可口可乐中国营销策略--英文论文_精品.doc

Coca-Cola in China Student N0. 0090614 Name ZHOU Kunsheng Course: International Marketing Profession: International Economy Trade Coca-Cola in China Introduction of The Coca-Cola Company On May 8, 1886, a pharmacist named Dr. John Pemberton carried a jug of Coca-Cola? syrup to Jacobs’ Pharmacy in downtown Atlanta, where it was mixed with carbonated water and sold for five cents a glass. The Coca-Cola Company is the largest manufacturer, distributor and marketer of nonalcoholic beverage concentrates and syrups in the world. Finished beverage products bearing our trademarks, sold in the United States since 1886, are now sold in more than 200 countries. Along with Coca-Cola, which is recognized as the world’s most valuable brand, we market four of the world’s top five nonalcoholic sparkling brands, including Diet Coke, Fanta and Sprite. In this report, the terms “Company,” “we,” “us” or “our” mean The Coca-Cola Company and all entities included in our consolidated financial statements. Our business is nonalcoholic beverages—principally sparkling beverages, but also a variety of still beverages. We manufacture The Coca-Cola Company operates in more than 200 countries and market a portfolio of more than 3000 beverage products including sparking drinks and still beverage such as waters, juices and juice drinks, teas, coffees, sports drinks and energy drinks. The Company manufactures the concentrates, beverage bases and syrups that make our brands unique and sells them to bottling operations. It own or license the brands and, to connect our brands to the consumers , we focus on marketing activities, online programs, retail store displays, sponsorships, contests and package design. The Coca-Cola Company’s products include Coca-Cola, Coca-Cola Classic, caffeine free Coca-Cola, caffeine free Coca-Cola Classic, Cherry Coke, Diet Coke (sold under the trademark Coca-Cola Light in many countries other than the United States), caffeine free Diet Coke,