英文版可口可乐中国营销策略
可口可乐市场营销4P组合；Coca-ColaMarketingMix
Coca-Cola Marketing Mix: Product, Place, Price, Promotion Product:In order for an organization to be successful it needs to have a well-defined marketing mix. The marketing mix consists of the four P’s; product, place, price, promotion (Hair, Lamb, & McDaniel, 2006, p. 48). Product is defined as “everything, both favorable and unfavorable, that a person receives in exchange”(Hair, Lamb, & McDaniel, 2006, p. 48). The Coca-Cola Company’s products consist of beverage concentrates and syrups, with the main product being the finished beverages (Coca-Cola Datamonitor, 2007). Coca-Cola’s products can be viewed as both business and consumer products. Ultimately, the main goal of the Coca-Cola Company’s is to satisfy a consumer’s personal want, which is th e definition of consumer products (Hair, Lamb, & McDaniel, 2006, p. 248). The type of consumer product the Coca-Cola Company creates is convenience product. Convenience products normally require a wide distribution in order to sell sufficient quantities to meet profit goals (Hair, Lamb, & McDaniel, 2006, p. 285). In addition, the Coca-Cola Company often pays a certain amount to retail stores to resell their product. Therefore the Coca-Cola Company products can be considered a business product.The Coca-Cola Company has a fairly large product mix which contains about 400 brands, including diet and light beverages, waters, juice and juice drinks, teas, coffees, energy, and sports drinks (Coca-Cola Datamonitor, 2007). The Coca-Cola Company has increased its product mix width since 1960. This enabled theCoca-Cola Company to spread risk across many product lines rather than depend only on one and to help generate sales and boost profits within its organization (Hair, Lamb, & McDaniel, 2006, p. 287). The Coca-Cola Company also packages its products different sizes to appeal to certain consumers (Hair, Lamb, & McDaniel, 2006, p. 286). For example, Diet Coke is available in twelve-ounce or evensix-ounce cans and various plastic containers, ranging from two liters to twenty ounces (Coca-Cola Company, 2006).The Coca-Cola Company has increased its product mix by product line extensions as well as creating new products. The Coca-Cola Company has extended its product line by introducing a variety of drinks (“Will New Cokes”, 2006). These include Vanilla Coke, Cherry Coke, Cherry Vanilla Coke, Coke Plus and many more to attempt to meet the needs of all of its’ consumers. The Coca-Cola Company also increases its product mix and broadens its market by the innovation of new juice and sport drink products (Marcial, 2007). This fairly large product mix enables the Coca-Cola Company to satisfy the needs of their consumers’ thirst, whatever it may be. This type of product mix allows the Coca-Cola Company to achieve its mission statement in which it states that it wants to “refresh the world” (Coca-Cola Company, 2006).Place/Distribution:Another crucial part of the marketing mix is place and distribution of an organizations product. Place and distribution strategies are “concerned with makingproducts available when and where customers want them” (Hair, Lamb, & McDaniel, 2006, p. 48). The Coca-Cola Company states in its mission statement that it wants to offer its products to all consumers globally (Coca-Cola Company, 2006). The Coca-Cola Company uses intermediaries (i.e. retailers and distributors) instead of directly selling to distribute its products worldwide (Coca-Cola Datamonitor, 2007). The Coca-Cola Company also uses intensive distribution strategies to make sure their products can be available everywhere. One low profile type of retailing that the Coca-Cola Company does to increase its distribution of its product is the use of automatic vending machines. These can be found in a number of places, such as schools and concert venues (Hair, Lamb, & McDaniel, 2006, p. 411). Since their product is a convenience product, it requires a wide distribution in order to meet profit goals (Hair, Lamb, & McDaniel, 2006, p. 285).Recently the Coca-Cola Company has focused more on their global strategy to help them increase their growth. Much of this growth is coming out of Latin America, the BRIC, and West ern Europe (“Innovation, acquisitions”, 2007). Currently many Europeans are beginning to be more worried about their health, which has increased Coca-Cola’s Diet Coke and Coke Zero sales (Fuhrman, 2007). In addition, the Coca-Cola Company is in many other countries including India that are in the growth stage of the product life cycle (“Marketing: New products”, 2007).The Coca-Cola Company’s growth in these areas are caused by their improved marketing to consumers, better relationships with bottlers, th eir “live happily” campaign in 200 markets, and the launch of Coca-Cola Zero. They also launchedMinute Maid juice in India as well as China and Korea (“Marketing: New products”, 2007). Their innovation and introduction of new products as well as their “wi nning culture” has helped them begin to grow again worldwide.Price:Price of the product or service is another important part of the marking mix. Price is defined as “what a buyer must give up to obtain a product” (Hair, Lamb, & McDaniel, 2006, p. 49). Price is the quickest and most flexible element to change in the marketing mix. The prices of the Coca-Cola's Companies products vary according to the brand and the size in which they come in (Coca-Cola Company, 2006). The Coca-Cola Company's products are sold by a wide variety of distributors and retail stores, such as convenient stores and gas stations, as well as vending machines (Coca-Cola Datamonitor, 2007). The distributors and retail stores that the Coca-Cola Company deals with often implement their own pricing strategy (Coca-Cola Datamonitor, 2007). Gas stations and convenient stores usually sell Coca-Cola products at a fixed price. However, the retail outlets use a variety of pricing methods and strategies when selling Coca-Cola products (Coca-Cola Datamonitor, 2007). There is often competition pricing of the Coca-Cola products and prices are set around the same level as its competitors. In addition there are also psychological pricing strategies that are used to make consumers perceive that the products are cheaper than they really are.Promotion:The fourth aspect of the marketing mix is promotion of a product. The promotions role in the marketing mix is to “bring about mutually satisfying exchanges with target markets by informing, educating, persuading, and reminding them of the benefits of an organizations product” (Hair, Lamb, & McDaniel, 2006, p. 49). Since the Coca-Cola Company operates on a global scale, their promotional strategy needs to consider the external environment in which their products are. These external environmental factors include culture, economic and technological development, political structure, demographic makeup and natural resources (Hair, Lamb, & McDaniel, 2006, p. 77). For example, the Coca-Cola Company promoted its new Coke Zero in Australia differently than it did in the United States because of the different external environmental factors associated with that segment (Alarcon, 2007). In addition, the Coca-Cola Company often has to adapt its advertisements in different cultures. For example, an ad in Singapore portraying teenagers careening down a store aisle on a grocery cart was perceived as too rebellious (Hair, Lamb, & McDaniel, 2006, p. 129). The ultimate goal of any promotion is to get someone to by a good or service. There are four main aspects of the promotional mix that integrate together to create a competitive advantage for an organization. The four aspects of the promotional mix are advertising, public relations, sales promotion, and personal selling (Hair, Lamb, & McDaniel, 2006, p. 411)The advertising part of the promotional mix allows the organization to reach the masses with its product. The Coca-Cola Company was built heavily on advertising and marketing investments. Today the Coca-Cola Company spends mostof its money on advertising that maintains the brands awareness (Hair, Lamb, & McDaniel, 2006, p. 468). Thus advertising is a main source in increasing consumer awareness. The Coca-Cola Company uses many forms of advertising, from TV advertisements to magazines and billboards (Steinberg & Vranica, 2004). One target segment that the Coca-Cola Company is having trouble trying to advertise to is the more outdoor, health conscious and environmentally friendly consumer (Steel, 2007). The advertisers are unsure how to advertise to them in a “green” fashion where the advertisement achieves its goals of persuading, informing, and remindingas well as being environmentally friendly.Public relations part of the promotional mix helps maintain an organizations image and educate consumers (Hair, Lamb, & McDaniel, 2006, p. 444). Many organizations hire outside professional help to deal with public relations within an organization. Public relations are “the element in the promot ional mix that evaluates public attitudes identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance” (Hair, Lamb, & McDaniel, 2006, p. 441). The type of public relations tools that the Coca-Cola Company uses widely are product placements and sponsorships (Steinberg & Vranica, 2004).The Coca-Cola Company often uses is a spokesperson to appeal to the younger more youthful (Hair, Lamb, & McDaniel, 2006, p. 163). An example of this can be seen in China where the Coca-Cola Company has increased advertising containing younger Chinese celebrities to help inform, persuade, and remind theirtarget segment (Flagg, 1999). The Coca-Cola Company also uses publicity to try and create a good company image. An example of this is when the Coca-Cola Company invested 60 million dollars in creating a recycling plant in South Carolina. By creating this plant the Coca-Cola Company hopes to help eliminate carbon dioxide emissions and recycle a mast majority of their plastic bottles (Truini, 2007). This effort in trying to help reduce the carbon dioxide emissions strengthens the Coca-Cola Company image of wanting to create value and make a difference everywhere they go.Personal selling allows the organization to build relationships with their consumers or other business associates (Hair, Lamb, & McDaniel, 2006, p. 444). Personal selling is defined as “direct communication between a sales representative and one or more prospective buyer” (Hair, Lamb, & McDaniel, 2006, p. 443). Personal selling in the Coca-Cola Company often is done in a business-to-business fashion. An example of this is seen when the Coca-Cola Company was trying to boost their sales in North America by forming alliances with Nestea to create coffee and tea drinks (McKay & Corderio, 2007). This demonstrates how the Coca-Cola Company uses personal selling in a business-to-business atmosphere to provide its’ consumers with a larger variety of products that can satisfy their need.The Coca-Cola Company also uses sales promotions to increase their effectiveness of their promotional efforts. The essence of sales promotion is to help stimulate a purchase (Hair, Lamb, & McDaniel, 2006, p. 444). Some examples ofsales promotions that the Coca-Cola Company uses are coupons and rebates and are used frequently because they are more likely to influence customers’ buying decision (Hair, Lamb, & McDaniel, 2006, p. 442). Another type of sales promotion that the Coca-Cola Company is currently using is their coke rewards points promotion. “My Coke Rewards” is customer loyalty marketing campaign from the Coca-Cola Company. Customers enter codes from specially marked packages of Coca-Cola products into a website. These codes are converted into virtual "points" which can in turn be redeemed for various prizes or sweepstakes entries (Coca-Cola Company, 2006). The ultimate goals and tasks of promotion mix are to inform, persuade, and remind the target audience.。
可口可乐市场营销推广策略分析-SWOT分析-4P战略-波特五力模型
Marketing Plan and Research Report of Coca-ColaTable of ContentExecutive summary (2)External environment analysis (2)Market strategy (6)Marketing research result (6)Marketing mix summary (7)Detailed strategy for promotion (9)Controls (11)Reference list (13)Executive summaryThe Coca-Cola Company (“Coca-Cola”) was founded in 1886 which is ranked number one in the beverage industry. The company manages more than 500 nonalcoholic beverage brands, and four of the top five nonalcoholic sparkling beverage brands are owned by Coca-Cola. According to its 2012 annual report, the whole group’s net operating revenue amounted to 48.02 billion USD (The Coca-Cola Company Annual Review, 2012). In addition, Coca-Cola accounts for approximately 37.1% of all the soft drink market, followed by PepsiCo at about 30.2%, and Dr. Pepper Snapple Group at 21.4% (Faber, 2012).In the long-standing viewpoint, Coca-Cola has an inclination to expand its market share to 50% and its sales revenue to 500 billion USD in the 2015 (Hofstede, 2012). Although its prosperous status quo, the company is also facing against an intensified competition. This report is aimed at analyzing the overall marketing strategy of Coca-Cola to find out the potential vulnerabilities. Then, based upon the analysis and in-depth research, it will outline the strategic plan for the future in order to further enhance Coca-Cola’s marketing status.External environment analysisA well-rounded analysis of company’s environment will be beneficial for the comprehensive understanding of the situation. First, it is better to research Coca-Cola’s external situation which includes three parts: macro-environmental factors, micro-environmental factors and competitive strategy.For the macro aspect, this report utilizes PEST model which examines the changes in a marketplace caused by Politics, Economy, Social and Technological factors.•Political AnalysisShifts of government’s attitude towards the foreign-invested enterprise may pose a threat to the company. Especially in the emerging countries, the political stability is essential to a successful business. In addition, changes of laws and regulations, including non-alcoholic drinks regulation should be considered.•Economic AnalysisAccording to IMF, while there have been some encouraging signs of economic recovery, the global economic growth seems to be losing momentum. In other words, the company still needs to be vigilant to the outside world and the emerging economy to seize opportunities.According to the Standard and Poor's Industry surveys, "For major soft drink companies, there has been economic improvement in many major international markets, such as Japan, Brazil, and Germany." These markets will continue to play a major role in the success and stable growth for a majority of the non-alcoholic beverage industry.