Coca-Cola Corporate Culture Coca-Cola Marketing

1. Market Survey

1. Product Positioning

Product Characteristics Coca-Cola comprehensively believes that its beverage products are refreshing and marketable. It has a wide time range; it is more exciting and suitable for all ages, professional groups and various occasions in social life. (No special emphasis is placed on its old brand and famous brand factors).

Consumption characteristics: Impulsive purchase for the first time; habitual repeat purchase if you have a good impression after using it; selective and fixed repeat purchase after deepening the impression of the brand. The catering industry, entertainment venues, households, schools, and unit purchases are slightly affected by seasonality.

2. Market research

Go into the community. When a Coca-Cola sales company or sales office is first established, students or professional survey companies are hired to do the research. After that, business representatives (salesmen, Same below) do it. The Coca-Cola marketing department obtained a large-scale map of a certain area or city, cut and segmented it according to the density of commercial blocks, and handed it over to investigators to search according to the map and go deep into the community, from large shopping malls, supermarkets, hotels to small grocery stores, small restaurants, and even schools. , government agencies, hospitals, stations, entertainment venues and other places where Coca-Cola products may be sold, all places where Coca-Cola products may be sold are included. The survey objects and survey results are marked on the map and recorded on the questionnaire within the specified time. Return to company summary.

The questionnaire design includes several items such as the name, address, scale, characteristics, flow of people, sales method, etc. of the sales point, among which some small items are not included under the big items such as sales method. In order to reduce the information that cannot be obtained without the cooperation of the survey subjects, such as the name of the person in charge (or contact person) and relevant information, contact number, sales volume, etc., the assessment requirements were appropriately relaxed when designing the questionnaire and assigning survey tasks. .

Data collection: First, large-scale maps are collected by civil affairs, planning and other government departments as a basic reference from long-term strategic development to the implementation of specific tasks. Second, at the same time as the questionnaire survey, there is no need to collect statistical data on a certain area's population density, per capita income, etc. from the government statistics department. The reference period for each survey data is 2 years.

3. Market analysis

Distinguish between levels, select key points and analyze them based on detailed survey data, and calculate a comprehensive index based on purchasing power, marketing capabilities, market potential and other factors. This is indeed the focus of the attack. For example, a survey by the Jinan Sales Office found that there were more than 8,000 beverage sales points in the city. After analysis, 2,500 were selected as key points, and each salesperson was responsible for conquering them with all their strength.

To determine the appropriate product appearance is to determine the attack method. According to the different habits of different regions, different sales venues, and different consumer groups, choose to provide large bottles or small bottles, glass bottles or plastic bottles, bottles or cans, or Use freshly prepared machines or equipped with refrigerated display cabinets, etc.

4. Market Segmentation

Potential and Reality Based on factors such as the number of all sales points in the target market, population density and purchasing power level, calculate the maximum market potential of this product in each region List them; now list the occupied sales points and sales volume one by one and compare them so that the market development tasks from the overall to each sub-region are clear at a glance.

Dividing Responsibility Areas The sales area of ??Coca-Cola Qingdao Company is limited to Shandong Province. The company divides Shandong Province into two major sales areas: Eastern Shandong and Western Shandong along the junction of Weifang and Zibo. Jinan Liangxia Sales Office is the center and radiates to the surrounding areas; each sales area is divided into 12 sales areas, and offices are set up; each sales area is further subdivided until a dedicated person is designated to take charge. For example, Jinan City is divided into 12 areas, and each area has a dedicated person in charge. All business units and salespersons are not allowed to sell across regions and films.

2. Market network cultivation

1. Distribution of goods

Goal: buy it, afford it, and be willing to buy it with the "Three Buys" (3A) as the To measure the effectiveness of marketing work, it is obviously impossible to rely on a few people to help promote sales or rely on a few wholesalers. Instead, it requires a sufficient number of goods to be widely distributed in various regions, which inevitably requires cultivating a market network. can be completed.

Meet with consumers The basic requirement for distributing goods is to be able to meet consumers directly at the point of sale, rather than staying in the wholesaler's warehouse. This is especially true for beverage products that have strict shelf life requirements.

