Coca Cola Dilemma and Marketing Management Innovation in China

DOI

10.2991/aebmr.k.220306.057How to use a DOI?

Keywords

Coca Cola; Packaging; Publicity; Marketing management

Abstract

The Internet’s development is an unavoidable result of the passage of time. People’s values, moral standards, ways of thinking, and behavior habits have all changed dramatically as the Internet has grown in popularity. Fruit juice drinks and tea drinks have seen tremendous growth in recent years as people’s knowledge of healthy consumption has increased, while the market for carbonated beverages has dropped. When people think of carbonated beverage, the first brand most people come up with is Coca Cola. Coca Cola’s international success has helped it become one of the most recognized brands in the world. On the one hand, enterprises continue to develop carbonated drinks with low calories and low sugar, On the other hand, enterprises develop other drinks, which not only enrich the product line, but also add another profit. If Coca Cola wants to find new business opportunities under such fierce social competition, it must adopt new marketing management methods to get out of the dilemma. In this article, the author specifically focused on packaging strategy, publicity strategy and channel strategy that Coca Cola in China utilized to cope with the current circumstance. This study is intended to show that companies should always pay attention to the changes of the enterprise’s external environment in order to take effective measures to deal with it.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Rui Zhang
PY  - 2022
DA  - 2022/03/17
TI  - Coca Cola Dilemma and Marketing Management Innovation in China
BT  - Proceedings of the 7th International Conference on Economy, Management, Law and Education (EMLE 2021)
PB  - Atlantis Press
SP  - 383
EP  - 387
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220306.057
DO  - 10.2991/aebmr.k.220306.057
ID  - Zhang2022
ER  -