•Social AnalysisLiving a healthier lifestyle is so prevalent all around world that has affected the non-alcoholic beverage industry as some consumers are switching to bottled water and diet colas instead of beer and other alcoholic beverages. This continued tendency will impact the non-alcoholic beverage industry by increasing the demand overall and in the healthier beverages.•Technological AnalysisThe rapid advancement of science and technology may deeply impact Coca-Cola as well. For example, novel distribution channel, diversified promotion campaign and new production line etc.In terms of micro-environmental factors, it is advisable to use Porter's Five Forces model to analyze the market condition.•Threat of new entrantsCompared with other industry, soft drinks industry has a relatively higher gross profit rate and lower barriers to entry, accordingly, there do exist many potential entrants. •Threat of substitute productsAs is mentioned above, healthier drinking has been a new trend for the consumers. So, enough attention must be paid to the substitute products such as tea drinks, bottled water and sports drinks.•Bargaining power of customerWith thousands kinds of non-alcoholic beverage in the market, consumers have a wide range of options. Additionally, they are also becoming sensitive to price which render them to have more bargaining power.•Bargaining power of suppliersAs the leading company in the market, Coca-Cola stays strong to the suppliers who are willing to collaborate with such a giant enterprise. In other words, bargaining power of suppliers is comparatively weak.•Intensity of competitive rivalryRelied upon its sales and distribution channels, Coca-Cola has undoubtedly established a mature marketing network. But what can’t be ignored is the threats posed by companies out of carbonated beverage, they all spare no effort to gain market share inBroadNarrow the relevant industry.After the analysis of the above two factors, keeping alert and further developing the core competency are extremely significant to Coca-Cola. Thus, how will the company compete with the major players in the market?Competitive AdvantageLower Cost DifferentiationAs can be seen in the chart, the company used differentiation and cost leadership tactics. Differentiation is achieved through superb quality of its product, which surpasses the company’s major rivals in the brand image and high customer recognition. What’s more, its promotion campaign and packaging strategy also differentiate Coca-Cola from competitors, for instance, its unique bottle design has become a world famous symbol.The positioning of cost leadership is achieved not only through economies of scale in research, development and promotion, but also through learning, knowledge and experience in production and operational processes. Furthermore, the company’sCost LeadershipDifferentiation Cost Focus Differentiation FocusCompetitive Scopeefficient distribution networks and manufacturing systems contribute significantly to its cost saving..Market strategyBased on the above analysis, this report researches the interior part of Coca-Cola to determine its marketing and financial objectives, segmentation, positioning, and target market(s) in the future.Future growth for Coca-Cola will be embodied in two main areas: global emerging market health drinks. Besides United States Coca-Cola will continue to market to countries around the world. The company has an impressive performance in emerging markets like Latin America, the BRIC, and Western Europe which will be their major focus in the future for this is where major growth opportunities lie.In addition, consumers are moving towards a healthier lifestyle, which accordingly is causing Coca-Cola to expand product line to satisfy their needs. This new market is huge and creates a lot of growth opportunity for Coca-Cola.More specifically, Coca-Cola intends to increase its current market share in the soft drink to 50% in the end of 2015 (Hofstede, 2012), in particular, it will invest heavily in the health drink product to grab this developing cliché market and to cater for consumer’s aptitude. Then, the whole group will achieve 50 billion USD sales revenue and 13 billion USD profit margin (Marcial, 2007).Marketing research resultTo stay competitive, Coca-Cola has done well in understanding and satisfying consumers. It have been found that customers expect more from their beverages. To fill this desire Coca-Cola has developed the Beverage Institute for Health and Wellness. This institute develops new product ideas that can contribute to their product line. In addition, Coca-Cola is capable of maintaining their market vitality, so they continue to do research that will benefit their consumers, as well as being profitable for the company.Apart from flavor diversification, profitability in certain region has also been a major consideration. For instance, Coke Zero is a product that carries no carbohydrates orcalories and was not quite meeting the expected profits in the United States, but Coca-Cola started to advertise it more in Europe to areas that to enjoy it. This region seemed more concerned about their health and well-being, which contributed to Coke Zero becoming more of a profitable product.Special marketing techniques such as B2B strategies are also used to make their products more attractive to the young people. For example, Coca-Cola united with iTunes, so that whenever someone purchased a Coca-Cola product they would receive free songs to promote both products (Fuhrman, 2007).Even though, Coca-Cola is confronting with a number of challenges in the days to come. The most striking one is that the beverage industry is moving toward a health conscious consumer. “ In many European countries, the increasing consumer trend toward a healthier lifestyle continues to grow demand for functional beverages that offer physical or mental well-being, lower calories and other added values” (Fuhrman, 2007). Consumers’ value products that are going to help them live a healthy lifestyle and feel better both physically and mentally. Coca-Cola has to reconsider its existing product, pricing, distribution channel and promotion strategy to better adapt itself to the ever-changing atmosphere.In order to formulate a well-rounded market strategy for Coca-Cola, this report carefully establishes the relevant tactics which are in line with the analysis and data collected. It is recommended to use 4P which consists of product, place, price, promotion to analyze the specific details in the next part.Marketing mix summaryIn this report, 4P model is utilized to illustrate Coca-Cola’s marketing mix, i.e. product, place, price, promotion.Item DetailsProduct Coca-Cola has a huge product mix which contains about 400 brands, including diet and light beverages, waters, juice and juice drinks, teas,coffees, energy, and sports drinks (Coca-Cola Company, 2012).To attract new consumers and markets, product line must be extended,especially in the health drink product like tea, juice and sports drink etc.In addition, proper modification for the current product is also neededto maintain the current consumers.Price With the careful consideration of consumer’s price elasticity, the prices of the Coca-Cola's Companies products vary according to the brand andthe size in which they come in (Coca-Cola Company, 2012). Differentregion has differed preference and sensitivity to price. The distributorsand retail stores that the Coca-Cola Company deals with shouldimplement their own pricing strategy to gain the best profit marginwithin an accepted sales volume.Promotion There are four major parts of the promotional mix that integrate together to create a competitive advantage for an organization includingadvertising, public relations, sales promotion, and personal selling.Ads: Coca-Cola has invested heavily on advertising. The main purposeof ads are maintaining of brands awareness. Then, the ads in the futureshould focus on health conscious and environmentally friendly to caterfor the existing trend.Public relation: Product placements and sponsorships are frequentlyused by Coca-Cola (Marcial, 2007). Positive spokesperson to appeal tothe younger generation is another effective tool to publicize (Truini,2007)Personal selling: Personal selling in the Coca-Cola Company often isdone in a business-to-business fashion. This can be used in big businessalliance to satisfy consumers’ diversified needs.Sales promotion: coupons and rebates can be often used because theyare more likely to influence customers’ buying decision. Another typeof sales promotion that the Coca-Cola Company is currently using istheir coke rewards points promotion.Place Coca-Cola Company also uses intensive distribution strategies to makesure their products can be available everywhere. Moreover, automaticvending machines are effective to extend distribution network. To copewith the changing diet conception, Coca-Cola should focus more onCoca-Cola’s Diet Coke and Coke Zero sales, especially in LatinAmerica, the BRIC, and Western Europe (Fuhrman, 2007).Detailed strategy for promotionOnly with superior product, efficient distribution network and sufficient inventory is far from a successful business. Promotion is the key element of the marketing mix designed to build a useful channel with the marketplace and to persuade the customers buying decision. The promotional mix is the combination of personal selling, advertising, sales promotion and public relations that it uses in its marketing plan. •AdvertisingThe Coca-Cola’s innovative ads are extremely impressive to consumers. So, next step, what the company should do is keep this unique advantage and focus much more on the localization with respect to different culture background. This can be contributable to develop the emerging market.•Public relationSponsorship in the sport area has been successful in the last few decades and left a positive brand image. To comply with the healthy trend, Coca-Cola needs to invest more in public benefit activities, for instance, giving sponsor Hope Primary School, making contributions to medical treatment cause. These activity may establish a positive image in all kinds of people.•Personal selling & sales promotionThe negative implication of several media has exerted a relatively profound impact upon carbonated beverage. Accordingly, juice, tea and sports drinks should be the main products for promotions. The company can improve health drink market share by using more personal selling booth and more sales discount or lottery coupon. These activities are effective for getting people's short-term attention.Survey experiment in the Fenwick’s department store also proved the above analysis. In the survey of consumers’ attitudes towards health consideration when purchasing drinks, more than 45% agree with the viewpoints (as is shown in the bar chart below).In addition, when asked about familiarity, 50% agree with that it plays a major role in purchasing decision.ControlsImplementationImplementation is the process on how well the business mixes its people, organizational structure and company culture into a cohesive program that supports the marketing plan (Clark, 2005).Coca-Cola should implement several major transformations. First, production capability need to be modified to meet the quota demanded. It must also be cost-effective to avoid inventory stocks wastes. The marketing team should be aware of knowledgeable management about the product. The styles and types of promotion must be appealing to target customers to obtain the potential amount of exposure for the product. Another thing is efficient distribution network. The pertinent issue is taken care of with expedient transportation routes to commercial areas and traffic. Monitoring And ControllingMonitoring and controlling allows Coca-Cola to take the necessary actions to meet the marketing goals. There are three methods Coca-Cola may use to monitor the marketing scheme.•Sales AnalysisThe sales analysis analyzes sales revenue by market segmentation to discover advantages and disadvantages in the different regions. Sellers of Coca-Cola products vary from big retail supermarkets to small corner stores. This tool gives the products maximum exposure to customers at their convenience.•Market Share AnalysisThis approach is a comparison to the major rivals in the relevant market. With the shifts Coca-Cola is currently undergoing, they aim to get an aggressive position to stable its strong power. Target market various age groups and lifestyles from high school students too universities, and male or female.•Marketing Profitability AnalysisThis method takes the cost factor into consideration which deem profitability as a key index. Three ratios can be used for supervising marketing profitability; they are market research to sales, advertising to sales and sales representatives to sales. These three indicators can assist Coca-Cola determine any developing tendency, such as the requirement for a novel product. Scientific and careful comparison of these outcomes with actual results offers the company a clear instruction.Reference listAlarcon, Camille. (2007, January). Coke grows from zero to hero. B & T Weekly, 6-7 McKenzie, M., Linden, R. W. A., & Nicholson, J. W. (2009). The effect of Coca-Cola and fruit juices on the surface hardness of glass–ionomers and ‘compomers’.Journal of Oral Rehabilitation,31(11), 1046-1052.Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. (2008).Advertising and promotion: An integrated marketing communications perspective. McGraw-Hill.Clark, Nicola. (2005). PowerAde eyes feminine appeal. Marketing, 16-17Flagg, Michael. (2002). Pepsi Siphons Off Some of Coke's Lead In China by Learning to Pick Its Battles.Wall Street Journal (Eastern Edition),23(5), 12-13. Fuhrman, E. (2007, September). Western Europe: A mature market. Beverage Industry, 98(9), 24-26.De Mooij, M. & Hofstede, G. (2010). Convergence and divergence in consumer behavior: implications for international retailing.Journal of retailing,78(1), 61-69.Harnack, L., Stang, J., & Story, M. (2004). Soft drink consumption among US children and adolescents: nutritional consequences.Journal of the American Dietetic Association,99(4), 436-441.MacArthur,Kate and Thompson, Stephanie.(2006). Pepsi, Coke: We satisfy your 'need states'.Advertising Age,77(3), 54-56.Marcial, G. (2007). Coke Sparkles Again. Business Week,15(2), 51-53.The Coca-Cola Company 2012 Annual Review, 12-15Truini, J. (2007). Beverage maker plans biggest plastics plant. Waste News, 13. (10), 4-4.Tucker, W. T. (2006). The development of brand loyalty.Journal of Marketing Research, 32-35.。
可口可乐公司中国市场营销渠道策略...