2. Localization of employment

Landlord advantage Localization is one of the two major principles of Coca-Cola’s system business strategy. Coca-Cola selects and employs people wherever its network extends. They believe that: First, local salespeople are familiar with local business conditions, including neighborhoods, merchants, purchasing habits, etc., which can integrate Coca-Cola's sales work into the local environment as soon as possible; secondly, they have a large scope of influence, and their relatives and friends will be affected by their work. Third, the team is stable, local salespeople have complete local family conditions, stable work mentality, and can concentrate on their work. These innate talents are incomparable to outsiders.

Cost Savings The above-mentioned advantages of localization can maximize the ratio of work efficiency to cost. For example, in the Jinan branch, except for the temporary manager who is a non-local, the more than 100 salesmen are locals. In addition to saving a lot of dormitory expenses, each person uses bicycles for transportation, and only receives a monthly subsidy of a few yuan.

3. Salesperson update

Recruiting new employees to work as salespersons as soon as they enter the company can cultivate their working awareness and habits of working in the field; if they are used to sitting in other companies, Old salesmen who are mainly businessmen are not welcome to join. The average age of all salesmen in Jinan Sales Office is less than 25 years old, and a considerable proportion of them have high school education.

Statistical daily progress The daily business volume completed by each salesperson is recorded in his/her name on a daily progress schedule, which will be reviewed by the business director, office director, and branch manager around 5 p.m. Firstly, you can know the proportion of the current progress to the monthly or annual plan, and secondly, you can compete with each other on a piece of paper. The daily schedule for each point of the entire marketing network is faxed to the company headquarters around 5 pm on the same day, and the general manager reads it. This is the main basis for the survival of the fittest among salesmen.

Daily Morning Meeting Commentary Adhering to the daily morning meeting system is an effective form of Coca-Cola Company's management of sales staff and marketing work. The main content of the morning meeting was to comment on yesterday's marketing work, including sales volume, payment recovery, customer development, hard work, etc., praising the advanced, motivating the underachievers, continuously enhancing everyone's sense of competition, and at the same time serving to check and strengthen organizational discipline. role. This is the main mechanism for survival of the fittest salesmen. In addition to the above-mentioned daily schedule being reviewed by managers every day, Coca-Cola Company's elimination and update mechanism is harsh. The salesmen who can succeed have indeed developed excellent qualities such as hard work and tenacity, as well as business abilities such as wit and eloquence. Most of the salesmen who cannot succeed will take the initiative to ask for resignation after a period of time.

4. Outlet upgrade

Business penetration Coca-Cola sales outlets are based on business penetration and distribution and management. When the business (customers) increases to a certain number and the distribution volume increases to a certain level, long-distance transportation and sales staff traveling are no longer economical, and this point comes into being. In essence, the business volume entering this point is enough to support the operating expenses of this point. On the contrary, when the business penetration is insufficient, subjective fixed points do not exist, which will make it difficult to sustain for a long time due to problems such as the cost of setting up points.

Organization and personnel upgrade The upgrade mechanism is the key to the continuous expansion, continuous encryption, or continuous blood creation and growth of Coca-Cola’s marketing network. Organizations are divided into 4 levels: direct sales points, offices, sales offices, and branches. Among them, offices and above have permanent personnel, premises and warehousing, and direct sales points are frequently contacted by office salesmen according to the division of labor; when the number of direct sales points in a certain area develops to a certain number, the direct sales points will be determined based on both economic cost and management span. If necessary, it can be upgraded to an office; similarly, it can be upgraded to a business office or branch.

In the marketing network marked on the map of Shandong Province hung by Coca-Cola Qingdao Company, the four levels of institutions are marked in blue, yellow, orange, and red respectively. The change of colors indicates that the institution has been upgraded. For example, yellow around Jinan and Qingdao , orange-red dots are denser, indicating that the business volume in this area is developing rapidly and permanent points are needed; there are only sparse blue points in the vast area of ??southern Shandong, indicating that the current business volume in this area is small, and permanent points are not needed for the time being. point. Salespersons are divided into three levels: sales representatives, sales directors, and managers. When a salesman's business develops to a certain extent in the area he is responsible for and the number of new salesmen needs to be added to reach 4-6, the original salesman may be promoted to business director, and so on, until he is promoted to manager. Therefore, in the Coca-Cola system, from business directors, managers to general managers, the confidence and pride in being proficient in marketing work comes from the personal experience of starting as a salesperson.

