I. Product Strategy

Coca-Cola has chosen the global standardized product strategy in its product strategy. At present, the beverages sold by Coca-Cola are broadly classified into four categories:

A. Carbonated beverages (Coca-Cola, Sprite)

B. Water beverages (Heaven and Earth, Ice Dew)

C. Functional beverages containing caffeine and vitamins (Poride)

D. Fruit juices and milks with health and nutritional benefits (Kool-Aid)

This kind of multiple This multi-brand strategy has enabled Coca-Cola's family of brands to occupy an important position in the global beverage market.

II. Pricing Strategy

1. Differentiated Pricing Strategy

A. Segmented Pricing According to the Tastes of Different Regions and People

People in different regions like different tastes, and different people have different tastes, and Coca-Cola's coverage of multiple varieties and flavors of beverages meets the needs of consumers. Coca-Cola's pricing also varies when it comes to products for different flavors.

B. Segmented Pricing According to Consumers' Consumption Levels

Coca-Cola is based on the market and takes into full consideration of consumers' interests and needs, and its prices are positioned at the medium-low level.

C. Segmented pricing according to the characteristics of the product

The products in different packages are different in weight and flavor, and the prices are not the same.

D, Segmentation pricing according to the number of purchases

The more consumers buy, the more discounts, that is, the price will be lower.

2. Tailgate pricing

Coca-Cola products are generally priced at less than whole numbers.

3. Discount Pricing

Pricing that gives certain benefits to consumers based on their purchases, including quantity discount pricing, issuing coupons for purchases, and discounts for points offers.

Three, distribution strategy

Coca-Cola has used three main sales operation modes: wholesale, direct sales, deep distribution.

At the same time, Coca-Cola has also continuously utilized new channel research results to establish professional service teams for key channels in different regions and at different times to improve the service level to end customers.

As of now, Coca-Cola's "deep distribution combined with direct sales in key channels" model has better solved the contradiction between "improving product coverage" and "reducing delivery costs". "

Four.

Fourth, promotion strategy

1, advertising strategy

A, Coca-Cola advertisements have a unified global standard for the main color tone and trademark logo, while the specific forms of advertisements are reflected in the differences between countries. For example: America: can't beat that feeling; Japan: I feel cola; China: to be cool by yourself.

B. Focusing on image advertising rather than product advertising, and changing the theme of advertisements frequently

C. Making full use of all kinds of media to carry out the advertising strategy

2. Personnel sales

Personnel sales are not the main promotional tool of Coca-Cola, but the company also employs promoters to promote the product in the large-scale retail stores in the peak sales period.

3. Sales promotions

For example, volume increase without price increase and drink and win campaigns