可口可乐公司中国市场营销渠道策略研究(六)（Research on marketing channel strategy of Coca Cola Co in China (six)）Third section, Coca Cola Co marketing channel operation strategy control and guarantee"Control" is the most basic survival principle of an enterprise! Out of control, the enterprise will lose the constant scale, lost its own nervous system, basic ability will eventually make the enterprise lose wealth."Flexibility" is the most basic development rule of an enterprise! Without flexibility, enterprises will lose the basic ability to adapt to competition and adapt to change, and eventually will make enterprises lose market advantage and become outdated.Therefore, it is a topic worth studying that how to maintain balance between "control" and "flexibility" in enterprises, especially those with medium-sized enterprises above designated size.The above two is introduced the Coca-Cola giant multinational enterprises to maintain the strategies and methods of operational flexibility in Chinese market channels, and this section will introduce is an equally important topic, Coca-Cola maintains the principle and method of the effective control of these strategies.First, the purpose of controlAs in other countries or regions, the Coca Cola Co in Chinese also faced a great challenge: a huge contradiction between the increasingly large operation system and service costs and shrinking profit margins.In the China market as an example: in order to ensure the smooth implementation of the sales strategy, Coca Cola Co and its bottling system every year to directly employ more than 20 thousand employees Chinese, direct service terminal and wholesale customers more than 100 million, completed sales of nearly 1 billion teus. At the same time, due to the fierce competition such as Pepsi, Coca Cola Co's current single box prices continue to decline, the product profits continue to dilute. As each box can pull Coca-Cola ex factory price of 50 yuan from the beginning of 90s has dropped to the current 40 yuan, the price cut of more than 20%; in addition, in the face of alternative competitive non carbonated products, Coca-Cola must also continue to launch new products, especially non carbonated products, which further increases the cost burden of Coca-Cola. In fact, the average profit at the Coca-Cola bottling plant is now only 5%-10%.Therefore, the main purpose of Coca-Cola control is to maintain the maximum efficiency of resource utilization without affecting flexibility, that is, to maximize the profit while maintaining market competitiveness.Two, the principle and main content of controlSince this thesis discusses the channel strategy of Coca-Cola, we only discuss the principles and methods of channel controlhere. In addition, because the channel control is based on the unique mode of the special bottle, therefore, in the Chinese market, Coca-Cola is in fact the main channel control system and control of its bottling bottling plant channel execution.Generally speaking, the basic principle of Coca-Cola channel control is to control the system itself, and use the third party assistance to supervise and control the operation of the channels from different angles.Specifically, Coca-Cola mainly from the following three angles to control:The first is the internal control of the bottling plant or bottling system. This is the most important angle of channel control, and also the most comprehensive and unique channel for the direct operation of the channel.The second is the Coca Cola Co system investigation, investigation content includes the market situation, such as the distribution rate, vivid, market share and brand awareness of consumers, including the bottling plant operation implementation, such as the analysis report of sales promotion effects, achieve tracking, etc.. This is the direct operation of the Coca Cola Co perspective, but also Coca-Cola's direct understanding of the market and bottling plant operation of the important angle.The third is to employ third party market research, such as AC nielsen. The main contents include the control region of the terminal market product sales rate, market share, vivid trendand consumer brand awareness trend, etc.. This is also often used to assess the quality of bottled systems and evaluate the performance of top management in bottling plants.Three, the practice of control methodsIn fact, in the above three aspects, the most complex and most challenging is the internal control system of the other two bottle, angle is the main function of supervision and feedback, therefore, in this section we mainly discuss the internal control method of bottling system.First of all, the scientific construction of enterprise informatization is emphasized, and it is the main measure to realize the channel control of Coca-Cola bottling system to make full use of the management efficiency created by the progress of modern science and technology. Figure twenty-eight shows the information system architecture of the Coca-Cola bottling system.In order to ensure the scientific nature of the information system construction, Coca-Cola bottling system has set up special functional departments in the organizational structure for the development and research of targeted computer management system.Facts have proved that Coca-Cola's relentless investment in information systems is of great value. For example: Coca-Cola executives bottling system has been able to understand at the same time with the employees even every customer terminal sales in 24 hours, and from different angles, real-time analysis ofeach terminal customers, every channel, every employee's relative performance. Another example: Coca-Cola has been able to manage extremely complex market activities, so as to greatly improve the ability of the market competition, but also to ensure maximum profits at the same time constant in the ability of market competition. I have a bottle for regional promotional activities done field statistics and analysis of similar: in a month, Coca-Cola management promotion, just the whole area within the scope of the uniform implementation of the relevant channels wholesale price promotions accumulated up to 43. In fact, Coca-Cola has been able to use a variety of different promotions for different segments.Secondly, according to the actual operation, constantly formulate, adjust and optimize the management process, and be able to process the system in a timely manner, is Coca-Cola can constantly improve the channel control ability of another important factor.A pragmatic and learning style is an important feature of Coca-Cola systems. Coca-Cola attaches great importance to shaping the system, inter regional discussions and mutual learning atmosphere, it is this atmosphere makes the Coca-Cola system can continue to improve and very effective.Finally, good at solving problems with social science and natural science methods, which is good to solve the contradiction between the actual operation of the scientific experiment, is also an important means to solve these problems, Coca-Cola can continuously creative for the Coca-Cola bottling system have set up a professional department specializing inchannel management and operation system analysis and research. "THINK BIG, START SMALL, SCALE FAST" is the leading concept of its project development.The fourth chapter is about the main problems and Countermeasures of Coca-Cola's marketing channelsOn the whole, as the world's top multinational Coca Cola Co in China market localization strategy of marketing channel should be said to be extremely successful, and achieved very remarkable effect in practice, provide a solid support for the Coca-Cola channel series products Chinese leading beverage market.However, perfect things do not always exist in the real world, and there are, of course, some flaws that Coca-Cola needs to improve and improve in its marketing channels in china. To sum up, the author thinks to treat problems such three aspects: first, the most urgent in the channel operation, especially in the modern channel operation, the bottling system exist even is unified coordination and profit allocation among each bottling plant; partner enthusiasm and inefficient problems two, the wholesale and retail channels in the operation; three, the promotion channel bottling system team management and work efficiency.First, the unified coordination and the distribution of interests in the operation of the channelSpecifically speaking, it refers to the different system and different Coca-Cola bottling bottling plant in channeloperation, especially modern channel operation, problems exist in the process of coordination and allocation of interests.First, the cause analysisThe first chapter we know that the franchise mode is an important measure for bottling Coca Cola Co to achieve its global market expansion strategy and the implementation of the mainland market, and Chinese because of its own characteristics has become the practice of the Coca-Cola franchise bottling mode a typical region.By 2003, Coca-Cola, in addition to Taiwan and Hongkong, had been working with three major proprietary bottling systems in the Chinese market, setting up 23 bottling plants, as shown in figure 4-1-1:In other words, Coca-Cola in the Chinese market at the same time there are 5 different interests of the bottling system. In addition, even with a different factory bottling system within the will because of the presence of local shares and become inconsistent interests, for example: a Coca-Cola bottling plant by the city of Light Industry Bureau, Beijing Zhongcui company and COFCO three shareholders, including COFCO strategic investment partners do not directly participate in the management. Which accounted for the largest shares of Beijing Zhongcui company is a joint venture by the British Swire and CITIC Pacific holdings, and by the British, therefore, the bottling plant is essentially composed and local government share joint management.The inconsistencies in the above interests can be clearly reflected in many practical activities of the Coca Cola Co operation in the Chinese market, for example:1., the ex factory price of Coca-Cola products is not consistent in each sales area, and the price difference between some areas is obvious;TwoIn addition to a small number of theme activities throughout the year, promotional activities in Coca-Cola's sales territories vary;3. the range of products varies across regions, especially between different bottling systems, and so forth.In summary, the inconsistent objective above two levels of interests to create Coca-Cola in the market on the China caused two distinct consequences: on the one hand, the inconsistency between the interests of the Coca Cola Co could be able to maintain the relative balance in the China market strategy, avoid the relationship between upstream and downstream cannot be controlled at the same time. Can maintain good communication efficiency, avoid taking too much because of special cooperation and the degree of localization caused by the high efficiency of communication; on the other hand, this inconsistency is also caused by the system channel operation, even bottling