What is Coca-Cola's motto 3a3p?

Coca-Cola's threesome principle: pervasive-make Coca-Cola products available at your fingertips. Price relative to value-Coca-Cola's products must be worth the money. First choice-let Coca-Cola products become the first choice in consumers' minds. Coca-Cola adopts eight marketing schemes for "3P" marketing: extensive distribution; They divide the market into supermarkets, grocery stores, stations, wholesalers, schools and so on. According to their importance, set distribution targets respectively, and quickly distribute products to various retail channels, so that consumers can buy their products in the most convenient places. Effective vividness: They have implemented effective shelf management, placing new products next to their main competitors and in the best position that consumers can reach-between shoulders and hips. At the same time, ensure sufficient inventory and display, and each commodity has a name and price tag. They found that this will enable consumers to know the product information timely and accurately, and they will be more interested in buying. A large number of point-of-sale advertisements are used: in-store advertisements such as posters, flags, price tags and exhibition stands are selected at various retail outlets, and with strong media advertisements, a powerful marketing offensive is formed to quickly and effectively deliver new products to consumers. Huge display: select representative retail outlets and set up no less than 50 boxes of floor display, so that its products have the image of leading brands in the store, stand out and make consumers unforgettable. Unforgettable model stores: select representative retail outlets and establish a certain number of shops with outstanding advantages and leading images to improve the visibility of products and attract consumers' attention. Continuous drinking tasting activities: Recruit a certain number of promoters, choose the main channels, and carry out large-scale drinking tasting activities on weekends and holidays. Active promotion activities: cooperate with tasting to carry out various forms of promotion activities that consumers can't refuse, such as reducing prices, giving fancy small gifts and encouraging large purchases. To enhance consumers' love for new products. Correct price: let all channels have reasonable profits, have the enthusiasm to operate their own products, and let consumers be willing to buy. Coca-Cola's 3A principle: Coca-Cola is the first brand of soft drinks in the world. Its products are distributed in more than 200 countries around the world, which has exceeded the number of United Nations Member States. It accounts for 50% of the global soft drink market and ranks third among the top 500 in total market value. Coca-cola can last for a hundred years; One of the important reasons why Coca-Cola can take root and develop in the world is the understanding and implementation of its "3A" strategy. It can even be said that the entire Coca-Cola system is working hard around the "3A" strategy. Its "3A" strategy refers to: affordability/availability; Affordability/affordability; Willing to buy/accept. You can buy the simple word "yes", but it is not a simple thing to do. At the same time, "affordability" is also an important prerequisite for selling products to consumers. Because products can only be bought by consumers if they occupy the terminal market and meet customers at the point of sale. We know that drinks are impulsive and random products. When consumers buy drinks, they usually habitually choose the brands they often drink, but if there is no such brand, they will choose the brands on the shelves, and few consumers will go out for a bottle of drinks. It tells us here that in order to seize every opportunity to sell products to consumers, we need to expand the distribution of products. In order to make consumers "buy it" and better sell the products to consumers, let's see how Coca-Cola does it. 1. In terms of terminal channel development, there are as many Coca-Cola stores in Beijing as100000. Whether it is supermarkets, department stores, street shops, bars, hotels, internet cafes, gas station convenience stores, Coca-Cola can be said to be everywhere. An important reason why Coca-Cola can be everywhere is the result of constantly developing new channels. In addition to the traditional channels, Coca-Cola combines the relationship between channel characteristics and categories to sell diet (sugar-free) to diabetic food supermarkets, and Coca-Cola sells RB packaging to beauty salons according to channel characteristics (now many high-end beauty salons provide drinks to consumers free of charge), comparing the whole product to an Internet cafe! It can be seen that the development of new channels mainly lies in discovery, mining and promotion. In fact, the main driving force of Coca-Cola's continuous development of new channels comes from the "newly opened active customers" index in the sales staff's business assessment, which accounts for 30% of the total assessment index. This makes the sales staff of Coca-Cola always pay attention to whether there are new stores or new channels suitable for selling Coca-Cola in their jurisdiction. 2. In terminal channel management, if you think that "as long as the products are spread to all sales points, you can sit back and relax", it is all wet. If you walk around the market, you will find that many companies' products are covered with dust and forgotten in the corner, and no one cares. Spreading products to the point of sale is not the goal, but the ultimate goal is to sell products to consumers. Therefore, the management of sales terminals is equally important. In order to manage the sales terminal well, Coca-Cola has equipped each salesperson with a sales kit. Through the sales suite, the sales staff can clearly know how to make the terminal point of sale vivid. For example, how to arrange Coca-Cola series products, brand order, where the products should be placed on the shelves, how to make FIFO for products, how to put up posters at the terminal of price labels, how to use refrigerators and so on. This has a good guiding role for the sales staff's terminal channel management. Coca-Cola not only equipped each salesperson with a sales kit, but also strictly evaluated the vivid implementation of the point of sale and organized a special department to track and manage it. The vivid execution of the sales point is directly linked to the salary assessment of the sales staff, which ensures the execution of the sales staff. Affordability, on the one hand, refers to the price of the product. As a brand that can be sold in more than 200 countries around the world, the price of Coca-Cola products is certainly acceptable to consumers, which is also the basis for a beverage company to grow into the world's number one beverage brand and continue to grow. On the other hand, affordability also refers to the value of products. Simply put, Coca-Cola accounts for the proportion of consumers' beverage expenditure. Therefore, what Coca-Cola considers is not whether consumers can afford one or two bottles, but whether there are continuous consumers buying Coca-Cola products and whether consumers can become loyal consumers of Coca-Cola. Tesco Tesco means not only making consumers affordable, but also making consumers willing to buy their own products, which is also the key to selling products to consumers. Because the competition of drinks is fierce now, consumers are very selective about drinks. They can choose tea, mineral water, fruit juice, functional drinks and so on. In this fierce competition, consumers must make a fuss about brand culture and consumer psychology if they want to keep their hearts on Coca-Cola. Judging from Coca-Cola's advertisement "Take me home for the New Year" (Spring Festival advertisement in 2006), Coca-Cola has spent all his thoughts on the strategy of "Tesco". "The Spring Festival is coming, and it is a day for every family to have a reunion dinner, but my son can't go home for the New Year alone. My son drinks Coca-Cola in a restaurant. I didn't expect Alfred in the coke bottle to jump out. My son was surprised. Why are you here? Ah Fu replied: Take you home for the New Year. ..... When my son came home, he was happily having New Year's Eve dinner with his family. Just then, Ah Fu closed the door with joy and found that the screen said "Take me home for the Spring Festival". The son in the advertisement is played by Liu Xiang. It can be said that this is the true performance of Liu Xiang. " As an athlete, due to competition and training, he seldom has the opportunity to have dinner with his family. I really miss my mother's cooking. "Liu Xiang said. This advertisement is really touching. China is a country with deep family ties. No matter how far away from home and how busy you are, you should go home and have a reunion dinner with your relatives. With this family card, Coca-Cola put itself in the hearts of consumers. Although he shouted "China people's own coke" and "Happy events are of course very coke" in his previous advertisements, I think he didn't really make consumers accept him psychologically. Because these concepts are too big and too far away from the lives of ordinary people. Of course, for Coca-Cola's "3A" strategy, not all enterprises can borrow money, and different products in different industries need to be determined according to their own positioning. However, as a beverage enterprise, Coca-Cola's ability to understand and implement the "3A" strategy is worth learning from domestic enterprises.