可口可乐专业英语PPT课件.ppt

Cocacola 组员 蒋爽林重俊何凯威廖承威 1 IntroductionofCoca ColaBrandStrategySWOTAnalysisProductStrategy catalogue 2 introductionofCoca Cola 3 Theestablishmentofcoca cola ThatCoca ColaCompanywassetupin1892 generalheadquarterwassetupinUSAQiaoYaZhouAtlantaatpresent ismaximalthewholeworlddrinkcompany thebinomial Coca Colarowowningthewholeworld48 marketplaceoccupationratioandthewholeworldfirstthreebigdrinkisfirstPepsisecond lowquantityofheatCoca Colathird 4 InMay8 1886 PanBurtondevelopedaliquidwhichcanrefresh sedativeeffectandreducetheheadache hejoinedthesyrupandwater thenaddice hefounditdeliciousaftertasting Butpoursecondcups assistantaddedcarbonacidwateraccidentallyfoundittastebetter Becauseit sconsistedbyCocaandKola andinordertomakeituniform RobinsonchangedtheKtoC soCoca Colawasborn Origin 5 Theglobalsalesof2012 6 2012WORLDWIDEUNITCASEVOLUMEGEOGRAPHICMIX 2012UNITCASEVOLUMEBYGEOGRAPHY 2012UNITCASEVOLUMEBYGEOGRAPHY 7 brandstrategy 8 Continuetoholdatitleofno 1 Interbrand发布2012全球品牌价值排行榜2012公司名称行业2012价值2011价值变动2011变动 十亿美元 1可口可乐饮料 77 84 71 868 102苹果科技 76 57 33 49129 863IBM商业服务 75 53 69 918 2 14谷歌科技 69 73 55 3226 405微软科技 57 85 59 09 2 3 26通用电气多元化 43 68 42 812 5 17麦当劳餐饮 40 06 35 5913 6 18因特尔科技 39 39 35 2212 7 19三星科技 32 89 23 4340 17810丰田汽车 30 28 27 769 111 9 三 BrandAssets品牌资产 1 brandloyaltyAdeeployaltytoCoca Cola 10 2 BrandPopularity品牌知名度 Familiarity Whenpeoplementionthebeveragebrand thebrandnameofCoca Colaappearsooninyourmind 11 3 BrandRecognization品牌认知度 EasytodistinguishCoca colafromnumerousofbeveragebrandproducts comparetootherbeveragebrands Coca Colahashigherqualityassurance 12 4 BrandReputation品牌美誉度 Coca Colahasapositiveimpression 13 5 BrandImagination品牌联想 peoplewillthinkofredortheStateswhenmentioncoca cola 14 6 OtherAssets其他资产 1 Themysteriousformula神秘的配方 2 Trademark商标 15 SWOTANALYSIS 2020 2 4 16 2020 2 4 17 S Coca ColaBeverageCompanySWOTANALYSIS 2020 2 4 18 BrandStrengths 1 Thecompanyfirstdevelopedthecarbonateddrinksindependently establishedCoca Colaindependentbrands preemptedthesoftdrinks软饮料marketquicklyandhadabigadvantageandstrongglobalcompetitiveness Headquartershavebranchesinover200countriesworldwideandmorethan500kindsofproducts 2020 2 4 19 2 Theypayattentiontothebrandculturalvalue makebrandimagerootedintheconsumers heart andpromotedrinkingthecokeasafashionablebehaviorintheworld Brandisaemotion 品牌 即是一种情感 Spendalotofmoneyinmakingbrandadvertisingandpropagandizingbrandculture斥巨资 打造品牌广告 宣传品牌文化Enjoyacomfortablelifeofmyown expressesthepassiontothelife 要爽由自己 表达对生活的激情Noonefeelslikehome expressesthecallforthefamily 没有一种感觉比得上回家 表达对亲情的呼唤 BrandStrengths 2020 2 4 20 Coca colaPrintAds 2020 2 4 21 Advertisingvideo Openaseriesofhappiness1 2020 2 4 22 ProductsStrength Thecharacteristicsofproductsincludesconvenience widelyexistence equalprice avarietyofpackaging etc 2020 2 4 23 Coca ColaHugVendingMachines Ahug acoke 2020 2 4 24 Coca ColaGiantVendingMachines 2020 2 4 25 ProductsStrength Productshavelargecapacitysales highmarketshareandcustomerloyalty whilecompanyisinnovativeandhashighlydevelopedskills 具有创新及高度研发能力 2020 2 4 26 Partners EstablishedthecooperativerelationshipswithFIFAin1979 EstablishedthepartnershipswithNBAin1998foraperiodof100years Becametheglobalpartnerfor08BeijingOlympicGamesin2008 Boundmorethan500millionChineseconsumersthroughthedeeplypromotionalactivities BecameaworldwidepartneroftheShanghaiWorldExpoandtheenterprisepavilion Coca Colahappyworkshop attractedmorethan1000thousandvisitorsin2010 Reachedalong termcooperationrelationshipwithMcDonald s KFCrestaurantetc CateringIndustryGiants 2020 2 4 27 Weakness 1 Consumersstereotypes Unhealthydrink becausecokecontainscaffeineandotheringredients andeasytocauseobesity肥胖andotherhealthproblems 2 Themainconsumergroups Productidentityamongyoungpeople isslightlyworsethanPepsi 3 Bottleddrinkschannelspreadswidelyandthefinalproductqualityisdifficulttocontrolwhenconsumersenjoythedrinks Morethanretentiontimeorbadsituation 4 Transportationcostistoohigh 2020 2 4 28 ProductStrategy 2020 2 4 29 1 coreproduct 2 tangibleproducts有形产品 theOverallConceptoftheProducts 20