plant, obstacle problem between the unified coordination and distribution of interests, especially in modern channel operation.The second chapter and the third chapter we can see: China modern channel is not only a fast growing important channel, sales ability and market position in the rapid increase, it is to break the regional market Chinese retail original market segmentation, cross regional combination, as well as the leading power weakening brand force.With this force more powerful, the mode of operation of Coca-Cola's current Chinese market, especially the operation mode of the modern channel, will receive the following two challenges: first, how to coordinate the relationship between the parties to realize the customer with one voice; second, how to strengthen the cooperation with the customers, maintain and enhance the effective the status of Coca-Cola products in the customers.As far as the first challenge is concerned, Coca-Cola must solve three problems:1., in the current regional profit requirements and service costs are not uniform, how to take measures to achieve the interests of different systems and even regional bottling plant balance?2., how to establish and improve the Coca-Cola internal institutions, to ensure that the interests of all parties at the same time, truly cross system, inter regional and customer information communication consistency goals?3., the future of modern channel services, the unit profit andservice level of the development direction?As far as the second challenges are concerned, Coca-Cola needs to solve three problems as well:1., how to strengthen communication with customer headquarters to improve the ability to influence customer policies and decision making measures?2., how to strengthen communication with customers, regional and stores, to improve Coca-Cola's actual implementation capabilities?3., how to make better use of modern channels of customer resources, enhance the sales of Coca-Cola products and the impact on the target consumer group?Two, countermeasures and suggestions:To solve the above problems, the Coca Cola Co must do the following three aspects of the specific work:First of all, based on keeping the current channels of modern organization structure adjustment strategy, to further improve and strengthen the specific function of each part, especially to strengthen the China customer management group (CCMG) and the relationship between the system and the bottling bottling plant division and cooperation.Objectively speaking, the current implementation of the Coca-Cola China customer management group (CCMG) model isindeed the right way to solve the problems, obstacles to its main goal is to solve the inter regional and inter system cooperation and communication. However, until now, Chinese customer management group (CCMG) and the bottling plant division is not clear, and there is no established effective communication mechanism and process, therefore, the modern channel customer service speed and service efficiency has been greatly improved.Second, Coca-Cola must advance to formulate a unified modern channel customer service standards, and be able to communicate effectively through training and promotion to all bottling system and bottling plant, and ensure the ability to communicate with one voice, the standard uniform service to every customer and store area.Finally, the important part of clients across the region, advised Coca Cola Co as soon as possible to coordinate and formulate a unified cross system between the profit standard, at the same time, to reform the service process, the customer service and payment way of the separation, will present the various goods, for their independent bottling plant and customer payment process reconciliation headquarters change the store service for the bottling plant, CCMG (or CCMG on behalf of Coca Cola Co) and the headquarters of a unified customer payment reconciliation, and then by CCMG (or Coca Cola Co) on the basis of sales and service quality of the distribution of the profits of the bottling plant.This can be a good way to solve the problem, supply price is not uniform in different regions at the same time, but alsobecause of the system and the profits of manufacturers and improve the level of customer service, the personnel at all levels of attention to the customer center agreed to make better use of the resources,Guide consumers to spend more in the work of the company's products, to enhance consumer preferences for products and brands.。
可口可乐中国营销策略
可口可乐中国营销策略
可口可乐在中国市场的营销策略主要包括品牌定位、产品创新、广告宣传、社交媒体营销以及赞助活动等方面。
首先，可口可乐在中国市场通过明确的品牌定位来满足消费者需求。
可口可乐一直强调“开心快乐”的品牌形象，与中国年轻消费者的价值观及心理需求相契合，进而创造了品牌忠诚度。
在中国的广告中，可口可乐强调快乐和幸福的元素，呈现出轻松愉快的氛围。
其次，可口可乐注重产品创新，通过推出与中国市场切实相符的产品来满足消费者需求。
可口可乐与中国本土合作伙伴结合本土文化特色，推出不同口味和包装的产品，如可口可乐经典汽水、可口可乐零度、可口可乐樱桃味等，满足不同消费者的口味需求。
除了产品创新，可口可乐通过广告宣传来提高品牌知名度和认可度。
可口可乐在中国市场推出了一系列引人注目的广告活动。
这些广告活动以快乐和慷慨的主题为特色，通过感人的故事情节和主题曲吸引消费者的关注。
同时，可口可乐还邀请中国明星代言，如周杰伦和林志玲等，以增加品牌的吸引力。
总体来说，可口可乐在中国市场的营销策略非常成功。
通过明确的品牌定位、产品创新、广告宣传、社交媒体营销和赞助活动等多方面的综合战略，可口可乐在中国市场赢得了消费者的喜爱和忠诚，保持了强劲的市场地位。
可口可乐营销战略分析
可口可乐产品介绍：
茶雀冰雀水酷天醒保美芬柠雪健雪香雪可 研巢露巢森儿与目锐汁达檬碧怡碧草碧口 工咖纯冰活 地 得源 健火可冰可 可 坊啡净爽纯 矿 果 怡辣口薄口 乐 水茶净 物 粒 可 可荷可 水 质 橙 口 乐 乐 水 可 乐
Swire Coca-Cola Taiwan
公司发展历程
1886年：药剂师约翰·彭伯顿发明Coca-Cola。 1888年：亚特兰大药剂师艾萨坎德勒收购可口可乐股份。 1893年：可口可乐公司成立。 1904年：可口可乐公司产品销售首度超过100万加仑。 1908年：可口可乐产品到达亚洲，在菲律宾开始销售。 1923年：罗伯特·伍德夫成为可口可乐公司领导人。 1927年：可口可乐公司在中国天津及上海设立装罐厂。 1928年：可口可乐公司支持奥运会。 1930年：可口可乐公司开始赞助世界杯。 1933年：上海可口可乐厂成为美国之外最大的装瓶厂。 1935年：可口可乐海外部成立。 1948年：中国成为美国本土之外第一个年销售量突破100万箱的市场。 1955年：第一罐罐装可口可乐问世。 1960年：可口可乐公司曲形瓶的设计获得美国专利注册商标，同年可口可乐公司将芬达果味汽 水推向全球。 1961年：可口可乐在美国推出雪碧类柠檬饮料。 1978年：中美两国宣布建交的当天，可口可乐宣布为首家重返中国的国际消费品公司。 1981年：可口可乐在北京建立第一家装罐厂。 1992年：可口可乐销售量超过100亿标准箱。 2000年：杜达夫先生担任可口可乐公司董事长。
四、销售渠道服务团队人员管理级效率问题
可口可乐公司市场营销战略改进建议
一、改良产品 二、促进各渠道间的沟通，调节积极性，共同 进步。 三、完善可口可乐公司在现代渠道的客户服务 系统
可口可乐销售计划书
可口可乐销售计划书英文回答：Sales Plan for Coca-Cola.Introduction:Coca-Cola is a globally recognized brand that has been in the market for over a century. With its wide range of products, the company has maintained a strong presence in the beverage industry. To further enhance its sales and market share, a comprehensive sales plan is essential.Market Analysis:The beverage industry is highly competitive, with numerous players vying for consumer attention. Coca-Cola faces competition from both traditional and new-age beverage companies. However, the brand's strong reputation and loyal customer base provide a solid foundation forgrowth.Sales Objectives:1. Increase market share by 10% within the next fiscal year.2. Introduce at least two new products to cater to changing consumer preferences.3. Expand distribution channels to reach untapped markets.Sales Strategies:1. Product Diversification: Introduce new flavors and variations to cater to diverse consumer tastes.2. Marketing Campaigns: Launch targeted advertising and promotional campaigns to increase brand visibility and consumer engagement.3. Distribution Expansion: Strengthen partnerships with retailers and explore new distribution channels to reach a wider audience.Sales Tactics:1. In-store Promotions: Offer attractive deals and promotions to encourage impulse purchases.2. Sampling Programs: Conduct sampling programs athigh-traffic locations to allow consumers to experience the product firsthand.3. Trade Discounts: Provide incentives to retailers to promote and prioritize Coca-Cola products in their stores.Sales Forecast:Based on the proposed strategies and tactics, it is projected that sales will increase by 15% in the nextfiscal year. This growth will be driven by the introduction of new products, expanded distribution, and targetedmarketing efforts.Conclusion:A well-defined sales plan is crucial for Coca-Cola to maintain its competitive edge and drive growth in the dynamic beverage industry. By focusing on product diversification, marketing campaigns, and distribution expansion, the company can achieve its sales objectives and solidify its position in the market.中文回答：可口可乐销售计划书。
可口可乐中国营销策略
可口可乐中国营销策略
可口可乐中国的营销策略包括以下几个方面：
1. 品牌定位：可口可乐在中国的品牌定位是积极、年轻、活力和快乐。
他们通过广告、赞助活动和品牌形象的塑造，强调可乐与快乐、友谊和庆祝活动的关联。
2. 产品创新：为了满足中国市场的需求，可口可乐中国推出了许多
新产品和口味。
例如，他们推出了低糖、无糖和天然成分的可乐和
其他饮料，以满足健康和养生的潮流。
3. 媒体广告：可口可乐中国通过电视、网络和社交媒体等多种渠道
进行广告宣传。
他们选择一些流行的明星和偶像作为品牌代言人，
以吸引年轻消费者的关注。
4. 体育赞助：可口可乐中国积极参与体育赛事的赞助活动，例如中
国足球超级联赛和奥运会。
这种方式不仅可以提高品牌的知名度，
还能与体育活动的正能量相结合。
5. 社会责任：可口可乐中国积极参与社会公益事业，例如推出环保
包装、支持教育项目和社区活动等。
这样可以树立可口可乐作为社
会负责任企业的形象，赢得消费者的好感。
总的来说，可口可乐中国通过品牌定位、产品创新、广告宣传、体育赞助和社会责任等多方面的努力，不断提高品牌知名度和消费者忠诚度，保持在中国市场的竞争优势。
可口可乐在中国的营销策略
可口可乐中国营销策略的研究一、可口可乐在中国市场的发展可口可乐公司于1886年在美国乔治亚州亚特兰大市诞生，自此可口可乐便与社会发展相互交融，并一直以其可口的碳酸饮料系列产品风行全世界，源源不断的灵感创新，成就了这个全球品牌的百年传奇。
它拥有近400种饮料品牌, 畅销世界200个国家和地区, 每日饮用量超过10亿杯。
2004年, 美国《商业周刊》公布的全球最具价值的100个品牌中, 可口可乐以674亿美元的品牌价值位居榜首。
可口可乐在中国的发展历史最早起源于1927年在上海，可口可乐早期在中国的译名作“蝌蝌啃蜡”，但因销路不佳，后改名为“可口可乐”，它不但保持了英文名的音译，还比英文名更有寓意，在这两点的作用下，形成了最关键的流行因子：即无论书面还是口头，“可口可乐”这个名字都易于传诵。
这是可口可乐进入中国市场的第一步。
1949年新中国成立后, 可口可乐公司停止了中国业务。
1978年, 就在中美宣布建交的当天, 可口可乐公司就宣布为首家重返中国的国际消费品公司, 三个星期后，第一批可口可乐产品从香港经广州运到了北京，并于1981年在北京建立第一家装瓶厂。
如今，可口可乐已融入了中国人的生活，同时也见证了中国融入世界的过程。
2000年, 可口可乐将中国区总部从香港迁移到了上海, 至2003年, 可口可乐在中国市场的累计投资已经超过11亿美元, 年销量已经超过6亿标箱, 在中国市场雇佣职工达2万余人。
可口可乐也是目前中国市场最畅销的饮料，公司拥有中国软饮料市场9%市场占有率，以及中国碳酸饮料市场33%的占有率。
可口可乐长期拥有中国碳酸饮料最知名四大品牌中的三位。
可口可乐公司目前的国产化率高达98%，浓缩液在上海生产。
二、中国市场营销环境分析我国的饮料市场起步相对较晚，但随着市场经济的发展，饮料市场成了社会经济不可分割的重要部分。
在国际品牌与国内品牌竞争的格局下，我国如今的饮料市场，可谓五彩缤纷，碳酸饮料、茶饮料、果汁饮料等，品种样样齐全。
英文版可口可乐中国营销策略
Coca-Cola in ChinaStudent N0. 0090614Name ZHOU KunshengCourse: International MarketingProfession: International Economy & TradeCoca-Cola in China1. Introduction of The Coca-Cola CompanyOn May 8, 1886, a pharmacist named Dr. John Pemberton carried a jug of Coca-Cola® syrup to Jacobs’ Pharmacy in downtown Atlanta, where it was mixed with carbonated water and sold for five cents a glass.The Coca-Cola Company is the largest manufacturer, distributor and marketer of nonalcoholic beverage concentrates and syrups in the world. Finished beverage products bearing our trademarks, sold in the United States since 1886, are now sold in more than 200 countries. Along with Coca-Cola, which is recognized as the world’s mo st valuable brand, we market four of the world’s top five nonalcoholic sparkling brands, including Diet Coke, Fanta and Sprite. In this report, the terms “Company,” “we,” “us” or “our” mean The Coca-Cola Company and all entities included in our consolidated financial statements.Our business is nonalcoholic beverages—principally sparkling beverages, but also a variety of still beverages. We manufactureThe Coca-Cola Company operates in more than 200 countries and market a portfolio of more than 3000 beverage products including sparking drinks and still beverage such as waters, juices and juice drinks, teas, coffees, sports drinks and energy drinks.The Company manufactures the concentrates, beverage bases and syrups that make our brands unique and sells them to bottling operations. It own or license the brands and, to connect our brands to the consumers , we focus on marketing activities, online programs, retail store displays, sponsorships, contests and package design.The Coca-Cola Company’s products inclu de Coca-Cola, Coca-Cola Classic, caffeine free Coca-Cola, caffeine free Coca-Cola Classic, Cherry Coke, Diet Coke (sold under the trademark Coca-Cola Light in many countries other than the United States), caffeine free Diet Coke, Diet Coke Sweetened with Splenda, Diet Coke with Lime, Diet Cherry Coke, Diet Coke Plus, Coca-Cola Zero (sold under the trademark Coke Zero in some countries), Fanta brand sparkling beverages, Sprite, Diet Sprite/Sprite Zero (sold under the trademark Sprite Light in many countries other than the United States), Pibb Xtra, Mello Yello, Tab, Fresca brand sparkling beverages, Barq’s, Powerade, Aquarius, Sokenbicha, Ciel, Bonaqa/Bonaqua, Dasani, Dasani brand flavored waters, Georgia brand ready-to-drink coffees (sold in Japan), Lift, Th ums Up, Kinley, Eight O’Clock, Qoo, Vault, Full Throttle and other products developed for specific countries.2. Mission, Vision & Values of the Coca-Cola Company2.1. Mission of the Coca-Cola CompanyThe company’s Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.To refresh the world...To inspire moments of optimism and happiness...To create value and make a difference.2.2. Vision of the Coca-Cola CompanyThe company’s vision serves as the framework for our Roadmap andguides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.People: Be a great place to work where people are inspired to be the best they can be.Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.Productivity: Be a highly effective, lean and fast-moving organization.2.3 Live the Coca-Cola Company’s ValuesThe company values serve as a compass for our actions and describe how we behave in the world.Leadership: The courage to shape a better futureCollaboration: Leverage collective geniusIntegrity: Be realAccountability: If it is to be, it's up to mePassion: Committed in heart and mindDiversity: As inclusive as our brandsQuality: What we do, we do well3. The Coca-Cola Company in China3.1. Brief discussion of the market in ChinaChina, the fourth largest country in area after Russia, Canada and USA has experienced manifold changes in its economic system which has seen it become the second largest economy in the world after USA if measured on the Purchasing Power Parity (PPP) scale. But still considered as an emerging economy as per capita incomes fall in the lower-middle level, China is making its presence felt in the global stage by taking big strides in opening up its economy to international trade.Essentially being a closed economy since the days of Mao Zedong, the Communist state of China experienced a transition from a planned economy to a market economy when Deng Xiaoping came to power in 1978. Since then, China has seen a more than ten fold increase in its GDP (Gross Domestic Product) from that year. But the question still remains at large whether the Chinese economy has been able to shed off its previous image of excessive state controls and moved to a stage of total efficiency in its market economy.Another feature essential to the improved performance of the market economy in China has been the removal of monopoly from the traditionally government controlled sectors such as telecommunication, electricity supply, railway transportation and civil aviation and allowing for more domestic and foreign equity participation. Besides, the diversified banking system and sale of equity of state-run banks to foreign investors in international exchange and bond markets show that China is on path to rapid economic expansion.3.2. Brief discussion of the culture in ChinaDragon totem worship in China has been around for the last 8,000 years. The ancients in China considered the dragon (or long) a fetish that combines animals including the fish, snake, horse and ox with cloud, thunder, lightning and other natural celestial phenomena. The Chinese dragon was formed in accordance with the multicultural fusion process of the Chinese nation. To the Chinese, the dragon signifies innovation and cohesion.China has more than 5000 years of history, From the birth of the people to the disappear of the dinosaurs, Chinese people are thoughtful to the whole world.Taoism first originated in China. The founder of Taoism is Laozi, a philosopher and thinker who lived in the late Spring and Autumn Period (770BC-476BC). Tao Te Ching whose authorship has been attributed to Laozi, is considered to be the main Taoist classic. Taoism advocates the value of a human being’s life, recommends the discarding of all desires and worries fr om one’s mind, and encourages the cultivation of moral character and the nourishment of human nature.The mianzi is important to the Chinese people, and the color red is also easy to be accepted and has significant meaning,Culture is the sum of the values, rituals, symbols, beliefs, and thought processes that are learned and shared by a group of people, then transmitted from generation to generation.The best international marketers will not only appreciate the culture differences pertinent to their business, but they will also understand the origins of these differences Possession of the latter, deeper knowledge will help marketers notice culture differences in in new markets and foresee changes incurrent markets of operation.Bearing this in mind , The Coca-Cola Company enter into the Chinese market using the unique methods.3.3. Brief discussion of the Coca-Cola Company’s strategy in China3.3.1.The advertisementAs we all know, the advertising of Cola is red bottles show the happiness and positive life styles. All the advertisings was made by the company, used all of the world.In china, in order to developing better, the Coca-Cola Company begin to hire the Chinese advertising corporations, Chinese movie or sing or sport stars to finish the advertisement in the scene of china domestic. Besides, they especially invite the young age generation stars such as Liuxiang, Cai Yilin, GUTianle and so on, aiming at the youth generation, that means the Coca-Cola Company in china is concerning this kind customers to profile more.3.3.2 The reason of the changing strategyThe reason the Coca-Cola Company’s strategy changing in china is mainly impute to the huge compete pressure of the beverage industry. The brand Jianlibao, Wahaha, Lebaishi, Yeshu, Lulu are easier to be loved and bought to the customers in the market of china.So the Coca-Cola Company had to change the strategy in china to lower the pressure which from the national beverage brand----- Localization strategy。
可口可乐在中国的营销策略
可口可乐在中国的营销策略可口可乐是全球知名的饮料品牌，其在中国市场的营销策略主要包括创新产品推出、品牌形象建设和市场推广活动三个方面。
首先，在产品推出方面，可口可乐不断推陈出新，为中国消费者提供符合他们口味和需求的产品。
在中国市场上，可口可乐推出了多款口味独特的产品，如可口可乐樱花味、可口可乐柠檬味等，满足了消费者对不同口味的需求。
此外，可口可乐还根据中国消费者的健康需求，推出了低糖、无糖等健康饮品，使得消费者可以更加自由地选择适合自己的饮品。
其次，可口可乐注重品牌形象的建设，通过赞助体育赛事和明星代言等方式塑造自己在中国市场的形象。
可口可乐与中国足球协会合作，成为中国足球的官方赞助商，这一举措不仅提升了可口可乐在中国消费者心目中的形象，也为品牌在中国市场上的推广提供了便利条件。
此外，可口可乐还与中国一线明星签约代言，通过明星力量吸引消费者的关注，加强了品牌的市场影响力。
最后，可口可乐在中国市场开展了多种市场推广活动，加强了与消费者的互动和交流。
可口可乐在中国举办了多场大型的品牌活动，如音乐节、足球嘉年华等，吸引了大量观众和参与者。
在这些活动中，可口可乐不仅向消费者展示了自己的产品，还提供了与消费者互动的机会，通过游戏、抽奖等方式获得消费者的参与和支持。
此外，可口可乐还积极利用社交媒体平台与消费者进行互动，通过发布优惠券、折扣信息等形式，吸引消费者购买产品。
综上所述，可口可乐在中国市场的营销策略主要包括创新产品推出、品牌形象建设和市场推广活动三个方面。
通过不断创新和满足消费者的需求，可口可乐在中国市场取得了良好的业绩，并赢得了消费者的喜爱和口碑。
不仅在中国市场，可口可乐在全球市场上也以其出色的营销策略和创新的产品赢得了广泛的认可和赞誉。
可口可乐在中国销售采用的国际营销策略
可口可乐在中国销售采用的国际营销策略
可口可乐在中国采取了多个国际营销策略，例如：
1. 以品牌传达情感价值：可口可乐一直在中国市场强调品牌情感价值，通过广告在中国市场传达积极向上的形象，亲情友情等情感内容，赢得了众多消费者的信任和喜爱。
2. 活动营销：可口可乐在中国市场采取了多种活动营销策略，例如与知名人物或媒体合作推出联名活动，为节日打造特别包装等等，这些活动不仅增强了品牌知名度，也吸引了更多消费者的关注。
3. 线上线下联动：随着中国市场互联网和移动互联网的高速发展，可口可乐也在加强了线上线下联动，通过社交媒体和移动APP等渠道来推广品牌和产品。
可口可乐在中国市场采用的国际营销策略强调品牌情感价值、活动营销和线上线下联动，在不断提升品牌影响力和消费者黏性的同时，也加强了与中国市场的融合。
cocacola 营销策略
可口可乐1/可口可乐的主要成功因素有哪些？个人觉得：质量、铺货、市场生动化、广告、口感、历史、管理团队、销量占比、客户需求，等等二、人才管理战略人才管理战略是指根据企业人才总体战略要求，为适应企业生存和发展的需要，开发引进人才，提高员工队伍的整体素质，从中发现和培养一大批优秀人才，并给他们提供广阔的舞台和和谐的工作环境，让他们充分发挥自己的才能，而进行的长远性的谋划和方略。
可口可乐（中国）有限公司在人才管理战略方面，真可谓“伯乐”相中“千里马”，给他宽广的原野，让他日行千里；同时为他补充足够的营养，使其后劲十足。
正是这种“唯才是用、用人不疑”的人才管理战略使可口可乐（中国）有限公司的大批人才脱颖而出，为可口可乐（中国）有限公司的发展壮大立下了汗马功劳。
（一）人本管理战略现代企业管理中，越来越强调人的重要性，于是越来越多的企业提出了“以人为本”的口号，而“人本管理”其实就是人力资源管理的基石，是人才管理战略实施的关键。
所谓“人本管理”，就是以人为中心的人力资源管理思想。
其具体含义是：把人作为企业最重要的资源，以人的能力、特长、兴趣、心理状况等综合因素来科学地安排最适合的工作，并在工作中充分考虑到员工的价值和成长，使用科学的管理方法，通过全面的人力资源开发计划和企业文化建设，使员工能够在工作中充分调动和发挥自身的积极性、主动性、创造性，从而提高工作效率，增加工作业绩，为达成企业的发展目标而做出最大的贡献。
在可口可乐（中国）有限公司，以下三个层次的人本管理形态被灵活运用和充分发挥：1、人性化管理许多企业认为，“所谓人性化管理在中国很难实现，目前的状况只是一种漂亮的幌子，口号说给员工听听，执行时让中层干部组织游戏玩玩，大家乐一乐，仅此而已……”。
而在可口可乐（中国）有限公司，“人性化管理是管理者流淌在血液中的东西”。
可口可乐公司由于已发展了117年，经过多年总结，已经建立起了一套非常完善的管理系统，任何一个行动均有章可循，让人很容易想起“苛刻的制度管理”几个字。
可口可乐的中国营销策略
可口可乐的中国营销策略可口可乐(COCA-COLA)太懂得建立市场之道了。
该公司1986年在中国市场的可口可乐销量还只有400万箱﹐到去年就已扩大到了4.5亿箱﹐使中国成为公司在全球的第六大市场。
可口可乐公司是中国国家足球队的主要赞助商﹐且长久以来一直为奥运会慷慨解囊。
下一届2008年奥运会将由北京主办。
可口可乐东亚及南亚集团总裁帕特里克-西沃特(Patrick Siewert)接受《远东经济评论》驻东京记者大卫-克鲁格(David Kruger)专访时﹐就该公司在中国的营销战略﹑以及如何利用世界杯打造品牌这两项问题﹐作出了下列详细的阐述﹕问﹕在中国营销有没有什麽诀窍﹖答﹕并没有什麽灵丹妙药﹐只是你必须要经常退一步﹐想想你同消费者之间的纽带到底是什麽。
这一点反映到竞争中应该被理解为﹕除去产品本身以外﹐你还必须了解自己在哪些其他方面面临着竞争﹐想办法把独到的设想转化为政策落实到工作中﹐最终使自己超出竞争对手。
不过这一点往往在人们过於专注与对手的竞争时被忽略。
作为企业﹐你必须保证把自己的信条传递给消费者﹐随时维护自己与消费者之间的纽带。
问﹕可口可乐对足球世界杯的赞助是如何实现上述要求的﹖答﹕这扩大了可口可乐品牌的发展空间。
具有持久力的品牌是不能单靠在某一领域或某个时尚中的风靡而建立的。
赞助世界杯只是强化了我们在过去100多年中建立起来的可口可乐品牌形象。
世界杯对当今中国的消费者来说意义重大﹐而本公司也认为这是一个拓展品牌发展空间的良机﹐是一个使可口可乐更加深入人心﹑更为中国的消费者津津乐道的绝好机会。
问﹕北京获得2008年奥运会举办权後才几小时﹐富有纪念意义的金色罐装可口可乐就摆上了中国大大小小市场的货架。
这种营销战略的意义何在﹖答﹕这非常重要。
本公司遵循六大战略﹐在产品和客户关系上创新就是其中之一。
创新的理念是渗透在产品和客户关系中的各个方面的﹐从了解客户对饮料的需求﹐到如何使我们的饮料同一些具有特殊意义的时刻挂上钩﹐再到明确我们与客户﹑分销商以及以及瓶装商之间到底建立怎样的新型关系﹐整个过程中无处不需要创新。
可口可乐的4Ps和SWOT分析(商务英语)
案例分析对象：Coca-cola1.Analyze its 4PsProduct: Coca-cola came into birth in 1886, which rank first in the global beverage now. It is popular for its refreshing effect . The consumers are widely ranged ,from the children to the old .Price: Coca-cola company have adopted the penetration pricing since it came into the Chinese market,which makes them increase sales and market share.It is also prevalent for its reasonable price among the mass.Place:Its market concept is worth noting. From 3A(available,affordable,acceptable) to3P(pervasiveness,preference,price to value) ,we can findthat it’s focus on the brand and the faithfulness for thecustomers rather than the price.Promotion:No wonder commercials play an important role in the marketing strategy of Coca-cola. Famous stars formcelebrity effect as spokemen .In terms of public relations ,Coca-cola develops a good brand image through becomingthe traditional torch-passing sponsor. At length ,it buildsan extensive collaboration with Tencent, which is believeda win-win solution.2.Have a SWOT analysis3.Append an adThe title is “cool summer” .From the picture ,we can see the bottle of Coke-cola is surrounded by the ice cubes. It can give people an impression that the Coke can be as cool as the ice cubes in the hot season. So why don’t have a try ?。
市场营销分析可口可乐公司英文
