Forever coca-cola
At that time, customers were full of praise and vying for this "new formula" of Coca-Cola. Since then, Coca-Cola has become a popular beverage made of Coca-Cola syrup and carbonated water. And since 1894, they are all sold in bottles.
But it is two American lawyers who can really make Coca-Cola show its strength. They noticed that ace, the boss of coca-cola company at that time? Jane Daoning's office put forward an innovative way of business cooperation, that is, Coca-Cola Company sold syrup to them, and their own investment companies and sales points mixed syrup with water, bottled it and sold it. According to the requirements of Coca-Cola Company for production and quality assurance, Coca-Cola Company allows them to use Coca-Cola trademarks for advertising. This special bottling system has blossomed everywhere since then.
1888 Asa Griggs Candler saw the delicious market prospect, bought its shares and mastered all its production and sales rights. Candler began to sell the stock solution for making drinks to other pharmacies, and also began to advertise 190 1 year on billboards in railway stations and town squares. The advertising budget has reached100000 USD. Candler sold this beverage as the first franchise store at the price of 1 USD in 1899, because he believed that this beverage would be mainly sold in beverage machines in the future. Coca-Cola Company was founded in 1892, and Candler is called "the father of Coca-Cola".
19 19, Ernst & Young woodruff bought the Coca-Cola Company from Asa Candler's successor for $2.5 million. By 1923, his son Robert W.Woodruff, one of the most important figures in the history of Coca-Cola, became the CEO of Coca-Cola. Woodruff began to cooperate with the company's bottling franchisees to satisfy Coca-Cola whenever consumers want it. He urged bottlers to make drinks "available when needed" and stressed that if consumers can't buy coke immediately when they are thirsty, the market will be lost forever.
1929, Coca-Cola and its bottlers sold bottled Coca-Cola to shops and gas stations at extremely low prices. 1937, the company launched the first coin-operated vending machine, and woodruff launched a lifestyle-themed advertisement for Coca-Cola. Advertising emphasizes the importance of products in consumers' lives, not the attributes of products themselves. The most famous advertising slogan of this product in the 1920s and 1930s was "refreshing pause". The company continued to own the original bottling production line near Atlanta and began to buy back some poorly managed bottling franchises.
Woodruff also began to develop Coca-Cola's international business, mainly through export. Perhaps his most famous move was to respond to General Eisenhower's call at the beginning of World War II and ensure that every soldier could get a bottle of Coca-Cola at a price of 5 cents, regardless of the cost. Coca-Cola's bottling plant, with the American army pushing to the world, has gained an absolute dominant market share in European and Asian countries, and this dominant position has been maintained until 199 1 year.
In the years after World War II, Coca-Cola left its nearest competitor Pepsi far behind, occupying nearly 70% of the coke market, and hundreds of small regional soft drink companies continued to produce various flavoring agents to carve up the remaining 30% of the market.
1954, Coca-Cola's sales and profits declined for the first time since World War II. 1955, the company changed the bottle used from 19 16, and the capacity was expanded to 12 ounces. In the late 1950s, Coca-Cola introduced a larger coke bottle, which can be sold in food stores. 196 1 year, Coca-Cola began to sell canned drinks like bottled cola.
1976 Paul Austin, CEO of Coca-Cola, pointed out in an article that the consumption of soft drinks in the United States has matured (saturated), and the biggest sales growth of Coca-Cola will come from the international market. By 1982, sales in the international market accounted for 62% of all soft drinks produced by Coca-Cola.
198 1 year, when Robert Goizueta, a chemical engineer from Cuba, was elected CEO of Coca-Cola Company, industry observers were surprised. Goizueta's first action after taking office was to issue a strategic statement of 1200 words, proposing that Coca-Cola Company should make major changes and focus on the growth of American soft drink market.
Goizueta stated that the company will regard the brand name of Coca-Cola as a competitive asset and will no longer regard it as sacred and inviolable; The price discount strategy will only be used when it is necessary to maintain Coca-Cola's dominant position. 198 1, the industry price discount has reached a new level. At the end of the year, nearly 50% of Coca-Cola and Pepsi were sold at a discount in food stores. Nielsen's audit showed that the cost of Coca-Cola at 192 ounces was slightly lower than that of Pepsi.
