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可口可乐营销策划方案ppt怎么做引言：可口可乐是一种广为人知的全球饮料品牌，以其独特的口感和品牌影响力而闻名于世。
然而，在竞争激烈的市场中，可口可乐需要制定一系列的营销策划方案来维持其市场地位并吸引更多消费者。
本篇PPT将为您详细介绍一套全面的可口可乐营销策划方案。
第一部分：市场分析1.1 竞争对手分析通过对可口可乐的竞争对手进行分析，包括百事可乐、雪碧等，我们可以了解其市场份额、品牌形象和营销策略，以便更好地制定我们的营销策划。
1.2 消费者调研通过消费者调研，可以了解消费者对可口可乐的需求、喜好以及购买习惯。
这有助于我们调整产品组合和定位，提供更贴合消费者需求的产品。
1.3 市场趋势和机遇通过调查研究，我们研究市场趋势和机遇，例如消费者对健康饮品的需求增加以及在线销售的快速增长等。
这将使我们能够及时调整营销策略，捕捉市场机遇。
第二部分：目标市场和定位2.1 目标市场的确认我们将确定可口可乐的目标市场，包括各个年龄段和不同地区的消费者。
我们将根据目标市场的特点来制定相应的营销策略。
2.2 品牌定位根据目标市场的需求和竞争对手的情况，我们将制定可口可乐的品牌定位。
我们将确立可口可乐的独特卖点，并通过广告、包装和宣传等方式来提高品牌的知名度和形象。
第三部分：产品策略3.1 产品组合优化根据市场需求和竞争对手的状况，我们将优化可口可乐的产品组合。
我们可以推出一些新品种或者改进现有产品的配方，以满足不同消费者的口味需求。
3.2 健康饮品推广考虑到现代消费者对健康饮食的关注，我们将加大可口可乐健康饮品的推广。
我们可以推出低糖、无糖或者添加天然成分的饮料，以吸引更多健康意识强的消费者。
第四部分：渠道策略4.1 销售渠道优化我们将优化可口可乐的销售渠道，包括加强与超市、便利店和餐饮业的合作，提高产品的可见性和渠道的覆盖面。
4.2 电子商务拓展在互联网日益发展的时代，我们将扩大可口可乐在电子商务领域的拓展。
我们可以与电商平台合作，开设官方旗舰店，并通过电子商务的方式直接销售产品。
可口可乐ppt讲解稿一、产品解说（一）、介绍可口可乐1885年美国乔治来州地潘伯顿医生〈Dr.JohnS.Pemberton〉，在地窖中把碳酸水加苏打水搅在一块，成为一深色地糖浆.他地合伙人罗宾逊（FlankM,Lobinson）从糖浆地两种成分，激发出命名地灵感，于是有史以来最成功地软性饮料可口可乐就此诞生了..如：收回投资地方法.(2)渗透定价策略，即产品一投入市场就以低于预期地价格销售，争取获得最高地销售量和最大地市场占有率.(3)居于前两种方法之间地满意定价策略，是指产品一投入市场就以适中地、买卖双方均感到合理地价格销售.可口可乐公司针对各自不同地环境，采取了不同地定价策略.（二）产品地成本要低（第14张ppt）每瓶可乐地成本极低，还不到一美分（3）针对可口可乐碳酸饮料地价格，该数据来源于各大超市零售价格（第15张ppt）.三、分销部分分销策略就是要考虑产品在什么地点，什么时候由谁提供销售.可口可乐公司是一个大型地跨国快速消费品公司，因此，其营销渠道结构是一个非常复杂地结合体.1、全球化可口可乐公司成功地特约经营模式巧妙地将品牌扩张和企业扩张结合在一（2展地2002年，首次任命了三位中国本土人士担任副总经理.在加快内部管理本土化地同时，可口可乐在营销工作方面地本土化工作也在不断强化.例如，近几年，可口可乐通过春节期间地“阿福”包装及十二生肖将可口可乐与中国文化巧妙地融合了起来.最大限度地保持“本土化”和“国际化”地一致.3、合作与联盟水平营销系统是由两个或两个以上地公司联合开发一个营销机会，因此又可以称为共生营销.例如，可口可乐公司与雀巢公司共同出资组建公司开发雀巢品牌地系列饮料和食品.另外与可口可乐公司联盟地企业还有麦当劳、宝洁、美国、迪斯尼，等老牌国际知名企业.可口可乐公司通过与这些其他行业地先进企业联盟，可以不断更新和完善自己地业务运行结构和模式，扩大品牌和产品地范围，探索新地市场机会和进入高增长地市场.4、零售渠道可口可乐公司通过赞助奥运会、全面赞助中国国家足球队、开展“激情拥抱世界杯”等系列活动使可口可乐赢得了极高地品牌美誉度与消费者忠诚度.可口可乐在支持中国体育发展地同时，也不遗余力对中国地社会公益进行着大力资助.1993年起，可口可乐在中国26个省捐建了52所可口可乐希望小学，捐赠100个希望书库，使6万多名儿童重返校园.还组织了关注母亲河以及捐赠百万树苗地活动.为可口可乐地品牌赢得了良好地美誉度，同时也为可口可乐在中国地成功奠定了坚实地社会基础.。
Presentation to The Coca-Cola Company by Wieden + Kennedy, Amsterdamneeds an idea that it couldn’t have done beforeCoke needs an idea that is – who’s time has come‘now’That can both with teens and with its broader audienceThat has a and an aesthetic that has edge, wit, intelligence and chutzpah languagereconsideration That provokes of the value of the product and the values of the brandOur challenge connectThechain reactionPossibilitiesStubbornPositivityUpliftExecution (what happens) Illustrations of what the world is like when experienced through the lens of CokeBrand intent (what it tells us about the brand)Coke makes you live the world in a more positive lightCore Creative IdeaLive the positive side of lifeTHE CORE CREATIVE IDEA live on the side of lifeWhat it is not What it isActiveThinking with the heart Open-minded Stubborn positivity IndividualityBeing your own master YesHelloCreativityNo regretsSimple pleasures Confidence Passive Rational Negativity Cynicism Selfishness Conformity No Goodbye Blandness Bitter Complexity FearThe trickle up effect“Welcome”(Re)consider the product (Re)consider its role in my lifeCo -a u tho r s h i p C o -o w er n er s hip Co-cre ation(R e )c o n s i d e r t h e v a l u e s o f t h e b r a n dCreative ApproachMusic, Visual, LanguageBraveFreshGlobalWelcome to the Coke side Product reconsiderationBottle FilmsHappiness FactoryWe open in a small white room with a giant slit on one side. As we watch, a giant quarterdrops through the slot and onto the