百事积分"促销活动因消费者兑换战斗机而引发诉讼。这些案例都说明了企业在制定促销方案时，需要认真进行数字计算，准确评估消费者参与度，避免因数字陷阱而导致的损失。同时，也提醒消费者在参与促销活动时，要提高警惕，仔细阅读活动规则，避免自身权益受损。

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Pepsi's Number Fever promotion in the Philippines led to widespread chaos when a winning number was accidentally printed on hundreds of thousands of bottle caps, promising a million pesos to each holder.

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Pepsi twice ended up in court after promotions went disastrously wrong. Other big companies have fallen into the same trap - promising customers rewards so generous that to fulfil the promise might mean corporate bankruptcy.

Businesses and customers alike are sometimes blinded by the big numbers in such PR stunts - but it's usually the customers, not the businesses, who end up losing out.

Read more about Tim's work at http://timharford.com/)

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Number Fever: How Pepsi Nearly Went Pop 35:02 Share

Cautionary Tales with Tim Harford

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Number Fever: How Pepsi Nearly Went Pop