1. IntroductionEvery company has their own questions about how to run it, how to manage the staff, how to attract customers and how to make profits. The proposal is aim to increase the business of the Mountain High Hotel Complex’s business during traditionally off-season, off-season, which is which is spring spring and and and autumn. While this thing is autumn. While this thing is not easy enough enough as the as the hotel thought. The general manager was opinion that the way forward was to promote a culture of customer care, for all customers, amongst the staff at the hotel. The report will will tell tell tell us us us what what what factors factors factors lead lead lead to to to the the the results results results and and and why why why we we we must must must make make make the the the decision decision decision of of build a culture of customer care. If If the the the company company company will will will implement implement implement the the the business business business plan plan plan in in in the the the proposal, proposal, proposal, it it it is is is suppose suppose suppose to to benefit the company in terms of potentially increased sales over competitive models as as well well well as as as a a a potential potential potential increase increase increase in in in activity activity activity sales. sales. sales. The The The business business business plan plan plan will will will also also also benefit benefit customers as well as to increase profits if it increases the business during off-season. 2. Procedures In order to improve the business at the Mountain High Hotel Complex during Spring and and Autumn, Autumn, Autumn, Alice Alice Alice would would would like like like to to to increase increase increase the the the middle-aged middle-aged middle-aged customer. customer. customer. In In In order order order to to ameliorate ameliorate a a a number number number of of of activities activities activities to to to make make make the the the middle-aged middle-aged middle-aged customers customers customers to to to be be be able able able to to participate, participate, Alice Alice Alice did did did some some some investigation. investigation. investigation. Alice Alice Alice adjustment adjustment adjustment exercise exercise exercise equipments equipments equipments to to better meets the needs of the middle-aged customers. After Alice started her new job for a month, she hold a staff meeting and expressed her new ideas, she would like to find ways on how to increase hotel business in the off-peak season. After some further discussion amongst the staff, below are some findings from staff’s view.3. Findings Section A In In the the the Mountain Mountain Mountain High High High Hotel Hotel Hotel Complex, Complex, Complex, Some Some Some department department department managers, managers, managers, shop shop shop attendant attendant and skiing, mountain climbing employees for the internal customer. Hotel shops are to be sold something customers are external customer. Those who frequently come to the hotel during summer and winter are young people, who come for mountain bike ride and ski. However, Alice hoped to attract middle-aged to increase the hotel business of these customers that are potential customer. Excellent Excellent customer customer customer care care care factors factors factors are are are individuality, individuality, individuality, efficiency, efficiency, efficiency, politeness, politeness, politeness, reliability, reliability, friendliness, flexibility, honesty and communication. There are some factors contribute contribute to to to excellent excellent excellent customer customer customer care, care, care, while while while the the the internal internal internal customers customers customers of of of the the the hotel hotel neglected some factors, for example, individuality. People are individuals, everyone needs needs to to to feel feel feel his his his individual individual individual needs needs needs are are are understood understood understood and and and are are are being being being met. met. met. But But But all all all of of of the the programme of our complex are suit for the younger clientele, they could skiing in the winter and biking in the summer, while there has little programme for every customer, this this is is is why why why the the the middle-aged middle-aged middle-aged customer customer customer did did did not not not come come come to to to our our our complex. complex. complex. Soundly, Soundly, Soundly, the the staffs staffs need need need to to to be be be flexible flexible flexible in in in their their their approach approach approach to to to their their their jobs. jobs. jobs. The The The fitness fitness fitness centre centre centre is is is an an example. It could offer more sedate exercise programme that would appeal to those who perhaps enjoyed walking in the countryside rather than the more dynamic needs. Thirdly, the staff should be friendly. For example, for the first-time customers, if the customer can feel the staff's warm service, then these customers may come back to this hotel; slowly become the hotel's loyal customers in the future. At the same time, the manager discovered that Communication is an important factor in the staff jobs. It could help the staff understand what the customer wants and needs. The hotel believes that that staff staff staff should should should promptly promptly promptly communicate communicate communicate with with with customers customers customers and and and other other other staff. staff. staff. Staff Staff Staff must must first listen to customers on the various views and be open-minded with acceptance on different customers. customers. Staff Staff Staff would would would also also also like like like to to to talk talk talk with with with the the the boss boss boss to to to respond respond respond on on customer’s customer’s recommendations. recommendations. recommendations. In In In view view view of of of the the the above above above four four four points, points, points, the the the manager manager manager thinks thinks staff staff should should should also also also be be be efficient. efficient. efficient. If If If the the the customer customer customer has has has a a a special special special request, request, request, staffs staffs staffs must must must be be prompt prompt in in in providing providing providing their their their services, services, services, and and and also also also to to to follow follow follow the the the company’s company’s company’s rules rules rules to to to best best satisfactory satisfactory the the the customers. customers. customers. The The The higher higher higher the the the efficiency efficiency efficiency in in in solving solving solving the the the problems, problems, problems, the the more satisfied customers will increase, which will increase the business of the hotel. Service knowledge is divided into internal resources and external resources. Companies Companies should should should train train train employees employees employees to to to be be be knowledgeable knowledgeable knowledgeable on on on their their their work, work, work, in in in order order order to to give their customers the best services. For which, training is important to train staff on product knowledge and work skills, because employees have to deal with ever-changing customer needs, so service knowledge is very important. To be able to help customers, employees should attend more training seminars in order to understand understand company company company products, products, products, the the the company company company should should should organize organize organize more more more competitions competitions competitions to to encourage encourage employees employees employees to to to better better better understand understand understand the the the products, products, products, and and and to to to use use use fully fully fully of of of the the company resources. As far as the customer is concerned, the staffs are the expert on the the product product product or or or service service service being being being sold, sold, sold, therefore, therefore, therefore, product product product knowledge knowledge knowledge is is is essential. essential. essential. In In In the the fitness centre, there must be more equipment for all kinds of sports, also the exercise suit suit for for for the the the mature mature mature clientele. clientele. As As a a a knowledgeable knowledgeable staff, the the most most most important important is professional professional development. development. development. To To To the the the hotel, hotel, hotel, the the the staffs staffs staffs were were were generally generally generally very very very enthusiastic enthusiastic about their particular area of expertise but had no interest whatsoever in anything else. The staff had little time for non-skiers in winter and mountain biking in summer, they cannot be called knowledgeable. Poor customer service will make customers think that the whole service of the hotel is not good, if not treated soon enough, it cannot meet customer expectations, customers will no longer come to this hotel, but would choose other hotel. For example, some middle-aged customers came to the hotel once, and they are no longer returned back, because because the the the hotel's hotel's hotel's activities activities activities are are are not not not suitable suitable suitable for for for them, them, them, if if if the the the hotel’s hotel’s hotel’s services services services or or activities activities can can can be be be improved, improved, improved, these these these middle-aged middle-aged middle-aged customers customers customers will will will more more more than than than likely likely likely to to come back. In this way, the hotel will attract more business to the hotel to improve business. business. According According According to to to the the the failure failure failure of of of the the the efforts, efforts, efforts, the the the customer customer customer care care care of of of the the the hotel hotel hotel is is existing existing big big big problem. problem. problem. It It It is is is easy easy easy to to to see see see that that that the the the poor poor poor service service service lead lead lead to to to the the the result. result. result. The The manager of the sports shop has the opinion that his staff worked hard enough in the winter winter and and and summer, summer, summer, and and and they they they felt felt felt entitled entitled entitled to to to be be be able able able to to to ‘take ‘take ‘take it it it easy’ easy’ easy’ during during during the the off-peak months. It must lead to the dissatisfaction of the customer in off-peak month. The impact of the dissatisfaction of the customers is that there was little evidence of any any re-booking. re-booking. re-booking. And And And they they they would would would try try try to to to persuade persuade persuade other other other potential potential potential customers customers customers like like like the the mature customers who want to join the sedate exercise programme not come to the complex. So the hotel must lose the business. The acceptable customer service could balance the needs and expectations of customers, the mature customers are maybe come to the hotel next time or every peak month. During summer and winter, there are many people to hotels for mountain bike riding and skiing, for those who love cycling and skiing, the staff is still very warm for for their their their services, services, services, but but but employees employees employees do do do outside outside outside of of of work work work for for for them them them has has has been been been more more lukewarm. lukewarm. Such Such Such