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Coca-Cola released a new brand marketing strategy in Paris, which launched an “integrated†brand marketing strategy in the global market. For the first time, it will remove all Coca-Cola brand products, namely “Coca Colaâ€, “Diet Coca Colaâ€, “Coca Cola Zero†and “Coca - Cola Life is promoted as a whole, thereby highlighting the iconic status of the Coca-Cola brand.
Judging from this decision, integrating the Coca-Cola member brand and product promotion can take full advantage of the advantages and appeal of the Coca-Cola flagship brand, highlighting the overall positioning of Coca-Cola, the global beverage leading brand, and demonstrating that the company provides diversification for consumers. The promise and determination of beverage selection.
In an interview with the author, Marcos de Quinto, chief marketing officer of Coca-Cola, pointed out that millions of people around the world will consume Coca-Cola every day. The global “integrated†marketing strategy will rely on Coca-Cola’s strong brand advantage to bring all member products. To provide consumers with a variety of products more clearly, "from low calorie to no caffeine, or classic authentic, everyone can enjoy their own favorite Coca-Cola."
At the same time, he emphasized that consumer expectations for Coca-Cola are varied and varied, and this is unprecedented. But no matter what kind of food they want, delicious, refreshing and refreshing are common aspirations. "Through the 'integrated' brand strategy, we will transform our brand image and marketing activities for each member brand and product into an iconic Coca-Cola brand that reflects the overall positioning of the brand. Product choices," says Marcos de Quinto.
In fact, Coca-Cola is the world's largest supplier of soft drinks, ready-to-drink coffee, fruit juices, and fruit juice drinks. It has more than 500 brands and more than 3,000 different taste products in the global market, which can satisfy consumers' drinks to a large extent. The diverse needs.
Some industry insiders told the author that the reason why the “integrated†brand strategy was launched at this time was due to the introduction of “Diet Coca Cola,†“Coca-Cola Cola,†and “Coca-Cola Life†in the category. When promoting and marketing, they competed with the classic “Coca Cola†to compete in the same category. In today’s diversified consumer needs, it is also expected that the integration of power will continue to dig deep into the Coke market.
“Effectively, the economy is down, all major companies are cutting costs, and reducing costs is also an important task. The 'integrated' marketing strategy, 'Coca-Cola' brings simple happiness, which will also save Coca-Cola a lot of costs.†The person said.
According to sources from Coca-Cola, the business of the Coke Group was solid. From the sales figures, the sales of Coke and sales of drinking bottles in China both registered strong double-digit growth in 2015. The Coca-Cola brand’s brand preference in the survey has been consistent. Far ahead, it can be seen that this category has a huge market and loyal consumers, and the market potential is still huge.
In addition, it is worth mentioning that, in order to tie in with the "integration" strategy, the company also launched a new marketing theme "Taste the Feeling", which embodies the simplicity of "drinking any Coca-Cola product." "Happy, let that moment become different" brand advocate. This will also be the 48th advertising language in Coca Cola's 100-year history.
And unlike previous themes that revolve around “Chuang Shuang Huai Huaiâ€, this time Coca-Cola focused its new brand strategy on “taste and productsâ€. For more than 120 years, using the simplest language and conveying the most consistent ideas, the style of the Coca-Cola slogan has been formed. Each change of the slogan has its own unique meaning.
“Cool Cola’s cool feelings are unique,†​​said Rodolfo Echeverria, Coca-Cola’s vice president of global creative planning and digital marketing. “Our advertising ideas are designed to interpret people and enjoy the simple joy of Coca-Cola. The moment becomes different. By discovering people’s shared moments of emotions and presenting ordinary stories in storytelling styles that resonate with people, these bits of life have commonalities, so the TV and visual ideas we use in the Japanese market are also It will also be used in various markets in Italy, Mexico and the world."
According to Marcos de Quinto, Coca-Cola will launch a “Taste the Feeling†integrated marketing campaign in the global market in 2016, including: 10 TV commercials, more than 100 theme images, a new visual language system, and a new theme song. As well as branded sound effects and customized digital interactive experiences based on social sharing, the new advertising language will also be launched in more than 200 markets around the world. As the most valued and most promising Chinese market in Coca-Cola, the Chinese market will also launch new Chinese themed advertising and related promotion plans after the Lunar New Year.
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