Coca-cola training

Coca Cola is a century-old brand. Why is it enduring and always loved by everyone? This has a lot to do with its marketing methods. See what marketing routines it has.

Marketing routine 1: adjust measures to local conditions, emotional marketing

Coca-Cola is an American brand and has been pursuing a typical American style. In the early days of entering the China market, Coca-Cola still used American culture to promote and publicize. It was not until the end of the 20th century that Coca-Cola realized that only by integrating into China culture could it dominate the beverage market in China. Saying that the wind is rain, Coca-Cola, with strong execution, immediately began to invite China stars as spokespersons and designed a tender advertisement full of China Spring Festival flavor. For the next five years, Coca-Cola will shoot a Spring Festival greeting advertisement every year, and each advertisement incorporates a lot of elements of China traditional local culture, such as couplets, paper-cutting and firecrackers. Its strategy of adapting to local conditions and emotional marketing is very touching, which has suddenly opened the hearts of many domestic consumers. Because no matter how big the brand is, no matter how high the product is, it always depends on consumers to survive. Coca-Cola fully thinks about product marketing from the perspective of consumers in China, and takes various traditional elements in China as the adhesive with consumers, so as to continuously narrow the distance with consumers, make consumers feel emotional, and make consumers in China have a sense and habit: only after drinking Coca-Cola will it taste after the Chinese New Year.

Marketing routine 2: keep exposure and freshness.

Only by maintaining the spirit of competition at all times can we not be eliminated in the increasingly competitive market. Even Coca-Cola, a household name, never slackened off. Through continuous innovation and advertising promotion, it has been active in the market and maintained a certain exposure. Doing so can not only prevent yourself from being overwhelmed by waves of new products, but also challenge competitors. Because marketing is a fierce competition, products that have been silent for a long time and lack new ideas will lose their advantages instantly, be strangled by competitors and be forgotten by consumers.

Marketing routine 3: interactive marketing, go to the mass center.

Coca-Cola attaches great importance to establishing emotional communication with consumers. With the change of the times and people's consumption concept, the marketing mode of Coca-Cola has not been adjusted. With the attraction of traditional marketing methods to young people greatly reduced, Coca-Cola turned its attention to online, starting with the Internet that young people love. In 2000, it established its own Chinese website, which is not only a company's official website, but also a base camp for Coca-Cola's games, activities and entertainment. Coca-Cola has also started its various interactive marketing since then, and won the love of a group of young people. Interactive marketing is undoubtedly the closest way to consumers. Only through friendly and pleasant interaction can consumers gradually become loyal customers of the company and spend in the company for a long time. This is difficult to do with some monotonous marketing methods.

In addition to entertainment marketing, Coca-Cola has also assumed the social responsibility of establishing conscience enterprises, and invested heavily in various public welfare undertakings, such as building Hope Primary School, subsidizing poor families, and setting up Coca-Cola scholarships. These charitable acts not only enhanced the brand image of Coca-Cola, but also further established its position in people's minds.

Based on its own brand connotation, Coca-Cola is always presented to people with the same voice and attitude, which is also the reason for its enduring. On the other hand, many small and medium-sized enterprises are premature. In addition to the objective conditions such as lack of funds, they have no clear brand positioning, insufficient brand persistence and insufficient innovation in marketing, which are all important reasons that affect their development.