Coca-Cola’s 3P principles: Pervasive – Make Coca-Cola products readily available. Price Relative To Value - Coca-Cola products must be value for money. Preferred - Make Coca-Cola products the first choice among consumers. Coca-Cola has adopted 8 types of market planning for "3P" marketing: Extensive distribution; they divided the market into supermarkets, food stores, stations, wholesalers, schools, etc. according to importance, formulated distribution goals respectively, and quickly distributed products to various retailers Channels allow consumers to purchase their products at the most convenient place. Effective Vividization: They implemented effective shelf management, placing new products next to key competitors and within the best reach of consumers—between shoulders and hips. At the same time, sufficient inventory and display are ensured, and each item has a product name and price tag. They found that this would enable consumers to understand product information in a timely and accurate manner and become more interested in purchasing. Make extensive use of point-of-sale advertising products: Use posters, hanging flags, price tags, display racks and other in-store advertisements at each retail point, combined with powerful media advertising, to form a strong marketing offensive and deliver new products to consumers quickly and effectively. Giant display: Choose a representative retail point and build a floor-to-ceiling display of no less than 50 boxes, so that its products will have the image of a leading brand in the store, stand out and be memorable to consumers. Unforgettable model stores: Choose representative retail locations and establish a certain number of stores with outstanding advantages and leadership images to enhance product visibility and attract consumers' attention. Continuous tasting activities: Recruit a certain number of promoters, select major channels, and conduct large-scale tasting activities on weekends and holidays. Active promotional activities: In conjunction with the tasting, carry out various forms of promotional activities that consumers cannot refuse, such as price reductions, giving unique small gifts, encouraging bulk purchases, etc., to increase consumers' love for new products. Correct price: Let all channels have reasonable profits, be motivated to sell their products, and make consumers willing to buy. Coca-Cola's 3A principle: Coca-Cola is the world's number one soft drink brand. Its products are distributed in more than 200 countries around the world, exceeding the number of United Nations member states. It occupies 50% of the global soft drink market, and its total market value ranks among the top 500 companies. Ranked third. One of the important reasons why Coca-Cola has been able to endure for hundreds of years and take root and grow in all parts of the world is Coca-Cola’s understanding and execution of its “3A” strategy. It can even be said that the entire Coca-Cola system is working hard around the "3A" strategy. Its "3A" strategy refers to Availability; Affordability; Acceptability. "Buy" means three simple words, but it is not a simple matter to achieve it. At the same time, "availability" is also an important prerequisite for selling products to consumers. Because only when a product occupies the terminal market and meets customers at the point of sale can it be purchased by consumers. We know that beverages are products that are purchased impulsively and randomly. When purchasing beverages, consumers generally habitually choose the brands they often drink. But if this brand is not available, they will choose the brands on the shelves. Few consumers would travel two miles to buy a bottle of beverage. Here we are told that in order to seize every opportunity to sell products to consumers, we need to expand the distribution area of ??the products. In order to better make consumers "buy it" and to better sell products to consumers, let's take a look at how Coca-Cola does it. 1. In terms of terminal channel development, there are as many as 100,000 Coca-Cola sales points in Beijing. Whether it is supermarkets, department stores, street shops, bars, hotels, Internet cafes, gas station convenience stores, Coca-Cola can be said to be everywhere. An important reason why Coca-Cola can achieve ubiquity is the result of continuous development of new channels. In addition to traditional channels, Coca-Cola combines the relationship between channel characteristics and categories to sell diet (sugar-free) edibles into diabetic food supermarkets. Coca-Cola sells RB packaging into beauty salons based on the characteristics of the channel (now many Chinese High-end beauty salons provide free drinks to consumers), pushing the entire category into Internet cafes! It can be seen that the development of new channels mainly lies in discovery, exploration, and improvement. In fact, the main motivation for Coca-Cola to continuously develop new channels comes from the "new active customers" indicator in the sales staff's business assessment. This indicator accounts for 30% of the total assessment indicators. This requires Coca-Cola sales staff to always pay attention to whether there are new stores or new channels suitable for selling Coke in the area under their jurisdiction. 2. In terms of terminal channel management, if you think, "As long as the products are fully distributed to all sales points, you can sit back and relax." That's a big mistake. If you just go to the market, you can see the product distribution of many companies. Dusty and forgotten in a corner with no one paying attention. Selling products to the point of sale is not the goal; selling products into the hands and hearts of consumers is the ultimate goal. Therefore, the management of sales terminals is equally important. In order to manage the sales terminal well, Coca-Cola has equipped each salesperson with a sales toolkit. Through the sales toolkit, salespersons can clearly know how to make the terminal point of sale vivid.

