Kay

Elan

Elena

Ocean

Summer

Summer

Élan

1. Soda water （碳酸饮料Carbonated drinks ） Sparking Beverages

雪碧 Sprite 醒目 Striking soda 芬达 Fanta 可口可乐 Coca-Cola 健怡可乐 Coke Light

2. Still Beverages (containing no gas)

酷儿 Qoo & 美之源 Minute Maid 健康工房 Healthy juice beverage 、 茶研工坊 Drink tea research workshop 、 雀巢冰爽茶 Nescafe ice tea

3. Water 冰露 Ice dew/ 天与地 Day and drink / 水森活

Sensation beverage / 怡泉 Yi spring drink

4. Vitamin drink （维他命饮料 ） 酷乐仕 glacéau vitamin water

1. 可口可乐 Coca-Cola flavor ： Coca-Cola ，香草味 Vanilla ，零度

Coca Cola Zero 2. 健怡可口可乐 Diet Coke Coca flavor ：健怡可口可乐 Diet Coke Coca

Cola ， Lemon 3. 雪碧 Sprite flavor ： Lemon ，冰薄荷 Iced MINT ，冰绿茶

Ice green tea 4. 醒目 Smart flavor ：

watermelon 、 apple 、 Grape 、 Grapefruit 、水蜜桃 Honey peach 、奇异果 Kiwi fruit 、椰子 Coconut 、 ice cream 、红茶 black tea 、salt soda water 、 pineapple 。

5. 芬达 Fanta flavor ： orange ， apple ， grape, lemon

1. 美汁源（果汁饮料） Minute Maid flavor ：“果粒橙 Orange fruit” ，“美丽果

Beautiful fruit ” 以及“清凉橙 The cool orange”

2. 酷儿（果汁饮料） Qoo flavor ：香橙味，苹果味 3. 健康工房（本草饮料） Healthy juice flavor ：“ Cool source”--Cool

tea ；“ beautiful source”—Jujube( 红枣 ) 4. 雀巢冰爽茶（茶饮料） Nescafe ice tea flavor ： lemon 5. 茶研工坊（茶饮料） Drink tea research

workshop flavor ：清妍、清本、清活和轻纤 Light fiber

1. 水森活（纯净饮用水） Sensation beverage

flavor ：无调味的纯净水 pure water

2. 冰露（纯净饮用水） Ice dew flavor ：无调味的纯净水 pure

water 3. 天与地（矿物质水） Day and

drink flavor ：无调味的纯净水 pure

water 4. 酷乐仕（维他命饮料） glacéau

vitamin water brand ： Small

universe ， Perfect small fill…

1. 天与地茶 : Day and drink young people who pursue the

style of modern life. 2. 岚风茶 :LEFON tea Successful young women. 3. 阳光茶 :Sunshine tea A new generation of Youth

Sunshine 4. 雀巢冰爽茶 : Nescafe ice tea young people who are between

16 to 29 and pursue the life of western countries.

5. 茶研工坊 : Drink tea research workshop

modern people who pursue delicacy and convenience.

6. 健康工坊 : Healthy juice beverage 、

women who pursue beauty care and healthy.

7. 原叶茶 :Raw tea leaf Middle Aged as well as youth

between 20 to 40.

1. 可口可乐 :Coco-Cole faithful consumers like children,

youth, and adults. 2. 雪碧 : Sprite Athletes （柠檬和冰薄荷味） . young men who pursue

excitement, personality, and adventurous （火辣味） .

3. 芬达 :Fanta A new generation of young

people who pursue bold and innovation.

4. 健怡可口可乐 : Diet Coke Coca Those who Love to drink Coca

Cola but afraid of high-calorie.

5. 酷儿 : Qoo nutritious, mainly for play kids

and pupils.

6. 醒目汽水饮料 : Smart A new generation of young

people who pursue bold and innovation.

7. 水森活 : Sensation beverage lazy people who pursue

convenience, suitable for family or traveling.

Ocean Pang

Distribution, a vital and necessary part of the 4Ps, is a major component of the marketing mix as well as the channels or pathways by which a firm’s products are made accessible to its customers.

