《广告促销全英论文-可口可乐.doc》由会员分享，可在线阅读，更多相关《广告促销全英论文-可口可乐.doc（5页珍藏版）》请在三一文库上搜索。
1、How to Build the Power of BrandsA case study of Coca-ColaIntroduction:There are a number of reasons why brands are more important than ever before. Consumers have a tremendous number of choices available in nearly very product and service category but have less and less time to shop and make selecti
2、ons. Well-known and trusted brand names are a touchstone for consumers and help simplify their decision-making process. In this assignment, according to Coca-Cola, I will define the contexts of brand; explain the significance of brand, and which promotional mix tools we can choose to build brand pow
3、er. At last, I will analyze the communication process Coca-Cola.Main Body:The Coca-Cola Company manufactures, distributes, and markets nonalcoholic beverage concentrates and syrups worldwide. It principally offers sparkling and still beverages. The companys sparkling beverages include nonalcoholic r
4、eady-to-drink beverages with carbonation, such as energy drinks, and carbonated waters and flavored waters. Its still beverages consist of nonalcoholic beverages without carbonation, including non-carbonated waters, flavored waters and enhanced waters, juices and juice drinks, teas, coffees, and spo
5、rts drinks. The Coca-Cola Company also offers fountain syrups, syrups, and concentrates, such as flavoring ingredients and sweeteners. The company markets its nonalcoholic beverages under the Coca-Cola, Diet Coke, Fanta, and Sprite brand names. The Coca-Cola Company also owns mineral water brands Ki
6、ldevaeld and Kurvand in Denmark and soft drink brand Hyvaa Paivaa in Finland. It sells its finished beverage products primarily to distributors, and beverage concentrates and syrups to bottling and canning operators, distributors, fountain wholesalers, and fountain retailers. The Coca-Cola Company w
7、as founded in 1886 and is based in Atlanta, Georgia.Brand is a name or trademark connected with a product or producer. Brands have become increasingly important components of culture and the economy, now being described as cultural accessories and personal philosophies. Brand means that products and
8、 their place of origin, and make it different from similar products with the text, name, symbol, or a combination of patterns. Somebody consider that a brand strategy development: the brand of these elements and, through a series of market activities and the results shown by the formation of an imag
9、e recognition, feeling, quality awareness, and through these and shown customer loyalty, generally speaking, it belongs to a kind of intangible assets. So, this time a brand is emerging as an intangible asset.Now, I will explain the significance of brand. Generally, the significance of brand has two
10、 sides, the significance of brand for enterprises and the significance of the brand for consumers. In the first place, brand for enterprises. First is storage. Brand can help enterprise storage business reputation, image. Second is to assert their rights. By registering patents and trademarks, brand
11、s can be protected by law, to prevent others from damage to the reputation of the brand or the illegal use of the brand. Third is value-added function. Corporate brand is an intangible asset; it contains the value, personality, quality and other characteristics. Bring significant value to give produ
12、cts. Fourth, image-building function. The brands are the keys of shaping the image, popularity and reputation. The last is reducing the cost. The brand can build brand preference with customers, effective promotion and new product development to reduce the cost. The other side is brand for consumers
13、. First is recognition function. The brand can help consumers identify the manufacturer of the brand, origin and other basic elements, which distinguish it from similar products. Second is shopping guide function. The brand can help consumers quickly find the products needed, thereby reducing the ti
14、me and effort for consumer spending in the search process. Fourth is reducing the buying risk. Consumers want to buy their own desirable products, but also hope to get around a persons identity. Choose reputable brands can help reduce the risk of the mind and money. To build brand power, there are s
15、everal promotional mix tools we can choose, such as advertising, sales promotion, public relations and personal selling. The first is advertising. It is defined as any paid form of nonperson communication about an organization, product, service, or idea by an identified sponsor. The advertising invo
16、lves mass media that can transmit a message to large groups of individuals, at the same time; it is generally no opportunity for immediate feedback from the message recipient. Therefore, consider how the audience will interpret and respond to it is so necessary. Second is sales promotion. It is gene
17、rally defined as those marketing activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales. Sales promotion is generally broken into two major categories: consumer-oriented and trade-oriented activities. Third i
18、s public relation. It is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or organization whit the public interest, and executes a program of action to earn public understanding and acceptance. The last one is personal selling. The per
19、sonal selling involves direct contact between buyer and seller, either face-to-face or through some form of telecommunications such as telephone sales. The personal, individualized communication in personal selling allows the seller to tailor the message to the customers specific needs or situation.
20、In this part, I will analyze the communication process of the Coca-Cola. Coca-Cola enterprises growing product portfolio includes the worlds greatest brands and beverages. Coca-Cola has build a strong brand power perfect and communication process by using advertising, sales promotion and public rela
21、tions. At the beginning, people do not understand more about this drink, 1909 American Association of Advertising elected Coca-Cola as the best advertising products. Advertising is the best-known and most widely discussed form of promotion, and it is a best tool to to establish Coca-Colas image. Its
22、 advertising is target to all the people. The advertising spokespersons are famous, such as: Pink, Wang Lihong, Guo Jingjing, for people that will have a certain influence. Its advertising slogan is “Life tastes good”. After a hundred years of efforts, now, Coca-Cola has been recognized by the peopl
23、e all around the world. The cost on advertising is also reduced. Sales promotion is another tool to build brand power. Coca-Cola use trade-oriented activities. Coca-Cola enterprise targeted toward marketing intermediaries such as restaurants, supermarkets, convenience stores. Coca-Cola chooses merch
24、andising allowances, price deals, sales contests, and trade shows to encourage the trade to stock and promote a companys products. About public relations. 1928 Coca-Cola began to cooperate with the Olympic Games. Coca-Cola Company has been donated 52 Hope Primary School in China, and social welfare
25、activities are important part for Coca-Cola. Until now, in peoples hearts，it has a good image. And received a great deal of customer confidence. Coca-Cola in packaging innovation and image is very popular in the world. Now, Coca-Cola has become an indispensable drink of life. At last, I will deliver
26、 my opinions on how to advance the power of brand in future of Coca-Cola. On products, Coca-Cola now is a world famous brand; so, I think in the future, it should not spend too much on advertising. The important is make product innovation (include packaging, taste and advertising.) to keep up with t
27、he trend of the development, satisfy the needs of a new generation of young people. In the side of enterprise management, should be a more effective management model, to strengthen the management of distributors. In the side of customer, Coca-Cola should return more to the customer，to give consumers
28、 more cost-effective，in the current market, Coca-Cola has few concessions. Conclusion:Through this case study, I know brand is so important for a company. In todays marketplace the appeal of brand names is greater than ever. Well-known and trusted brand names are a touchstone for consumers and help
29、simplify their decision-making process. Coca-Cola has experienced a century of efforts, and successfully created a brand with strong power. Suitable promotional mix tools are important to build brand power. The long-running business should have a perfect communication process of brand.Count Word: 14
30、72 wordsReference:1. Kotler, P. 1997, Marketing management: Analysis, planning, Implementation and control, 9th edition, Prentice Hall of India, New Delhi, India2. Joel R. Evans & Barry Barman, 2002, Marketing. 8e. Printed in the United States of America by Atomic Dog publishing.3. William D. Perreault, Jr. & E. Jerome McCarthy 2004. Bassic Marketing. Clippings from the Popular Business Press.4. http:/www. coca-5. http:/5