Who has the names of the top ten beverage companies and the top ten oil companies in China?

Subordinate beverage products: Coca-Cola, Sprite, Eye-catching, Fanta, Diet, Heaven and Earth (tea), Heaven and Earth (mineral water)

Date of entry into China: 1981

Association of company products: Coca-Cola (52.1%), Sprite (42.1%). Diet

corporate image description: powerful (6.5%), good advertising (6.1%), international (4.3%), unchangeable (2.1%), with a long history, the world's number one beverage brand, good reputation, many brands, foreign investment, thoughtful, popular, hygienic products, all-round market, competitive. Product evaluation of large-scale enterprises

: delicious (17.8%), average (1.9%), refreshing, a little sweet, full of steam, similar to ordinary coke, quenching thirst, drinking after exercise, feeling strong and happy

Enterprise-related identification: Coca-Cola (26.1%), about football. Advertisements for polar bears; Fu Mingxia's advertisement, "Who will dance with me for the second time"

Corporate personality feelings: happy (16.1%), fashionable (4.5%), calm (3.9%), open, warm, traditional, energetic, enduring, outstanding, huge, classic, free, happy, ordinary and ordinary. Wonderful Chinese translation (4.4%), sports, industry first, vitality, America, thirst, happiness, hospital, cold, feeling of standing on the top of the mountain, green grass, colorful, very cola, ocean, Cecilia Cheung, modern management mode, carbonic acid, blue sky, Christmas, expensive

knowledge channel: advertising (82.2%. Introduction by friends and relatives (12.2%)

Summary:

From the description of consumers' image of "strength", "internationalization" and "the world's first beverage brand", as well as the corporate personality feeling of "standing out from the crowd" and the free association of "industry first", we can once again be confirmed that the brand of Coca-Cola has been firmly in the king's position in people's minds. Sharp-eyed, all-round market positioning, fashionable celebrity spokesmen, and Coca-Cola's determination and ability to dominate the China beverage market have enabled it to reach such a large-scale brand lineup today. It is no wonder that some people will also regard 7-up and mirinda as Coca-Cola products. Sprite, eye-catching, Fanta, heaven and earth, each brand of Coca-Cola Company has strong competitiveness.

judging from the product evaluation, the taste of Coca-Cola is not particularly different among similar products, which is "similar to ordinary cola", but its success lies in that it has established a unique brand image in consumers' minds by virtue of its profound brand cultural background and effective localization operation. It always gives people the feeling of happiness, popularity and vitality.

To establish an enterprise's image, it is necessary to innovate and maintain with the times, so as to adapt to different times and different regions and remain enduring. This is the inspiration from Coca-Cola.

2 company name: Pepsi-Cola Company

Subordinate beverage products: Pepsi-Cola, 7-up, mirinda, Pepsi-Light Diet, Pepsi-Lemon, Jilang

Date of entry into China: 1981

Association of company products: Pepsi-Cola (21.7%), mirinda (1.9%), 7-up (4. Yes, full of energy, the second largest beverage company, with high reputation, the only brand that can compete with Coca-Cola, with long-lasting reputation, an indispensable party in the competition, great achievements, strong strength and good quality, and the company that imitates Coca-Cola is not as good as Coca-Cola, and the company that sells sugar water and fried chicken is opportunistic. < P > Enterprise product evaluation: average (1.9%), with good taste. Reasonable price, worse than Coca-Cola, bland and too sweet,

Corporate identity: Pepsi logo (6.5%), I wish you Pepsi (6.5%), Faye Wong, Aaron Kwok, unlimited desire, Kelly Chen, unlimited movement, the choice of the younger generation, A-A League

Corporate personality feeling: cheerful (13%), youthful. Active

self-association: blue (12.3%), wish (4.3%), Pepsi popular shoes, sports, everything goes well, internationally renowned brands, Aaron Kwok and Owen, celebrating the Spring Festival, modern enterprises, stars, football, cool feeling, national brands, addiction, and unnecessary advertising

