Coca cola:

For Coca-Cola, it's really a long story. It's legendary. In Businessweek's 200 1 list of the world's most valuable brands, Coca-Cola topped the list with $72.5 billion. According to the survey in the 20th century, the three most popular words in the world are God, She and Coca-Cola. Coca-Cola is also the first foreign company to enter China and the first company to advertise in China after China's reform and opening up. 1984 During the Queen's visit to China, the British TV station BBC filmed a documentary for China CCTV. As a diplomatic courtesy, CCTV had to broadcast it, but without money for the BBC, it sought the sponsorship of Coca-Cola. Coca-Cola put forward a sponsorship condition: broadcast a Coca-Cola advertisement before the documentary. This became the beginning of the history of new China TV advertising. Since then, many companies have written reports asking, "Coca-Cola can advertise on TV, can we?" So the opening of the TV advertisement was opened. Despite the glory of Coca-Cola, its advertising strategy is second to none in the world. Woodruff, the former boss of Coca-Cola Company, famously said, "Coca-Cola is 99.438+0% carbonic acid, syrup and water. If there are no advertisements, who else will drink? " Historically, Coca-Cola Company won by spending a lot of money on advertising. Today, Coca-Cola Company spends more than $600 million on advertising worldwide every year. China market is no exception. Coca-Cola spends tens of millions of dollars on advertising in China every year. At first, Coca-Cola appeared in front of consumers with an international image in China, and left a deep impression on consumers with the most typical American style and American personality. The advertisement used is also the Atlanta version of the United States. At the end of the 20th century, Coca-Cola realized that the long-term way to become the leader of China's beverage market is to combine the brand with China culture. So in 1997, Coca-Cola's advertising marketing strategy has changed obviously. Its TV advertisement launched in China was filmed in China for the first time, designed by China advertising company for the first time, and invited China actors to shoot advertisements for the first time. Coca-Cola began to implement the strategy of advertising localization in great strides.

This is from KFC:

With the cooperation of Beijing KFC Co., Ltd., two members of the case discussion group finally finished the writing of this case after more than two months' efforts. When interviewing KFC with catering franchise mode, our deepest feeling is that KFC is an enterprise with clear strategy and can successfully implement this strategy. It is also people-oriented and stable operation. The management theory is the same, but it is quite different in practice. A perfect business strategy, if not implemented well, will eventually become penniless; Only when the appropriate business strategy is determined, supplemented by satisfactory implementation, can the enterprise be in an invincible position and flourish. As an international catering giant, KFC has many places worthy of discussion and in-depth study, and this case only involves a small part of them. Why did KFC make such a decision? How is KFC implemented? How did it get there? These are the three most concerned issues in this case. KFC's own strength, long-term strategic objectives and management are highly unified and mutually supportive. In order to develop the fast food industry and franchise industry in China, we should learn from KFC, but at the same time, we should combine its successful experience with the actual situation of our company from our own reality, so as to learn something. The content of this case (1) is the long-term goal, marketing and site selection strategy; This case (the second part) is about franchising, corporate culture, supplier management and employee training. Location strategy is the primary factor of hotel management, so is restaurant chain operation. The correct positioning of chain stores is not only the premise of its success, but also the premise and foundation of realizing the standardization, simplification and specialization of chain stores. So KFC attaches great importance to the location of fast food restaurants. Location decision-making is generally a two-level approval system. With the consent of two committees, one is a local company and the other is the headquarters. Its site selection success rate is almost 100%, which is also one of KFC's core competitiveness. The location of KFC is selected according to the following steps. ★ Division and selection of business circle 1. Division of Business Circle When KFC plans to enter a city, it will first collect information about this area through relevant departments or professional investigation companies. Some materials are free and some materials need to be purchased. After buying all the information, we began to plan the business circle. Business district planning adopts scoring method. For example, there is a large shopping center in this area. Shopping mall turnover is 6,543,800,000 yuan 1 minute, and 50,000,000 yuan is 5 points. How many points will a bus line and a subway line add? These grading standards are relatively accurate empirical values averaged over the years. Business districts are divided into several categories by scoring. Take Beijing as an example, there are municipal commercial types (Xidan, Wangfujing, etc. ), district-level business types, fixed-point (target) consumption types, community types, social and business types, tourism types and so on. 2. Choosing a business circle is to determine which business circle is the focus at present and what is the main goal. In the selection criteria of business circle, on the one hand, we should consider the market positioning of the restaurant itself, on the other hand, we should consider the stability and maturity of the business circle. Different market positioning of restaurants attracts different customer groups, so the choice of business districts is also different. For example, Malan Lamian Noodles and KFC are two "intersecting" circles with different market positioning and different customer groups. Some people eat KFC and Malan Lamian Noodles, and some people may never eat KFC but Malan Lamian Noodles, and vice versa. The location of Malan Lamian Noodles is certainly different from that of KFC. The market positioning of KFC and McDonald's is similar, and the customer groups basically overlap, so the choice of business circle is the same. As you can see, some places are on both sides of the same street, one is McDonald's and the other is KFC. The maturity and stability of the business circle is also very important. For example, the Planning Bureau said that it would open a certain road and set an address, which may become a mature business circle in the future, but KFC must wait until the business circle is mature and stable before entering. For example, how good the benefit of this store will be after three years, which will not help today. Is it necessary to lose money in these three years? It costs millions of dollars for KFC to invest in a store. Of course, it must be a relatively stable principle to ensure a success. ★ Calculation and selection of gas gathering points 1. Determine where the most important gathering point in this business circle is. For example, Xidan in Beijing is a very mature business district, but Xidan can't be a gathering place anywhere. It must be the most important gathering place for guests. The principle of opening a KFC store is: try to open a store in the most crowded place and nearby. There used to be an old saying that "one step is not as good as three cities". The store address is one step away, and the business may be 30% different. This is related to people's moving lines (people's moving lines). Someone may come here to turn around, so this place is a place where guests can't go. Not far from an alley, but the business is much worse. All these should be taken into account when choosing the site. What is the moving route of people, in this area, which direction people will go after getting out of the subway, and so on. These are all sent to pinch rice. Only with a complete set of data can we determine the address accordingly.

