Coca-Cola-marketing-channel-strategy-study-in-Chin

Coca-ColamarketingchannelstrategystudyinChinaChapterCoca-ColaCompany'sdevelopmentinChinaSectionthebasicsituationofCoca-ColaCompany1.Coca-Colaandthecompany'sproduceCoca-Cola,theworld'sonehundredyearsthepopularityofthewonderfulliquidisfromtheUnitedStatesin1886inAtlanta,GeorgiapharmacistJohnDr.PengBodun(JohnS.Pemberton)inthebackyardathome,willCarbonatedwaterandsugarandotheringredientsmixedinatrianglepotintheinvention."Coca-Cola"istheEnglishnamewasPemberton'sassistantandpartnerinaccountantnamedRobinson.Robinsonisaclassicalcalligrapher,heconsideredthat'thetwocapitalCcharacterwilllookgreat',sohehadtopersonallywritecursivescriptsusingSpencer's'Coca-Cola'.'coca'isthesonofrefinedspicescocoaleaves,'cola'isthefruitofthecocoacomponentremoved."Coca-Cola"trademarkhasnotchangedoverthepastcentury.In1892,businessmanHomChandlerin2300U.S.dollarstobuyallthesecretsofCoca-Colafranchise,andthecreationofCoca-ColaCompany.Underhisleadership,lessthanthreeyearsBianbaCoca-Colaextendedtoacrossthecountry.In1899,BenjaminFranklinThomasandղķʿ??WhiteheadsignedwiththeCandlerregionaldevelopmentintheUnitedStatesmostofthebottlingbusinesscontracts.Sincethenitsdevelopmentmomentumwillbeunstoppablein1904developedintoa120bottlingplants,tothe1919developmentof1,200bottlingplant.1916CantonChandler'beuniqueamongthebottleshape,eveninthedarkcanalsobeidentifiedistheCoca-Cola,evenifthesmashes,andpeoplewillknowthatitcanalsobeaCoca-Cola'underthedirection,creatingtheworld'sThewell-knowncurveshapeglassbottle.In1919,Homwasspilledto25millionU.S.dollars,willbesoldtoCoca-ColaCompanyinAtlantaconsortium.2.Coca-ColaCompanyStatusCoca-ColaCompany,headquarteredinAtlanta,Georgia,USA,iscurrentlytheworld'slargestbeveragecompany,istheworld'ssoftdrinksalesmarketleaderandpioneerinitsownworld'sbest-knownofthefourtopfivesoftdrinkbrands:Coca-Cola,DietCoke,FantaandSprite.Atotalofmorethan200countriesaroundtheworldandregions,consumerscanenjoythecompanylocallytoprovideavarietyofdrinks.Coca-ColaCompany'sproductshavebeentheamountofthedailyconsumptionofmorethanonebillioncups.(Note:8ouncespercup)In2001,theworld-famous'internationalbrand'Theconsultantsmadetheworld'smostvaluablebrandrankings,'Coca-Cola'to68.95billionU.S.dollarstops.InNovember2001,thefamousglobalconsumerbehaviorandmarketinformationtoinvestigativebodiesACNielsenreleasedaresearchreport'Towards---1billionintoday'sglobalbrandrecall'.Thereportshowsthatintheinternationalmarket,only43consumerbrands,withannualsalesofmorethanonebillionU.S.dollars,whileachievingtrulyglobal.Amongthem,Coca-ColaendedinMarch2001inthepast12months,theglobalsalesofmorethan15billionU.S.dollars,ofwhichsalesintheAsiaPacificregionmorethan15billionU.S.dollars,canbesaidthat1billionbrandinthegiant.Andit'stheCoca-ColaandDietCokebrandsthemselvesareupto10billionU.S.dollars.Coca-Colabeveragessoldincludefourcategories:themouthasatrademarkofthecarbonatedcolabeverageproducts;drinkingwaterproducts;acaffeineandvitaminfunctionalbeverages;healthyandnutritiousjuiceandmilkbeverage.To2003,Coca-ColaCompanyhasatotalofmorethan370brands(Attachment:Brandschedules,datasources).InadditiontoCoca-Cola,theotherthreemajorinternationalbrandsandmanyotherbrandsundertheproductpackagingwillstatethat'Coca-ColaCompanyhonorproducts'words.Coca-ColaCoca-Cola,thismulti-brandstrategyisbasedonthestrongbrandasthecore,Sprite,DietCoke,Fantaforsecond-linetoprotectthebrand,otherbrandsforthethirdline,toaddbrands,theformationofitsbrandfamily.Themainadvantageofthisbrandstructureisthethree-linebrandshavemaintainedarelativelyreasonabledistanceofthebrand,enablingthembothmutualsupportandprotection,oneeitherprosperity;theycanbeappropriatetoavoidtheriskassociatedbetweenthebrandsotoalossforbothsides.3.Coca-ColaCompany'sbasicstrategyCoca-ColaCompanytoitsbasicstrategysummedupas6,andfollowtheorderinwhichtheyareasfollows:1.Coca-Colaledtoacceleratethegrowthofcarbonateddrinks;Coca-ColaCoca-Colaistheeternaltheme,butalsothebasisfortheirbusinesssurvival,therefore,maintainthecarbonatedbeveragemarket,Coca-Colaandcategoriesbasedonexpandingtheprimarystrategyfortheircompanies.2.Selectivelyexpandourbeveragebrandportfolio,inordertopromotetheinterestsofgrowth;Now,Coca-ColaCompanyisworkingtoacomprehensivebeveragecompany'sdirection,butnotwillingtojustaproviderofcarbonatedbeverages,soitremainsvalidunderthepremiseofprofitintheworldwithintheframeworkofexpandingitsbeverageseries,continuedtothedevelopmentofnewbeverageproducts.Onlyin2000,Coca-Colain45Asiancountriesintroduced15newvarietiesofdrinks.3.Withbottlingpartnerstoimproveproductprofitabilityandproductivityofthesystem;BusinesssystemisaspecialbottlingCoca-ColaCompanytoachieveitsgoalofglobalization,oneoftheprincipalmeans,therefore,attentionandmaintainitsbottlingpartnersintheoperationofthestate,butalsoensurethatCoca-ColaCompanyanimportantpartofself-interest.4.Toinnovationandthespiritofhospitalityhasalwaysbeenaviewinallareasofmutualgrowth;'Commonprosperity'ideaisthatCoca-ColaCompany'sbasicphilosophy,butalsoitsabilitytogrowintoglobalcompaniesoneofthefacto