Goizueta also announced that it would raise the price of Coca-Cola syrup juice to finance the increasing advertising and promotion expenses. In order to cancel the fixed price of syrup, Coca-Cola Company revised the franchise agreement that had existed for 60 years, and agreed to sell concentrated products (without saccharin) to some of its largest bottling plants in exchange for the revised agreement.
From 65438 to 0982, Coca-Cola changed the advertising theme. Goizueta said: "With our new slogan' Coke', we proudly show that we are the first; Our previous slogan "Have a coke and smile" is very good, but we are in fierce competition. This slogan is like a folk song. The momentum of competition has shifted from new york's procurement (the headquarters of Pepsi) to Atlanta. "
Goizueta strategic plan also expands Coca-Cola's corporate strategy. The company's private coffee and tea industries were sold, as were plastic manufacturing companies and liquor companies. 1982, aware of the growth potential of the film and television industry and its synergistic effect with marketing, Coca-Cola acquired Columbia Film Company on 1982. Goizueta said that Coca-Cola will become "a powerful enterprise in the beverage industry and entertainment industry".
Coca-Cola has also changed the bottling network. The company encourages poor bottlers to sell their franchise rights and sell most of their bottling points through leveraged merger. From 1980 to 1984, the ownership of coca-cola changed by 50%. Coca-Cola executives pointed out that the company played a certain role in the purchase, and in many cases, provided funds for potential buyers. The company sometimes holds shares in newly licensed bottling plants, but remember to maintain an independent bottling network. By 1985, Coca-Cola's bottling plant only produced 1 1% of Coca-Cola's output.
For Coca-Cola's bottling network, this change has been going on since Robert Goizketa in the early 1980s. In the mid-1980s, among the 350 franchisees of Coca-Cola, 150_200 offered to transfer the franchise. 1986, Coca-Cola Company repurchased its two largest franchises, which were owned by Beatrice and J.T.Lupton, a private bottler of Coca-Cola, respectively, accounting for 15% and Dr.Pepper's output in the United States. The acquisition of these two companies made Coca-Cola's own bottling output from1/.
These mergers eventually led to the establishment of Coca-Cola Enterprise Group (CCE), which sold 5 1% shares to the public in June. After CCE was established, it renegotiated with suppliers and sales channels, consolidated major markets, cut 20% of the workforce, and reduced costs through unified distribution and raw material procurement. At 1986 and 1987, the net selling price of coke per case of CCE decreased by 2.5%. 1989, CCE bought 20% more Suto than 1986, and CCE's profit was unstable throughout the late 1980s.
At the end of 1980s, Coca-Cola Company suggested that its franchise agreement be changed to "master bottle contract" to reduce the fixed syrup price and Coca-Cola trademark use fee. By the end of 1989, the new contract covered about 70% of Coca-Cola's production in the United States. From 1978 to 1989, the bottling plant under the new contract experienced an increase of about 60% in the price of Coca-Cola syrup.
Edit this passage of Coca-Cola's transnational marketing
Coca-Cola has a particularly strong advantage in Europe, with a market share of 50%. In Japan, Coca-Cola controls 80% of its sales. Of the total profits of 1990 company, the profits from Japan account for 2 1%, Europe accounts for 33%, and other international markets account for 26%.
Coca-Cola Company used several strategies to develop its international market. Take Taiwan Province Province as an example. A family bottling factory in Taiwan Province Province was short of funds. Coca-Cola bought 49% of its shares and expanded its management and facilities. Coca-Cola has improved sales and marketing, increased advertising investment and promoted new capacity packaging. Promotion activities include baseball and basketball lessons taught by American coaches, sponsoring concerts of pop artists, and inviting chefs from Hilton Taipei Hotel to cook ten Chinese dishes with cola. Coca-Cola's market share in Taiwan Province Province has increased from 6% in 1985 to 40% in 1990, while limiting the total share of 7-up and Pepsi-Cola to 4%. In France, Coca-Cola 1989 revoked a poorly managed franchise agreement. By 1990, sales in France had increased by 23%. 1990, a few days after the fall of the Berlin Wall, Coca-Cola transported soda from a new factory in Dunkirk to LeBerlin. 1989, Coca-Cola sold its 49% stake in Columbia Pictures to Sony and reinvested the money in its overseas soft drink business. The CEO of Coca-Cola Company said that the company's "business in the 1990s will contribute to the development of the world". Coca-Cola has set a target of 8%_ 10% in international sales, and intends to accelerate the growth of a small amount of profits of its overseas bottling joint venture.
