introduce

1. What is a marketing channel?

Marketing channel is also called distribution channel or sales channel, that is, the route that products (services) transfer from producers to consumers (users).

Second, the status quo of Coca-Cola Company

Coca-Cola has always been one of the most famous trademarks in China. According to the Gallup survey conducted by 1999 in China, 8 1% consumers in China know the brand of Coca-Cola, which has been selected as "the most popular beverage" by authoritative organizations for 9 consecutive years.

3. The basic strategy of Coca-Cola Company

1. carbonated drinks led by coca-cola accelerated growth;

Coca-Cola is the eternal theme of Coca-Cola Company, and it is also the foundation of its enterprise's survival. Therefore, keeping the market base of Coca-Cola and its carbonated drinks continuously expanding is its primary strategy.

2. Selectively expand our beverage brand series to promote profit growth;

Now, Coca-Cola Company is striving to develop into a comprehensive beverage company, not just a provider of carbonated drinks, so it keeps expanding its beverage series and developing new beverage products all over the world on the premise of maintaining effective profits. In 2000 alone, Coca-Cola introduced 15 new beverage varieties in 45 Asian countries.

3. Work with bottling partners to improve the profitability and productivity of product systems;

Special bottling system is one of the main means for Coca-Cola Company to achieve its globalization goal. Therefore, paying attention to and maintaining the operation of its bottling partners is also an important content to ensure the interests of Coca-Cola Company.

4. Entertain guests with the spirit of innovation and consistency, so as to achieve common growth in all aspects;

The concept of "* * * getting rich" is the basic concept of Coca-Cola Company, and it is also one of the internal factors that can make it grow into a global enterprise, and innovation is the main means for Coca-Cola Company to realize "* * * *".

5. Invest funds in the most potential areas of each market;

6. Improve all aspects of efficiency and economic benefits.

4. The development process of Coca-Cola Company's marketing strategy

Before the 1980s, Coca-Cola's marketing strategy mainly consisted of three points: first, it should be affordable to customers, and the retail price of Coca-Cola's products should be appropriate to ensure that consumers could afford it; The second is to let customers buy, that is, to require a high market distribution rate of Coca-Cola products to ensure that consumers can always buy if they want to buy; Third, make customers happy to buy: that is, try to make consumers accept and like Coca-Cola products, and be willing to buy and drink. However, with the continuous development and changes of the market and consumer consumption characteristics, after the 1980s, Coca-Cola Company developed the original basic marketing strategy into a further strategy, that is, value for money, which means that the products of Coca-Cola Company are not only affordable for consumers, but also must strive to make the return value obtained by consumers reach or even exceed their efforts. The other is that Coca-Cola is everywhere, which requires Coca-Cola products to penetrate into every corner of the international market, so that consumers can easily buy them at any time, any place and any time. Another is the first choice in mind, which requires that Coca-Cola products should not only be loved and accepted by consumers, but also strive to occupy consumers' minds and become their preferred products and brands.

4. Sports is also of great significance in the globalization process of Coca-Cola Company.

It is the consistent measure of Coca-Cola Company to continuously sponsor global sports events and make full use of the great influence of sports on global consumers to promote enterprise globalization.

Coca-Cola Company is not only a long-term partner of the Olympic Games and the World Cup, but also very eager to become a sponsor of various sports events and sports promotion activities. At present, Coca-Cola Company invests more than 4 billion dollars in the sports market every year and sponsors more than 70 kinds of sports.