Coca Cola has been cooperating with Sina Weibo to promote its customized bottles using Weibo Wallet. It costs about 20 yuan (about £2 ) a bottle. So, how was the online sales?
- The first day, 300 bottles sold out within one hour
- The second day, 500 bottles sold out in half an hour
- The third day, 500 bottles sold out in five minutes
- The fourth day, 300 bottles sold out in one minute
What’s the secret behind these numbers? Coca Cola launched its “nickname bottle” incorporating Chinese internet buzzwords into its branding. In this new marketing campaign, Weibo played an essential role. Celebrities and opinion leaders showed off their customized bottles with their names. It soon became popular among consumers making their own bottles.
When Coca Cola knew the need of the consumers, they immediately worked together with Sina Weibo to attract more consumers to customize their bottles in the vast Chinese market. In order to test Weibo Wallet, Coca Cola only charged delivery fees. Consumers can choose the nicknames they like to be printed on the bottle, and their own names, then pay for delivery fees via Weibo Wallet. It is as simple as any online shopping procedures.
After the first day’s sale on Weibo, consumers shared their bottles with their friends on social media, which explained why Coca Cola’s customized bottle sell better and better day by day. This is the power of social media marketing. (From China Internet Watch)
Home » Case Studies » Strategy » Market Entry Strategies
Market Entry Strategies Case Study
Coca-Cola in China
Publication Year : 2005
Authors: Sushma, Souvik Dhar
Case Code: MES0021
Teaching Note: Available
Structured Assignment: Available
The history of sugar in the Caribbean can be traced back to the 17th century when the Dutch introduced sugarcane to these islands in the 1640s. Since then, the sugar industry had been the backbone of the Caribbean economies. In 1965, the Caribbean region, with its ten sugar exporting countries, had a peak annual sugar production of 1.4 million tons. However, in just thirty years, by 1995, the Caribbean sugar production had dropped to 0.8 million tons per annum and the region was left with only six sugar exporting countries.
- To highlight the strategies adopted by the company to become the leading soft drinks manufacturer in China
- To discuss whether Coca-Cola would be successful in holding on to its leadership position in the Chinese soft drinks industry.
Coca-Cola; Soft drinks industry in China; Carbonated and non-carbonated drinks; �Open door� policy; Growth Strategies Case Study; Technological development; Bottling and distribution activities; Joint ventures; Retail distribution network; Growth strategy; Marketing and promotion activities; Domestic competition
Soft Drinks Industry in China
Coca-Cola in China
Coca-Cola in Total Soft Drinks Demand