Coco Cola Company adopt differentiation strategy by Creating innovative design , Refreshing its brand image , Providing an extraordinary service and using technological capability .Differentiation Strategy means that a company that competes by offering unique products that are widely valued by customers is following a differentiation strategy. And the company tries to create a unique and distinctive product or service for which customers will pay a premium. Differentiation Strategy might be exceptionally high quality, extraordinary service, innovative design, technological capability, or an unusually positive brand image. The Key to this competitive strategy is that whatever product or service attributes is chosen for differentiating must set the firm apart from its competitors and be significant enough to justify a price premium that exceeds the cost of differentiating.
Creating innovative design makes its product unique .Creating innovative design allows its product widespread bying using advertisement and designing product.To achieve this ,Coca Cola company invites expertise to create a new advertisetment exapecially for China by the concept of "think local,act local".The most state-of-the-art advertisement of the chinese advertisement is called “MAKE IT REAL”.Also,there are around seven new advertisements playing in China from 2000 to 2010.About product design,Coco Cola company started use plastic bottom in 1985 instead of using glass bottem.The patterns and the pictures are always changing based on different festivials or event. This approach is successful because Coca Cola is much more popular among China.In 2008,there is a olmpics logo in Coca Cola soft drinks' bottem.And the advertisement of "Make It Real" is arising a disscution among the soiety.
Refreshing its brand image is one of the key points. As we have mentioned before,The mission of Coco Cola is to bring happiness, shares happiness and do enjoy have a great time with your friends,...
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