可口可乐中国营销策略--英文论文

可口可乐中国营销策略--英文论文 Coca-Cola in China Student N0. 0090614 Name ZHOU Kunsheng Course: International Marketing 1 Profession: International Economy & Trade Coca-Cola in China 1. Introduction of The Coca-Cola Company On May 8, 1886, a pharmacist named Dr. John Pemberton carried a jug of Coca-Cola? syrup to Jacobs’ Pharmacy in downtown Atlanta, where it was mixed with carbonated water and sold for five cents a glass. The Coca-Cola Company is the largest manufacturer, distributor and marketer of nonalcoholic beverage concentrates and syrups in the world. Finished beverage products bearing our trademarks, sold in the United States since 1886, are now sold in more than 200 countries. Along with Coca-Cola, which is recognized as the world’s most valuable brand, we market four of the world’s top five nonalcoholic sparkling brands, including Diet Coke, Fanta and Sprite. In this report, the terms “Company,” “we,” “us” or “our” mean The Coca-Cola Company and all entities included in our consolidated financial statements. Our business is nonalcoholic beverages—principally sparkling beverages, but also a variety of still beverages. We manufacture The Coca-Cola Company operates in more than 200 countries and market a portfolio of more than 3000 beverage products including sparking drinks and still beverage such as waters, juices and juice drinks, teas, coffees, sports 2 drinks and energy drinks. The Company manufactures the concentrates, beverage bases and syrups that make our brands unique and sells them to bottling operations. It own or license the brands and, to connect our brands to the consumers , we focus on marketing activities, online programs, retail store displays, sponsorships, contests and package design. The Coca-Cola Company’s products include Coca-Cola, Coca-Cola Classic, caffeine free Coca-Cola, caffeine free Coca-Cola Classic, Cherry Coke, Diet Coke (sold under the trademark Coca-Cola Light in many countries other than the United States), caffeine free Diet Coke, Diet Coke Sweetened with Splenda, Diet Coke with Lime, Diet Cherry Coke, Diet Coke Plus, Coca-Cola Zero (sold under the trademark Coke Zero in some countries), Fanta brand sparkling beverages, Sprite, Diet Sprite/Sprite Zero (sold under the trademark Sprite Light in many countries other than the United States), Pibb Xtra, Mello Yello, Tab, Fresca brand sparkling beverages, Barq’s, Powerade, Aquarius, Sokenbicha, Ciel, Bonaqa/Bonaqua, Dasani, Dasani brand flavored waters, Georgia brand ready-to-drink coffees (sold in Japan), Lift, Thums Up, Kinley, Eight O’Clock, Qoo, Vault, Full Throttle and other products developed for specific countries. 2. Mission, Vision & Values of the Coca-Cola Company 2.1. Mission of the Coca-Cola Company The company’s Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. 3 To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference. 2.2. Vision of the Coca-Cola Company The company’s vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. People: Be a great place to work where people are inspired to be the best they can be. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. Productivity: Be a highly effective, lean and fast-moving organization. 2.3 Live the Coca-Cola Company’s Values The company values serve as a compass for our actions and describe how we behave in the world. Leadership: The courage to shape a better future Collaboration: Leverage collective genius 4 Integrity: Be real Accountability: If it is to be, it's up to me Passion: Committed in heart and mind Diversity: As inclusive as our brands Quality: What we do, we do well 3. The Coca-Cola Company in China 3.1. Brief discussion of the market in China China, the fourth largest country in area after Russia, Canada and USA has experienced manifold changes in its economic system which has seen it become the second largest economy in the world after USA if measured on the Purchasing Power Parity (PPP) scale. But still considered as an emerging economy as per capita incomes fall in the lower-middle level, China is making its presence felt in the global stage by taking big strides in opening up its economy to international trade. Essentially being a closed economy since the days of Mao Zedong, the Communist state of China experienced a transition from a planned economy to a market economy when Deng Xiaoping came to power in 1978. Since then, China has seen a more than ten fold increase in its GDP (Gross Domestic Product) from that year. But the question still remains at large whether the Chinese economy has been able to shed off its previous image of excessive state controls and moved to a stage of total efficiency in its market economy. Another feature essential to the improved performance of the market economy in China has been the removal of monopoly from the traditionally government controlled sectors such as telecommunication, electricity supply, railway transportation and civil aviation and allowing for more domestic and 5 foreign equity participation. Besides, the diversified banking system and sale of equity of state-run banks to foreign investors in international exchange and bond markets show that China is on path to rapid economic expansion. 