Coca-Cola Magic: Thirty Business Lessons
1) Sell a good product.
And if it contains a small dose of an addictive drug or two, all the better.
2) Believe in your product.
Make your product an icon and your job a religious vocation.
3) Develop a mystique.
An air of mystery, with a touch of sin, sells.
4) Sell a cheaply produced item.
Coca-Cola has always cost only a fraction of a cent per drink to produce.
5) Everyone who touches your product before it reaches the consumer should make substantial amounts of money.
For many years, everyone who touched it became wealthy, including bottlers, stockholders, wholesaling jobbers, and those who provided the trucks, bottles, pallets, dispensers, etc.
6) Make your product affordable to everyone.
So that a Third World denizen can purchase the beverage without going broke.
7) Make your product widely available.
- "Let's make it impossible ever, to escape Coca-Cola."
8) Market your product wisely.
How, when, and where you market and advertise your product will
ultimately determine its success.
9) Advertise an image, not a product.
"It isn't what a product is, but what it does."
10) Welcome an arch-rival.
"It keeps us, and them, on our toes and keeps us lean. We're magnificent competitors."
11) Use celebrity endorsements wisely − but sparingly.
For one thing, viewers may remember more about the star than the product. Coca-Cola has always remained the real star of its commercials.
12) Appeal to universal human desires.
The Coke message has universal appeal − by drinking this product, you will be self-assured, happy, popular, sexy, youthful, and well
coordinated.
13) Get 'em young.
Obviously, if you can achieve loyalty among youthful consumers, you've possibly fostered lifelong consumption.
14) Develop cultural sensitivity.
If you intend to sell your product around the world, do not trap yourself in an "Ugly American" image.
15) Hire aggressive lawyers.
If you succeed, you will undoubtedly need lawyers to protect your trademark, defend your good name, and scare off potential competitors.
16) Don't break the law.
It simply isn't worth it to risk the reputation of a huge multinational concern.
17) Become masters of influence.
Just because you don't break the law doesn't mean you must sit back and act like an angel.
18) Be patient but implacable. Plan for the long haul.
There will be bumps along the road, but set your goals on the horizon.
19) Adhere to simple commandments.
Genius lay in looking at the big picture and in concentrating on
a few elemental truths.
20) Be flexible enough to change.
"We live nervous."
21) Don't use defensive, negative advertising.
Maybe for an Avis or a Pepsi, comparative ads make sense. Maybe. You're still giving your
opponent free publicity, however.
22) Diversify only when necessary.
Coca-Cola, whose stock performance has been historically extraordinary, is one of the least diversified companies in the world.
23) Pay attention to the bottom line.
In the paranoid anti-Pepsi culture, Coke men were more concerned with share-of-market figures than with profits. Goizueta discovered, among other things, that the highly regarded soda fountain sector was actually losing money because of costly capital expenditures on metal five-gallon drums.
24) Terrify your employees.
"A certain degree of anxiety and tension has to exist for people to function at the highest level of their potential."
25) Promote from within.
The best Coca-Cola managers, almost without exception, have come up through the ranks, inculcated with the company mission.
26) All publicity is good publicity, at least after a certain point.
Even negative publicity can ultimately help a well-entrenched product.
27) Use cash wisely.
It made sense to borrow money if you could then re-invest it at a substantially higher rate of return.
28) Form joint ventures.
Another wise use of cash involved breaking a long-standing company commandment: thou shalt not own bottling plants.
29) Think globally, but act locally.
Regardless of its provenance, though, Coca-Cola has demonstrated its wisdom, dipping into its own history for guidance.
30) Pursue the halo effect.
The firm should appear to be in the vanguard of the environmental movement, progressive in race relations, setting up model programs for its Minute Maid migrant workers, creating nutritional soft drinks, and the like.
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柠檬盐酸咖啡因
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A wonder brand
1有用 0无用 Eco_ 2011-07-29
如此好的书,怎么没什么人关注?做marketing的一定要读,可以更了解商业的历史,以便作出卓越的选择.几个亮点:1. 19世纪尾声: 美国广告的汹涌澎湃;广告造就了某些品牌的滚滚利润,也成就了无数的富翁;2. 药剂师的执着=> 品类的诞生 卓越商人的执着(阿萨)=>...
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A great brand
0有用 1无用 Eco_ 2011-06-13
You'll know:1. How it becomes a great brand2. How the leaders made the great decision3. How the business works4. How to build up a great brand5. How t...
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原来如此
0有用 0无用 sonyericsson 2009-02-16
一直是可口可乐的FANS...一直认为可口可乐就是美国的象征..看了这本书,才知道原来可口可乐经历过那么多风雨...值得一看...!...
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小议公司传记
0有用 0无用 iCoke 2012-02-11
这大概是描写可口可乐公司「通史」最好的一本书。前面一半我看得很仔细,后面却只能大致看过,因为你发觉那一个个历史片断读罢之后既没用又没趣,干脆略过。而若想了解某一段历史,比如现代可口可乐海外扩张的历史,却又发现讲的太少。所以若研究公司历史,我更希望看到类似于专题研究的那种,或者着重于某个历史阶段的「断...
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最有用的在附录
0有用 0无用 cig at light 2012-04-08
Coca-Cola Magic: Thirty Business Lessons1) Sell a good product.And if it contains a small dose of an addictive drug or two, all the better. 2) Believe...
书名: 可口可乐帝国
作者: [美] 马克·彭德格拉斯特
出版社: 华夏出版社
译者: 高增安 | 马永红 | 李维余
出版年: 2009
页数: 444
定价: 39.90元
ISBN: 9787508048451