The following are P&G's:

Procter & Gamble, founded in 1837, is one of the largest consumer goods companies in the world. In fiscal year 2003-2004, the company's annual sales reached 51400 million USD. Ranked 86th among the 500 largest industrial/service enterprises in the world recently published by Fortune magazine. Procter & Gamble has nearly 654.38 million employees worldwide, and has factories and branches in more than 80 countries around the world. The products of more than 300 brands managed by it sell well in more than 60 countries and regions, including fabrics and home care, hairdressing and beauty, baby and home care, health care, food and beverage, etc. As we all know, P&G is a multinational enterprise based on culture and brand. Globalization strategy, multi-brand and cultural strategy are the three magic weapons for P&G's success. Accurately naming and building brands Procter & Gamble is very particular about brand naming. They know a proper and wonderful brand name, which can greatly reduce the resistance of products being recognized by consumers, stimulate customers' beautiful associations, enhance customers' affinity and trust in products, and greatly save the cost of product promotion. Procter & Gamble Company names its products through accurate selection or combination of English names (words), so that Chinese names and English names are well coordinated in meaning and pronunciation. Accurately reflect the characteristics of products, the brand image to be shaped and the consumption orientation, and enhance the brand image. Of course, advertising is essential. Procter & Gamble's annual advertising expenses account for 1/8 of the total annual sales. On the one hand, through advertisements on TV, Internet and magazines; On the other hand, brand awareness can be improved by hiring image spokespersons nationwide, setting up scholarships in colleges and universities, and engaging in public welfare activities with relevant state departments. At the same time, in order to occupy the terminal consumer market, in rural areas, P&G has engaged in nationwide roadshows. In cities, P&G's products are well displayed in supermarkets and shopping malls, occupying a lot of shelf space and easily attracting consumers' attention. Through advertising, the brand's popularity and reputation have been effectively improved. Interest appeal and emotional appeal improve the cultural connotation of the brand. Interest appeal is to deduce the concept from the efficacy of the brand; Emotional appeal derives the concept from the emotional connection with consumers. Procter & Gamble's advertising appeals pay great attention to interests, such as "Crest" and the National Dental Prevention Group to promote the concept of "root moth prevention" to prevent and protect teeth; "Shufujia" and the concept of "health, sterilization and skin care" advocated by Chinese Medical Association; Shampoo's concept of "dandruff removal, health and softness" and so on. This is all the interests of the brand. In addition, the brand of P&G has also strengthened its emotional appeal. For example, in the past two years, Rejoice has played a banner of self-confidence. From flirtatious quarrels, flirtatious teachers to flirtatious command articles, flirtatious advertisements all take self-confidence as the brand's appeal point. In addition, Rejoice has successively launched a series of activities, such as Rejoice Self-confidence College, Multiple Challenges, Equal Self-confidence, Newcomers in the Workplace, and Speaking Your Self-confidence, which fully explained the concept of self-confidence. Through the organic combination of interest appeal and emotional appeal, the cultural connotation of the brand has been greatly enhanced. Unique brand marketing strategy: multi-brand and multi-personality successfully launch multi-brand in the same field, which is a major feature of P&G in brand marketing. As we all know, every product of P&G has different characteristics, and there are no two identical brands in P&G's family. P&G's practice of launching different brands in the same field is very different from our traditional product concept. This is not equal to playing in the nest, will it cause a waste of publicity resources? After years of brand marketing practice, the answer isno. Procter & Gamble constantly promotes