Coca-Cola'S Brand Positioning In The Past Century Viewed From Advertising Language

Coca-Cola, which is popular around the world, is developing in its centenary development.

Please drink

From the first bottle of Coca-Cola in 1886 to the establishment of the first factory in the United States, Coca-Cola is in the initial stage of development. It needs more people to taste Coca-Cola. Please drink Coca-Cola to become the theme of its activities. In the past decade or so, although there are new advertising slogans coming from time to time, it is mainly propagandize from the functional aspect of the products, quench thirst, taste good and cool.

For example, fresh and delicious is Coca-Cola, thirst enjoyment and so on.

In 20s and 30s, as Coca-Cola products were accepted and recognized by more people, advertising slogans became more and more emotional. On the basis of functional appeal, they added more contents and meanings, such as joy, friendship and so on.

Such as: the life of friendship, the symbol of happiness, but this period is still a stage of product promotion, and the real brand status has not yet been fully established.

The two World War was an important period for the development of Coca-Cola. Coca-Cola became the first choice for Americans, and began to flow along with the overseas operations of US soldiers. In order to protect the supply of foreign troops, a bottling plant was established in some countries.

So far, the word "ENJOY" has been retained on the registered Coca-Cola trademark. In a sense, it represents Coca-Cola's centennial history, a classical style.

An irresistible feeling

After the end of World War II, the period of rapid economic development in the United States and the rapid growth of Coca-Cola, Coca-Cola and McDonald's became an important part of American culture as well as their democratic ideas and lifestyles around the world.

Coca-Cola has set up factories all over the world, participated in major sporting events, and has carried out various forms of advertising and promotional activities. Coca-Cola's popularity and market share has been greatly improved, and its brand value has climbed steadily.

Advertising slogans in this period include: I have Coke world, Coke Plus life, etc.

In 1978, the first batch of Coca-Cola products entered the Chinese market, and the first joint venture factory was established in 80s. At that time, China was in the initial stage of reform and opening up. Many Chinese people were not used to this kind of Chinese herbal drink, and the price was too high. Coca-Cola focused on the market in several major cities, and made use of the advantages of the Chinese local beverage channels. At the same time, it laid a solid foundation for the marketing of all kinds of basic work, and at the same time, Coca-Cola was also favored by some people as a "noble" in the invasion of foreign culture.

The overwhelming feeling was the most popular slogan at that time, and it also expressed a spiritual thing that Coca-Cola would bring to people. In fact, it also represented people's curiosity and longing for western culture.

"Drinking Coca-Cola is not only a taste of him, but also a feeling." this is the experience of some loyal consumers at that time.

Coca-Cola has been using a lot of publicity tools such as television media, outdoor advertising and cold drink equipment in the main cities, promoting the rapid development of Coca-Cola in the Chinese market by using the vivid management mode of selling points.

In the middle of 90s, Coca-Cola had initially completed the layout work in major cities, and local traditional beverages in the region were hit hard.

Coca-Cola is always the best.

The 1996 Olympic Games in Atlanta (Coca-Cola headquarters) should be the most brilliant moment for Coca-Cola in the Chinese market.

There are 23 bottling plants nationwide, and Coca-Cola brand has become the most valuable brand.

Products are often in short supply, and China's market has maintained more than 20% annual growth.

Coca-Cola's channel is shifted from wholesale to direct battalion, which requires greater penetration in the market, higher requirements for business implementation, larger product display, more varieties, rich advertising materials and better customer relationship.

"Omnipresent, value for money and loyalty" has become the main strategy of marketing, and sales work has also changed from past guiding consumption to promoting sales volume.

It is always the feeling of Coca-Cola's expression and the confidence and atmosphere of Coca-Cola.

In fact, at this time, Coca-Cola really found the core of the brand ALWAYS.

Both traditional and classical, but also lack of passion and vitality.

Every minute, coke, Coca-Cola

Entering the twenty-first Century, Coca-Cola began to feel unprecedented competitive pressure.

First of all, it has high hopes for the Chinese market, and urges to accelerate the pace of development. But with the gradual maturity of the domestic beverage industry, the domestic beverage grabbing pool represented by very cola, sun rising, Jianlibao and so on has occupied many two or three level markets in advance. Pepsi Cola has shaved many young consumers from the "new generation of choice" to the "free imagination without limit"; and the diversity of consumer consumption has made Coca-Cola have to change its market strategy.

Is changeless or changeable?

Every effort was made based on the prevailing market environment.

"Carved" is reflected in the time, expressing the pace of Coca-Cola keeping pace with the times, with Xie Tingfeng, Zhang Baizhi and other popular singers as the endorsement, targeting the young generation, so as to achieve the purpose of resisting Pepsi Cola.

It shows that Coca-Cola is always the past, the present and the future.

On the one hand, the company pfers from carbonated drinks to Total Beverage Company, and develops tea, fruit juice, water and other products in an all-round way.

On the other hand, the development of two or three tier cities, and began to expand the rural market, the price tends to become more popular and popular.

In recent years, Coca-Cola is keeping pace with the times and constantly looking for market opportunities.

Network marketing, sports marketing and other ways to attract consumers' attention.

At the same time, advertising slogans based on some events are also commendable, such as catching this feeling.

Coca-Cola Festival "times" adds joy.

Watch football, cheer up and drink Coca-Cola.

Liu Xiang's home version of the Spring Festival.

Every home has its own Coca-Cola. It's also an extension of every moment.

Looking at the development of Coca-Cola, the change of advertising slogans is closely related to brand positioning.

1. the concise and comprehensive advertising language is not only convenient for memory, but also makes people easy to produce brand associations.

2. advertising language is based on the market position, competitive environment and other factors, and is for the development of the market.

3. advertising language is a form of expression of brand positioning, which can be changed easily in the form of expression, and the core content and direction should not be changed easily.

For example, cola is from "Chinese Cola" to "young without fail"; from "very coke, very choice" to the present "happy event, of course, it is very coke", the product positioning is fuzzy, even some confusion.

4., the generation process of a brand is a continuous accumulation process, and it is a deepening process.

From the Coca-Cola to the coke every moment, it is related, and the connotation is gradually rich.

Many companies are often confused on the issue of advertising language. In the "change" and the 'invariable' problem, the "change" is easy to make the brand aging; 'change' is easy to produce unknown risk.

In fact, the success of Coca-Cola comes from a long and clear market positioning. Through the development of product series, the pformation of packaging, the establishment of new channels, and the continuous updating of marketing means, especially the innovation of advertising content and form, this brand gives the brand new life and vitality.