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美国作业指导Unit 3 Individual Product现在它是相当复杂的,找到一个人活在世上谁不知道“可口可乐”。该跨国公司,该公司在全世界范围内,赢得了无数人生活在各大洲的客户。可口可乐无处不在。这是出售在巨型超市位于大城镇,它能被发现为在当地的小商店只有几成百上千的人,也可以发现,在最小的有人居住的地方,在他们有电供应可口可乐的自动售货机。万物都一个多世纪前,在1886年,当药剂师乔治亚州亚特兰大,名叫约翰伯顿发明了一种"好吃、振奋、提神、搞活“喝,声称是最受欢迎的而现在品牌,最受欢迎的软饮料。可口可乐是目前操作在近200个国家和全球继续吸引着更多的顾客。可口可乐是第一个进入苏联市场,它也得到了消费者的认可。
在一个忠诚的顾客,可口可乐公司的,它的软性饮料“可口可乐经典的“我选择本公司为了谈论它广泛的原因,深受世界各地客户。本论文的主要目的是来谈谈可口可乐仍使用策略使用来吸引消费者。
公司如何吸引新买家吗?答案很简单:引进新产品推向市场通过广告。广告是什么东西使得大家了解有关的产品在国家(国内产品)和本国以外。广告是最重要的一项,强大而有效的工具,它有助于吸引顾客,从而增加销售额和利润的任何业务。广告本身就是一种赚钱的生意,大笔的金钱,每年。广告的主要目的是为了获得背后广泛宣传在潜在客户,因为人们会买东西不感兴趣,除非他们听说过或试过某些商品和服务。可口可乐是一种少数公司使用这个工具的营销其得到充分发挥。可口可乐的广告一直很有创意,明亮,把某些讯息给消费者,使他们的品牌忠诚。
事实上,创造品牌是产品市场营销的基本要素,决定着产品的成功或失败在市场上的竞争力。品牌是一个特定影像、符号识别一个产品从另一个。可口可乐创造了一个强大的品牌,用红色和白色的颜色,现在只有主要相关饮可口可乐,万事如意。品牌是帮助消费者识别产品的他们想购买。三个主要的好处品牌包括利润的能力,通过商标注册的品牌并避免被复制其他的一些公司,客户的忠诚度。这是非常重要的是区别于其他公司,然而,这被认为是一个短期目标。任何公司的长远目标是要让消费者对品牌的忠诚。这是相当的时间和money-consuming过程,这需要很多的辛勤工作和创造力,然而,其结果可能是杰出的。当客户成为品牌忠诚的机会,也可以转换到另一种产品是最低在任何情况下。
Nowadays it is rather complicated to find a person living on the Earth who does not know what “Coca-Cola” is. This multinational corporation, which operates worldwide, has won the hearts of millions of customers living on all continents. Coca-Cola is everywhere. It is sold in huge supermarkets located in big cities and towns, it can be found in small local shops who serve only several hundreds of people and also it can be found in the smallest inhabited localities, which have electricity in them to supply Coca-Cola’s vending machines. Everything began more than a century ago, in 1886, when a pharmacist from Atlanta, Georgia, named John Pemberton invented a “delicious, exhilarating, refreshing and invigorating” drink that claims to be one of the most popular brands now, and the most popular soft drink. At the moment Coca-Cola is operating in nearly 200 countries worldwide and continues to attract even more customers. Coca-Cola was the first to enter the Soviet Union market, where it also received consumers’ recognition.
Being one of the loyal consumers of Coca-Cola, and its soft drink “Coca-Cola Classic” I have chosen this company in order to speak about the reasons of it extensive popularity among consumers all over the world. The main goal of this paper is to speak about the strategies Coca-Cola used and still uses to appeal to the consumers.
How can a company attract new buyers? The answer is rather simple – to introduce new product to the market by means of advertising. Advertising is what makes it possible for everybody to get to know about goods produced inside the country (domestic products) and beyond its borders. Advertising is one of the most significant, powerful and effective tools, which helps to attract customers and, thus, increase sales and profitability of any business. Advertising is itself a profitable business, on which huge sums of money are spent annually. The main purpose behind any advertising is to gain extensive publicity within potential customers, because people will not be interested in buying something unless they heard about or tried certain goods and services. Coca-Cola is one of the few companies that used this tool of marketing to its fullest extent. Coca-Cola’s advertisements have always been very creative, bright and carried certain message to the consumers, making them brand loyal.
Indeed, creation of brand is the essential element of product marketing, which determines product’s success or failure in the market. Brand is a certain image, symbol that identifies one product from another. Coca-Cola created a powerful brand, using red and white colours, which are now mainly associated only with Coca-Cola. Brand is what helps the consumers to identify the product they would like to buy. Three main benefits of brands include profit, ability to register a trademark by means of brand and avoid being copied by some other company, and customer loyalty. It is very important that company is distinguished from others, however, this is considered to be a short-term goal. A long-term goal for any company is to make consumers loyal to the brand. This is rather time and money-consuming process, which involves a lot of hard work and creativity, however, the results of it might be outstanding. When customers become brand loyal the possibility that they might switch to a different product is minimum under any circumstances.
There is no doubt that it is necessary for a company to stimulate the customers by conducting certain promotion campaigns. The main difference between advertising and promotion is that the latter induces consumers to buy something by means of certain incentives. For example, the company put its products on sale after reducing the price, it can offer consumers to buy several products and present one for free, or offer to collect bottle caps and receive some little souvenirs. All of this stimulates consumers desire to buy.
Coca-Cola has been wisely using all of the mentioned above marketing tools, including advertising, promotion, creating a brand and attracting loyal consumers. However, there is another special strategy that the company uses in order to gain wider publicity and increase sales volumes. This strategy lies in the creation and extensive usage of slogans. Throughout the years the company was using the slogans to reflect the benefits of Coca-Cola Classic. Almost every year new slogans appeared and were accompanied by new advertisement campaigns. Some of the most famous slogans are: “Things Go Better with Coke”, “I’d like to Buy the World a Coke”, “Always Coca-Cola” and others. The company invited some celebrities to advertise their product, such as Bob Hope, Bill Cosby (advertisement campaign called “Have a Coke and a Smile”), which added even more success. Coca-Cola Classic has been advertised everywhere – on TV, on radio and in the newspapers, gaining more and more publicity.http://www.ukassignment.org/mgzydx/
Having studied some of the strategies the Coca-Cola company uses I can now understand why I became one of its loyal customers. Coca-Cola created a well-recognized brand for its product; it developed and continues to develop and conduct well-considered, appealing to consumers advertising campaigns; it also once in a while conducts promotion campaigns, which induce the consumers into buying more. Having become a loyal consumer I’m going to keep buying products of Coca-Cola, especially Coca-Cola Classic, as it satisfies all of my demands in terms of what a drink should be. Also, it is necessary to underline the fact, that even though it is quite understandable how Coca-Cola attracts loyal customers, it does not estrange them from remaining loyal, because it only involves strategies that are legal and do not go against human morality. Conversely, I should say that people who develop advertising campaigns and create slogans for Coca-Cola are very professional, talented and deserve respect.#p#分页标题#e#
Bibliography
1. Coca-Cola Advertising Slogans
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