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Web of Proceedings - Francis Academic Press

Analysis of Coca-Cola Modern City Pot Market Positioning

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DOI: 10.25236/icemeet.2019.291

Author(s)

Wang Shuie

Corresponding Author

Wang Shuie

Abstract

The Coca-Cola Company, known for its bottle marketing, rejected the “bottle” and launched 23 modern city cans to reactivate the market. This paper starts from the three steps of market segmentation, target market selection and market positioning, and then analyzes the urgency of the market positioning of carbonated beverages in the multi-canned market, the successful landing of the modern urban tank market, and the remarkable achievements of modern urban cans. The market positioning has been deeply analyzed, pointing out four successful experiences in the positioning of Coca-Cola's modern urban tank market: subtle standard selection, unique target city selection, strong city label in market positioning, unique positioning and communication activities. At the same time, it also has five aspects: it is obviously different from competitors, and it successfully evokes memories of hometown. The social platform picks up reading, discusses the red tide and the collection boom, and the sales volume proves that the performance of urban cans is remarkable, and finally the future of urban cans is anlayzed. The road points out that Coca-Cola city tanks have problems in the selection of target markets, confusion in urban positioning, and short timeliness of effects.

Keywords

Market positioning,Market segmentation, Target market selection