3. Marketing strategies and methods

1. Deep channel development

Direct selling orientation The Coca-Cola Company believes that only by realizing direct sales can it grasp the authenticity of market information. . The sales information obtained directly by salesmen from several grocery stores is more accurate, faster and more effective than the sales information obtained indirectly from agents. The life-and-death competition in the market is manifested in seizing opportunities, one being superior and the other being inferior. False and slow information will lead to deviations in marketing decisions, which will have serious consequences for the company's survival. Only the most reliable information can be obtained from the most basic sales points through one's own tentacles. The demand for this kind of information is endless. Only by realizing direct sales on a large scale can we start from ensuring the authenticity of market information, promote correct and fast sales decisions, and achieve a virtuous cycle of marketing work. Secondly, the economy of marketing work can be realized. Reducing sales links will inevitably save sales expenses, thereby expanding the space for implementing product pricing tactics, mobilizing the enthusiasm of salespeople to a greater extent, and establishing a win in competition with similar products. Therefore, even if sales in a certain place start with wholesale, the direction and trend of working towards direct sales will remain unwavering.

Take the small and abandon the big. The Coca-Cola Company believes that the more dependent it is on wholesalers and the higher the level of wholesalers, the greater the company's room for losing control of the market, and the more unstable its market share and market share will be. If there are any problems with wholesalers, the company's market share and market share will be in question. However, realizing direct sales on a large scale is not a day's work, and you still need to deal with wholesalers from time to time. The so-called deep cultivation means that after establishing a relationship with a wholesaler, we do not stop here. Instead, we immediately pay attention to the next level of sales channels of the wholesaler. After finding out, we directly contact and work hard to conquer, and continue to cultivate layer by layer. , every time we cultivate a layer, we shift the focus to that layer, and downplay the original upper layer. Only when we reach the direct sales point can the company truly consolidate its market share and market share, and fully control its own destiny in the market.

2. Replenishment

Salesmen collect orders point by point every day. In order to firmly consolidate the position it has occupied, Coca-Cola will never allow others to suffer losses due to failure to keep up with supply. Products are placed on their own shelves or containers. To this end, all salesmen conduct inquiries at each sales point every day according to their respective areas of responsibility. If any vacancies are found, they immediately agree with the merchant on the replenishment requirements, implement the order, and return it to the office on the same day.

Delivery by special vehicle: Based on the replenishment demand orders collected in the evening of that day, the office notifies the warehousing and transportation personnel to prepare the goods, selects the route, and sends a special vehicle for delivery the next morning.

Since the inventory goods throughput is smooth, the office can accurately grasp the order quantity every day, so it can reasonably arrange the storage volume, avoid backlogs, and send requests to the company appropriately in advance, so that the inventory goods can be Able to speak smoothly. In addition, production companies can also timely and accurately arrange and adjust the production plans of various varieties based on timely and accurate summary of supply needs.

3. Grasp typical examples

Establish membership stores. For customers with certain operating strength and large influence, membership will be adopted to strengthen business and emotional contact and consolidate the market.

Establish model customers. For customers who can help the company carry out promotional publicity at the point of sale, timely settle payment, and sell more products, the company will establish them as model customers and will receive priority attention and public recommendation from the company. Recognize and influence other customers. Customers also need to use this to win the trust of market management departments and the favor of consumers, and expand their reputation and sales.

4. Daily customer visits

Customers who have sold our company's products, but have not sold them yet but have the possibility of distribution, need to visit customers. Business visits are a must every day. Doing, routine, main work. For example, each salesperson must visit no less than 35 customers every day. After the daily morning meeting, the salespersons will start their day-to-day inspections in their own areas and must complete the inspection in the afternoon of that day. The interview record form shall be submitted to the business director for feedback to the office. For customers who have sold our products, the main contents of the inspection include: understanding yesterday's sales situation, confirming replenishment requirements, listening to consumer feedback and merchant suggestions, etc., and paying special attention to organizing the shelf display of our company's products by hand. methods, wiping low-temperature display cabinets, etc., continuously deepening friendship with merchants, consolidating and expanding sales. For customers who have not yet been sold but have the possibility of distributing our company's products, since they have already been included in the market development plan based on market research results and have assigned responsibilities, they are also included in daily inspections and have to visit every day to promote products. Keep in touch with each other and strive to get our company’s products into the market as soon as possible.