For example, how Coca-Cola products should be arranged, what is the order of the brands, where the products should be arranged on the shelf, how to ensure that products are first in, first out, how to post price tags at the end of use, how to use the freezer, etc. This provides a good guide for sales staff’s terminal channel management work. Coca-Cola not only equips each salesperson with a sales tool kit, but also strictly evaluates the sales staff's execution of point-of-sale animation, and organizes a dedicated department for tracking and management. The point-of-sale animation work is directly related to the sales staff's salary. The evaluation is linked to ensure the execution ability of the sales staff. Affordability, on the one hand, refers to the price of the product. As a brand that can be sold in more than 200 countries around the world, Coca-Cola’s product prices must be acceptable to consumers. This is also the long-term success of a beverage company. The foundation for becoming the world's number one beverage brand and growing continuously. The other aspect of affordability also refers to the value of the product. Simply put, it is the proportion of consumers' expenditures when purchasing beverages, and Coca-Cola's proportion of it. Therefore, what Coca-Cola considers is not whether consumers can afford a bottle or two cups, but whether consumers can continue to buy Coca-Cola products and whether consumers can become loyal consumers of Coca-Cola. Happy to buy Happy to buy means not only making consumers affordable, but also making consumers happy to buy your products. This is also the key to selling products into the hands and hearts of consumers. Because the competition in beverages is fierce now. Consumers are very selective about beverages. They can choose tea, mineral water, juice, functional drinks, etc. Under such fierce competition, consumers must always be aware of the To remain united, Coca-Cola must make a fuss about brand culture and consumer psychology. Judging from Coca-Cola’s “It’s Chinese New Year, Take Me Home” (2006 Spring Festival advertisement), Coca-Cola has put a lot of thought into the strategy of “happy buying”. "The Spring Festival is here, and it is the day when every family has a reunion dinner, but my son is alone outside and cannot go home to celebrate the New Year. My son was drinking Coca-Cola in a restaurant. Unexpectedly, Ah Fu jumped out of the Coke bottle. My son was surprised, 'How are you doing? Here. Ah Fu replied: Take you home to celebrate the New Year... His son returned home and was happily eating New Year's Eve dinner with his family. At this time, Ah Fu closed the door happily and found "Take me home." "Celebrate the Spring Festival happily". The son in the advertisement is played by Liu Xiang. It can be said that this is Liu Xiang's true performance. "As an athlete, due to competition and training, he rarely has the opportunity to have New Year's Eve dinner with his family." Not much, I really miss my mother’s cooking. " Liu Xiang said. This advertisement is really touching. China is a country with strong family ties. During the Chinese New Year, no matter how far away from home or how busy you are, you have to go home and have a reunion dinner with your relatives. Using this family card, Coca-Cola has done a good job of infiltrating itself into the hearts of consumers. Although it shouted "Chinese's own Coke" and "Every happy event is very Coca-Cola" in its previous very Coke advertisements, I think it did not impress consumers. Really accept him psychologically, because these concepts are too big and too far away from the lives of ordinary people. Of course, not all companies can borrow money in different industries. The products need to be determined according to the company's own positioning. But as a beverage company, Coca-Cola's understanding and execution capabilities of the "3A" strategy are worthy of careful study by domestic companies.