可口可樂(lè)公司的介紹及產(chǎn)品

1、 The introduction of Coca-cola CompanyThe introduction of Coca-cola Company The main productThe main product Financial conditionsFinancial conditions Pricing strategyPricing strategy PromotionPromotion PlacePlace SatisfactionSatisfaction ServiceService SWTO AnalysesSWTO Analyses n Coca-Cola first ap

2、peared in the city of Atlanta ,in May 1886 by Dr. John Pemberton, has been 124 years old. n Coca-Cola was first sold to the public in Atlanta at Jacobs Pharmacy. Only 9 servings of the soft drink were sold each day. Sales for the first year were only $50 n Nowadays, Coca-Cola Company is the worlds l

3、argest beverage company and becoming a soft drinks market leader and pioneer. Through the worlds largest beverage distribution system, selling the world more than 200 countries and regions, accounting for 48% of the world soft drink market. Its brand value over 700 billion U.S. dollars, which is the

4、 worlds first brand. l 1894 was the first time Coca-Cola was bottled l Today, more than 500 brands200 Nations l more than 500 nonalcoholic beverage brands, such as: Energy Drinks Soft Drinks juices and juice drinks Tea and Coffees Sports drinks Water Other yearyear Sales revenueSales revenue (millio

5、ns)(millions) 200720072310423104 200820082408824088 200920092885728857 201020103194431944 201120113099030990 qPerfect performance yearyear ProfitsProfits (millions)(millions) 2007200748724872 2008200850805080 2009200959815981 2010201058075807 2011201168246824 u Steady growth in profitsSteady growth

6、in profits u The company is operating normallyThe company is operating normally Pricing strategyPricing strategy Coca-cola adopts the approach of Coca-cola adopts the approach of “penetration pricing” to enter “penetration pricing” to enter Chinas beverage market. Chinas beverage market. The pricing

7、 of Coca-cola is based on The pricing of Coca-cola is based on its costs. Thus, high quality of its costs. Thus, high quality of Coca-cola is able to be sold at a Coca-cola is able to be sold at a low price. low price. Coca-cola segments the market by Coca-cola segments the market by differential pr

8、icing strategy. The differential pricing strategy. The price for different packing well price for different packing well satisfies different customers satisfies different customers needs. needs. The distributors and retail stores The distributors and retail stores are permit implementing their own a

9、re permit implementing their own pricing strategiespricing strategies. . The advertising strategy of the beverage giant Coca-cola is famous in the world. The company invested more than 6 million dollars annually to adversities Coca-cola around the world Coca-cola adopted localized adverting as well

10、as celebrity adverting. For example, Coca-cola launched a series of New Year advertising, which consumers are more likely to identify with Coca- colas brand image Coca-cola has adopted various sales approaches. On holiday and festival, it has its products on sale. When a new product was introduced t

11、o the market, Coca-cola provided the customers with free drink. It also promoted its products by prizing customers. In order to quickly enlarge the market, Coca-cola has developed wide marketing channels in China. From the first “P” of Coca-colas 3P principle (Pervasive, Price relative to value and

12、preferred) it can be found that Coca- cola special attention on its distribution. Coca-cola is not only in supermarkets, departments stores, convenient stores, but also sold in gas stations, restaurants, competition gymnasiums and stadiums, entertainment places, hotels and so on. We strive to meet o

13、ur consumers needs by offering beverages of the highest quality and 3Astrategy The first A is Accessibility. Coca-Cola is an impulsive purchase product, which means that consumers do not include it in the shopping list but varies with everywhere, when buying items. The second A is Affordability. On

14、one hand, it refers to the unit price, which is enough cheap, On the other hand, more important is to value problem, namely Coca-Colas position in the lives of their customers and its value. The third A is Acceptability. The customers not only are able to purchase them, but also are willing to buy.

15、In order to make customers only buy Coca-Cola, it must meet a special customer satisfaction in Psychological level. So its essence is to meet customers more demand Realize 3 A strategies 1. Establishing sales net within reach 2. Give the customer a special kind of satisfaction 3. Ensure the quality

16、of products and the value of the brand There is a unique function of cooling about carbonated beverages, is a preferred drink in summer. Coca-Cola company focused on the production of carbonated drinks, it has a dominant position in the carbonated drinks industry . a good reputation strong distribut

17、ion channels the mature world markets Strengths the largest competitor is Pepsi. Consumer stereotype - unhealthy beverages containing caffeine for Coke and other ingredients, and could easily lead to obesity and other health problems. Weaknesses Standing on the commanding heights of the world Centur

18、y brand Have secondary market Opportunities It is undeniable that non-carbonated drinks manufacturers is threatening to Coca-Cola. More and more people realize the unhealthy factors in carbonated beverages and turn to non-carbonated drinks. Coca-Cola is forced to consider the issue in advance. Threats n Coca-Cola first appeared in the ci