Edit Coca-Cola's localization marketing strategy in China.
As early as the beginning of this century, "Coca-Cola" has appeared in Asia, originated from the Philippines, and shipped to China for sale, and sold in Shanghai and other cities. 1927 "coca-cola" set up factories in Shanghai and Tianjin, and later produced in Qingdao and Guangzhou.
1933, Shanghai coca-cola factory was the largest "coca-cola" factory outside the United States, 1948, and it was the first factory outside the United States with an annual output of more than one million boxes.
Coca-Cola returned to China in 1979, and has invested 1 1 billion dollars in China so far. After more than ten years of development, Coca-Cola Company has established 23 canned beverage factories in China, forming a production base and sales network that radiates across the country, with annual sales of nearly 10 billion yuan. In the recently released "1999 National Urban Consumer Survey", Coca-Cola once again topped the list of similar products, winning three laurels: market share, best brand and popularity.
Despite such brilliant achievements, the mood of Coca-Cola Company today is very different from that when it first entered the Chinese mainland market 20 years ago. In those years, foreign beverages entering the China market basically did not feel the pressure from China beverage enterprises. In the past ten years, more than a dozen "Coke" beverage enterprises have appeared in various parts of China, and almost all of them have disappeared silently. Nowadays, when Coca-Cola and Pepsi gained considerable influence in China market, they felt the fierce competition pressure from China beverage enterprises in recent years. The main reason is that the brands with national characteristics produced by China beverage industry enterprises have grown up through unremitting efforts. Last June, China Beverage Industry Association launched the "Top Ten" of China's beverage industry. These brand-name beverages are the best in China, covering the main categories of domestic beverages, with high popularity and market share. For example, Jianlibao, Wahaha, Coconut Tree, Robust, Lulu, and China Top Ten Beverage are all representatives of the national beverage industry in China who won the title of well-known trademark in China.
Under the pressure of national beverage industry in China, the marketing strategy of Coca-Cola Company began to change, and the localization process in China market began.
Coca-Cola Company has always attached importance to advertising, and entering the China market is no exception. It invests tens of millions of yuan in publicity every year. However, Coca-Cola's advertising and brand positioning are strictly restricted. In the past, it was controlled and planned by the Atlanta headquarters. Consumers in China always see the bright red and energetic appearance of Coca-Cola, which impresses consumers in China with the most typical American style and American personality. For more than ten years, the advertising campaign has basically adopted the advertising version of American TV series plus Chinese commentary, and this strategy has been used until 1998.
With the vigorous development of national beverage brands in China, Coca-Cola's marketing strategy has undergone major changes in 1999. Last year, its TV advertisement launched in China was filmed in China for the first time, designed by China advertising company for the first time, and invited China actors to shoot advertisements for the first time. Clearly gave up the American identity that has been consistent for many years. In order to gain more market share, Coca-Cola is making great strides in the localization of China. As we all know, Coca-Cola has always adopted the strategy of undifferentiated market coverage, with a wide range of target customers. Since last year, Coca-Cola has focused its advertising audience on young friends, and the advertising screen is mainly energetic and healthy young people. "Vitality is always Coca-Cola" has become its latest slogan.
Coca-Cola has developed so successfully, what lessons can current enterprises learn from it? Generally speaking, these experiences are very simple and obvious. The following are 30 successful management experiences selected from its development history and tested by time.
1. Sell quality products. Products don't have to be able to talk and fly, but they must have some useful functions and be widely accepted by people. Accustomed to the taste of Coca-Cola, you will find it delicious and make people develop a hobby. Coca-cola can tickle the nostrils, quench thirst and have a little caffeine effect. Some people think it can cure headache, nausea and stomachache.
2. Believe in your product. It is necessary to establish a lofty image for products and make related occupations sacred. Let employees think that the products are world-class and they are working for the best company. Salesmen should have the skills of missionaries, not just paid salesmen. In the 1920s, Robert? Woodruff called all the salespeople together and unexpectedly announced that they were all fired. The next day, he rehired them in the new service department, but warned that they were no longer salesmen because there was no need to promote the advantages of Coca-Cola. They are workers, and their task is to ensure that soda water becomes an excellent mixed coke with ice.
