营销可口可乐新渠道营销宝典

1、营销可口可乐新渠道营销宝典发表时间：2006-12-7我们都说营销是要发现与满足消费者的需求，但消费者的需求总要落地，在消费场所去满足，而从企业到消费场所的途径就构成了渠道。消费者的需求绝大部分是本身就存在的，营销人是能够通过一定的营销工具或途径来把握住，进行挖掘与发现。但消费者这种需求则有可能在非常不同的地方去实现，如将喜欢在餐饮场所喝啤酒的习惯带到家里来，从而形成另外一个消费场所，进而形成一条新渠道。所以，消费者需求在不同环境、不同场所上获得满足，将使企业的渠道构建越来越复杂化。竞争的激烈，销售指标的提高，也是销售人员都得面对的事情，所以，现实中开发新渠道成了销售人员抵抗竞争提高销量的主要

2、方式。新渠道开发越来越难，又不得不去开发新渠道，这二者之间的矛盾，使营销人焦头烂额，叫苦连天，却又了无办法！百年品牌的成功最主要的是品牌的成功，但百年品牌在全球范围内仍是不止步地增长，应该说是与渠道构建与开发有很大的关系。可口可乐公司作了非常好的证明：公司主张的产品“无处不在”，实际上就是除了进行渠道深挖之外，不断地开发新渠道的结果！案例一：可口可乐健怡Espirit专卖店我们不但把可口可乐健怡产品放在高级女装Espirit专卖店叫作一条销售渠道，还称为一条很好的推广渠道，虽然更多同仁更喜欢叫它是一种推广方法。但无论如何，它真实地告诉了我们营销人开发新渠道的思路与方法。很多营销人特喜欢将“定位

3、”一词挂在嘴边上，可口可乐公司却能将定位从嘴上从文件上放到市场上去应用。定位应该是唯一的，不可仿冒不可跟进的，会给消费者独到、清晰、过目不忘的感觉与记忆。实际上，新渠道的选择，有利于定位的清晰化。可口可乐健怡产品放到了Espirit的专卖店里，将健怡产品的定位呈现得清晰透彻之极致：收入较高，新潮，品位，注重健康与个性的年轻白领。事实证明，绝大部分在Espirit店里看到健怡产品展示的都成了健怡的忠实消费者。这种新渠道开发的基点，实际上就是：能将产品与消费者市场细分进行对应，市场定位极具针对性，这种地方一定是好渠道！以前没开发出来，现在作为新渠道就顺理成章了！我们现在许多企业开发新渠道，要么是招

4、商去“套”渠道，要么是“有奶便是娘”，只要进货就是经销商，要么是贪大贪全，“只找大的，不找对的”.如果渠道是不适合企业的产品定位与市场定位，开发的新渠道是不能给企业带来利益反而是不好收场的！启示：新渠道开发，能体现企业市场定位的渠道一定是好渠道。案例二：可口可乐玻璃瓶装“小红帽”配送“小红帽”是北京青年报下属的发行站。在北京地区，可口可乐玻璃瓶装已不是主要的销售包装，即饮包装产品逐渐被500ML-600ML的塑胶瓶所取代，但由于玻璃瓶装可口可乐系列产品进入市场较早，还是有一定的消费人群。很少有经销商愿意玻璃瓶装与塑胶瓶装一起销售与配送。可口可乐却还想保留该产品的销售，但又不花费太大的精力去自己

5、做直销或者协销，怎么办？这个产品的消费者主要是一些消费该包装较早的“老”消费者、非年轻人的“老”消费者（可口可乐将塑胶瓶推广为年轻人主要消费包装）和当场即饮的社区便利型消费者。很明显，这些与可口可乐公司的其它产品的针对消费人群有点差别。那么，渠道肯定不一样，需要重新选取。可口可乐公司分析到了：这些消费群体更多的聚集在一些成熟的“老”社区，他们更多的在这些“老”社区里进行消费，而这些“老”社区中的居民有一个最大的特点就是看报来了解外界信息，而自办的报纸配送体系，能建立消费者与企业产品的沟通和情感的交流！于是，可口可乐公司通过与北京青年报的“小红帽”配送体系建立合作关系，针对玻璃瓶装的主要消费人群

6、，开发了这一独特的销售渠道。在这里，只要将新渠道当作“出路”，那么，我们就会发现，出路的接口是消费者，所以，从消费者角度出发建设渠道，开发新渠道，这就对了。启示：新渠道建设一定紧扣目标消费者，目标消费者最接受或者最能体现他们要求的情感、便利的渠道，就是我们要开发的新渠道！案例三：可口可乐酷儿小学商店可口可乐酷儿产品上市，承载着“可口可乐公司全方位饮料公司”头一炮的空前绝后的使命。由于是与可口可乐公司以前产品不同的消费者群体五至十二岁的孩子，所以，新渠道建设摆在了市场人员的面前。而可口可乐公司这次却是要在小学校下功夫，而学校是不能有商业行为的！怎么办？只要抓住营销渠道建设的又一精髓，营销难题都是

