Coke's marketing skills: the hooks - Coca-Cola, Coca-Cola Marketing - Food Industry Industry

Not practiced boxing, few can take the initiative to play on the hooks. Eight boxing boxing boxing can be used include all the way to play. Not undergone the training will also play some boxing people, but basically are holding high-dozen classes.

Consumer goods Marketing The situation is similar, common planner play is put on a boxing killed old master's posture disorder, first high-altitude bombing: mass of Advertisement , Then the chaotic fist attack: strong non-standard terminal block. The problem is also obvious phenomenon: The first ad, sales on advertising, the sales of the next. The second is the phenomenon: the terminal is more unreasonable interception competing products. Months, up to a year or two of the promotion process, during which sales of ten times worse case everywhere, because one vigorous investment dealers led to miscarriage of justice, resulting in too many channels to store goods, sewers blocked, the final cut-cut Cargo phenomenon, shortened product life cycles, the second is due to big sales after the first small, production is highly increased production costs, the current period of investment for large volume production equipment is too large, post-Dayton by sales, and even lead to enterprise funds strand breaks. Even if the promotion period to see a profit from the marketing department, but in view of the development across the enterprise, it is total defeat, because few entrepreneurs would only want to do two years to stop. Production equipment buy back worthless, not worth the sell.

Chinese marketing sector, the planning sector in general that the brand decided the fate of the enterprise. The reason why you think this theory sounds reasonable, due to a large extent Coca-Cola The story: It is often quoted delicious Coke Owner's words: Even if I fire the factory was burned to the ground, as long as my brand, I'll be able to resume production. Because I value the brand value of several billion dollars. So Coca-Cola's brand is how to set up 110-odd years and steady development of it? Many people see is fine Coca-Cola advertising. After all, what beautiful eyes more attractive. Careful observation, we find that even Coca-Cola have new products, and rarely come with the impact of mass advertising, Coca-Cola money is it? Clearly not. Of course, more than Coca-Cola can not afford a domestic master plan.

94 in the summer, high temperature furnaces, such as Wuhan, steamer, as the representative of Coca-Cola the most basic of the market, riding a broken bike six days a week from 8 am to 6 pm daily visits in accordance with road, visiting from the non-staple food wholesale to Popsicle shared customers. When I and my colleagues biggest gripe is: Why did not the world's No. 1 brand Coca-Cola advertising? Let us only a one run with posters. In fact, a full three-year follow-up, no TV Advertising, no newspaper ads. Coca-Cola is not because it is already well-known brand does not need ads, obviously not, as the most basic Sell Members, I am well aware of the difficulties in the beginning of the promotion: Coca-Cola distributor said that as difficult as medicine to drink, refused to purchase. East Lake in Wuhan, I sent the first shipment of 30 boxes, 9 months only sell bottles. However, in the first year, Coca-Cola's market share from eight percent in early a few elevated to the end of 86%.

From the terminal through the standardization of marketing is on the hooks of Coca-Cola, the fist from the following force, and when the channel not to his order, it does not matter, we let the terminal Vice food purchase. Finally, when Vice food to distribution channels into the non-staple food, to Coca-Cola, the cola to forcing the channel to find goods. Know what the situation three years later it? Time channels is also an annual loss of hundreds of thousands into the Coca-Cola, because this species can not be fewer, smaller-scale non-staple food has been adversely affected by the wholesale. Why loss? Coca-Cola to the channel because of the price even higher than to the supermarket. This situation is very much like I was doing marketing consulting encountered pesticide Bayer's play: early end to spend money to do promotion in rural areas, channel "experts" said they foolish, is making a loss shouted. Two years later, the channel said they stupid, pointing to the cargo warehouse, Bayer said to me, if not peasants, I would not do into their goods, not a little profit. Oh, in the end who is stupid?

In training muscles skin, firing at one go. Advertising, promotion as external tendon bone skin, easy to train, can see. The difficulty, including training in one breath. Coca-Cola this breath is a systems engineering: the standardization of operations from the market on behalf of middle management in place, full and effective encouraging, until high-level strategy.

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