3. create mystery. Creating a mysterious atmosphere is immoral, but it helps to sell. Recently, an executive of the company admitted that the secret formula meant little to them. The real secret of success is that the trademark of this product has been influenced for more than a century, but the secret of formula and seven famous foods were once important reasons to attract customers.
4. The product cost should be low. The cost of each bottle of coke is extremely low, less than a dime. Coca-Cola is not a capital-intensive product, and its production is not difficult and labor intensity is not great, although its production process is highly confidential.
Let people engaged in circulation make big money before the products reach consumers. There is a simple reason. If the cost is low, the retail price can be greatly increased. Coca-Cola is characterized by making a lot of money. Over the years, everyone who has dealt with Coca-Cola has become very rich, including bottle manufacturers, shareholders, wholesalers and those who provide truck pallets and vending machines. This effect makes people very grateful to the company and willing to contribute to the cause of Coca-Cola.
6. Make it affordable for everyone. From 1886 to the 1950s, the price of a bottle of coke was only 5 cents, which is not very expensive in the world today. So people in third world countries can afford it. Even in difficult times, Coca-Cola still sells well. During the Great Depression of the 1930s and the recent economic recession, Coca-Cola manufacturers were still rolling in money.
7. Products should be everywhere. We should make the product within reach, make it everywhere, and make it available at any time in dance halls, barbershops, offices, trains and other places. Harrison, an early coke salesman? Zhong Si once said in 1923, "We want people to be unable to avoid Coca-Cola".
8. Be smart in selling products. This one sounds simple, but how, when and where to sell and publicize products is the key to success or failure. By the year 19 1 1, Arthur? Kadira spent more than one million dollars to stimulate people's desires and make Coca-Cola the best advertising product in the world. He also hired painters to publicize his product logo on white walls with red background and white characters all over the United States, covering an area of more than 5 million square feet. By 19 13, the company has distributed more than 1 100 million small gifts printed with the Coca-Cola logo, making people see the Coca-Cola logo at any time on frequently used items such as thermometers, calendars, tournament books, notebooks, baseball cards, Japanese fans and pictures, thus leaving a deep impression on people. According to the salesman, a customer often has nightmares about a white ghost holding a stove and shouting that Coca-Cola is chasing him. Today, when the company spends more than $4 billion a year to promote Coca-Cola around the world, this phenomenon is not surprising.
9. Promote the image of the product, not the product. A Coca-Cola advertiser once warned his employees with rich imagination and creativity: We are selling something that doesn't exist at all, and they are only drinking an image instead of a product. Coca-Cola advertised its drug function from the very beginning, claiming that it can invigorate the spirit of mental workers, relieve headaches and pains of people who drink too much, and bring people pleasure. But Frank, who named and inscribed the drinks? Robinson soon realized that promoting Coca-Cola as a refreshing drink instead of a patented drug could attract more customers and avoid unnecessary legal disputes and troubles.
10. Although the employees of Coca-Cola Company don't want to admit it, Pepsi has actually brought them many benefits. People like to watch the "Coke Wars" between Coca-Cola Company and Pepsi Company. The clever salesmen of the two companies also realized that no matter which company wins in a certain round, the popularity established through fierce competition will help the sales of goods.
1 1. Make rational use of celebrity effect. Coca-cola company hired celebrities to advertise from the beginning, hoping that consumers would follow the example of baseball superstar ty? Cobo or actress Hilda? Clark. In the 1930 s, from Clark? Bob and Kaiduan? Grant versus Jane? Hello, Joan? Movie stars such as Crawford advertise for Coca-Cola Company. In the late sixties, from Neil? Diamond, Leslie? Goyle, Ray? Charles versus Aretha? Singers like Franklin think that drinking Coca Cola will make everything better. However, it is also dangerous to rely too much on the celebrity effect. On the one hand, the audience remembers more stars than products. Coca-Cola has always maintained a real star position in commercial advertisements, and Pepsi has a headache for stars who charge too much. This shows another danger of relying too much on celebrities. Although Madonna and Jackson have made a lot of efforts to improve the popularity of Pepsi, they are not as good as the company hoped. Coca-Cola re-launched the late stars Louis Armstrong and Grocho? Max and Humphrey. In order to solve this thorny problem, the images of Bo Xingte and others are advertised as sketches.
