可口可乐与百事可乐在中国营销策略比较研究(2)
3.1.3 Unique music sales &advertising strategy 9
3.1.4 Public policy 10
Chapter Four Comparative study on marketing strategies of two brands 12
4.1 Differences in product strategy 12
4.2 Difference in brand strategy 13
4.3 Difference in promotional strategy 13
Chapter Five Conclusion 16
References 18
Comparative Study on Marketing Strategies of Coca-Cola and Pepsi-Cola in China
Chapter One Introduction
With the development of economy, more and more companies choose to invest and built up new factories abroad. When they decide to go abroad to develop, these companies usually experience a very hard period. They may be unable to sale products and fail to reach their expectations. What is the cause? Because international market environment differs from that at home, and they don’t follow local rules. Their “foreign” products or technology can not be adopted by local people. It’s a deep gap between companies and customers. So, how to across this gap is the key point. Some companies choose to give up overseas expansion. However, some of brainy companies will work out new marketing strategies. When they develop the most suitable marketing strategies, they are closer to the success.
Many academics have proved that marketing strategies are decisive for a company. Jiachen FAN’s thesis “Research on the international marketing strategy of domestic small and medium-sized enterprises(2011)” says that, to improve their international competitiveness, how to establish and implement international marketing strategy is an important issue for domestic small and medium-sized enterprises to be solved. This thesis focuses on the importance of marketing strategy. And Yong Zhang’s paper “Marketing strategies of Enterprise News Planning(2014)” considers that, marketing of enterprise news planning has direct influence on the survival and development of enterprise. The author picks out one of marketing strategies--news planning and states very clearly. Also, “Customer Equity: Making marketing Strategy Financially Accountable(2004)” written by Ashwin ARAVINDAKSHAN points out that marketing strategy is relative to customer equity. The author analyses a deeper problem between marketing strategies and customers. All of these prove that marketing strategies are decisive. And each enterprise should try to develop the most suitable marketing strategies.
However, marketing strategies can be pided into many types. And companies have relative and different measures to each strategy. To compare different companies’ measure in the same strategy, I pick out two classic brand - Coca-Cola and Pepsi-Cola. We all know that Coca-Cola and Pepsi-Cola are two international brands with a long history. They are both leaders in beverage industry. In 1920s, Coca-Cola entered Chinese market, and in 1981, Pepsi followed Coca-Cola’s step. Although they are known as competitors, they both succeed in Chinese market because of unique marketing strategies. Their marketing strategies have been concluded by many economists and scientists, and their experiences have been studied by many international companies.
Chapter Two Study on Coca-Cola
The Coca-Cola Company was one of the earliest USA enterprises that enter the Chinese market. It can date back to 1920s. In 1927, Coca-Cola settled in Shanghai. And then, the company established the bottling plants in Beijing and Qingdao. To the year of 1933, the bottling plant in Shanghai became the largest plant of Coca-Cola in the world. However, after the founding of new China, the development of Coca-Cola was affected because of the special relationship between the United States and China. Coca-Cola didn’t re-enter China until the establishment of Sino-US diplomatic relations. It can be said that after this time is the real history of the development of Coca-Cola in China.
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