Coca-Cola Company has always attached importance to constantly improve the

sales network. Its ubiquitous marketing strategy is a concentrated expression of

its belief. The distribution channel structure of Coca-

Cola Company is a very complex combination. It is mainly based on a multi-

channel mix, including indirect channels and intensive channels.

Indirect distribution The Coca-Cola Company uses

intermediaries in its distribution. That is, the company does not sell its products directly to its consumers.

The Advantage of indirect channel is that it will focus on resources of production as well as simplified transactions and extensive distributions; moreover it has super services and risk-sharing.

However, it is difficult to communicate information directly and it is a heavy burden on consumers that the market is not so stable and hard to control in a way.

Intensive distribution The Coca-Cola Company uses the

intensive distribution strategy. The business's products are sold in almost every outlet including: retail outlets, small shops, restaurants, petrol stations, newsagents, schools sports and entertainment venues as well as vending machines

So wherever you are, Coca-Cola products will appear the department stores, chain supermarkets, convenience stores, small shops and other places. In a word, As long as people want to buy at any local drinks, you can buy Coca-Cola products

“Pervasiveable” concept embodied in the channel and the terminal building, is the highest priority to network coverage and retailers of brand recognition.

As to the intensive channel, the advantage is that from this channel, company can get a large market coverage and high rate of customer contacts as well. And at the same time it can make full use of the middlemen.

But the disadvantage is that the intensive channel is also difficult to control, moreover, it will take a high-cost and it may be challenged by intensive competitive in the market.

1. Traditional 1. Traditional food retail food retail

2. 2. Supermarket Supermarket

3. Catering3. Catering 4. Street 4. Street

peddler peddler 5. School5. School

6. Gym 6. Gym 7. Entertainment 7. Entertainment

placeplace 8. Transportation 8. Transportation 9. Scenic spots9. Scenic spots 10. Wholesalers10. Wholesalers 11. Trade fairs & 11. Trade fairs &

food fairsfood fairs

the price will influence the demand for the product

By Elena

Coke Cherry 12oz 美国可口可乐樱桃口味 整箱装 355ml*12 听 / 箱

Coke Vanilla 12oz 美国可口可乐香草口味 整箱装 355ml*12 听 / 箱

Coke Caffeine Free 12oz 美国可口可乐无咖啡因 整箱装 355ml*12 听 / 箱

百事可乐 樽装饮料250ml

￥ 6

百事可乐 1.25l//瓶

￥ 4.4

name size Price (Yuan)

Coke Vanilla 355ml 6

Coke Caffeine Free 355ml 6

百事可乐 樽装饮料

250ml 6

百事可乐 1.25l 4.4

Juice drinks

Much higherMuch higher

Tea

water

By: Kay

Promotion mixPromotion mix

AdvertisingAdvertising

Personal SellingPersonal Selling

Any Paid Form of No personal Presentation by an Identified Sponsor.

Any Paid Form of No personal Presentation by an Identified Sponsor.

Sales Promotion Short-term Incentives to Encourage Sales.

Public RelationsBuilding Good Relations with Various Publics by Obtaining Favorable Unpaid Publicity.

Personal Presentations by a Firm’s Sales Force.

Nature of Each Promotion Tool

AdvertisingReaches Many Buyers, Expressive

Impersonal

AdvertisingReaches Many Buyers, Expressive

Impersonal

Personal SellingPersonal Interaction, Builds Relationships

Costly

Personal SellingPersonal Interaction, Builds Relationships

Costly

Sales PromotionProvides Strong Incentives to Buy

Short-Lived

Sales PromotionProvides Strong Incentives to Buy

Short-Lived

Public RelationsBelievable, Effective, EconomicalUnderused by Many Companies

Public RelationsBelievable, Effective, EconomicalUnderused by Many Companies

The advertising allows the organization to reach the massed with its product.

Public relations mix helps a firm builds goodwill among the public to maintain image and educate consumers.

Personal selling allows the organization to build relationships with their consumers or other business associates.

1 Prospect

2 Qualify

3 Approach

4 Make presentation

5 Handle Objections

6 Close

7 Follow-up

sales promotions increase the firms’ effectiveness of their promotional efforts. The essence of sales promotion is to help stimulate a purchase.

Thanks for listening