12. The desire to attract ordinary people. Since 1950s, Coca-Cola Company has produced a model advertisement, which can be applied in various cultural backgrounds with little or no modification. How do we do this? Coca-Cola's advertising words have universal charm. After drinking Coca-Cola, you will become more confident, happier, more popular, sexier and younger. In order to strengthen the publicity effect, Coca-Cola Company sponsors various sports competitions all over the world, from sumo to football, and also sponsors concerts.
13. Attracting young people. Advertisers in sports and concerts are mainly to attract teenagers. If we build credibility among young people, we will gain a long-term consumer market. 1894, three five-year-old boys in navy uniforms were printed on the postcard of Coca-Cola. They shouted, "We want to drink Coca-Cola." 19 1 1 year, the coca-cola company was sued by the government, partly because it contained caffeine that was addictive to children. Since then, the company has cancelled all advertisements for children under the age of 12. However, this did not prevent distributors from sending learning tools with the Coca-Cola logo, such as pads and rulers, nor did it prevent the company from replacing Santa Claus to promote its products for 30 years.
14. Do as the Romans do. If you want to sell your products all over the world, don't dress up as an "ugly American". In the 1920s, when Robert? When woodruff was in charge of the global development strategy, he tried to make Coca-Cola a favorite drink of Germans in Germany and French in France. Coca-Cola Company signed sub-packaging contracts with major local enterprises and encouraged them to support the production of beverages by manufacturing trucks, bottles, trays and trademarks provided by local companies. The company exports, while the local company imports only Coca-Cola concentrate. Based on this, Coca-Cola Company can proudly and accurately point out how much contribution it has made to the local economic development. For decades, the Coca-Cola Company has trained a large number of managers with brains and understanding of local cultural customs all over the world. It is said that the company has hired many local lawyers all over the world.
16. Abide by the law. Although Coca-Cola's top managers or distributors were suspected of bribery and kickbacks in the past, on the whole, the company's image is innocent. Ordinary illegal acts can not only make the company profitable, but also damage the reputation of this huge multinational company, which is not worth the candle.
17. Use influential people. Not breaking the law doesn't mean you can sit comfortably in a chair like an angel. Robert? Woodruff is an influential figure in China. In fact, he controls Georgia Senator Walter? Joffa and Atlanta Mayor William? b？ Hasfayed and others, he has close ties with the president. He and his friends created white? De? President Eisenhower even helped him decide whether to run the government as a political party or a democratic party. Dad? Vostin also put Jimmy? Carter entered the White House. Nevertheless, as long as politicians can prove that selling products is in the national interest and does not require special care, they should not be required to abuse their influence. For example, the influence of the close relationship between Coca-Cola Company and Carter is enough to open the door to promote products.
18. Be patient, but be decisive. Coca-Cola's decision makers know that one day they will sell their products all over the world. At present, it has been sold to 195 countries, and it is only a matter of time before its long-cherished wish is realized. War, famine and political events will bring temporary difficulties, but the future is bright. They will keep working hard and be ready to take advantage of every possible opportunity.
19. Observe the precepts. Robert? Woodruff's guiding ideology is not complicated at all. According to his colleagues, he has never finished reading a book in his life and is almost illiterate. His cleverness lies in strategizing and sticking to some basic principles.
20. be flexible When choosing between tradition and change, Coca-Cola's weakness is its unwillingness to change the status quo. Arthur. Kadira didn't remove cocaine from drinks until 1903. Woodruff strongly opposed large bottles of Coca-Cola, refused to introduce new flavors, opposed advertising with rock music, and raised retail prices in the 1950s. In the 1980s, Robert? Godot is determined to stimulate this conservative company. When he decided to produce diet coke, it turned out that his idea was correct. In 1985, when he encountered difficulties in developing a new formula, he adopted the original formula flexibly, thus avoiding a disaster. Woodruff always likes to say, "The world belongs to those who strive for progress". But Gauzut said, "We live a tight life".
2 1. Don't use protective and negative advertisements. For Pepsi-Cola, comparative advertising has a certain effect, but it may inadvertently promote competitors. Whenever Coca-Cola takes this approach, it seems very stupid; This includes a positive explanation of caffeine in Coca-Cola.
