百科英语 Mass marketing.ppt

Are you familiar with any of these companies? In the 1880s, People drank John Pemberton’s tonic to cure headaches. It wasn’t a very popular drink , and he sold only about a dozen drinks a day. That’s why Pemberton was willing to sell the rights to his medicinal drink. The buyer , Asa Griggs Candler, paid just $2,300 for the rights to Coca-Cola. Today , Coca-cola is worth billions of dollars. It controls 50% of the world market in soft drinks. a clever businessman --one of the first people to use mass marketing Made his product unique When he bought the rights to Coca-Cola, it came in ordinary bottles. It looked like every other drink on the market. He modernized the bottles. Made an eye-catching logo When other companies tried to imitate Coca-Cola’s name, Candler took them to court ADVERTISING Made a powerful image of cola in the minds of his customers. Gave away free bottles of Coke. Advertised Cola in the newspaper and painted the words “Drink Coca-Cola ”on the sides of buildings and barns. MEMORABLE ADVERTISEMENTS Catchy slogans In the newspaper and painted the words “Drink Coca-Cola” on sides of buildings and barns. “ The Pause That Refreshes” Famous athletes ----help people to think of Coca-Cola as a delicious drink for everyone.