Get the message: Promotional activities (11.1%), introductions from friends and relatives (5.7%)

Summary:

"The second largest beverage company", "Not as good as Coca-Cola" and "Imitating Coca-Cola", it seems that Pepsi-Cola is always in the shadow of Coca-Cola. As a competitor for nearly a century, Coca-Cola and Pepsi-Cola have too many similarities in taste, packaging and business strategy. However, in terms of corporate image and brand image, there are still obvious differences between them in consumers' minds. Besides fashion and popularity, Pepsi is more "cool" and "alternative" than Coca-Cola. From the comparison of free association, we can see that Pepsi is more likely to be associated with sports and football. Compared with Coca-Cola's classic and calm, Pepsi's youth and dynamic show its market positioning of "the choice of the younger generation".

3 Company name: Wahaha Group Co., Ltd.

Subordinate beverage products: Wahaha drinking water (Wahaha purified water, Datong purified water and mineral water), extraordinary drinks (very cola, very lemon, very apple, very sweet orange and children's cola), Wahaha milk drinks (AD calcium milk, vitamin calcium milk, iron, zinc and calcium milk, 1% pure milk, lactic acid bacteria milk and children's cola). Very iced black tea)

Founded in 1989

Enterprise product recognition: Wahaha mineral water (39.1%), AD calcium milk (17.4%), very cola (6.5%), yogurt (5.6%), drinking water (5.6%), fruit milk (5.2%), and fruit milk. Iced black tea

corporate image description: positioned in the children's market (1.9%), a large enterprise, a well-known enterprise, a state-owned enterprise, a household name, yes, the largest beverage brand in China, very good, strong, and a farmer enterprise, with a steady increase in performance. Generally, China people's cola, promoted by advertisements

corporate product evaluation: good taste (25.6. Sour feeling, comfortable drinking, good quality, low price, sweet and refreshing, many kinds of products, too many fakes

Enterprise-related identification: Wang Leehom's advertisement (17.5%), mother I want to drink, Wahaha, small head, sweet and sour, young and not afraid of failure, love you, drink every day, really happy, Zhao Wei, no need to brew. Jinggangshan

corporate personality: happy (12.7%), upbeat, lively, ordinary, youthful, stable, popular, healthy, market-leading, traditional, friendly, China-made, cool, naive, happy, sweet and harmonious

Self-association: children (8.7%). Swallow, happy haha ("Big shot"), only eyes are on you, the river in hometown, smiling

Knowing the channel: advertising (73.3%), drinking by yourself (6.%), shopping malls and supermarkets (46.7%), promotion activities (7.2%)

Summary:

" The survey results also show this. In the description of corporate image, 1.9% of the respondents believe that Wahaha is "positioned in the children's market" and 8.7% of the respondents believe that Wahaha's products are "suitable for children".

the image of Wahaha products conforms to the traditional values of China: health, happiness, sweetness and harmony, which has also been verified in the survey, and "China people's own" and "national" are also a good starting point for Wahaha. From fruit milk to mineral water, to very cola, and then to very tea drinks, Wahaha's advertisements have clear goals and clear ideas, and the selection of spokespersons is also accurate and successful. Wahaha has become a "household name" and is working hard to become "the largest beverage enterprise in China".