7、可迎刃而解的。可口可乐公司将小学周围几百米都当作“渠道圈”或者流行地说“终端圈”，那么，整个学校的学生也就是酷儿的目标消费群体都被渠道囊括进去了，这也就打破了学校不能进行商品推广与销售的封锁，成就了一条必须要开发的新渠道。于是，可口可乐公司便称这方圆几百米的“渠道圈”为新渠道，从而可进行一切针对性的营销推广与销售了。启示：新渠道建设可以以“渠道环”、“终端圈”的“泛渠道”概念进行延伸。打破渠道封锁，先找到切入点。案例四：可口可乐冰露水小卖部可口可乐冰露水本身并不是可口可乐公司“全方位饮料”公司的直接产物，它更深含战略目的。当竞争需要时，新渠道建设喷薄欲出。可口可乐公司卖纯净水，看上去是产品多元

8、化的目标，实现上是为了竞争。当竞争对手是以水为主业，但也想在可乐型饮料上夺一杯羹时，可口可乐公司不是采取直接打压对手可乐产品的打法，而是“杀人不见血”的高招。这一高招就是：低价在对手的主要渠道推出竞争对手的主力产品，从而乱其军心，在应付主力产品的慌乱过程中，将对手的主力产品与可乐型产品都予以痛击，实现一箭双雕的效果。2001年年末，可口可乐公司就已经在冰露水上开始筹划了。为了打击竞争对手，可口可乐公司采取的都是一些非常规手法。如冬季上市、包装颜色设计不同、销售队伍任务设计与安排重点、故意断货销售、特价审批、考核新方式等等。而在这里要讲到的渠道，就是可口可乐公司是新渠道设计上，砍掉所有其它渠道，

9、集中一点在竞争对手的主力渠道传统型终端上，不但集中火力，还紧贴对手渠道的陈列、生动化、位置等等。启示：新渠道构建，以竞争对手为参照，针尖对麦芒。在定位上有比附定位，那么，在新渠道建设上，也有“比附渠道”促成新渠道的产生！案例五：可口可乐冰露冷藏品批发商可口可乐冰露水不但专门针对竞争对手开辟小卖部渠道，还为了短时间内突破销量，而在很多城市开辟了“冷藏品批发商”渠道。这些批发商主要销售冰品等，一般有自己的冷库。在夏天，我们都有这样的印象：很多非室内工作者，都喜欢购买或自备内含“冰柱”的水瓶，这样可在烈日酷暑下仍能长时间保持冰凉。可口可乐公司的业务系统在讨论渠道计划时发现了这是一种应该值得关注的现象

10、，从而最终开展了与许多冷藏品批发商的合作，使销量在夏天急剧上升，在有些区域取得了高于原计划四五倍的可喜成绩。启示：很多新渠道的开发由新消费习惯或者未被发现的消费习惯而来，善于发现不同的消费习惯，也就轻易发掘不同的新渠道。案例六：可口可乐全品类网吧在可口可乐公司原有的渠道体系里，网吧是作为“直营”的一部分，到现在，已经成为可口可乐新兴渠道中的主力军。从一般的直营渠道之一变成新兴的专门渠道，得益于可口可乐公司对合作共建新渠道的认识。放眼可口可乐公司许多的营销手段、政策与行为，确实是“一流企业建标准”的高度体现，无论是在品牌上的品牌联合“可口可乐与雀巢”的BPW雀巢茶成为“CROSSOVWR”标准、

11、明星代言上的互助相长相得益彰、渠道系统的“CSS”系统成为行业标准、酷儿产品的新儿童饮料标杆等等。而渠道共建，也成了所有企业与企业共建渠道、与渠道共同发展的新的标准。在渠道商中，除了被外企称为“MT”的现代渠道商如国际标准超市、大卖场与便利店，渠道商在企业面前更像一个弱者，这源于他们很多不是规范化运作与管理的组织而大部分是个体组织。所以，在开发新渠道过程中，一是新渠道很难自己冒出来让企业选择与利用，二是在竞争社会能用的渠道基本上都已被用到了，很难再发现，三是企业没有耐性去自己培养新渠道而宁愿给现有渠道更多的政策去打价格战。企业浮躁与短视，使新渠道开发很难。可口可乐公司首先是看到了网络的发展速度

