Research On The Channel Consumer Promotion For Changchun Pepsi-Cola

Promotion is one of the elements in 4Ps, and it is also an important part of marketing strategy of the companies. It looks like a weapon to help the company to compete with others and implement the strategic intention. The research on different types of promotions in different channels can help company to win more market and self- development. Through the research of variety types of channel promotions, then we can implement different types of promotions in different channels and get new type of promotion or opportunities for improvement.The essay took Changchun Pepsi-Cola as example, also combined with a lot of documents and information of the company, according to the characteristics of Fast Moving Consumer Goods especially the characteristics of the beverage industry, to analyze the consumers and consumers'behavior and finally made a series presentations and analysis on existing types of channel promotions of Changchun Pepsi-Cola.Changchun Pepsi-Cola have many brands, including Pepsi, Mirinda and Tropicana, and sale channel including modern trade, traditional trade and on premise trade. The promotion of Changchun Pepsi-Cola is a combination of brand and channel. From 1996 to 2003, it develops its promotion base on the brand Pepsi and Mirinda. Form 2003 to 2010, it develops its promotion base on the 7up, and from the beginning of 2010, the focus shift to non-carbonated beverage sales. Through the testify of the history and the market, the direction if the brand channel promotions is correct and success, but it still has flaws of the types of the channel promotions by practice.The essay attempts to identify the flaws in the channel promotions of Changchun Pepsi- Cola, and find out the ways to solve the problems and then propose the better design of the promotion strategy. The author through practical experience, extensive market research and literature reading, according to Changchun Pepsi-cola, made a series better design of channel promotions, including strategies in modern trade, such as sampling, POA&POP, road show, strong value binding, and discount, and strategies in traditional trade, such as ordering meeting, rural marketing sale, and movie playing in the rural market, and strategies in on premise channel, such as school events sponsorship, label collecting, mysterious man finding in net bars and restaurants, increase the face value of vouchers, and transparent lottery in eatery channel, and strategies in all channels, including cap prize, sports activities promotion, net promotion, and joint promotions to achieve mutual benefit.In the final chapter, it introduces the protecting strategies of channel promotions in Changchun Pepsi- Cola. It can be conclude to five points, which is to strengthen the communication and collaboration inside the company, to made training and incentive mechanisms in the market team, to make KPI for sales, to strengthen the management of promoters, and strengthen the communication and coordination with the customers. Only through such a process, a good market strategy can achieve its desired results, and fully play its guiding function of planning, budgeting and evaluation, and finally guarantee the effective implementation of channel promotions.The essay based on the marketing, to provide a better design of channel promotion for Changchun Pepsi-Cola, and also made the demonstration of the operability of these channel promotions by practice, with protecting measures to ensure the smooth implementation of channel promotion strategies.