4. Enterprise name: Beijing Huiyuan Beverage & Food Group Co., Ltd.

Subordinate beverage products: orange juice, apple juice, pear juice, peach juice, hawthorn juice, pineapple juice, cherry juice, strawberry juice, tomato juice, salad juice, iced tea, fruit wine and true friend juice

Established in June 1992

Enterprise products. Grape juice

corporate image description: juice enterprise (4.7%), good, China famous brand, domestic enterprise, family-oriented, average, good, large enterprise, accurate market positioning, the largest state-owned juice brand, high advertising costs, everyone knows, true friends, new enterprises, single products and strong strength

Enterprise product evaluation: good (good). Take the road of health (13.1%); In the advertisement of building blocks, Huiyuan invites you to drink fruit; During the New Year, I love to drink Huiyuan

: fruit juice (1.8%), fruit, children, national brands, fruit juice industry leader, flight attendant, strong body, coconut, awesome, sweet, dad, gifts

: advertising (63.9%), drinking by myself (48.9%). Introduction of friends and relatives (8.%)

Summary:

Huiyuan is a rising star in the beverage field, and in just a few years, Huiyuan has occupied a considerable market share in the fruit juice field and has been widely recognized by consumers. Huiyuan knows the true meaning of the success of some internationally renowned brands: concentration. Huiyuan focuses on fruit juice, and as a result, Huiyuan's product image is clear, and consumers' evaluation of its products is also aimed at the characteristics of fruit juice products, that is, around the taste of its juice-"sweet and sour", "fruity" and "vitamin supplement".

Huiyuan's advertisements accurately convey its product positioning, which makes Huiyuan's advertisements more efficient. From the identification of consumers to enterprises, we can see that Huiyuan's advertisements are clearly and accurately remembered by people.

from the free association, we can see that consumers' descriptions of enterprises are relatively too specific, from which we can't clearly see the image positioning that is different from other enterprises, and the image is thin and not clear enough. The possible result is that consumers only pay attention to their products, without forming emotional dependence. Once other enterprises have better tastes and richer varieties of drinks, Huiyuan's advantages in this respect will no longer be obvious.

5. Enterprise name: beverage products under Hebei Xuri Group

: Rising Sun iced tea, warm tea, oolong tea, green tea, black tea, milk tea, rice tea, coffee tea and corn tea

Established in 1993

Enterprise product association: Rising Sun iced black tea (67.4%) and Rising Sun green tea. General, not big, the sun is young, and there are many advertisements. The company in Hebei is large in scale, lacking in stamina, moderate and not very large in promotion.

Product evaluation: general (15.2%), cold, good, good in taste, suitable for drinking in summer, fragrant and delicious, and featureless.

Enterprise-related identification: advertisements of two brothers (1.9) Advertising by Andy Lau (4.7%); Rising sun and iced tea, refreshing and refreshing; Richie Jen

Corporate personality feelings: happy (8.7%), cool (8.5%), youthful, unworthy of the name, calm, excited, vulgar, healthy, modern and lively

Self-association: the sun (8.7%), brothers advertising, icy feeling, pursuit of progress, several young girls. Shopping malls and supermarkets (28.7%), promotional activities (7.4%), and introductions from relatives and friends (6.1%)

Summary:

Rising Sun Group is a pioneer of domestic tea drinks, which once created an impressive record in the domestic beverage market. The advertisements of the two brothers put in that year can still be vividly remembered by many consumers (in this survey, 1.9% people can recall this advertisement.

However, the development of Sunrise Group is not as good as before, and the situation is not optimistic. According to this survey, 6.7% people think that the impression of Rising Sun Group in people's minds is declining, and there are also some sayings such as "small scale", "insufficient stamina" and "limited promotion". And from the perspective of brand association, most consumers can only recall the rising sun iced black tea. All these reflect that the image promotion of Rising Sun Group in recent years is unfavorable, and the market segments have not been fully explored. The products are relatively single, and the image established in the early stage has not been consolidated. People's impression of the company has always remained at the level of that year. It seems that the Rising Sun Group is facing considerable difficulties if it wants to revive yesterday's glory in the powerful beverage market.

6. Name of enterprise: beverage products under Uni-President Group

: Uni-President black tea, green tea, fresh orange, apple and peach

Entry date: 1992

Enterprise product recognition: Uni-President black tea (3.4%), Uni-President green tea (17.4%) and fresh orange (13.1).