Uphawu lwe-Coca-Cola® lwe-flagship luneeminyaka eyi-125 ubudala, kodwa inkampani ayindala kakhulu ukuba ingafundi kwaye ayiyi kuphumla kwiiyureli zayo. Izindlela zokuthengisa zokuthengisa zeCoke ziye zavelisa ukungabi nantoni ngenxa yexesha elide, kodwa inxenye yaloo nto ngenxa yokuzimisela kwe-Coca-Cola Company® ukuvuselela. Kubonakala ukuba ukuthengiswa kweentengiso kusebenza. I-Coca-Cola yanikezwa uMakethi weNyaka ngu-AdAge.
Ngokutsho kukaNatalie Zmuda we-AdAge, ukugxilwa kwe-Coca-Cola kutshintshile ngo-2007 xa uMnu. Tripodi weza e-Allstate.
I-AdAge ichaze le mingeni yokuthengisa yokulandelayo: (1) I-Coca-Cola yayixhomekeke kakhulu ekunxilweni kwayo-Coke®; (2) Ukuthengiswa kunye nokusetyenziswa kwee-arhente zentengiso kwakungavumelani; kunye neCoca-Cola yabonwa "njengorhwebo, othengisayo."
UMnu. Tripodi utshele uZamuda ukuba ukholelwa ukuba inkcubeko yeCoca-Cola inokuthi yenze ntoni ngokuphumelela kwayo. Iqela litshilwa ukwabelana ngokubini impumelelo kunye nokufunda kwiintsilelo, okufuneka ukuba kunikezwe ubungakanani kunye nesilinganiso seNkampani yeCoca-Cola. UMnu. Tripodi wathi, "Sineqela labantu emhlabeni wonke ongakhange uxhaswe ngokufumana ikhredithi kwaye unomdla wokubangela ingcamango enkulu." Inkampani yeCoca-Cola ingafakwa njengentlangano yokufunda njengoko ibonakalise ukulungelelanisa nokudala kwiminyaka emininzi.
I-Coca-Cola njengeModeli yokuThengisa
I-Coca-Cola ibuye ibuyise isimo sayo njengemodeli yokuthengisa. I-Coca-Cola ihlala enye yezona zihlandlo ezinomdla kakhulu ekubhekiselele kwiindlela ezifanelekileyo zokuthengisa kunye nokuphangela iimakethi .
Ngaloo ndlela, inikeza imizekelo yezinye iimpawu zeemveliso zelizwe lonke kunye nobukhulu obuphakathi nobunzima be-upstart ukuba ziqwalaselwe, kwaye zilandele, ukuba zinako.
I-Coca-Cola ikhuphe isabelo sayo sempahla emancinci. Ulwalamano oluchongiweyo oluneenkcubeko kunye neengcamango ezininzi zokudala - ezinye zibiza ngokuba yi-stunts zokuthengisa - ziye zafezekisa kakhulu kwibhajethi eyiyo.
Zininzi izizathu ezifanelekileyo zokuthi i-Coca-Cola ibe ngumthengisi wonyaka - kunyaka ka-2011. Nazi ezinye ezimbalwa ezichongwe ngu-AdAge:
- Ukutya kwe Coke ngoku i-Number Two brand of soda, ukushiya u-Pepsi othulini.
- Inkampani yeCoca-Cola yongezelela iibhondi ezimbini zeebhiliyoni ukuya kumxube weemveliso: i- del Valle kunye neNgcaciso ye-Maid Pulpy , eyayiyinto yokuqala ye-Coca-Cola yeebhiliyoni zeemali-mali eziza kuqaliswa kwimarike ephumayo.
- I-Coca-Cola yayiphezu kweentlobo zeetrakethi zentengiso.
- I-Coke iholele ukukhula kweenkampani kunye nexabiso lokuthengisa jikelele kwi-3 yepesenti ngonyaka.
Iimpembelelo zoPhuculo eziphumeleleyo zifingqiwe ngu-AdAge
- Okubalulekileyo: I-Fanta ithengisa ama-3 ekhulwini ngaphezulu konyaka kulo mkhankaso welizwe jikelele we-18 nguJonathan Mildenhall, i-Vice-President weCandelo loThengiso loLuntu kunye nokuQinisekisa.
- Vuka i-MMOJO yakho: Amadoda amaninzi kunye nabantu abadala basela isantya se-orange ukusuka kwithebula lesidlo sakusasa ngenxa yolu phulo.