a a a situation situation situation we we we call call call the the the acceptable acceptable acceptable customer customer customer service. service. service. In In In addition, addition, addition, if if employees are always ignored everything outside of their own, and then slowly, these loyal customers also will choose another hotel, not to come back. It is obvious that the excellent customer service could bring the complex some loyalty customers; it means that the customers delight. The benefits of the customer delight are it causes new customers to come. In other words, the complex could make more profit. first because the entire hotel's environment is very important, customers who come come to to to the the the hotel hotel hotel should should should feel feel feel like like like home home home the the the same same same comfortable, comfortable, comfortable, Second, Second, Second, the the the staff staff should be warm-hearted service, allowing customers to feel concerned about any time to to communicate communicate communicate with with with customers, customers, customers, there there there are are are places places places where where where customers customers customers are are are not not not satisfied satisfied with the timely correction, so that customers feel warm, Finally, the hotel's activities should change with the seasons and customer ages, the relative changes in adjustment, employees should learn more skills, patience, counseling clients engaged in activities. So that we can beat the other hotels for customers to choose our hotel. Section B The Mountain High Hotel Complex is Flat Structure. Flat Structure is fewer levels of management management and and and managers managers managers are are are given given given a a a wider wider wider span span span of of of control control control and and and authority. authority. authority. Top Top Management Management is is is Alice; Alice; Alice; Middle Middle Middle Management Management Management is is is the the the department department department manager; manager; manager; Employees Employees are staffs at various departments. The advantage of this structure is that fewer layers of management, so that employers and employees can communication better, the boss can can give give give employees employees employees a a a certain certain certain degree degree degree of of of power, power, power, so so so that that that employees employees employees under under under normal normal circumstances can solve the problem by themselves. The disadvantage of this structure is the horizontal communication is very important, however cannot meet the rapidly changing environment, because employees are not always having good idea, and may slow to implement actions. Top-Down and Bottom-Up Communication systems refers to communication flowed downwards (upwards) the layers i.e. instructions (ideas) were passed down (up) the business in the spring and autumn are very low, so Alice’s job is to improve the hotel business during the off-season. All of above are the problem of the hotel complex; the most important question is the bad relationships of the internal customers. At the same time, the staff did not know what factors could contribution to excellent customer care, and the customer care is poor. They also cannot be called knowledgeable. Therefore, building a culture of customer care is very important. 5. Recommendations Based on past experience, the hotel should make proposal and make them into action on on how how how to to to improve improve improve the the the hotel’s hotel’s hotel’s off off off-season -season -season business. business. business. In In In order order order to to to do do do this, this, this, because because employees have direct contact with customers, and their their opinions opinions are are reliable, reliable, important, important, and will finally be understand by the and will finally be understand by the boss boss to to to approve approve approve a perfect a perfect solution. Alice think that during the low season hotel can carry out some preferential policies to attract customers, hotel can also be creative on activities as well as create new games, and and make make make some some some small small small gifts, gifts, gifts, so so so that that that customers customers customers are are are attracted attracted attracted to to to it. it. it. Of Of Of course, course, course, these these activities activities can can can not not not be be be so so so dramatic dramatic dramatic and and and achieve achieve achieve immediate immediate immediate effects, effects, effects, however however however good good customer service skills and attitudes as well as customer after-care services will help the the hotel hotel hotel business business business to to to grow grow grow in in in the the the future. future. future. The The The hotel hotel hotel should should should aim aim aim to to to build build build customer customer satisfaction in order to achieve profits. 。
可口可乐营销策划方案英文
可口可乐营销策划方案英文Introduction:Coca-Cola is one of the most recognizable and iconic brands in the world. Since its inception in 1886, Coca-Cola has steadily grown to become a global beverage industry leader. However, with increasing competition and changing consumer preferences, it is crucial for Coca-Cola to continuously adapt and innovate its marketing strategies to stay relevant in the market. This marketing plan aims to outline a comprehensive strategy for Coca-Cola to maintain its market share, increase brand loyalty, and expand its consumer base.I. Situation Analysis:1. Market Overview:Coca-Cola operates in the non-alcoholic beverage market, which includes carbonated soft drinks, juices, bottled water, and energy drinks. The market is highly competitive, with major players like PepsiCo, Dr. Pepper Snapple Group, and Nestle Waters. Consumer preferences have been shifting towards healthier alternatives due to concerns about sugar content and health issues associated with soft drinks.2. SWOT Analysis:Strengths:- Brand recognition: Coca-Cola is one of the most recognized and valuable brands globally. - Wide distribution network: Coca-Cola products are available in over 200 countries.- Diversified product portfolio: Coca-Cola offers a range of beverages catering to different consumer preferences.Weaknesses:- Negative health perception: Coca-Cola products have faced criticism for their high sugar content and association with obesity.- Dependence on carbonated soft drinks: The decline in soda consumption poses a threat to Coca-Cola's market share.- Limited presence in healthier beverage segments: The company has lagged behind in capitalizing on the growing demand for healthy alternatives.Opportunities:- Shift towards healthier beverages: Coca-Cola can leverage its brand to introduce and promote healthier options.- Growing emerging markets: Expansion into emerging markets like China, India, and Brazil presents significant growth opportunities.- Rising consumer awareness: Consumers are becoming more conscious about product sourcing and ethical business practices.Threats:- Intense competition: Rivalry from major competitors, particularly in the carbonated soft drink segment.- Regulatory changes: Increased government regulations and taxes on sugar-sweetened beverages.- Changing consumer preferences: The shift towards healthier beverages and alternatives to carbonated soft drinks.II. Objectives1. Increase market share: Increase Coca-Cola's market share in the non-alcoholic beverage market by 2% within the next three years.2. Enhance brand loyalty: Increase brand loyalty among existing Coca-Cola consumers by 10% within the next two years.3. Penetrate emerging markets: Successfully establish Coca-Cola's presence in emerging markets, including China, India, and Brazil, by capturing a 5% market share within the next five years.III. Target MarketCoca-Cola will focus on the following target segments:1. Youths and Millennials: Younger consumers are more likely to consume soft drinks and account for a significant portion of Coca-Cola's sales.2. Health-conscious consumers: Individuals looking for healthier alternatives to carbonated soft drinks.3. Emerging market consumers: Targeting consumers in emerging markets who have the potential for significant growth.IV. Marketing Strategies1. Product Innovation:Coca-Cola will focus on diversifying its product portfolio to cater to changing consumer preferences. This will involve the development and promotion of healthier alternatives,such as low-sugar and sugar-free beverages, flavored waters, and natural juices. Newproduct launches will be supported by extensive market research to ensure relevance and attractiveness to target segments.2. Marketing Campaigns:Coca-Cola will launch integrated marketing campaigns designed to increase brand loyalty, drive consumer engagement, and promote healthier beverage options. These campaigns will leverage both traditional and digital marketing channels, including television, radio, social media platforms, and influencer partnerships. Key themes for the campaigns will be health, happiness, and social responsibility.3. Pricing Strategy:Coca-Cola will adopt a competitive pricing strategy to remain attractive to consumers while also reflecting the value and quality of its products. Pricing adjustments may be implemented based on market conditions, regional variations, and competitor activities. Special promotional offers, discounts, and loyalty programs will be introduced to incentivize repeat purchases and reward brand loyalty.4. Distribution Channels:Coca-Cola will continue to leverage its extensive distribution network to ensure wide availability of its products. Partnerships with both traditional retailers and e-commerce platforms will be explored to reach a larger customer base. Focusing on emerging markets, Coca-Cola will establish strategic alliances with local distributors and retailers to enhance market penetration.5. Sustainability and Corporate Social Responsibility:Coca-Cola will emphasize its commitment to sustainability and corporate social responsibility by actively promoting initiatives that address environmental concerns, support local communities, and invest in clean water and recycling projects. This will be integrated into the marketing campaigns to resonate with consumers who are increasingly conscious about ethical and environmentally friendly practices.V. Implementation and Evaluation1. Implementation:The marketing strategies outlined above will be implemented through a coordinated effort involving various departments, including marketing, product development, sales, and supply chain. Clear communication channels, regular meetings, and performance tracking will ensure that the initiatives are effectively executed.2. Evaluation:Key performance indicators (KPIs) will be established to measure the success of the marketing plan. These may include market share, brand loyalty, sales volume, customerfeedback, and social media engagement. Regular monitoring and analysis of these metrics will enable Coca-Cola to make adjustments and fine-tune its strategies to maximize results. Conclusion:This marketing plan outlines a comprehensive strategy for Coca-Cola to maintain its market share, increase brand loyalty, and expand its consumer base in a changing market environment. By focusing on product innovation, marketing campaigns, competitive pricing, distribution channels, sustainability, and corporate social responsibility, Coca-Cola aims to stay relevant and capture growth opportunities. Continuous evaluation and adaptation will be crucial to ensure the plan's success and secure Coca-Cola's position as a leader in the non-alcoholic beverage industry.。
