1、Introduction Products range Market Strategies Cokes application,1,Introduction,Introduction,The Coca-Cola Company was founded in 1886 and is headquartered in Atlanta, Georgia,is the worlds largest beverage Company. The company has 48% of the global market share. Coca-Cola currently offers more than

2、500 brands in over 200 countries or territories and serves over 1.7 billion servings each day.,Happiness Passion Vigor,Logos meaning,In 1886, when government passed prohibition legislation, Pemberton(彭伯頓) responded by developing Coca-Cola, a nonalcoholic(非酒精) version of French Wine Coca.The first sa

3、les were at pharmacy in Atlanta. It was initially sold as a patent medicine for five cents , which were popular in the United States at the time due to the belief that carbonated water(碳酸飲料) was good for the health. He claimed Coca-Cola can cure many diseases.,History,John Stith Pemberton 約翰斯蒂斯彭伯頓,T

4、he drinks name refers to two of its original ingredients, which were kola nuts and coca leaves.,合伙人羅賓遜（Frank M.Robinson）從其兩種成分中激發(fā)出命名的靈感，這兩種成分就是古柯（Coca）的葉子和可拉（Kola）的果實，羅賓遜為了整齊劃一，將Kola的K改C，然后在兩個詞中間加一橫，于是Coca-Cola便誕生了，第一份可口可樂售價為五美分。,The Name,Developing in China,“蝌蝌啃蠟可口可樂”,得名于英國的一位上海教授蔣彝。這家飲料公司也獲得了迄今為止被

5、廣告界公認(rèn)為翻譯得最好的品牌名可口可樂。它不但保持了英文名的音譯，還比英文名更有寓意，在這兩點的作用下，形成了最關(guān)鍵的流行因子：即無論書面還是口頭，“可口可樂”這個名字都易于傳誦。,2,products,Product materials,packedinglassjars:the glass bottle can be recycled to reduce costs is conducive to environmental protection. Plastic bottles:Plastic bottles is non-friable and easy to carry .The c

6、ost is lower. beverage can:Aluminum cans is more convenient to carry.,Sprite雪碧,zero零度,Ice purified water冰露,smart醒目,The famous brands in our country,Product,Qoo酷兒,Minute Maid美汁源,Fanta 芳達(dá),3,application,1. magicalrustBuster鐵銹克星 getinvolvedto find a doctor.,2.cookingpartner烹飪搭檔 3.pain-killing effect 4.removing stains 5.cleaning toilets,4,successful strategy,Transnational and local Marketing Sell good quality pr