Evolution of Coca Cola - Coca-Cola Essay Example
Coca Cola, the largest and most recognizable beverage company in the world continues to refresh consumers with over 500 brands every day - Evolution of Coca Cola introduction. The beverage is often referred to as coke, which was registered and trademarked in1944. No matter what country or language Coca Cola is produced in, a consumer will recognize the beverage as being a coke. It is through the world’s largest beverage distribution system that consumers in over 200 countries worldwide are able to benefit from the many brands Coca Cola produces.
Various product lines have been produced under the coke brand. These products range from diet Coca Cola to vanilla Coca Cola and new products continue to be produced and introduced to consumers. In 1927, Coca Cola was first introduced to the Chinese. Since entering China, Coca Cola has made an attempt for them to become its largest market in the world. Executive Summary China is a communist country that experienced very little foreign investment until the late 1970’s. Their communist leader Mao Zedong had restricted access to Chinese culture and the country’s economy.
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These restrictions left China isolated from most foreign countries until Deng Xiaoping opened up the doors for foreign investors to enter China. Although China is a communist country, it has capitalist characteristics which are referred to as a socialist market economy. In 1979 Coca Cola made its emergence in the Chinese market. Soon after, Deng Xiaoping allowed foreign investors to invest in the Chinese market. Coca Cola was the first company to take up this offer and distribute their products in China (Weisert, Drake). Coca Cola made an instant impact on the Chinese market because of the inefficient and premature beverage industry.
Before China opened its doors, Coca Cola originally could only import products and distribute through outlets, retailers and etc (Weisert, Drake). During the early introduction of Coca Cola to the Chinese market marketers were skeptical of the product’s potential success rate because the Chinese people were use to drinking green tea instead of carbonated beverages. Marketers also had a problem figuring out how to translate Coca Cola in Chinese for advertising, marketing and packaging purposes to reach Chinese consumers. The translation is in Mandarin language, which is spoken by 90 percent of China (. H. F. Allman).
The translation for Coca Cola is K’o K’ou K’o Le; it’s the closest fit in Mandarin to English. In actuality it’s an interpretation instead of a translation. It was a long process to determine a suitable name for the Chinese market. The marketing campaign is targeted to the Mandarin speaking people with little regard to the remaining 10 percent of Chinese people that speak other languages. The Coca Cola Company uses joint ventures with Chinese companies and localization to infiltrate the market. They use those methods to lessen economic and risks.
Coca Cola have merged with Chinese based bottle markets to produce their products. Coca Cola has invested a large amount of money in the Chinese market to protect their supplies, ingredients and the production process. This method is known as directed foreign investment. They are operating all of their business functions in China to maintain control of their products and to ensure quality. Coca Cola’s business operations in China include: packaging materials, drink ingredients, bottling-line equipment, construction services, and business and financial services. (Weisert, Drake).