floor of the room. As this happens, the song “Pure Imagination” from Willy Wonka and The Chocolate Factory starts to play. And the walls fold down into themselves to reveal a huge factory floor.Machines are hard at work, creating the happiness that is bottled in every Coke.The factory floor is a colorful landscape of clouds and bubbles. There is a flurry of activity. Giant bubbles are floating around being carefully snatched from the air by nets and pushed into a clear vacuum tube that is whisking them away. The camera follows one of the bubbles into a tube and we are transported to another room.Rainbows are being chopped and minced into tiny pieces and sliding down chutes.Smiles are being corralled and stuffed into giant glass cylinders where they arewhisked away.We follow the smiles through a tube to another magical factory floor.This floor is another field of colors. A giant upside down bottle of Coke is being poured into a giant mixer floating with bubbles and rainbows and smiles bobbing in it. The camera dives into the cauldron and for a moment we descend through the liquid and through another tube to another room.This room is an airy cloud of bright colors. It is like a giant cooling facility. Ice crystals dance in the color clouds.The camera moves through a vent in the floor, down another tube and into another room. In this room, two giant hands are doing the hand jive and popping tops on bottles as they move by on an assembly line. We follow the assembly line through the wall and into the final room.In this room, the bottles are painted with magical colors and shapes.One of them is lifted by a crane, placed on a giant x on the floor, and pops out of sight.The music stops. Cut to the real world as a girl reaches down into the dispenser of the machine. She picks out a bottle of ice-cold Coke and just as she opens it, we fade to black and the super appears:Welcome to the Coke side of life.We hear the Coke crack open and the music begins again.Bottle ReverseThe idea of this spot is that when a Coke is opened, the Coke side of life isreleased and possibilities are activated. We will demonstrate this world of edgy optimism, unrelenting fun and over-the-top happiness by creating a sixty second film that is our manifesto writ large. The twist? It will be run in reverse. This will create a visually stunning piece of film that will have the world asking, “How did they pull that off?”The entire commercial would be shot in a large white sound stage. It will appear to be one massive take, run in reverse, in which all the action of the spot willbe captured.This film will tell the story of a real Coke bottle that bursts open and falls over, pouring out onto the ground. From that initial action, an amazing journey ensues through the world of the Coke side of life. Along the way, we will see donkeys, teenagers spray painting a beautiful graffiti mural on the ground, a parade of soldiers with flowers in their guns, cheerleaders, a mosh pit. A teenage girl and a boy wearing a bear suit kissing, penguins, a marching band being led by an elephant, a fireworks explosion and more - All resolving on the spilled bottle of Coke. Because we are going to run the film backwards, the liquid will run back to the bottle, explode up into the air and we will freeze on a frame that looks exactly like the ‘Welcome to the Coke side of life’ poster that features the product. After a few beats, the film will continue running, the liquid will drop