A Comparative Study Of Marketing Strategies Of Coca-Cola Carbonated Drinks And Red Tin Wanlaoji Herb Tea

This paper,which aims at some problems existing in the Chinese soft drink enterprises,adopts the method of case study to discuss the differences of the marketing strategies of Coca-Cola and Red Tin Wanlaoji in Chinese drink market.Based on the analysis of the excellent marketing strategies of large multinational drink company as a basis for review of the marketing strategies of domestic newly developing drink enterprise.To conclude some useful＆practical experience after studying their successful marketing strategies and comparing their differences,providing some guidance and reflection for domestic drink enterprises.Through the research,the author gets findings as follows:The character of the strategies of Coca-Cola and Red Tin Wanlaoji is almost the same as the drink marketing model which mainly comes from 4Ps marketing combination.And the marketing strategies includes of positioning,product,price,channel and promotion,internet marketing。However they have differences just mainly from the 6 aspects:1,Positing:Coca-Cola classifying positioning VS Red Tin Wanlaoji USP positioning;2,Product:Coca-Cola's expanding the product portfolio VS Red Tin Wanlaoji's focusing on single product;3,Price: Coca-Cola's market-penetration pricing;Red Tin Wanlaoji's perceived-value Pricing;4, Channel:Coca-Cola's main retail business,wholesale business for complementary,Red Tin Wanlaoji's franchisee system and channel flattening;5,Promotion:Coca-Cola's localization＆star advertisement,sponsoring cosmopolitan sports show;Wanlaoji's Situational＆recessive advertisement sponsor regional sports show;6,internet marketing: Coca-Cola's joining hands with internet game＆internet bar;Wanlaoji's joining hands with PPLive.Finally,this paper gives some advice on the marketing strategies to drink enterprises on the basic of the final research result.