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可口可乐 Coca-Cola

可口可乐 Coca-Cola. Kay Elan Elena Ocean Summer. Product & TARGET MARKET. Summer Élan. 茶研工坊. 芬达. 酷乐仕. 雀巢冰爽茶. Product mix. 1. Soda water （碳酸饮料 Carbonated drinks ） Sparking Beverages 雪碧 Sprite 醒目 Striking soda 芬达 Fanta 可口可乐 Coca-Cola 健怡可乐 Coke Light.

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可口可乐 Coca-Cola

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  1. 可口可乐Coca-Cola Kay Elan Elena Ocean Summer

  2. Product & TARGET MARKET Summer Élan

  3. 茶研工坊 芬达 酷乐仕 雀巢冰爽茶

  4. Product mix 1. Soda water（碳酸饮料Carbonated drinks）Sparking Beverages 雪碧 Sprite 醒目 Striking soda 芬达 Fanta 可口可乐 Coca-Cola 健怡可乐 Coke Light

  5. 2. Still Beverages (containing no gas) 酷儿Qoo & 美之源Minute Maid 健康工房Healthy juice beverage、 茶研工坊Drink tea research workshop、 雀巢冰爽茶Nescafe ice tea 3. Water 冰露Ice dew/天与地Dayand drink/水森活Sensation beverage/怡泉Yi spring drink 4. Vitamin drink（维他命饮料 ） 酷乐仕 glacéau vitamin water

  6. 一．Product type :Soda water 1.可口可乐 Coca-Cola flavor：Coca-Cola，香草味Vanilla，零度Coca Cola Zero 2.健怡可口可乐Diet Coke Coca flavor：健怡可口可乐Diet Coke Coca Cola，Lemon 3.雪碧Sprite flavor：Lemon ，冰薄荷Iced MINT，冰绿茶Ice green tea 4.醒目Smart flavor：watermelon、apple、Grape、Grapefruit 、水蜜桃Honey peach、奇异果Kiwi fruit、椰子Coconut 、ice cream、红茶black tea、salt soda water、pineapple。 5.芬达Fanta flavor：orange，apple，grape, lemon

  7. 二．不含气饮料 Still Beverages (Fruit juice、Herbal、Tea) 1.美汁源（果汁饮料）Minute Maid flavor：“果粒橙Orange fruit”，“美丽果Beautiful fruit ”以及“清凉橙The cool orange” 2.酷儿（果汁饮料）Qoo flavor：香橙味，苹果味 3.健康工房（本草饮料） Healthy juice flavor：“Cool source”--Cool tea；“beautiful source”—Jujube(红枣) 4.雀巢冰爽茶（茶饮料） Nescafe ice tea flavor：lemon 5.茶研工坊（茶饮料） Drink tea research workshop flavor：清妍、清本、清活和轻纤Light fiber

  8. 三.Water & Vitamin drink 1.水森活（纯净饮用水）Sensation beverage flavor：无调味的纯净水pure water 2.冰露（纯净饮用水） Ice dew flavor：无调味的纯净水pure water 3.天与地（矿物质水）Day and drink flavor ：无调味的纯净水pure water 4.酷乐仕（维他命饮料） glacéau vitamin water brand：Small universe，Perfect small fill…

  9. 一. Market positioning of the Tea drinks (茶饮品) 1.天与地茶: Day and drink young people who pursue the style of modern life. 2.岚风茶 :LEFON tea Successful young women. 3.阳光茶 :Sunshine tea A new generation of Youth Sunshine 4.雀巢冰爽茶 : Nescafe ice tea young people who are between 16 to 29 and pursue the life of western countries.

  10. 5.茶研工坊: Drink tea research workshop modern people who pursue delicacy and convenience. 6.健康工坊: Healthy juice beverage 、 women who pursue beauty care and healthy. 7.原叶茶:Raw tea leaf Middle Aged as well as youth between 20 to 40.

  11. 二. Market positioning of the Carbonated drinks(碳酸)及Fruit Juices(果汁) 1.可口可乐:Coco-Cole faithful consumers like children, youth, and adults. 2.雪碧: Sprite Athletes（柠檬和冰薄荷味）. young men who pursue excitement, personality, and adventurous（火辣味）. 3.芬达:Fanta A new generation of young people who pursue bold and innovation.

  12. 4.健怡可口可乐: Diet Coke Coca Those who Love to drink Coca Cola but afraid of high-calorie. 5.酷儿: Qoo nutritious, mainly for play kids and pupils. 6.醒目汽水饮料: Smart A new generation of young people who pursue bold and innovation. 7.水森活: Sensation beverage lazy people who pursue convenience, suitable for family or traveling.

