Research On The Marketing Strategy Improvement Of Yunnan Swire Coca-Cola Company

Yunnan Swire Coca-Cola is a subsidiary of Swire Coca-Cola bottling plant in China,responsible for production,sales,and marketing of the Coca-Cola company in Yunnan.Coca-Cola ranks first in the soft drinks market in Yunnan,and in carbonated drinks,Coca-Cola account for more than 60% of the market share.Carbonated drinks also contribute more than 70% of the sales revenue of Yunnan Swire Coca-Cola.With the development of The Times,consumers’ choice diversified,especially in such a huge market as China,Coca-Cola has already started to develop its whole category.Recent years,Yunnan Swire Coca Cola carbonated drinks continuously decline in market share,while in other category,such as fruit juice,dairy products,and water,still haven’t establish an absolute leadership.After the epidemic,Chinese consumers’ demand for health has been enhanced,market demand has been iterated and more diversified.Beverage manufacturers pay more focusing on health,beautiful appearance,and younger trend.Faced with more brands,consumers are less loyal to brands and more likely to try new products.China’s beverage industry is experiencing a critical transition.This paper takes the marketing strategy of Yunnan Swire Coca-Cola company as the research object.Firstly,introduces the basic situation of the company from the aspects of product,promotion,place,and price strategy.And analyzes the market environment from the macro and micro aspect.Through consumer survey and market visit finding advantages and disadvantages,opportunities,and threats in the market.The original Nielsen data are sorted out and analyzed,and the offline inspection and interview results are combined.It is found that the main problem of Coca-Cola in Yunnan market is that its main products and packaging market share are squeezed by competitors,consumers like reduction,lack of brand recognition in market segments,product innovation insufficient,and market cooperation will decrease.The next,combining STP strategy and 4Ps theory,come up with Yunnan Swire Coca-Cola marketing strategy optimization Suggestions.In the aspect of product strategy,the company needs to lay out in the future,explore market segment,and seeking carbonated beverage product innovation.And while making market decision,the company must combine consumer feedback,meet consumers’ needs,and guide by users’ thinking in product optimization and innovation.Simplify the process is also important.Other optimization suggestions such as integrate information feedback channels,increase digital investment,strengthen sugar-free and young communication,improve channel profits also been raised.At the last,optimization of marketing organization and terminal execution can provide guarantee for the marketing strategy.Through the study of Yunnan Swire Coca-Cola marketing strategy,to provide some reference for beverage company.