Supervision and management of sales staff Coca-Cola Company believes that the lowest level personnel are the key to the implementation of top-level decisions. First, in order to ensure the span and intensity of management, the Coca-Cola system limits the number of people under each manager's jurisdiction to no more than 6, and whoever employs them selects them (no human rights are confirmed, but human rights are denied). The daily work of the salesmen is supervised by the sales director. Since the sales directors are all promoted by outstanding salesmen, they are easy to manage and can mostly be managed by spot checks. From time to time, the performance and problems of the salesmen directly affect the personal performance of the sales director. Interests, therefore, the business director's requirements for salesmen are almost harsh. Second, business orders and physical delivery are divided into separate responsibilities. The former is done by the salesperson, and the latter is done by the transportation driver (who is also a salesperson). The third is to implement a salary plus commission payment method. The basis for determining the amount of commission is the completion rate of the sales plan, and the basis for confirming whether the sales plan is completed is whether the payment for goods is recovered, because whether the payment for goods is recovered is directly related to whether the business is related to the results of all one's hard work. Therefore, all sales staff regard the recovery of payment as a matter of urgency. Third, there are two lines of income and expenditure. The sales volume of salespersons and sales outlets must be returned to the company's financial department in a timely manner. The required expenses shall be allocated by the financial department as directed by the company's general manager, and no idle payments are allowed.

IV. Brand promotion

1. Corporate image design

Highlight the brand The brand is the wings of the product, and the product relies on the loudness of the brand to fly far and wide. After the brand is deeply rooted in the hearts of the people, firstly, it can be extraordinary, climb the level of high-quality sales, and get rid of the quagmire of similar products; secondly, it can spread to future generations, resulting in many varieties of products bearing the brand being recognized by the market, increasing the Sale. Brand promotion and marketing network establishment promote each other. When both have achieved success, it no longer matters to consumers where the production company is. Therefore, the core of a company's accumulation of intangible assets is to establish a brand. All planning of corporate image design (CIS) must be centered around highlighting the brand. Otherwise, it will sacrifice the basics and achieve half the result with twice the result.

Unify the visual image Paying attention to the unification of the visual image is an effective way to strengthen, accelerate and deepen the publicity effect. The Coca-Cola Company has unified standards and strict requirements for this. For example, if Coca-Cola chooses red as its identification color, red will be used throughout the entire multinational system, from employee attire to product packaging. Over time, when people see the color red, they will associate it with Coca-Cola products, which may lead to the possibility of buying Coca-Cola products; or once they have the desire to buy Coca-Cola products, they will go to the point of sale with the red sign.

2. Promotional planning

Effectiveness of advertising Coca-Cola Company is willing to invest heavily in product promotion. All promotional planning is based on strictness and effectiveness, and each component is composed of Cost breakdown planning is proposed by marketing planners on the basis of fully soliciting opinions from business personnel. For example, they believe that the current advertising of our company's products in some news media is no longer the focus, and advertising at appropriate points is conducive to increasing the concentration of promotions. For this reason, they have declined multiple advertising contacts from some major media. Instead, the promotional expenses, which have not yet been determined by the relevant departments as to what forms of advertising are allowed, were included in the budget in full, and preparations were made as early as possible.

Family cultivation Coca-Cola takes advantage of the consumption characteristics of its beverage products and has been persisting in using free drinks as a long-term promotion strategy. The main targets of free drinks are students and athletes, and it sponsors regional school activities and sports activities. , public welfare activities (such as garden activities) are implemented. Behind the cultivation of growing consumer affection for Coca-Cola products, the promotional purpose of inducing consumption is achieved.

Vivid Impact Coca-Cola Company's promotion work is uninterrupted throughout the year, and there is a progress plan diagram to refer to for implementation. But there is another climax in the promotion work throughout the year, the so-called vivid impact.

3. Brand visibility

Community coverage With the development of product distribution and marketing network in a certain region, the basic requirement and effective way for product promotion is to achieve a certain degree of brand visibility. For example, the Qingdao company has provided a large number of awnings with strong Coca-Cola colors to the sales points for free, and run delivery vehicles with mobile advertising effects on the streets, etc., to a large extent cover communities with relatively concentrated beverage consumption. The Coca-Cola brand has become ubiquitous in the region.

