Coca-Cola’s marketing strategy

1. Product strategy

Coca-Cola has chosen a global standardized product strategy for its product strategy. At present, the beverages sold by Coca-Cola Company are roughly divided into four categories:

A. Carbonated drinks (Coca-Cola, Sprite)

B. Water drinks (Heaven and Earth, Ice Dew)< /p>

C. Functional drinks containing caffeine and vitamins (Polydex)

D. Fruit juices and milk that are good for health and nutrition (Queer)

This multi-brand strategy enables Coca-Cola's brand family to occupy an important position in the global beverage market.

2. Pricing strategy

1. Differentiated pricing strategy

A. Segment pricing according to different regions and different people’s tastes

People in different regions like different tastes, and different people have different tastes. Coca-Cola's wide variety and multi-flavor beverages meet the needs of consumers. Coca-Cola also prices its products differently for different flavors.

B. Segment pricing based on consumers’ consumption levels

Coca-Cola is based on the market, fully considers the interests and needs of consumers, and positions prices at mid-to-low levels.

C. Segment pricing based on product characteristics

Products in different packages have different weights, tastes, and prices.

D. Segmented pricing based on purchase quantity

The more consumers purchase, the greater the discount, which means the price will be lower.

2. Fractional pricing

The pricing of Coca-Cola products is generally not an integer.

3. Discount pricing

Give certain preferential pricing based on consumers’ purchasing conditions, including quantity discount pricing, issuing purchase coupons, and providing points discounts, etc.

3. Distribution Strategy

Coca-Cola has used three main sales operation models: wholesale, direct sales, and in-depth distribution.

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

For now, Coca-Cola's "deep distribution combined with direct sales through key channels" model has better solved the contradiction between "increasing product coverage" and "reducing shipping costs".

IV. Promotion Strategy

1. Advertising Strategy

A. Coca-Cola’s advertising main color, trademark logo and other global unified standards, the specific form of advertising is reflected in the country and differences between countries. For example: United States: can’t beat that feeling; Japan: I feel cola; China: You have to be happy.

B. Focus on image advertising rather than product advertising, and the advertising theme changes frequently

C. Make full use of various media to develop advertising strategies

2. Personal selling< /p>

Personal selling is not Coca-Cola’s main promotion method, but during peak sales periods the company will also hire promoters to conduct personal promotions in large retail stores.

3. Sales promotion

For example, no increase in price, all-you-can-drink and win-win activities, etc.