Coca Cola Marketing Channel in China

Topics: Coca-Cola, Soft drink, Carbonation Pages: 9 (3232 words) Published: April 14, 2013
Coca-Cola marketing channel strategy study in China
Chapter Coca-Cola Company's development in China
        Section the basic situation of Coca-Cola Company         1. Coca-Cola and the company's produce
        Coca-Cola, the world's one hundred years the popularity of the wonderful liquid is from the United States in 1886 in Atlanta, Georgia pharmacist John Dr. Peng Bodun (John S. Pemberton) in the backyard at home, will Carbonated water and sugar and other ingredients mixed in a triangle pot in the invention.         "Coca-Cola" is the English name was Pemberton's assistant and partner in accountant named Robinson. Robinson is a classical calligrapher, he considered that 'the two capital C character will look great', so he had to personally write cursive scripts using Spencer's 'Coca-Cola'. 'coca' is the son of refined spices cocoa leaves, 'cola' is the fruit of the cocoa component removed. "Coca-Cola" trademark has not changed over the past century.         In 1892, businessman Hom Chandler in 2300 U.S. dollars to buy all the secrets of Coca-Cola franchise, and the creation of Coca-Cola Company. Under his leadership, less than three years Bianba Coca-Cola extended to across the country. In 1899, Benjamin Franklin Thomas andղķʿ??̘ Whitehead signed with the Candler regional development in the United States most of the bottling business contracts. Since then its development momentum will be unstoppable in 1904 developed into a 120 bottling plants, to the 1919 development of 1,200 bottling plant.         1916 Canton Chandler 'be unique among the bottle shape, even in the dark can also be identified is the Coca-Cola, even if the smashes, and people will know that it can also be a Coca-Cola' under the direction, creating the world's The well-known curve shape glass bottle.         In 1919, Hom was spilled to 25 million U.S. dollars, will be sold to Coca-Cola Company in Atlanta consortium.         2. Coca-Cola Company Status

        Coca-Cola Company, headquartered in Atlanta, Georgia, USA, is currently the world's largest beverage company, is the world's soft drink sales market leader and pioneer in its own world's best-known of the four top five soft drink brands: Coca-Cola, Diet Coke , Fanta and Sprite. A total of more than 200 countries around the world and regions, consumers can enjoy the company locally to provide a variety of drinks. Coca-Cola Company's products have been the amount of the daily consumption of more than one billion cups. (Note: 8 ounces per cup)         In 2001, the world-famous 'international brand' The consultants made the world's most valuable brand rankings, 'Coca-Cola' to 68.95 billion U.S. dollars tops. In November 2001, the famous global consumer behavior and market information to investigative bodies AC Nielsen released a research report 'Towards --- 1 billion in today's global brand recall'. The report shows that in the international market, only 43 consumer brands, with annual sales of more than one billion U.S. dollars, while achieving truly global. Among them, Coca-Cola ended in March 2001 in the past 12 months, the global sales of more than 15 billion U.S. dollars, of which sales in the Asia Pacific region more than 15 billion U.S. dollars, can be said that 1 billion brand in the giant . And it's the Coca-Cola and Diet Coke brands themselves are up to 10 billion U.S. dollars. Coca-Cola beverages sold include four categories: the mouth as a trade mark of the carbonated cola beverage products; drinking water products; a caffeine and vitamin functional beverages; healthy and nutritious juice and milk beverage.         To 2003, Coca-Cola Company has a total of more than 370 brands (Attachment: Brand schedules, data sources In addition to Coca-Cola, the other three major international brands and many other brands under the product packaging will state that 'Coca-Cola Company honor products' words. Coca-Cola Coca-Cola, this...
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