22. Expand business when necessary. Robert? After Gao Zute became the president of the company 198 1 year, he immediately expanded his business scope and bought the Columbia film company that looked very influential at that time. But in less than ten years, he sold the film company to Sony, and gained considerable profits, and then devoted himself to the beverage industry. Coca-Cola Company's stock increased by 735% in the 1980s and was split twice in the early 1990s.
23. Pay attention to the minimum profit. This view seems simple, but before Gauzut took office, no one paid attention to this issue. In the competition with Pepsi, people only pay attention to market share, not market profit. Gauzut found that the widely acclaimed beverage company was actually losing money because they spent money on metal barrels with a capacity of 5 gallons.
24. Threatening employees. This sentence sounds a bit excessive, but all the presidents of Coca-Cola are in favor of an atmosphere of mutual respect and awe. Worstin said, "An atmosphere of anxiety and tension will enable people to maximize their potential." Woodruff's word "boss" means awe and reverence. Now Gao Zute is a perfectionist, so everyone will be afraid in front of him.
25. Promote the manager from within the company. Without exception, the best managers in Coca-Cola Company were promoted step by step, including the members of the company committee. They were all instilled with the well-known belief of Coca-Cola. In order to cultivate the management ability of employees, the company has established a special training workshop, and the participants in the training are tired on the assembly line every day.
26. Every advertisement should achieve a certain purpose. Because Coca-Cola is a very famous trademark, although the composition change of 1985 cost the company 4 million dollars, it really helped the company a lot. When the company was forced by the pressure of consumers to launch classic coke again, the re-listed coke made the sales greatly exceed that of Pepsi. Before the introduction of the new Coca-Cola, this kind of Coca-Cola had lost its market for more than 20 years. Now many people think that Gauzut and others in the company are behind the whole incident. Don? Cove admits that they are not that smart, but they do know that even negative advertisements can eventually help reputable products increase sales.
27. Rational use of cash. When robert wood Woodruff took over the company at 1923, the company's debts surprised him, and later he proudly saved a large sum of cash. As a result, conservative management made the company no longer have a debt management crisis, even during Reagan's administration. During the reign of Gaozu, the company assumed reasonable debts. Gao Zute and financial wizards? Elvis Presley believes that if reinvestment can make a lot of money, it makes sense to borrow properly. A simple way is to "buy back the stocks issued by yourself and push the stock price up further."
28. Establish joint ventures. Another way to use funds rationally is to break the old law of not owning a bottling plant. Since Arthur. After Kadira 1899 gave up the filling right, the company confirmed that its main task was to produce syrup. The filling industry with low profit has developed. Although the company has some factories, they are mainly used as training bases for training managers in turn, rather than cash cows. The traditional idea is that independent bottling plants can play a better role. 198 1, Gao Zute was forced to break this stereotype in the Philippines, because the Sogliano family with the franchise gave 70% of the market of Coca-Cola to Pepsi. By purchasing 30% distribution rights, Coca-Cola Company settled the problem of bottling plant. Neville, the president from Ireland? Estelle defeated Pepsi with traditional stimulus and marketing strategies, including similar military confrontation, and doubled its market share. Since then, Gozut has started fruitful joint ventures around the world, and joined hands with bottling plants in poor operating conditions to inject capital into the vertically integrated beverage system.
29. Seeing the world begins with a single step. Although the presidents of Coca-Cola are vying to take this sentence as their own, it may have come from Gao Zute. No matter where it comes from, Coca-Cola Company has demonstrated its wisdom and used it to guide its operation. For example, in China and Indonesia, the first task is to build infrastructure, build concentration plants, bottle-making plants and filling plants, buy trucks and make sales signs. In American terms, time seems to have returned to 1905.
30. pursue magical effects. In the early 1970s, the president of Coca-Cola Company, Walter Sting, tried to create what he called "magic effect" for Coca-Cola. He believes that companies should take the lead in protecting the environment, improving race relations, establishing a model immigration plan and producing nutritious drinks. Although the cause he advocated has little effect, the company is still pursuing "magical effect" and is still doing meaningful things. In South Africa, the company set up an equal opportunity fund of10 million dollars to improve the living conditions of black people. At the same time, the American Coca-Cola Foundation is funding innovative education and environmental protection projects.