How does Coca-Cola shake the market?

Coca-cola, a century-old multinational brand, has long adhered to the "Chinese style" Spring Festival marketing, which has the dual characteristics of internationalization and local folklore. Since Coca-Cola first put forward the localization concept of "Thinklocal, Actlocal" in the world, Coca-Cola has really embarked on the road of characteristic marketing. Combined with the folk customs and national habits formed in China for thousands of years, Coca-Cola has completely adopted the localized brand growth management strategy in China since 200 1. On the basis of in-depth market research, Coca-Cola has launched one brand activity after another according to consumers' love and cultural background in China.

Matching with the continuous folk marketing of China Spring Festival, Coca-Cola's international marketing shows its accuracy, standardization and atmosphere, and international marketing gives full play to the value of folk marketing of China Spring Festival.

In terms of product mix, Coca-Cola has conducted in-depth research, analyzed the law and capacity of household beverage consumption during the Spring Festival, and promoted its 2L and 2.25L super-capacity packages to meet holiday household consumption on a large scale during the Spring Festival for several years in a row. In terms of product taste combination, Coca-Cola also gives full play to the rich advantages of its product line, bundling Coca-Cola with Sprite and Fanta to meet different family needs with different tastes; Coca-Cola is good at creating a sales situation. During the Spring Festival, China-style decorations such as couplets and lanterns filled stores, and the layout and display were more China-like than most local brands.

First of all, products are constantly innovating on the basis of the original product quality to meet the needs of consumers. Strive for different kinds of drinks to occupy the same market. And keep the classic taste.

Second, brand building (1) Coca-Cola's brand image 1, core brand 2, international brand (2) Coca-Cola's packaging strategy 1, multi-material and multi-functional strategy 2, channel distribution strategy 3, combined with advertising or public relations events 4, around the promotion strategy.