Marketing Inspiration From Coca-Cola

The brand operation concept of < p > "global brand and local operation" is an important guarantee for the smooth promotion of "a href=" http://www.91se91.com/pioneer/ "happy nickname bottle < /a" activities.

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< p > "if Coca-Cola's factories in the world are burned up by a big fire, as long as the brand of Coca-Cola is still there, it will let all the factory buildings rise on the ruins overnight!" the former Coca Cola Co CEO Daft (Douglas Daft) is widely circulated, and also fully reflects his high confidence in the company's brand.

Over the years, Coca-Cola has also been considered one of the most valuable brands in the world.

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< p > however, compared with Pepsi Cola's marketing activities for young people to join many sports circles and Chinese language giants, Coca-Cola, who has entered the Chinese market for more than 30 years, always gives people a brand name which is moderate, lacking enthusiasm and individuality.

Muhtar Kent, Coca Cola Co's current chairman and CEO, realized this. At the Fortune Global Forum 2013, he said, "fifteen years ago, Coca-Cola could sell products on shelves as long as they produce good quality products and make good advertisements.

But now we have to create, the company is no longer a one-way communication with consumers, but a two-way interaction, so that consumers will be willing to talk about your products and companies.

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This summer, Coca-Cola's big brand marketing campaign in P practiced Mu Tai Kang's concept, but such a large-scale marketing campaign can not be realized without a concept.

The full coverage of the whole network and the preservation of topics for a long time decide that the execution process of the entire marketing campaign is very fragmented, and the pace of all parties should be consistent, which poses a great challenge to the organizational capability.

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< p > "in my opinion, all kinds of specialized social resources and professionals can find that the real difficulty is not the operation of various parts, but the integration and operation from originality to production, then to offline and online, which is very test of organizational capability."

Lu Xiuqiong, director of Coca-Cola's Greater China Soda brand, said, "Coca-Cola is actually very good at running large volume and complex marketing activities."

Behind this is mystery.

"Strategy decides structure, structure follows strategy."

As early as 2006, Coca-Cola set up the Integrated Marketing Communication (IMC) and set up an integrated marketing communications manager (IMC), whose job is to get all the marketing departments to get through.

In 2009, Mu Tai Kang made a strategic adjustment to the marketing organizational structure, and changed the title of the marketing affairs leader from < a href= "http://www.91se91.com/news/index_h.asp > > Chief Marketing Officer /a > (Chief Marketing Officer) to" chief marketing business officer "(Chief Marketing and Commercial).

"This change is very critical. We should combine market and business with a leader to enable the air force and ground forces to achieve docking, and the team can move quickly around a goal."

Lin Bangyuan, former marketing director of Coca-Cola (China) beverage Co., Ltd.

In 2011, Coca-Cola Greater China established an interactive marketing department, which consists of two modules: digital marketing and social media marketing, and vigorously develop new media marketing.

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< p > "in China, Coca-Cola now has 10% of its product advertising completed through social media platforms, and will rise to 75% by 2015 and 2016."

Mu Taikang said, "the consumers of Coca-Cola are mainly young people. Wherever they go, we will go there."

At the same time, Coca-Cola tends to localize in China, and 99% of its employees are Chinese. For the operation of the local market, the Chinese team can basically make their own decisions.

The brand operation concept of "global brand and local operation" is an important guarantee for the smooth promotion of "happy nickname bottle" activities.

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For more than a year, Coca-Cola has always given people the impression of "do not do" a href= "http://www.91se91.com/pioneer/", "marketing /a >, deep ploughing channels".

But this summer, everything has changed.

More than 60 hot nicknames such as "otaku", "literary youth" and "pure man" have entered the field of vision of consumers. Each nickname comes from the Internet, each of which has great room for discussion.

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< p > as early as 2007, Pepsi Cola has also launched the marketing campaign of "I want to go on the pot", but the core is to pform canned entertainment into media so that users can use the entertainment spirit to exchange very limited opportunities to reach the cans. The core of Coca-Cola's "nickname bottle" is to socialize the Lok bottles, and Coca-Cola socialized the products before social marketing.

"We turn bottles into social tools, and bottles become the way people express their opinions of others."

Coca-Cola, starting from the product itself, allows products to communicate with consumers on the shelf. There is no more advertising media in the world than Coca-Cola bottles.

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< p > from early June to the end of July, the sale of nickname Coca-Cola in China increased by 20% over the same period last year. The great sale of the "nickname bottle" has achieved tangible benefits.

Its success lies in fully excavating the ideas and feelings of the target consumers in this era, and linking the brand idea with the establishment. In the age of social media, it tells a good story of a "happy pet bottle". This story not only embodies the concept of Coca-Cola's brand, but also fits the current consumer's inner world, so that consumers can participate in the sharing and dissemination from the heart.

More importantly, this is just the beginning.

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