  13. Distribution Ocean Pang

  14. Definition of distribution • Distribution, a vital and necessary part of the 4Ps, is a major component of the marketing mix as well as the channels or pathways by which a firm’s products are made accessible to its customers.

  15.  The structure of distribution channels • Coca-Cola Company has always attached importance to constantly improve the sales network. Its ubiquitous marketing strategy is a concentrated expression of its belief. • The distribution channel structure of Coca-Cola Company is a very complex combination. It is mainly based on a multi-channel mix, including indirect channels and intensive channels.

  16. Distribution channels Indirect distribution The Coca-Cola Company uses intermediaries in its distribution. That is, the company does not sell its products directly to its consumers.

  17. Distribution channels The Advantage of indirect channel is that it will focus on resources of production as well as simplified transactions and extensive distributions; moreover it has super services and risk-sharing. However, it is difficult to communicate information directly and it is a heavy burden on consumers that the market is not so stable and hard to control in a way.

  18. Distribution channels Intensive distribution The Coca-Cola Company uses the intensive distribution strategy. The business's products are sold in almost every outlet including: retail outlets, small shops, restaurants, petrol stations, newsagents, schools sports and entertainment venues as well as vending machines

  19. Distribution channels So wherever you are, Coca-Cola products will appear the department stores, chain supermarkets, convenience stores, small shops and other places. In a word, As long as people want to buy at any local drinks, you can buy Coca-Cola products

  20. Sales idea --Pervasiveable “Pervasiveable” concept embodied in the channel and the terminal building, is the highest priority to network coverage and retailers of brand recognition.

  21. Distribution channels As to the intensive channel, the advantage is that from this channel, company can get a large market coverage and high rate of customer contacts as well. And at the same time it can make full use of the middlemen. But the disadvantage is that the intensive channel is also difficult to control, moreover, it will take a high-cost and it may be challenged by intensive competitive in the market.

  22. Distribution channels • 1. Traditional food retail • 2. Supermarket • 3. Catering • 4. Street peddler • 5. School • 6. Gym • 7. Entertainment place • 8. Transportation • 9. Scenic spots • 10. Wholesalers • 11. Trade fairs & food fairs

  23. Pricing the price will influence the demand for the product By Elena

  24. The coca-cola company 76 Yuan 99 Yuan Coke Cherry 12oz美国可口可乐樱桃口味 整箱装 355ml*12听/箱 Coke Vanilla 12oz美国可口可乐香草口味 整箱装355ml*12听/箱 Coke Caffeine Free 12oz美国可口可乐无咖啡因 整箱装355ml*12听/箱

  25. The coca-cola company Small comparison vs ￥4.4 ￥6 百事可乐 樽装饮料 250ml 百事可乐1.25l//瓶

  26. vs

  27. The coca-cola company Minute Maid Fanta 450ML 3.0yuan 1.25L 6.5yuan zip-top can 2.5yuan & 3.0yuan Juice drinks

  28. Small comparison vs ￥12.50 1L Much higher

  29. The coca-cola company Nestea Ice Rush 10.0yuan Tea

  30. The coca-cola company 3.5yuan water

  31. Coca Cola Promotion By: Kay

  32. Promotion mix Advertising Personal Selling Any Paid Form of No personal Presentation by an Identified Sponsor. Personal Presentations by a Firm’s Sales Force. Short-term Incentives to Encourage Sales. Sales Promotion Building Good Relations with Various Publics by Obtaining Favorable Unpaid Publicity. Public Relations

  33. Advertising Reaches Many Buyers, Expressive Impersonal Make promotion mix Personal Selling Personal Interaction, Builds Relationships Costly Nature of Each Promotion Tool Sales Promotion Provides Strong Incentives to Buy Short-Lived Public Relations Believable, Effective, Economical Underused by Many Companies

  34. Advertising The advertising allows the organization to reach the massed with its product.

  35. Public relations Public relations mix helps a firm builds goodwill among the public to maintain image and educate consumers.

  36. Personal selling 1 Prospect 2 Qualify 3 Approach 4 Make presentation 5 Handle Objections 6 Close 7 Follow-up Personal selling allows the organization to build relationships with their consumers or other business associates.

  37. Sales Promotion sales promotions increase the firms’ effectiveness of their promotional efforts. The essence of sales promotion is to help stimulate a purchase.

  38. Thanks for listening

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