Coca-Cola's Marketing Philosophy

1, traditional food retail channels such as grocery stores, food shopping malls, non-staple food shopping malls and vegetable markets.

2. Supermarket channels include independent supermarkets, chain supermarkets, hotels and shopping malls, wholesale supermarkets, self-service supermarkets and warehouse supermarkets.

3. The channel operation mode of cheap shopping malls is basically the same as that of supermarkets, but the difference is that the operation scale is larger and the gross profit is lower. Cheap shopping malls make profits through large passenger flow and high sales volume, so they often adopt the strategy of encouraging whole box purchase and reducing prices in beverage management.

4. Grocery stores are usually located in residential areas, and use residential buildings or temporary buildings and kiosks to handle daily necessities such as food, drinks, tobacco and alcohol, condiments, such as convenience stores, convenience stores, grocery stores and canteens. These channels are widely distributed and have long business hours.

The department store channel is a comprehensive retail store which mainly deals in various daily industrial products. In addition to food supermarkets and food counters, there are also fast food restaurants, rest and cold drinks rooms, cafes or cold food counters.

6. Shopping and service channels are all kinds of occupations and service industries that mainly deal in non-beverage products, and it is often necessary to bring drinks.

7. Restaurants The restaurant channel is a variety of restaurants, restaurants and restaurants, including coffee kiosks, bars and cold drinks shops.

8. Fast food channels Fast food restaurants often have low prices, large passenger flow, short meal time and large sales.

9. Vendors' channels refer to stalls that have no fixed houses, temporarily occupy street stalls, have relatively simple equipment, and sell food, tobacco and alcohol. They mainly provide products and services for pedestrians, with ready-to-drink as the main consumption mode.

10, the channel of industrial and mining enterprises and institutions, that is, industrial and mining enterprises and institutions to solve the problems of working drinks, heatstroke prevention and holiday drinks distribution. Use public funds to order drinks and provide them to employees.

1 1. The office channel is purchased from other offices of government agencies, organizations, institutions and enterprises with public funds for entertaining guests or distributing it to employees on holidays.

12, the military barracks channel is supplied by the logistics department of the military region to meet the daily life and training of officers and men, as well as the needs of military banquets and holiday parties. Generally, there is also a canteen, which deals in food, drinks and daily necessities. , mainly sold to officers and soldiers and their families.

13. The channels of colleges and universities are canteens, canteens and coffee cold drinks shops in residential and educational places such as colleges and universities, which mainly provide drinks and catering services for students and teachers at school.

14. Primary and secondary school access refers to canteens set up in non-boarding schools such as primary schools, middle schools, vocational high schools and private primary and secondary schools, which mainly provide after-school drinks and catering services for students (some schools provide after-school drinks and catering services, and some schools provide breakfast and lunch services and beverages for students).

15. On-the-job education channel is a canteen set up in on-the-job personnel re-education institutions such as party schools, staff education schools and professional skills training schools, which mainly provides drinks and catering services for students studying at school.

16, the sports fitness channel is a counter set up in sports fitness places to sell drinks, food, tobacco and alcohol, mainly providing products and services for fitness personnel; Or refers to the food and beverage counters set up in the competition venues, which mainly provide products and services for the audience.

17. The passage of entertainment places refers to the catering counters set up in entertainment places (such as cinemas, concert halls, dance halls, playgrounds, etc.). ), mainly providing beverage service for entertainment people.

18, traffic window channels refer to small sales in airports, railway stations, docks, bus stations and other places, as well as places where drinks are provided on trains, planes and ships.

19. Hotels are bars or canteens in hotels, restaurants, hotels, guest houses and other places that integrate accommodation, catering and entertainment.

20. Tourist Attractions Channel is a catering selling point set up in tourist attractions (such as parks, natural landscapes, human landscapes, urban landscapes, historical landscapes and various cultural sites) to provide services for tourists and visitors. Generally, the location is fixed, and the counter transaction is adopted, with large sales volume and high price.

2 1. The third consumption channels are wholesalers, wholesale markets, wholesale centers, commodity exchanges and other beverage sales channels with wholesale as the main business form. This channel is not consumer-oriented, but an intermediate link in commodity circulation.

22. Other channels refer to various commodity fairs, food fairs, bazaars, various promotional activities and other forms and places for selling beverages.

Creative marketing

Coca-Cola 1967 won two Lions Awards in Cannes International Creative Festival for the first time, and won more than 100 Lions Awards in advertising and other communication categories. The latest two awards include the design award in 2008 and the outdoor award this year. Since 19 16 created the classic bottle body, Coca-Cola has continuously deepened its brand recognition in design, and advertising has always been a happy atmosphere.