3.2. Brief discussion of the culture in China Dragon totem worship in China has been around for the last 8,000 years. The ancients in China considered the dragon (or long) a fetish that combines animals including the fish, snake, horse and ox with cloud, thunder, lightning and other natural celestial phenomena. The Chinese dragon was formed in accordance with the multicultural fusion process of the Chinese nation. To the Chinese, the dragon signifies innovation and cohesion. China has more than 5000 years of history, From the birth of the people to the disappear of the dinosaurs, Chinese people are thoughtful to the whole world. Taoism first originated in China. The founder of Taoism is Laozi, a philosopher and thinker who lived in the late Spring and Autumn Period (770BC-476BC). Tao Te Ching whose authorship has been attributed to Laozi, is considered to be the main Taoist classic. Taoism advocates the value of a human being’s life, recommends the discarding of all desires and worries from one’s mind, and encourages the cultivation of moral character and the nourishment of human nature. The mianzi is important to the Chinese people, and the color red is also easy to be accepted and has significant meaning, Culture is the sum of the values, rituals, symbols, beliefs, and thought 6 processes that are learned and shared by a group of people, then transmitted from generation to generation. The best international marketers will not only appreciate the culture differences pertinent to their business, but they will also understand the origins of these differences Possession of the latter, deeper knowledge will help marketers notice culture differences in in new markets and foresee changes in current markets of operation. Bearing this in mind , The Coca-Cola Company enter into the Chinese market using the unique methods. 3.3. Brief discussion of the Coca-Cola Company’s strategy in China 3.3.1.The advertisement As we all know, the advertising of Cola is red bottles show the happiness and positive life styles. All the advertisings was made by the company, used all of the world. In china, in order to developing better, the Coca-Cola Company begin to hire the Chinese advertising corporations, Chinese movie or sing or sport stars to finish the advertisement in the scene of china domestic. Besides, they especially invite the young age generation stars such as Liuxiang, Cai Yilin, GUTianle and so on, aiming at the youth generation, that means the Coca-Cola Company in china is concerning this kind customers to profile more. 3.3.2 The reason of the changing strategy The reason the Coca-Cola Company’s strategy changing in china is 7 mainly impute to the huge compete pressure of the beverage industry. The brand Jianlibao, Wahaha, Lebaishi, Yeshu, Lulu are easier to be loved and bought to the customers in the market of china. So the Coca-Cola Company had to change the strategy in china to lower the pressure which from the national beverage brand----- Localization strategy。 4. The sustainability of the Coca-Cola Company In china this view is understood “live positively”, you can learn kinds of knowledge you interested and do the charity. To protect the environment, the Coca-Cola Company’s sustainability focus the pure water of the Africa. 5. Advertising language of the Coca-Cola Company’s product (From 2000----2010) 2000 - Enjoy. 2001 - Life tastes good. (also used in the UK) 2003 - Real. 2005 - Make It Real. 2006 - The Coke Side of Life (used also in the UK) 2007 - Live on the Coke Side of Life (also used in the UK) 2009 - Open Happiness 2010 - Twist The Cap To Refreshment 2011 - Life Begins Here 8 6-The product of the Coca-Cola Company Coca-Cola Company’s beverage products include Coca-Cola, Coca-Cola Classic, caffeine free Coca-Cola, caffeine free Coca-Cola Classic, Cherry Coke, Diet Coke (sold under the trademark Coca-Cola Light in many countries other than the United States), caffeine free Diet Coke, Diet Coke Sweetened with Splenda, Diet Coke with Lime, Diet Cherry Coke, Diet Coke Plus, Coca-Cola Zero (sold under the trademark Coke Zero in some countries), Fanta brand sparkling beverages, Sprite, Diet Sprite/Sprite Zero (sold under the trademark Sprite Light in many countries other than the United States), Pibb Xtra, Mello Yello, Tab, Fresca brand sparkling beverages, Barq’s, Powerade, Aquarius, Sokenbicha, Ciel, Bonaqa/Bonaqua, Dasani, Dasani brand flavored waters, Georgia brand ready-to-drink coffees (sold in Japan), Lift, Thums Up, Kinley, Eight O’Clock, Qoo, Vault, Full Throttle and other products developed for specific countries. In many countries (excluding the United States, among others), the Company’s beverage products also include Schweppes, Canada Dry, Dr Pepper and Crush. Our Company produces, distributes and markets juice and juice-drink products, including Minute Maid juices and juice drinks, Simply juices and juice drinks, Odwalla nourishing health beverages, Five Alive refreshment beverages, Bacardi mixers concentrate (manufactured and marketed under license agreements from Bacardi & Company Limited) and Hi-C ready-to-serve juice drinks. 7.Executive summary The Coca-Cola Company believes that our success depends on our 9 ability to connect with consumers by providing them with a wide variety of choices to meet their desires, needs and lifestyle choices. Our success further depends on the ability of our people to execute effectively, every day. The Coca-Cola Company’s goal is to use our Company’s assets—our brands, financial strength, unrivaled distribution system, global reach and the talent and strong commitment of our management and associates—to become more competitive and to accelerate growth in a manner at creates value for our shareowners. Share the coke, share the moment! 10 11