Research On Target Marketing Strategies Of Coca-cola Jilin Company

One of the greatest risk from failure of its customers, competitors and there is no continual improvement of its products. In the new economy, marketing to more accurate production, more purposeful communication, as well as the more appropriate pricing. The Coca-Cola company is a representative of mass marketing, but as the market continues to change and divided into small groups, the Coca-Cola company has also gradually converted into the target marketing.As of 2009, the Coca-Cola brand value reached 667 million, and the top ranked brand value. The Coca-Cola company in China has established 34 home bottle factory, the soft drink market share for the first in the country. Coca-Cola (Jilin) beverage co., Ltd. Since 2001, officially established in Changchun City, Jilin province, bottling plants and 2007 Jilin bottling plant officially by the COFCO group in turn grouped into Coca-Cola's bottling group, Cola. Although their market share in the competition, but it has a flexible market strategies, to adapt to changes in the trend beverages, and continue to enhance the core competitiveness, expectations of future in occupies carbonated drinks market in Jilin province and non-carbonated drinks. To conduct the research to the Coca-Cola Jilin corporate goal market strategy, massive investigated and studied on the spot through the development, had determined the research direction, the research background and the research motive, utilized the massive actual data in the research process to carry on the analysis, screened has the representation and the meaningful data takes the research the basis, simultaneously has referred to the industrial correlation data and the theory literature, profited from the massive second-hand material, to carry on method study Coca-Cola Jilin corporate goal market marketing strategies on the spot and so on enterprise high-level thorough interview, market experience summary. This article is divided into five chapters, the first chapter is an introduction, describes the dissertation research background, content and methods; and Chapter 2 provides an overview of the Coca-Cola company in Jilin status and problems of marketing, the Coca-Cola company in Jilin province, the total sales for the 2009 2,793 million uc, total sales for the 2008 2,200 million uc, compared with the 2008-2009 sales growth of 27% in 2009, carbonated drinks market share is 32. Degree from brand preference, Pepsi-Cola of consumer preferences for 55, Coca-Cola brand is 9, sprite brand for 12, Pepsi-Cola brands consumer preference is far ahead of the Coca-Cola brand and Sprite brand. Currently, Coca-Cola in Jilin market share of the market and consumer preferences are falling behind the competition. Chapter III supply of drinks in Jilin province, forecasts and analysis of the Jilin province beverage market as a whole.The fourth chapter in the earlier period analysis's foundation, put forward the proposal for the Coca-Cola Jilin Corporation's target market strategy, takes in the world the most well-known soft drinks company, must make the breakthrough in the Jilin market steep competition, the target market strategy must establish in displays own superiority in the foundation, chooses the correct target market, takes the main target market the carbonic acid drink to carry on the development, prioritize Coca-Cola brand, through Coca-Cola and sports and music union, for goal consumer by clear localization. In snow blue brand, key prominent snow blue with music union, lets the young people who loves music experience music and the snow blue perfect union. In the consumer chooses on mainly takes the main goal consumer by 19-29 year-old young people, this age section's consumer expends the potential to be huge, therefore takes this age section's consumer the main goal consumer to establish the brand by chance and fondness. In the main channel to develop large supermarkets, schools, Internet, restaurants, entertainment and other young people focus on consumption, through the promotion of sales point successful image creation and opportunities for marketing to attract consumers occasions. In the product, mainly in carbonated drinks, gradually increase the intensity of fruit juice beverage while increasing tea beverage market to invest in non-carbonated beverage development advantage. In the context of consumer sales, mainly through the great online advertising and great for consumers, while at the same time holidays zengyin promotional activities as well as national lid award-winning activity for the target markets of major promotions. In public relations and marketing aspects of the main active participation in various social activities and environmental activities, and establish good Community citizens, as well as excellent enterprise image of employers. The fifth chapter mainly revolves the safeguard which the target market strategy needs, including resources and so on manpower, market marketing expense as well as training of manpower has carried on the related match, lays the foundation for the goal strategy's implementation.Jilin Coca-Cola is planning to further expand its market share, and over the next three years to continue to improve its operating system, and continue to increase investment market costs and cold drink equipment, the Coca-Cola company in Jilin beverage market marketing strategy more attention and research. At the same time, Coca-Cola in Jilin marketing activities are also faced with changes in consumer spending habits, increased costs of operation, the target market positioning, sales network of large, sales patterns of vulnerability, and many other issues, the review of the Coca-Cola company in a competitive market, Jilin province, in what kind of marketing strategy and analysis of the effectiveness of these strategies will help us to a correct understanding of Jilin province and the development of the beverage industry, and to provide related industries in Jilin province.