Store decoration and in-store furnishings In order to attract people’s attention to Coca-Cola product distribution points and increase the chances of patronage and purchase, the store decoration is designed in a stimulating bright red color and is regularly maintained and updated; In-store display requires a lot of thought, for example, products must be placed in favorable locations and occupy sufficient space; the three varieties of Coke, Sprite, and Fanta must be displayed in a ratio of 3:2:1 with the Chinese trademarks facing outward; Set up low-temperature container displays in large shopping malls, supermarkets, hotels, and restaurants; set up ready-to-use machines at points of sale in densely populated areas, etc. The above method is by no means a meaningless pursuit of forms and tricks, but an effective method that the Coca-Cola system has obtained through long-term experiments to maintain a good market image of the Coca-Cola brand and products.

Coca-Cola Company believes that the market image of a product always needs necessary expenses to pave the way. Without this expense or it is inconsistent, it will lead to damage to the market image of the product, market share and Market share is shrinking, and saving this cost will definitely outweigh the gain. For Coca-Cola's products sold in mainland China, even after successful marketing, each box of the product must spend at least one yuan to support marketing efforts.

5. Marketing work organization

1. Organization

Marketing Department: The main function is to unify the planning of product brand promotion, establishment of corporate image, and promotion methods. Collection of ideas and program design, formulation and implementation supervision of publicity and promotion expense budgets.

Business Department: Puts the plan into practice, is directly responsible for product distribution, deep cultivation, and bringing back orders and feedback information from the market every day.

Quality Control Department: Maintain product reputation through comprehensive quality assurance. For example, the Coca-Cola system implements a strict certification system for supporting packaging products. During the certification process, not only the quality of the product, but also the quality of the product's production process must be inspected and passed before certification can be obtained. The company's quality control department adheres to the same principle. Its job position is not to control the rate of defective products but to increase the rate of good products. Therefore, it implements continuous and strict monitoring from the entrance of raw materials to the entire production process and to the exit of finished products.

Finance Department: Regulates the turnover of revenue and expenditure, warehousing throughput and payment recovery management, and conducts professional inspections of various points of the company's sales network in accordance with the authorization of the investor.

Administration Department: Ensure smooth business communication, be responsible for incident handling, pay special attention to coordinating the relationship with the news media, and control and reduce adverse effects to a minimum.

2. Training

Business skills Coca-Cola system training is regular and all-staff. For example, for new salesmen, the old business backbones (business directors, managers) will conduct business training regularly or irregularly within the unit; for the old business backbones (business directors, managers), they will be sent to the upper management department (called Coca-Cola) in batches. School of Management) participate in training and continuously improve business skills based on practical summary and theoretical guidance.

Corporate Philosophy Concept instillation is also the basic content of Coca-Cola’s systematic training work. For example, the marketing concept of three A and three P, the professional concept of giving full play to personal talents and striving to realize self-worth, etc. have been subtly reflected in the behavior of employees. The founder of the Coca-Cola system’s teaching that “Coke’s success comes from every employee working seriously on everything every day” has become everyone’s creed and behavioral guide.

3. Team spirit

Pride As a Coca-Cola employee, everyone has a sense of pride, which comes from the firm belief in the company's strength and optimism about its development prospects. Under the influence of pride, everyone always maintains high energy in actions and words and consciously safeguards the company's reputation in words.

Problem handling is transparent. Coca-Cola can tolerate work errors caused by non-subjective factors, delays in business progress due to external reasons or imperfect internal systems, failure to achieve predetermined goals due to insufficient skills of new salesmen, etc. ; However, work errors caused by subjective factors cannot be tolerated, such as delays in work caused by wrangling between departments, false records of sales staff visiting customers, etc. Whenever a problem occurs, the person in charge at the upper level immediately convenes a meeting with the parties to clarify responsibilities and make rectifications and improvements. The process of handling the results is open and transparent, and there is no ambiguity. Therefore, everyone is in a good mood and takes the initiative to do the work carefully and well.

Responsibility is in place and collaboration is smooth. The comprehensive effect of the above-mentioned work of Coca-Cola Company is that responsibility is in place and collaboration is smooth. The connotation is that it cultivates the loyalty of employees to the company.