- I-StyleCaster: I-coke yokutya ijolise ekugcineni indawo ye-Number Two soda ene-edited-limited edition kunye neepesenti ezili-15 zesiqendu kwikhalenda entsha yokuthengisa.
- I-Coca-Cola Music: I-Maroon 5 yenza i- 24-hr Iseshoni kwi-studio yokurekhoda yaseLondon ukudala ingoma entsha yokuqala yale phulo elijoliswe kwi-teenagers eliya kumazwe angama-130.
- UZamezi uncedise ukubeka i-Smartwater kwimodi yentsholongwane - kunye neembono ezili-10 ezizigidi kwi-YouTube - kunye nevidiyo ngolwimi lwe-cheek eline-Jennifer Aniston.
- Imizamo yokulondolozwa kweebhere ye-Polar ekhokelwa yiWorld Wildlife Fund, i-Leo Burnett isebenzi yajika ii- coke ze-coke ezi-1.4 zamawaka ezimhlophe ngexesha leeholide. I-Pio Schunker, i-Vice-Mlawuli kaMongameli we-Platforms edibeneyo yokuthengisa ijolise ekwenzeni le phulo inxaxheba ebambisene kakhulu ne-Coca-Cola.
I-AdAge Ichonga i-Coca-Cola ye-Advertise Agency Agency
I-coke kunye ne-Diet Coke iphathwa yi-Wieden & Kennedy. I-Coke Zero kunye ne-Vitaminwater ziphathwa yiCrispin Porter & Bogusky. I-Coca-Cola Freestyle - isikhangiso sokuqala-kunye ne-Fanta iphathwa nguOgilvy & Mather. Kukho abangaphezu kwezi-12 ezingezizo zotywala, iindidi zokusela ezilungele ukuphuza apho aba bakhangisi bangenza uphawu kwiCoca-Cola.
I-Coca-Cola Inkampani ine-portfoliyo enkulu yemveliso, kwaye ifunde ukulungelelanisa izicwangciso zayo zokuthengisa ukudala imodeli elungileyo ngokumelene neemveliso ezikhuphisanayo. Amakhredithi amancinci afumana iiprojekthi ezahlukeneyo ezenza ezinkulu iimveliso. Ngokutsho kukaMnu. Tripodi, "Ukucinga kwethu konke kukho ukwenza izinto ngendlela entsha kunye neendlela ezahlukeneyo ezithatha isabelomali encinci kwaye ikhulise."
I-Coca-Cola iyaqhubeka nokuCinga kwangaphambili
Uphando lweMakethe yeCoca-Cola Freestyle luye lwasungulwa ukuba luvuselele kwinkonzo yokutya. I-Freestyle iyona ingcamango yesizukulwana esilandelayo yomthombo wesoda. Iingxowa ezisebenzisayo zenzeke zibandakanya ama-flavour ahlukeneyo angama-125 eziselo zokuzonwabisa, ii-lemonades, amanzi anqabileyo, iziphuzo zezemidlalo, iziphuzo eziphuzo. Njengoko iziphuzo zihanjiswa, idatha ithunyelwa kwikomkhulu leCoca-Cola elixelela ukuba ziphi iifumba ezidume kakhulu kwixesha elithile lomhla.
I-Coca-Cola I-Approach-Pronged Approach
Inkampani yeCoca-Cola ithatha indlela emithathu yokukhula: (1) Ukuveliswa kwemveliso, (2) ukupakisha izinto ezintsha, kunye (3) nokubandakanya abathengi. UMnu. Tripodi uxelele kwi-AdAge ukuba iCoca-Cola iye yavelisa iMboniselo ye-2020 apho ihlose ukuphindwa kabini kwinkqubo yenkcitho kunye nokuphindwe kabini kwi-servings volume ukuya kwi-3 bhiliyoni ngosuku.
Ngaphezulu kweminyaka eyi-10 ezayo, i-Coca-Cola inethemba lokuphinda iinyameko zeminyaka eyi-125 yokuveliswa kwemveliso kunye nabaxhasi bamakhasimende. U-Tripodi utshele uZmuda, "kukunika inqwelo yomoya, xa wenza kakuhle, ukuzama izinto, ube nesibindi, uphazamise. Konke kuhambela kwinkqubo yokucinga ethi [iMboniselo yethu ye-2020] ifumaneke kakhulu, ukuba uhlale eqeqeshiwe kwaye ugxile. "