Chapter 48 Marketing Archives - Coca-Cola Success Book

Pie will not fall from the sky by itself, any successful enterprise always has its reasons for success.When we carefully taste the success book of Coca-Cola Company summarized by Mr. Xu Song, we can find that many of the so-called secrets are so similar to the genetic code behind Wahaha's great success.In fact, this is not surprising. The reason why successful companies are successful is that they have common laws.This seems to be in line with Leo Tolstoy's famous saying: Tragic families often have a hundred reasons for tragedy, but happy families have the same happiness. 1. Sell quality products.

A product doesn't have to be able to talk or fly, but it has to be useful in some way that is widely accepted.Once you get used to the taste of Coca-Cola, you will feel that it is very delicious, which will make people develop a hobby.Coca-Cola tickles the nostrils, quenches thirst, and has a little caffeine effect.Some believe it can treat headaches, nausea, and stomach pains, among other things. 2. Believe in your product. Let the product establish a lofty image and make the profession associated with it a sacred profession.Let the staff think that the company's products are world-class and that they are working for the best company.

A salesman should have the ability of a missionary, not a salesman who only gets a salary. 3. The cost of the product should be low. The cost of each bottle of Coke is extremely low, less than 1 cent.Coca-Cola is not a capital-intensive product, and it is not difficult or labor-intensive to produce, although its production process is highly secretive. 4. Before the product reaches consumers, let those who engage in distribution make a lot of money first. The reason is simple, if the cost is low, the price can be greatly increased at retail.Coca-Cola has a money-making quality, and over the years everyone who has dealt with Coca-Cola has become very rich, including bottle makers, shareholders, wholesalers, and the people who supply the trucks, pallets, and vending machines.This effect made people very grateful to the company, but also willing to contribute to the cause of Coca-Cola.

5. Make it affordable for everyone. From 1886 to the 1950s, the price of a bottle of Coke was only 5 cents, and it is not very expensive in the world today.Therefore, people in third world countries can also afford it.Even in difficult times, Coca-Cola is still selling well.During the Great Depression of the 1930s and the most recent recession, the makers of Coca-Cola were still making money. 6. The product needs to be ubiquitous. Make the product within reach, make it ubiquitous, make it readily available in dance halls, barbershops, offices, trains, etc.Harrison Jones, an early Coke salesman, said in 1923, "Make it impossible for people to avoid Coca-Cola."

7. Sell your product smartly. This one sounds simple, but how, when, and where you market and advertise your product can be the difference between success and failure.By 1911, Arthur Cardilla had spent more than $1 million to stimulate desire, making Coca-Cola the most advertised product in the world.He also hired illustrators to display its white-on-red product logos on white walls across the United States, covering more than 5 million square feet.By 1913, the company had distributed more than 100 million small gifts bearing the Coca-Cola logo, making it readily available on items such as thermometers, calendars, game books, notepads, baseball cards, Japanese fans, and picture cards that are often used The logo of Coca-Cola leaves a deep impression on people.According to the salesman, a customer often had nightmares, dreaming of a big white devil holding a stove and shouting that Coca-Cola was chasing him.Today, when the company spends more than $4 billion a year marketing Coca-Cola around the world, it should come as no surprise.

8. Promote the image of the product rather than the product. A Coca-Cola advertiser once warned his imaginative and creative employees: We are selling something that does not exist, and what they drink is an image rather than a product. 9. Welcome competition. Although Coca-Cola employees don't like to admit it, PepsiCo has actually done them a lot of good.People love watching the "Battle of Coke" between Coca-Cola and Pepsi.Savvy salespeople in both companies also realized that no matter which company won a given round, the name recognition built through fierce competition helped sell merchandise.

10. Use celebrity power wisely. Coca-Cola began by hiring celebrities to advertise, hoping consumers would emulate baseball superstar Ty Cobb or actress Hilda Clarke.By the 1930s, movie stars ranging from Clark Biber and Carrie Grant to Jane Harrow and Joan Crawford were advertising Coca-Cola. In the late 1960s, singers ranging from Neil Demand, Leslie Gore, Ray Charles to Aretha Franklin believed that drinking Coca-Cola made everything better. 11. Arouse the desires of ordinary people. Beginning in the 1950s, The Coca-Cola Company produced mockup ads that would work in a variety of cultural contexts with little or no modification.How can this be done?The Coca-Cola ad has a universal allure: drink Coca-Cola and you'll be more confident, happier, more popular, sexier and younger.In order to strengthen the publicity effect, Coca-Cola sponsors various sports competitions around the world, from sumo wrestling to football, and also sponsors concerts.

12. Engage young people. Advertising campaigns at sports and concerts primarily appeal to teenagers.If you establish credibility among young people, you will gain a long-term consumer market. In 1894, three 5-year-old boys in navy uniforms were printed on a Coca-Cola postcard, shouting: "We want to drink Coca-Cola." Caffeine addiction in children.Since then, the company has pulled all advertising to children under 12.But that didn't stop distributors from sending school supplies like pads and rulers with the Coca-Cola logo on them, nor did it stop the company from using Santa Claus to market its products in the 1930s.

13. Do as the Romans do. If you want to sell your product globally, don't try to present yourself as "Ugly American". When Robert Woodruff was in charge of global development strategy in the 1920s, he worked hard to make Coca-Cola the German drink in Germany and the French drink in France.The Coca-Cola Company signed sub-package contracts with major local companies, and encouraged them to engage in supporting beverage production by making trucks, bottles, trays, and trademarks by local companies.The only thing the company exports and the local company imports is Coca-Cola concentrate.The Coca-Cola Company can thus proudly and accurately point out how much it contributes to the local economic development.For decades, the Coca-Cola Company has cultivated a large number of managers around the world who have brains and understand local cultural customs.

14. Obey the law. Although Coca-Cola's senior executives or distributors have been suspected of paying bribes and taking kickbacks in the past, the company's image is generally clean.The use of illegal means of operation not only fails to make the company profitable, but damages the reputation of this huge multinational company, the loss outweighs the gain. 15. Be patient, but decisive. Coca-Cola's executives knew that one day they would sell its products everywhere in the world.It is currently sold in 195 countries and regions, so it is only a matter of time before its long-cherished wish is realized.Wars, famines, and political events will bring temporary difficulties, but the future is bright, and they will always persevere, ready to take advantage of every possible opportunity.

16. Keep the precepts. Robert Woodruff's guiding philosophy is not complicated at all.According to his colleagues, he has not read a single book in his life and is almost illiterate.His ingenuity lies in strategizing and in adhering to some basic truths. 17. Pay attention to the minimum profit. The idea seems simple enough, but no one paid much attention to it until 1981, when Gauzut became president of Coca-Cola.In the competition with Pepsi, people only pay attention to market share, not market profit.Gauzut found that this widely praised practice was actually a money-losing business. 18. To intimidate employees. That might sound like a stretch, but Coca-Cola's past presidents have all endorsed an atmosphere of mutual respect and awe."A climate of anxiety and tension makes people reach their fullest potential," says Woodruff. Coca-Cola's CEOs seem to be perfectionists, so their presence is a source of trepidation.