Coca-Cola Marketing Strategy "Attack" And "Shou"

The only constant thing in the world is "change", especially in the market.

Therefore, as a good planner, in marketing planning and project operation, we must adhere to the principle of "change", which is more direct, that is, in the process of execution and operation, we should learn to adjust actively according to the development of the project.

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But no matter

In the marketing process, the market, products, people and consumption habits are changing at any time. But as a planner, the most important thing is to make a clear sense, that is, the principle of "changing all the time" in the book of changes. In this way, we must learn to stand at a rational height and analyze the changes in the market so that we can not be annihilated by the numerous information and information in the market, and then lose ourselves and grasp the essence of marketing planning.

Therefore, this is a kind of "refining quality" of information.

With this quality, no matter how the market changes, as long as we grasp two points, that is, in the context of market information, establish our own "attack" or "Shou" planning ideas, then marketing will be clear and clear, and will help to develop a higher level of market strategy.

Sun Tzu's art of War: "thousands of miles without labor, as for uninhabited land."

Those who attack must take the offensive, but do not defend them.

A good guardian is an enemy who does not know what he is guarding.

It is very small. As for the invisible, the gods are almost silent, so they can command the enemy.

Therefore, since the form in the battlefield is nothing more than "attack" and "guard", there is no such thing as "no attack or no defense", so the same is true for market planning, that is, "attack" and "defend" two states.

Therefore, if we want to attack, we must attack the competitors and do not observe them. If we want to defend, we must keep our competitors nowhere to attack.

In this way, we can maintain our strong competitive edge.

In the history of China's new product and project planning, the most tragic and spectacular "offensive" plan is the 1990s "good" fruit tea and Jianlibao.

In 90s, Jianlibao steam water, once covered with the international beverage giant Coca-Cola, once called the slogan "the beverage giant of Chinese national brand", and the "good" fruit tea was more open. It once exaggerated the 3 years to defeat Jianlibao and 5 years to leave Coca-Cola out of Haikou.

But a few years later, Jianli Bao failed to defeat Coca-Cola himself, but he changed his system first; and "good" fruit had a worse ending. Instead of beating others, he defeated himself and was thrown to another corner.

They can tell their consumers how good their products are, how attractive they are to agents and dealers, or even to engage in mass advertising or market tactics, and then get a lot of fun in such an attack situation, but the taboo is to cut the high-profile market behavior on the attack of competitors' bright guns, so that they can still solve the problem by "Co opetition". The real change of competitors' competition has become a "fight for life and death", which is a great loss. In fact, for operations, "offensive" planning.

Therefore, in marketing planning, the implementation and operation of "implementation" is not necessarily a "clear attack", but also a "roundabout attack".

In Sun Tzu's art of war, it is called "pedantic and direct benefit."

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In China's new product and project planning, the most successful use of progressive tactics is that of Wong Lo Kat.

Wang Laoji's operations team, especially CEO and other high-level teams, "market training is very deep", planning is very "sophisticated".

這個運籌班子知道，如果王老吉一打出是“碳酸飲料、汽水甚至是普通飲料”，他們的結(jié)局大概不會比前車之鑒“好好”果茶和健力寶差多少，可口可樂和百事可樂，肯定會采取“以強攻弱”“以大欺小”的戰(zhàn)略，打擊他們，壓縮他們的市場空間，所以，他們打出另一個奇招，即“茶”——“上火就喝王老吉”!王老吉的“茶”說到底，喝到肚子里，仍然是一種飲料，但“茶”與“飲料”叫法終歸還是兩種概念——而正憑著這一點，王老吉以“先隱后發(fā)”的防守之市場運營手段，瞞天過海，瞞過了百事可樂和可口可樂兩大巨鱷的眼睛，而等到這兩頭大鱷悔醒過來的時候，已經(jīng)為時已晚了，因為這時候，王老吉已經(jīng)憑借著“上火就喝王老吉”的隱性防守策略，深入到千家萬戶消費者的心。

This is why eating in a big hotel or restaurant is not what consumers call Coca-Cola or Pepsi Cola, but the Wong Lo Kat, which is a little bit "lit up to drink".

From Pepsi Cola and Coca-Cola, we can see that there are loopholes in their defensive marketing planning and operation.

There is an old saying: "wood is in the forest, and the wind will destroy it."

And let all kinds of winds, including strong winds and small winds, "destroy".

In fact, no matter which enterprise can not be prepared for everything, there is no flaw.

The best defense for doing anything is "mindset", that is, the most important thing is to have "peace of mind" mentality rather than how meticulous and skilled the hardware skill of "defense" is.

A "Shou", a "Bao", though essentially the same, but their own mentality is not the same, there are differences between initiative and passivity.

For defensive enterprises or products, if we want to defend, we must unify the whole collective consciousness of the whole department or enterprise and establish a firm and positive attitude. This is the first essential factor for a defensive enterprise or product.

There is no positive mentality, no danger, no matter how defensive, there will be loopholes, and then will fall into today's market defense that tomorrow to go to that market to defend this situation.

In Sun Tzu's art of war, "everything is not prepared for nothing" is to say that if we do not actively take the initiative to guard against the state of mind, then there will be loopholes, everywhere will be "less" and passive everywhere.

If you want to keep well, you must achieve "I do not want to fight, and draw the land to defend it".

But Coca-Cola and Pepsi Cola, which is a new competition for Wang Laoji, may not be a problem in the marketing strategy of "painting the land to defend".

This is also a problem that will be encountered by large and international enterprises, and it is also a chance for some new enterprises to rise.

There is a saying in the romance of the Three Kingdoms: "the East Yangtze River passes away, and the waves wash away heroes.

Whether the right or wrong will turn around, the green hills will still be there.

The great event of a nation is divided into two parts. In fact, the same is true for enterprises. There is little need for them to grow old, and the most important thing is to keep their old mindset. The direct point is to set up a posture and mindset that will not be overstaffed.