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2.1 Coca-Cola’s marketing strategy
As an international enterprise image, Coca-Cola may be highly successful in the local culture and “the image of international first-class soft drink”. The local policy helped Coca-Cola successfully open the Chinese market. The development of Coca-Cola in China is closely related to its localization marketing strategies. What are marketing strategies of Coca-Cola in China?
2.1.1 Product strategy
Coca-Cola company’s attention was no longer focused on sparkling water. It had been keen to expand varieties of drinks. It changed from the oolong tea to new age style of fruit punch, high energy drinks, even the oldest drinking water. Coca-Cola caters to different people from different countries according to their different tastes. Coca-Cola company considers that, consumers need more choices, and Coca-Cola must provide more kinds of products.
In Chinese market, of course, Coca-Cola’s product strategy is a success. The Coca-Cola company adapts to the characteristics of Chinese consumers, and develops Chinese local image, such as non carbonated acid series products “heaven and earth”. It achieved a big success. Coca-Cola focuses on its major works, so that it can make major works excellent. Company can use original enterprise image when it develops any drinks. It can make new products rapidly open up markets, greatly save the cost as well.
Onto packages, Coca-Cola has also begun to localization. It fully taps the Chinese national characteristics. Particularly in recent years of the Spring Festival, it impressed us deeply. Can you still remember the golden boy and jade girl cradling Coca-Cola in 2001 or a set of 12 zodiac cans? As for celebrating the new year, Coca-Cola company has an inventive mind. It is not hard to see that Chinese traditional culture has become an inspiration of greeting the new century.
2.1.2 Distribution strategy
Whether it is “availability” in 3A (availability, affordability, acceptability) or “pervasiveness” in 3P (pervasiveness, price, preference), it shows that Coca-Cola pays attention to distribution channels. China has vast geography and the differences between different regions vary widely. It urges its distribution pattern to be flexible, such as corporation, joint venture and only responsible for delivery and so on. As long as reasonable and lawful, Coca-Cola company will take effort to try any way. Because it is not easy to open any market, it wants people to choose Coca-Cola series firstly when they are thirsty.