Force a smile camera

"Happiness" is the main theme of Coca-Cola's global promotion. Coca-Cola launched the "Happy ID" project in Peru to encourage people to smile more. Coca-Cola Company has set up 30 street mini photo kiosks in Peru, which can quickly take photos of various documents for people, but the only difference from ordinary photo equipment is that it will only start when people's mouth corners are caught. Peru has always fallen behind Sun Shan in the global happiness index. Coca-Cola tried to encourage Peruvian people to convey their happiness with smiles in this way. The "Happy ID" campaign will include a series of marketing activities such as TV, radio, public relations, printing and internet, and local celebrities will also participate as happy ambassadors.

Edible coca-cola bottle.

Coke with ice is definitely the best combination of cooling and relieving summer heat in hot summer. I'm used to adding ice cubes to cola. It's time to bring forth the old and bring forth the new. The "La Botella de Hielo" created by Coca-Cola in Colombia has won everyone's attention with its absolute coolness. After making an ice bottle with a model, pour coke into it and label it, and the ice bottle of Coca-Cola is born. If it's not enough, we might as well eat the bottle together.

Coca-Cola's New Packaging

20 13 May, Coca-Cola launched 24 nickname bottles. These "nicknames" on Coca-Cola's new packaging are popular words that young people in China are very familiar with, and it seems that they intend to close the emotional distance with consumers invisibly. Some netizens commented on Coca-Cola's new clothes: "It sells well", while others laughed and said "I'm going to collect a set". The slogan "Share Together" reminds people of Coca-Cola's marketing campaign "Share a Coke" in Australia and Britain. 20 1 1 year, Coca-Cola printed 150 most common names in Australia on coke bottles/cans. Consumers can not only buy cokes with their own names printed on them in supermarkets, but also customize bottles on social networking sites according to their personal needs and share them with friends. If the name is too unique to be included in 150, consumers can also use vending machines in designated shopping malls to print their own special edition coke cans. During the event, Coca-Cola's sales in Australia increased by 4%.

This time, the "Coca-Cola Nickname Bottle" can be regarded as China's version of "Sharing a Coke", but the name has been changed to various nicknames. Before the official release of the dress-up news, some celebrity stars had accidentally received special customized packaging with their names printed on it, which was also a "surprise" from Coca-Cola.

Breaking the traditional green packaging of Coca-Cola

Red has always been the iconic color of Coca-Cola packaging. However, the green packaging Coca-Cola introduced by Argentina has broken this tradition, and it is much healthier from "inside" to "outside" than traditional Coca-Cola.

This green Coca-Cola was named "Life Edition". According to the introduction of Coca-Cola in official website, this is the first Coca-Cola product with sucrose and stevia as sweeteners. The calorie content in 600 ml is 108 calories, which is lower than 250 calories of traditional Coca-Cola. Stevioside is extracted from stevia rebaudiana, which is native to Paraguay. It has strong sweetness, low calorie and little influence on blood sugar, and is favored under the current low-sugar diet trend. Coca-Cola Company has used stevioside in 45 kinds of beverage products, including Fanta series, but not in cola products. The new packaging bottles are also healthier. It is said that 30% of its ingredients come from plants and can be recycled. Coca-Cola said that the function and recycling of this bottle is the same as that of the traditional PET bottle, but it has little impact on the earth and its limited resources. It is not clear when this new product will be promoted to other countries. At the press conference in Buenos Aires, the directors of Coca-Cola Company compared the promotion of new products with Coca-Cola Zero released in 2005. At that time, Coca-Cola Zero was first released in Australia, and then gradually spread to the whole world.

Happiness in the display

An advertising film does not necessarily need to be shot with a professional camera in the studio. Coca-Cola's latest advertisement in Latin America is a combination of clips grabbed from monitors hidden in every corner. This advertisement, completed by the production company Landia, has a strange perspective, but a series of small scenes, such as lovers secretly kissing, old friends warmly embracing each other, employees dancing while mopping the floor, and helping the cart by the roadside, are particularly simple and warm, and Coca-Cola also conveys the truest little happiness in life.

Please hug, there is coke.

Earlier, there was a "hug group" on the street, asking strangers for hugs in exchange for warmth. In fact, people need more than warmth-Coca-Cola vending machines also need a big hug to convey happy emotions.

This is the "Coca-Cola Hug Vending Machine" jointly launched by Coca-Cola Company and Ogilvy & Mather Group-a regular Coca-Cola vending machine with the words "Hug me" written in large letters on the front. The experiencer only needs to give it a hug, and this humanized Coca-Cola vending machine will do its best to give you a loving hug and a free coke. Coca-Cola hopes to bring happiness to people and their lives through such a simple little activity, no matter where they are. Coca-Cola's global marketing campaign began in Singapore, and this initiative in the Asia-Pacific region is part of the "Happy Opening" campaign. With the success of "Coca-Cola Embracing Vending Machine" in Singapore, Coca-Cola plans to bring this happiness to consumers in more Asian countries.