可口可乐广告案例分析分析.ppt

商业分析 经典可口可乐 The Coca-Cola Company was founded in 1892. It’s based in the United States and it is the world’s largest beverage Company, which has 48% of the global market share. Coca-Cola in 200 countries with 160 kind of beverage brands, including soda, sports beverage, juice, tea or coffee 可口可乐公司旗下产品： 碳酸饮料类：雪碧、醒目、芬达 果汁饮料： 美汁源、酷儿 草本饮料： 健康工坊 茶饮料： 茶研工坊 饮用水： 水森活、冰露 维他命饮料：酷乐仕 background 2006年《商业周刊》公布的全球100个最具价值品牌名单中，可口可乐高居榜首。 1886年可口可乐营业额仅为50美元，广告费却为46美元；1901年营业额12万美元。 广告费为10万美元，如今可口可乐每年的广告费竟超过6亿美元。惊人之举使可口可乐这样一种99.61%都是碳酸、糖浆和水的饮料，卖了个世界第一。 可口可乐的前任老板伍德拉夫有一句名言：Coca-Cola are carbonate 99.61%, syrup and water. If you do not advertise, who would have to drink it? In the many brands of Coca Cola company. Classical Coca-Cola is the earliest company products, and the packaging of visual elements including: Spencer font design(斯宾塞字体设计) , unique curve bottle shape（独特的曲线瓶形） , standard color combination（标准色彩组合 ）. The Coca-Cola Company’s logo .The logo at the right is a part of its produces 独一无二的经典可口可乐的红色使消费者可以一眼就将它找到。 这样的单纯红色形成一种集中的视觉力量，让消费者过目难忘 。 Red 红 Communication Planning 可 At first :Coca-Cola advertising looked for Chinese elements actively, and combined their own products with Chinese elements, in order to got Chinese consumers’ recognition At second：By star endorsement for advertising propaganda, and make use of all kinds of sports competition and activities to strengthen the publicity of Coca-Cola range, expand the influence of Coca-Cola At last：Coca-Cola use the mass media(大众传媒), and build their own network communication system , develop new transmission channels actively, no longer stand on video advertising. 可口可乐与明星携手 可 The Coca-Cola company has cooperated with “ world of warcraft”, “Street Hoop ”,and the “Pop kart” 可口可乐与网络游戏携手 advantage 可 Let the brand in the consumers mind Consumers can learn more with the Coca-Cola brand image Though the advertisement, increase the Coca-Cola ‘s sale Expand the coca-cola