its own different brands in the same field, precisely considering the diversification of the market itself and the fundamental differences of consumers' different personalities, preferences and needs. P&G should not only strive to meet the common needs of global consumers, but also try its best to meet the unique needs of specific markets. This is essentially different from the current practice of copying or imitating products with different grades and prices in the market, which is misleading. P&G first divides the target market into different sections, and combines the different qualities of products to make different brands of products have strong distinguishability and clear market positioning, thus broadening the range of consumers' choices and allowing them to buy clearly. Mode of operation: Advertising is a common weapon for P&G to attack the market. Different from CCTV's standards of Qin Chi and Aiduo, P&G thinks that "the definition of winning or losing the market lies in whether there are good products", and regards it as the premise and fundamental element of occupying the market, and strives for survival by quality, which has been proved to be correct countless times in the process of market evolution and survival of the fittest. P&G improves and upgrades its products every year. For example, its Tide brand has been improved more than 60 times since its launch. Procter & Gamble positioned its distributors as modern distribution storage and transportation centers, and established a distributor network composed of strategic customers. Distributors not only have the characteristics of scale, efficiency, professional service and standardization, but also need to have strong financing ability, and at the same time reduce the number of distributors to provide space for the business development of existing distributors. Under the guidance of "win-win" strategy, P&G shares its professional knowledge, systems and skills with dealers. It is this close cooperation that puts brand marketing into practice. The unique hidden weapon-market research P&G's in-depth understanding of cultural patterns in different regions is one of the foundations for the rapid promotion of P&G products around the world. At the beginning of entering the China market, P&G conducted a two-year market survey in various parts of China, and established a relatively full, clear and objective concept of the target market and consumer groups. In order to know more about consumers in China, P&G has established a perfect market research system in China, followed consumers and tried to establish a lasting communication relationship with consumers. The consumption concept of early Chinese people still stayed at the relatively simple stage of "advocating famous brands". After observing, understanding and understanding consumers, P&G attaches great importance to communication with consumers at all levels in China, and has established a huge database in its China market research department to capture consumers' opinions in time. These opinions are analyzed and processed in time, and then fed back to the market, R&D, production and other departments, so as to produce products more suitable for China consumers. Brand image: People-oriented and personalized brands make our life more colorful, which people have reached the understanding of * * *. The brand desire depicted by Procter & Gamble does not occupy more position and enthusiasm in people's hearts than it does. This skill of creating expectations comes from a deep insight into human nature. Only by being close to human nature and capturing the soul can consumers know and understand the brand. Procter & Gamble's product technology and advertising strategy are derived from respect for people, creating richer value for human life. With its multi-brand and innovative concept, Procter & Gamble keeps track of the latest popular information and signs of fashionable consumers so that they can understand and understand. With marketing, TV advertising is essential. On the one hand, it gives brand followers a refreshing passion and belief, on the other hand, it carefully and thoughtfully communicates with them the sensitivity and understanding of the poetry and details of the new life. In just a few years, P&G's multi-brands have been deeply recognized by consumers.

