可口可乐,一个百年品牌演绎的营销神话(四)（Coca-Cola, a marketing myth of a century brand (four)）.docVIP

可口可乐,一个百年品牌演绎的营销神话(四)（Coca-Cola, a marketing myth of a century brand (four)） A global bottling network, a large and complex distribution system, Coca-Cola achieved its strategic objectives by controlling the industry value chain One of the most important factors for the success of Coca-Cola is that its production and sales system to ensure Coca-Cola in the best state to the hands of consumers all over the world, there are about twenty thousand employees and one million people constitute the system. They also provide technical and logistical support for product formulations, product manufacturing technologies, quality control processes, sales, design, packaging processes and marketing strategies. Coca-Cola is a professional manufacturer of beverage concentrates and is in a slow developing industry, but it has gained excess profits due to controlling the value chain of the whole industry. The key link in the industrys value chain is the backbone bottling plant. Coca-Cola has achieved its strategic objectives by setting up bottling plant holding companies. The Coca Cola Co works with distributors and bottling factories to sell products to distributors and distributors to deliver products to consumers. This is a simple system, but every link is to participate in Coca-Colas business, to gain benefits, to create wealth together, which is the driving force of the development of the whole system. Coca Cola Co pursues three interlocking marketing principles. First, the products are everywhere. You can buy any Coca-Cola products anytime and anywhere you want. Two, when you want a drink, the first thing you want to drink is the Coca-Cola brand drink. Three, when you pay a price, I think its worth the money. The Coca Cola Co calls them 3P, which stands for three English words. Everywhere is Pervasiveness, the heart of choice is Preference, value for money is Price, to, value. Ubiquitous is the foundation of the whole strategy. The term marketing control is called control channe