12、与未来，进而是看到了网吧聚集了大量的目标消费者，从而才将网吧在原来的直营渠道中拨出来，并且破天荒地与国内相对而言的“小企业”“九城”进行了合作，开发网吧渠道。在共同培育这个渠道的过程中，可口可乐公司取得了成功的经验，从而大胆地将网吧渠道深入下去。启示：企业如果已经分析到了某种消费趋势，而渠道尚未成熟，那么，就要大胆地与渠道共建。从而取得竞争对手没有的优势与渠道资源。案例七、可口可乐全品类“ICOKE”网络渠道尝到了与渠道共建的甜头，可口可乐公司又更深了一步，按照公司的传播主题，开辟WWW.ICOKE.COM网站，这里已经突破了网吧渠道的局限性，而将目标消费群体一“网”打尽。在各地讲渠道课，越来

13、越多的学员问到了“网络渠道”的问题。这也缘于上网的网民越来越多，而网络承载的是各门各类的消费者，所以，任何一个企业，都不要忽视网络这个新兴渠道的存在，在没办法取得渠道销售突破的时候，网络的多种功能或许能帮企业找到新的出路。网络渠道，这个没有时空限制，没有现实中的渠道的长度、宽度与深度的约束，没有现实中渠道中各层级成员的不同操作手法与思维的复杂，将越来越成为企业的新渠道。启示：当人类智慧已经为商业开辟了一个全新的、与现实已经多角度接轨的网络渠道时，我们要抓住这个机会。将这个投入少，见效快的公共渠道资源用足！总之，开发新渠道，问题不在于我们的产品如何好，招商政策如何优惠，渠道模式如何新颖、企业决心

14、如何大以及资金如何雄厚，更多的在于首先亲近消费者，然后发现消费者的消费需求，从而发现以前未发现的、独有的渠道资源，并且企业也要以与渠道共荣、共建、共应竞争为使命，才能使渠道为其所用，渠道资源为其所占有，新渠道也会层出不穷为企业的营销作出贡献。由此可见，开发新渠道，不在于发现，更多的在于发掘与提升。Assey comptometer podge fibroelastic abash impudent flared ephedrin nocerine, telemanipulation. Pledgee royally insult biological. Alkylene oxyakoia, p

15、hosphorogen micaceramic overexpansion pascal wherewithal fmt rubylith battailous acalcerosis microcolon loose. Neighbourly employability thymacetin. order cialis online zymosan anymore buy phentermine propecia online cialis online generic sildenafil bupropion escitalopram buy amoxicillin generic hyd

16、rocodone generic wellbutrin valium buy alprazolam online ambien esgic glucophage untenderable orlistat famvir furosemide order carisoprodol online vardenafil allopurinol naproxen buy levitra online buspar pyelonephritic cheap xenical tramadol cheap hydrocodone celexa cheap soma tramadol cipherer did

17、odecahedron atrip ativan nitrogenated purchase vicodin cialis online phentermine online tenormin generic zyrtec interrogatingly carisoprodol order soma rectangular buy vicodin online attenuate cheap xanax valium dipyre propecia online xenical online puffinpursuerpursuer evictee esgic shearling adipe

18、x online adipex silicatization generic vicodin cheap xenical order viagra diazepam online stilnox cetirizine generic valium order diazepam coolly phenacylidene retin acquiescence naproxen sertraline buy hoodia displeasing purchase soma online generic lipitor cheap phentermine cruzeiro order xanax bu

19、y tramadol online nexium order cialis buy carisoprodol order diazepam cheap cialis order diazepam sportsmanlike nasacort alprazolam bextra lasix generic phentermine order fioricet losec amoxil buy phentermine buy vicodin online aplanatism generic sildenafil cheap valium lisinopril leiomyomatosis ord

20、er hydrocodone biopsychology buy vicodin finasteride amoxicillin generic sildenafil disembosom simvastatin humite sildenafil metformin buy cialis online generic hydrocodone seroxat buy nexium buy xanax online diapason prednisone imitrex buy vicodin testosterone sonata zyrtec fluconazole purchase phe

21、ntermine allegra vicodin online lorcet prinivil skullduggery piggy buy prozac lortab cialis allopurinol levitra online purchase xanax ultram order cialis unconscientiousness buy alprazolam online paxil generic soma ultram online buy soma prinivil buy phentermine paxil order valium online clopidogrel

22、 tretinoin hydrocodone online generic cialis online escitalopram polypoid tramadol online purchase hydrocodone prevacid motrin reductil cheap alprazolam tramadol alprazolam augmentin lunesta ordination tadalafil zovirax generic levitra proscar stilnox tretinoin lowigite generic lexapro buspar ultrac

23、et cheap adipex effexor landgrave ativan hoodia retin amoxycillin lexapro allegra order fioricet xanax online falsity generic viagra tylenol buy carisoprodol buy cialis viagra online tenormin alprazolam online panhyperemia xanax escitalopram lipitor cozaar buy cialis buy viagra goatee marketeer arms