跨文化营销策略研究——以可口可乐公司为例
摘要经济一体化进程和区域性经济合作组织的发展,加快了企业跨国经营的步伐,促使越来越多的企业开始在异质文化环境中开展营销活动。
然而,目标市场文化理念的迥异，使许多企业的跨文化营销都面临着很大的文化困境。
因此，制定正确的跨文化营销策略,充分认识消费者的文化特征是营销取胜的基础。
本文以可口可乐公司为例，分析其在中国跨文化营销策略的运用,研究跨文化营销各个基本策略，并具体提出相应的建议及对策，为企业在营销过程中运用跨文化营销策略提供参考。
关键词：跨文化营销,策略，研究，可口可乐ABSTRACTThe development of economic integration and regional economic cooperation organization makes more and more enterprises begin to conduct marketing activities in different cultural environment. However, the huge cultural ideas differences between target markets， lead to great difficulties faced by cross-cultural marketing of many multinational companies。
Successful marketing is based on the adoption of correct cross—cultural marketing strategy and full recognition of the cultural features of consumers. Considering this, in this article， we select Coca—Cola as our example to analyze the application of cross-cultural marketing in China, and to put forward corresponding strategies and suggestions according to those previous for application of cross-cultural marketing of enterprises.Keywords: cross-cultural marketing，strategy，research，Coca-Cola目录一、绪论 (3)（一）研究背景及意义 (3)（二）研究对象及内容 (3)二、跨文化营销相关理论 (4)（一）跨文化营销的内涵和层次 (4)（二）跨文化营销的特点和必然性 (5)三、跨文化营销策略研究 (6)（一）跨文化产品策略 (6)(二）跨文化价格策略 (6)（三）跨文化分销策略 (7)(四）跨文化促销策略 (7)四、可口可乐在中国的跨文化营销策略分析 (9)（一)可口可乐在中国的发展历程 (9)（二）可口可乐在中国的跨文化营销策略分析 (9)（三）分析结果 (11)五、建议及对策 (12)（一)跨文化营销需要注意的问题 (12)（二）建议及对策 (12)六、结语 (13)参考文献 (14)一、绪论(一）研究背景及意义1.研究背景随着世界经济的发展和市场竞争的日益加剧，当今企业的竞争已经超出了具体产品和服务的竞争，直接升华为企业整体实力和核心竞争力的对抗。
可口可乐营销策略-英语
4. We will advertise in a number of sites which are clicked highly by students such as xiaonei . The advertisement show the theme of fashion that the students are interested in .
CocaCoca-Cola
promotional channels
Members ：叶旭青、薄艳萍、
杨锦萍、 曹 玉
Specific programs:
1. Coca-Cola will sponsor university activities of Nanjing campus. For example, basketball game between the University will be sponsored by our company. And we can also take part in their cultural activities to promote ll cooperate with the school canteen, introducting a new summer course . It means that when a student have dinner in certain school canteen over 5 yuan ,we will present a small cup of Coke.
2. We will set up a special display cabinet in supermarket of Nanjing’s universities. When students buy three bottles of Coca-Cola one time , we willl present them a Coca-Cola pendant or handsel them a bottle of Coca-Cola .
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Coca-Cola in ChinaStudent N0. 0090614Name ZHOU KunshengCourse: International MarketingProfession: International Economy & TradeCoca-Cola in China1. Introduction of The Coca-Cola CompanyOn May 8, 1886, a pharmacist named Dr. John Pemberton carried a jug of Coca-Cola® syrup to Jacobs’ Pharmacy in downtown Atlanta, where it was mixed with carbonated water and sold for five cents a glass.The Coca-Cola Company is the largest manufacturer, distributor and marketer of nonalcoholic beverage concentrates and syrups in the world. Finished beverage products bearing our trademarks, sold in the United States since 1886, are now sold in more than 200 countries. Along with Coca-Cola, which is recognized as the world’s mo st valuable brand, we market four of the world’s top five nonalcoholic sparkling brands, including Diet Coke, Fanta and Sprite. In this report, the terms “Company,” “we,” “us” or “our” mean The Coca-Cola Company and all entities included in our consolidated financial statements.Our business is nonalcoholic beverages—principally sparkling beverages, but also a variety of still beverages. We manufactureThe Coca-Cola Company operates in more than 200 countries and market a portfolio of more than 3000 beverage products including sparking drinks and still beverage such as waters, juices and juice drinks, teas, coffees, sports drinks and energy drinks.The Company manufactures the concentrates, beverage bases and syrups that make our brands unique and sells them to bottling operations. It own or license the brands and, to connect our brands to the consumers , we focus on marketing activities, online programs, retail store displays, sponsorships, contests and package design.The Coca-Cola Company’s products inclu de Coca-Cola, Coca-Cola Classic, caffeine free Coca-Cola, caffeine free Coca-Cola Classic, Cherry Coke, Diet Coke (sold under the trademark Coca-Cola Light in many countries other than the United States), caffeine free Diet Coke, Diet Coke Sweetened with Splenda, Diet Coke with Lime, Diet Cherry Coke, Diet Coke Plus, Coca-Cola Zero (sold under the trademark Coke Zero in some countries), Fanta brand sparkling beverages, Sprite, Diet Sprite/Sprite Zero (sold under the trademark Sprite Light in many countries other than the United States), Pibb Xtra, Mello Yello, Tab, Fresca brand sparkling beverages, Barq’s, Powerade, Aquarius, Sokenbicha, Ciel, Bonaqa/Bonaqua, Dasani, Dasani brand flavored waters, Georgia brand ready-to-drink coffees (sold in Japan), Lift, Th ums Up, Kinley, Eight O’Clock, Qoo, Vault, Full Throttle and other products developed for specific countries.2. Mission, Vision & Values of the Coca-Cola Company2.1. Mission of the Coca-Cola CompanyThe company’s Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.To refresh the world...To inspire moments of optimism and happiness...To create value and make a difference.2.2. Vision of the Coca-Cola CompanyThe company’s vision serves as the framework for our Roadmap andguides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.People: Be a great place to work where people are inspired to be the best they can be.Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.Productivity: Be a highly effective, lean and fast-moving organization.2.3 Live the Coca-Cola Company’s ValuesThe company values serve as a compass for our actions and describe how we behave in the world.Leadership: The courage to shape a better futureCollaboration: Leverage collective geniusIntegrity: Be realAccountability: If it is to be, it's up to mePassion: Committed in heart and mindDiversity: As inclusive as our brandsQuality: What we do, we do well3. The Coca-Cola Company in China3.1. Brief discussion of the market in ChinaChina, the fourth largest country in area after Russia, Canada and USA has experienced manifold changes in its economic system which has seen it become the second largest economy in the world after USA if measured on the Purchasing Power Parity (PPP) scale. But still considered as an emerging economy as per capita incomes fall in the lower-middle level, China is making its presence felt in the global stage by taking big strides in opening up its economy to international trade.Essentially being a closed economy since the days of Mao Zedong, the Communist state of China experienced a transition from a planned economy to a market economy when Deng Xiaoping came to power in 1978. Since then, China has seen a more than ten fold increase in its GDP (Gross Domestic Product) from that year. But the question still remains at large whether the Chinese economy has been able to shed off its previous image of excessive state controls and moved to a stage of total efficiency in its market economy.Another feature essential to the improved performance of the market economy in China has been the removal of monopoly from the traditionally government controlled sectors such as telecommunication, electricity supply, railway transportation and civil aviation and allowing for more domestic and foreign equity participation. Besides, the diversified banking system and sale of equity of state-run banks to foreign investors in international exchange and bond markets show that China is on path to rapid economic expansion.3.2. Brief discussion of the culture in ChinaDragon totem worship in China has been around for the last 8,000 years. The ancients in China considered the dragon (or long) a fetish that combines animals including the fish, snake, horse and ox with cloud, thunder, lightning and other natural celestial phenomena. The Chinese dragon was formed in accordance with the multicultural fusion process of the Chinese nation. To the Chinese, the dragon signifies innovation and cohesion.China has more than 5000 years of history, From the birth of the people to the disappear of the dinosaurs, Chinese people are thoughtful to the whole world.Taoism first originated in China. The founder of Taoism is Laozi, a philosopher and thinker who lived in the late Spring and Autumn Period (770BC-476BC). Tao Te Ching whose authorship has been attributed to Laozi, is considered to be the main Taoist classic. Taoism advocates the value of a human being’s life, recommends the discarding of all desires and worries fr om one’s mind, and encourages the cultivation of moral character and the nourishment of human nature.The mianzi is important to the Chinese people, and the color red is also easy to be accepted and has significant meaning,Culture is the sum of the values, rituals, symbols, beliefs, and thought processes that are learned and shared by a group of people, then transmitted from generation to generation.The best international marketers will not only appreciate the culture differences pertinent to their business, but they will also understand the origins of these differences Possession of the latter, deeper knowledge will help marketers notice culture differences in in new markets and foresee changes incurrent markets of operation.Bearing this in mind , The Coca-Cola Company enter into the Chinese market using the unique methods.3.3. Brief discussion of the Coca-Cola Company’s strategy in China3.3.1.The advertisementAs we all know, the advertising of Cola is red bottles show the happiness and positive life styles. All the advertisings was made by the company, used all of the world.In china, in order to developing better, the Coca-Cola Company begin to hire the Chinese advertising corporations, Chinese movie or sing or sport stars to finish the advertisement in the scene of china domestic. Besides, they especially invite the young age generation stars such as Liuxiang, Cai Yilin, GUTianle and so on, aiming at the youth generation, that means the Coca-Cola Company in china is concerning this kind customers to profile more.3.3.2 The reason of the changing strategyThe reason the Coca-Cola Company’s strategy changing in china is mainly impute to the huge compete pressure of the beverage industry. The brand Jianlibao, Wahaha, Lebaishi, Yeshu, Lulu are easier to be loved and bought to the customers in the market of china.So the Coca-Cola Company had to change the strategy in china to lower the pressure which from the national beverage brand----- Localization strategy。