Coca-ColaPPT课件

.,1,张雪晴李臻,.,2,IntroductionProductsrangeMarketStrategiesCokesapplication,.,3,1,Introduction,.,4,Introduction,TheCoca-ColaCompanywasfoundedin1886andisheadquarteredinAtlanta,Georgia,istheworldslargestbeverageCompany.Thecompanyhas48%oftheglobalmarketshare.Coca-Colacurrentlyoffersmorethan500brandsinover200countriesorterritoriesandservesover1.7billionservingseachday.,.,5,HappinessPassionVigor,Logosmeaning,.,6,In1886,whengovernmentpassedprohibitionlegislation,Pemberton(彭伯顿)respondedbydevelopingCoca-Cola,anonalcoholic(非酒精)versionofFrenchWineCoca.ThefirstsaleswereatpharmacyinAtlanta.Itwasinitiallysoldasapatentmedicineforfivecents,whichwerepopularintheUnitedStatesatthetimeduetothebeliefthatcarbonatedwater(碳酸饮料)wasgoodforthehealth.HeclaimedCoca-Colacancuremanydiseases.,History,JohnStithPemberton约翰斯蒂斯彭伯顿,.,7,Thedrinksnamereferstotwoofitsoriginalingredients,whichwerekolanutsandcocaleaves.,合伙人罗宾逊（FrankM.Robinson）从其两种成分中激发出命名的灵感，这两种成分就是古柯（Coca）的叶子和可拉（Kola）的果实，罗宾逊为了整齐划一，将Kola的K改C，然后在两个词中间加一横，于是Coca-Cola便诞生了，第一份可口可乐售价为五美分。,TheName,.,8,DevelopinginChina,“蝌蝌啃蜡可口可乐”,得名于英国的一位上海教授蒋彝。这家饮料公司也获得了迄今为止被广告界公认为翻译得最好的品牌名可口可乐。它不但保持了英文名的音译，还比英文名更有寓意，在这两点的作用下，形成了最关键的流行因子：即无论书面还是口头，“可口可乐”这个名字都易于传诵。,.,9,TheSlogan,1886：DrinkCoca-Cola请喝可口可乐。1927：AroundtheCornerfromeverywhere无处不在的可口可乐。1942：TheonlythinglikeCoca-colaisCoca-colaitself只有可口可乐才是可口可乐。1969：ItstheRealThing这是真的。1987：CantBeattheFeeling挡不住的感觉。1993：AlwaysCocaCola尽情尽畅，永远是可口可乐。2000：CocaCola.Enjoy可口可乐，每刻尽可乐。2009：OpenHappiness畅爽开怀。2016:TastetheFeeling品味感觉,.,10,Mission,torefreshtheworldtoinspiremomentsofoptimismandhappinesstocreatevalueandmakeadifference,.,11,Vision,people:beagreatplacetoworkwherepeopleareinspiredtobethebesttheycanbe.portfolio:bringtotheworldaportfolioofqualitybeveragebrands(向世界展示一系列优质饮料品牌)thatanticipateandsatisfypeoplesdesiresandtheirneeds.partners:nurtureawinningnetworkofcustomersandsuppliers（形成一个赢得客户和供应商的成功网络）,togetherwecreatemutual（共同的）,enduring（持久的）value.,.,12,2,products,.,13,Productmaterials,packedinglassjars:theglassbottlecanberecycledtoreducecostsisconducivetoenvironmentalprotection.Plasticbottles:Plasticbottlesisnon-friableandeasytocarry.Thecostislower.beveragecan:Aluminumcansismoreconvenienttocarry.,.,14,Sprite雪碧,zero零度,Icepurifiedwater冰露,Thefamousbrandsinourcountry,.,15,Product,Qoo酷儿,MinuteMaid美汁源,Fanta芳达,.,16,3,advertisment,.,17,Cokewasfirstadvertisedasremedyforheadachesandexhaustion（排气）.Cokehasbeenadvertisingontelevisionfor50yearsSongsusedincocacolacommercialshavebecomepopularTheyusecatchymottossuchas:Addsarefreshingrelishtoeveryformofexercise.,.,18,4,successfulstrategy,.,19,Transnati