into the bottle, the cap will hop back on and we will have a beautiful 4 second shot of an ice-cold bottle of Coke.Bottle programThe bottle is the icon The bottle carries and builds the visual identity It’s the creative anchor and emotional core of the idea The bottle and bottle top are a collectable vehicle for the Coke side of life promotions and activations - carrying codes or messages to the worldPossibilities abound.There’s a lot more to be.welcome to the side of lifeProduct Reconsideration TVPrint / OutdoorRed & White TV1. Bubbles2. Crushed Ice3. Secretlunch on the side of lifeLive on the Coke sideReconsider Coke’s role in my life.First Taste This would be the funny story of a man who has an epiphany while drinking a Coke.Open in an old folks’ home. We follow a teenage volunteer as she wheels a drink cart along and stops in front of an old man slouching in a stuffed chair . Girl:Mr Hadley, would you like a Coke?Mr . Hadley:Never tried one of those. He tries a sip of the Coke. He holds up the bottle and stares at the Coke for a moment.Mr . Hadley:What else haven’t I done?Cut to him on the phone talking to a woman he was in love with 50 years ago and telling her he loves her Cut to him shuffling down the board of a high dive and falling off the end Cut to him riding a motorcycle Pressing doorbells and trying to run away Walking into a gay bar, kissing a man, and then walking back out Kissing the blarney stone Taking a tango class Playing in a band Knocking on a door to a house, and yelling happily to the man who answers, “I’m your real dad!”Getting a tattoo Sitting holding hands with a gorilla in the mists of the Amazon Running with the bulls Coming out of a changing room wearing a kiltFinally, we see him on an overlook over a city, his motorcycle perched next to him, a Coke in his hand as the sun rises.Live on the Coke side of life.live on the side of lifePresidentA kid finishes most of his Coke off.He picks up the phone in his kitchen and dials a long number.We see the number come up as a super on the screen:1-202-456-1414We hear the ringing. He is confident and self-assured.THE KID: Yes, can I speak to the President of the United States please?Yes. I see. I understand.The kid takes the last sip of the Coke.THE KID: I understand. Is the Vice President available then?Live on the Coke side of life.live on the side of lifeRideWe open on an old, beat up car sitting outside an apartment building in Brooklyn.It is just past dawn and it is raining. The car is running with three guys sitting insidebreaking each others chops while they wait for their friend to come out and join them.GUY 1:Man, you don’t know (bleep).GUY 2:I know a lot more than you do, you (bleep)GUY 3:you (bleep) (bleep) (bleep) don’t even make sense.GUY 2:(bleep) you.GUY 3:I’ll (bleep) knock you into tomorrow (bleep)GUY 1:(bleep) (bleep) (bleep) you (bleep).The door to the apartment building opens and their friend comes out, carrying asix-pack of Coke under his arm. He opens the back door and climbs in. As he closes thedoor, we hear the (bleeps) build to a crescendo. The guys are really going at it. He tosseseach of the guys a Coke.We hear the sound of four cans being popped open in succession. They each takea sip. There is a moment of dead silence.As the car pulls away, we hear one of the guys say quietly, looking at his bottle “I(bleep)love this (bleep).” Another says “You got that (bleep) right.”Live on the Coke side of life.live on the side of life。
