Please drink Coca-Cola
From the first bottle of Coca-Cola came out in 1886 to the establishment of the first factory in the United States, Coca-Cola was in the primary stage of development, and more people needed to taste Coca-Cola. Please drink Coca-Cola became the theme of its activities. In the following ten years, although new advertising slogans appeared from time to time, it was mainly promoted from the functional level of products to quench thirst, taste good and cool- Such as: fresh and delicious satisfaction is Coca-Cola; Enjoy when you are thirsty, etc.
In the 192s and 193s, with the Coca-Cola products being accepted and recognized by more people, the advertising language became more emotional, adding more contents and meanings, such as joy, friendship and so on, on the basis of functional demands. Such as: a life full of friendship, a symbol of happiness, etc., but this period is still a product promotion stage, and the real brand status has not been fully established.
World War II was an important period for the development of Coca-Cola. Coca-Cola became the first choice for Americans, and with the overseas operations of American soldiers, it began to flow to various places. In order to ensure the supply of foreign troops, bottling plants were established in some countries.
Up to now, the word ENJOY has been retained on the registered trademark of Coca-Cola, which in a sense represents a century-old history of Coca-Cola and a classical style.
unstoppable feeling
After the end of World War II, it was a period of rapid economic development in the United States, and it was also a period of rapid growth of Coca-Cola. While the United States promoted its democratic ideas and lifestyles around the world, Coca-Cola and McDonald's became important components of American culture. Coca-Cola has established factories all over the world, participated in major sports events, and carried out various forms of advertising and promotion activities. Coca-Cola's popularity and market share in various places have been greatly improved, and its brand value has been rising. The slogans of this period are: I own the coke world; Coke plus life, etc.
In p>1978, the first batch of Coca-Cola products entered the China market, and the first joint venture factory was established in the 198s. At that time, China was in the early stage of reform and opening up, and many China people were not used to this kind of beverage with the taste of Chinese medicine, and the price was on the high side. Coca-Cola focused on several major cities, took advantage of the local beverage channels in China, and brought a brand-new marketing concept while consolidating all basic work.
The irresistible feeling was the most popular advertisement at that time, which also expressed a spiritual thing that Coca-Cola wanted to bring to people, and actually represented people's curiosity and yearning for western culture.
' Drinking Coca-Cola is not only a taste, but also a feeling', which was the personal experience of some loyal consumers at that time.
Coca-Cola widely uses TV media, outdoor advertisements, cold drink equipment and other publicity means in major cities, and uses the vivid management method of point-of-sale to promote the rapid development of Coca-Cola in China market. In the mid-199s, Coca-Cola has initially completed the distribution work in major cities, and the domestic traditional beverages in various places have been hit hard.
Enjoy yourself and it will always be Coca-Cola
The p>1996 Atlanta Olympic Games (Coca-Cola Headquarters) should be the most brilliant moment for Coca-Cola in China market. There are 23 bottle decoration factories in China, and the Coca-Cola brand has become the most valuable brand. Products are often in short supply, and the market in China keeps a high growth rate of more than 2% every year.
The focus of Coca-Cola's channel has shifted from wholesale to direct marketing, which requires greater penetration in the market, higher requirements for business execution, larger product display area, more varieties, richer advertising materials and better customer relationship. Ubiquitous, value-for-money, and devotion to one's feelings have become the main marketing strategies, and the sales work has changed from guiding consumption in the past to promoting sales.
Enjoy yourself. It is always Coca-Cola that not only expresses the feeling of hearty, but also embodies the confidence and atmosphere of Coca-Cola.
in fact, at this time, Coca-Cola really found the core content of the brand ALWAYS. There are both tradition and classicism, and there is no lack of passion and vitality.
Every moment, Coca-Cola
Entering the 21st century, Coca-Cola began to feel unprecedented competitive pressure.
First of all, the headquarters placed high hopes on the China market and urged it to speed up its development. However, with the gradual maturity of the domestic beverage industry, domestic beverages such as Coca-Cola, Rising Sun, Jianlibao, etc. seized the city and occupied many secondary and tertiary markets in advance; Pepsi-Cola has scraped many young people's consumption targets from' the choice of a new generation' to' unlimited imagination'; The diversity of consumer consumption has forced Coca-Cola to change its marketing strategy.
should we change with constancy or change with strain?
Coke every minute was put forward based on the market environment at that time.
' carving' is reflected in time, expressing that Coca-Cola keeps up with the pace of the times, taking popular singers such as Xie Tingfeng and Cecilia Cheung as endorsements, and targeting the younger generation, so as to achieve the goal of countering Pepsi. Explain that regardless of the past, present and future, it will always be Coca-Cola.
' Jin' is reflected in the space. On the one hand, the company shifted from carbonated drinks to all-beverage companies, and developed tea, juice, water and other products in an all-round way. On the other hand, the development of second-and third-tier cities, and began to expand the rural market, the price is becoming more and more popular and civilian.
In recent years, Coca-Cola has kept pace with the times, looking for market opportunities from time to time. Carry out online marketing, sports marketing and other ways to attract consumers' attention. At the same time, the advertising language based on some events is also commendable, such as
grasping this feeling
adding joy to the Coca-Cola Festival;
Watch football, cheer together and drink Coca-Cola;
Liu Xiang's Home Edition for the Spring Festival. Coca-cola is available in every direction of going home' is also an extension of doing coke every moment.
Looking at the development of Coca-Cola, the change of advertising language is always closely related to the brand's market positioning. To sum up, it has the following characteristics:
1.
2. Advertising language is formulated according to the market position and competitive environment of the products at that time, and it serves the market expansion.
3. Advertising language is a kind of written expression of brand positioning, which can be changed in the form of written expression, and the core content and direction should not be changed easily. For example, coke is very popular, from' China people's own coke' to' youth has not failed'; From' very cola, very choice' to' happy event, of course, very cola', the product positioning is vague and even confusing. .
4. The process of producing a brand is a process of continuous accumulation and deepening. From buying Coca-Cola to drinking Coca-Cola all the time, it is related and the connotation is gradually enriched.
Many enterprises are often confused on the issue of advertising language, and they are in a dilemma on the issue of' change' and' unchanged', and' unchanged' can easily make the brand aging; Change can easily lead to unknown risks. In fact, the success of Coca-Cola comes from the long-term clear market positioning. Through the development of product series, the transformation of packaging, the establishment of new channels, the constant updating of marketing methods, especially the innovation of advertising content and form, this century-old brand has been given new life and vitality!
Coke every moment-Coca-Cola!
/olympic/history/culture/index.jsp
/pw4.htm
/list/3-26-1.shtml