Procter & gamble claims that there is no brand that cannot be defeated, and this is also the case. Since P&G 1988 entered the China market, at least one new brand has been launched every year. Although the price of the products launched is 3~5 times that of similar local products, it does not prevent them from becoming best sellers. It can be said that as long as there is a place where the P&G brand is sold, the product is the market leader. The most common weapon used by P&G to attack the market is advertising. In 1980s, Procter & Gamble introduced advertisements to China for the first time. When Head & Shoulders' anti-dandruff advertisement was broadcast on TV, the most fashionable topic for young people was Head & Shoulders. For a long time to come, as long as there are advertisements for P&G products on TV, there will be a group of fashionable fans. Procter & Gamble's high reputation is based on high-cost advertising investment. According to the statistics of authoritative market research company,199 P&G spent more than 500 million yuan on advertising in China, accounting for about 10% of the daily chemical industry in China. Far higher than that of the multinational company Unilever, not to mention domestic products. If P&G advertising is characterized by indiscriminate bombing, its advertising strategy is not the best, and at most it is as annoying as Harbin medicine and melatonin. P&G's advertising strategy is naturally unmatched by other brands. First of all, P&G's advertising positioning and product positioning are integrated. As we all know, P&G is one of the companies with the most brands in the world, which stems from P&G's market segmentation concept. It thinks that 1000 consumers have 1000 Hamlets, summarizes some differences and breaks them down with a dazzling array of brands. Therefore, P&G shampoo has three brands: Rejoice and Head & Shoulders, washing powder series has Tide and Bilang, and soap market has Comfortable Jia and Olay. However, P&G is not worried about the competition among various brands on the same shelf, because P&G's advertisements have clearly told consumers which brand to use. Taking shampoo as an example, Head & Shoulders' personality lies in dandruff removal, "dandruff disappears without a trace, and hair is more outstanding", while softness highlights "elegance and suppleness", while Pantene emphasizes "nourishing hair, being healthier and brighter". The personalities of the three brands are clear at a glance. Consumers want to get rid of dandruff and naturally choose Head & Shoulders instead of Rejoice, thus avoiding the competition between the two. Procter & Gamble's advertising segmentation has achieved the goal of catching all consumers in China. In China shampoo market from 65438 to 0999, P&G products occupy more than 60% of the market share, among which Rejoice ranks first with 25.43%, followed by Pan Ting and Head & Shoulders, with 18.55% and 15438+0% respectively. Secondly, P&G's advertisements are very convincing. The formulas used in its TV advertisements are "expert method" and "comparison method". Procter & Gamble first pointed out a problem you face, such as itching and dandruff, and then an authoritative expert told you that the dandruff problem can be solved, that is, with Head & Shoulders, and finally with Head & Shoulders, dandruff disappeared and hair naturally became more outstanding. This is the "expert method". "Comparative method" means that P&G compares its products with those of competitors, and consumers can clearly see the advantages of P&G products through TV pictures. Of course, P&G advertisements are often mixed with "expert method" and "comparative method", such as comfortable advertisements. Comfortable and good first promotes a brand-new concept of skin cleansing, that is, soap should not only decontaminate, but also sterilize. Its TV advertisements, through the comparison under the microscope, show that using comfortable soap is better than using ordinary soap, and there are much fewer bacteria left on the skin, which emphasizes its powerful bactericidal ability. Its rhetoric is "only recognized by the Chinese Medical Association", which once again enhances its authority. Looking at comfortable advertisements, their techniques are mediocre, but their impact is extremely strong. Thirdly, P&G's image spokesmen are different. Taking P&G's competitive products as an example, Unilever has always hired international famous female stars as image spokespersons, while C-Bag has invited Hong Kong stars such as Ekin Cheng and Nicholas Tse as advertising spokespersons, and P&G spokespersons are usually civilian advertising newcomers who meet the personality and temperament positioning of P&G products. This kind of advertisement makes consumers feel refreshed and brings them a sense of peace and closeness. In addition, popular advertisements have also played a very good role in hinting, making consumers sit in the right place and unconsciously becoming prisoners of P&G products. For example, the spokespersons of Rejoice advertising are usually white-collar workers in the company, while consumers who usually pay attention to image and are willing to have softer hair are often educated white-collar workers. Natural joy advertisements are very popular with them. P&G's almost impeccable advertising strategy has brought unstoppable benefits to Procter & Gamble. According to the data of relevant state departments, the sales of P&G 1999 products in Chinese mainland exceeded1300 million yuan, of which Rejoice, Pan Ting, Head & Shoulders and Sassoon accounted for more than 60% of the shampoo market share, while Tide and Bilang washing powder accounted for 33% of the washing powder market share. These amazing data show that P&G has become the unrivalled overlord in China commodity market. P&G's advertising strategy is also excellent. According to the above analysis, P&G ranks first among the top ten best brand advertising strategies, and there is no objection.

I hope I can help you, and I hope to adopt it!