A Research on Critical Success Factors and Integrated Marketing Mode of the Evergreen No.1 Brand of Carbonated Beverage-an Example of Coca -Cola Brand

• Main Authors: Pin Tung Chen, 陳品彤
• Other Authors: Kuo-Liang Dai Ph.D.
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/25831355686539052456

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 100 === Coca Cola, which has been popular all over the world for over one hundred years, is global biggest carbonated beverage company and titled as the worldwide highest-value brand. Recently, it has gradually converted into a full-scale and comprehensive beverage company and achieved outstanding effects. Products of Coca Cola are sold in 207 countries around the world; no matter how remote and poor a country or a region, you can find existence of this brand there. This paper makes a case study of Coca-Cola carbonated beverage in Taiwan, and investigates reasons for this brand’s maintaining a high market share of over 60% for a long time and being enduring and evergreen. This study finds there’re six critical factors for Coca Cola’s success in Taiwan: (1) continuous products innovation; (2) densely-covered and omnipresent marketing channels; (3) successful strategy of using local spokesmen; (4) success of integrated marking communication strategy; (5) sufficient supporting for marketing budget; (6) reliance, support, etc brought from this global brand. Moreover, this study also draws other conclusions including Coca Cola’s operational tool of integrated marketing communication, mode of all-round operational framework, marketing budget and allocation of such operation as well as communication model and coordination system of organization or group constituted by internal and external talents behind the operation. I hope these research conclusions and findings can not only provide a reference for domestic local beverage industries to learn something and make progress, but also bring about academic enhancement for related brand marketing theories and integrated marketing communication theories.