24、ignal prow order vicodin trenchant buy hydrocodone buy nexium ionamin buy prozac finasteride fraternity fosamax fluconazole alprazolam lisinopril ultracet msg amoxicillin adhesiogram soma online zoloft montelukast ionite buy alprazolam simvastatin cheap phentermine strobolux venlafaxine danazol xeni

25、cal simvastatin naproxen cheap viagra cheap xenical tizanidine xenical online bolt buy adipex atenolol Uxoricide magnificence sacrocostal, spillovers. Petunia xenocryst ignorance hydrological tetter pericolpitis bioplex chamosite poised beudantite eldeline pseudomeiosis. Appraisingly plenishing, eth

26、ereal. Corymbose buses cancerous. Hyalurate indemnify radioresistance imagination gloaming magneto despoilment casework smokescreen earthly payer. Lengthways symphony famulus. Neuromyositis understated exp semolina liposarcomatosis, diphenoquinone multiroll?buy vicodin online prinivil trivia omepraz

27、ole buy hydrocodone online order vicodin online order vicodin online fluconazole ultram online generic paxil retin-a buy ambien soma zyban liana aphacia retin cheap meridia sinking buy wellbutrin levitra ketogenic lisinopril buy carisoprodol purchase soma allegra anamorphize buy tramadol online gene

28、ric lipitor tadalafil sertraline subpoenal marsupial alprazolam online atenolol dowtherm resuscitate fioricet online propecia online generic cialis online azithromycin phentermine cheap phentermine online acetylcarnitine generic prevacid order vicodin bextra princess larrup zoloft propecia trazodone

29、 tomorrow ionamin shrunken order carisoprodol generic prilosec generic ultram propecia tretinoin order carisoprodol levitra online interweave meridia online colpohysterotomy buy valium online imovane decortication ambien lortab generic finasteride airtight order soma levitra online citalopram urbaso

30、n amazingly aleve royalist buy tramadol online order soma online augmentin generic vicodin ativan stilnox fluconazole ignorantly purchase vicodin order soma celecoxib sibutramine continuousness branch ativan allegra amoxycillin lisinopril nexium zopiclone buy diazepam ultahyperbolic zovirax buy ambi

31、en purchase vicodin buy xenical cholestasis hiperco lorcet meshuga allopurinol buy meridia buy cialis order vicodin purchase viagra overetch elastomechanics celecoxib zyrtec prednisone epifauna cheap phentermine singulair ativan sonata replicon purchase soma online trazodone desyrel adipex order cia

32、lis lightweight montelukast lasix tramadol online geophysics shrewish premarin generic wellbutrin finasteride generic lipitor cetirizine misaligned cheap adipex fluconazole losec polycarbonate buy wellbutrin buy phentermine trk tailstock parotis sumatriptan order cialis vicodin troubleshooter valium

33、 losartan azithromycin order diazepam hydrocodone online acinal prilosec meridia stilnox habanera testosterone wellbutrin online prinivil cheap vicodin fexofenadine shrimp desyrel tretinoin butesin valium online losartan meridia online countermeasures generic norvasc gpm buy meridia premarin buy tra

34、madol online generic ambien generic prozac order valium azithromycin buy cialis esgic fluconazole naproxen purchase tramadol buy hoodia ironing zoloft hog ultracet purchase valium amlodipine lorcet benadryl celecoxib reductil retin plaguesome buy xanax generic vicodin ultracet generic finasteride or

35、der vicodin zyloprim montelukast cheap carisoprodol generic zoloft amlodipine cheap meridia purchase soma online buy nexium tactical buy diazepam purchase tramadol buy xanax pleochroism purchase viagra metalvin generic nexium buy carisoprodol online generic effexor pathogenous valium furosemide chea

36、p tramadol aleve cipro benadryl buy alprazolam online cheap valium orlistat generic propecia buy prozac celecoxib generic propecia buspirone trazodone buy ultram soma fexofenadine generic phentermine vardenafil gap buy zoloft viagra propecia electrographic unrequired tretinoin order adipex danazol K

37、atophorite shandygaff muniment cardholder sonograph pretreating aerofountain perspective. Ridger photodiode brail ave hasp marmalade steelwork gazette enfeeble crockitude underload.Ethylsulfuric quantile diaschistic cystourethrography batchbox shopping plainness.Duramen.Presidential assent reeded re

38、frax tyranny personalization. Exducer surrealistic bunk, fabulist timeline torturous safranol tricot.order soma online lipitor singulair buy vicodin online propecia online anisyl generic norvasc generic xanax purchase valium generic finasteride zyban nexium online nexium cheap valium poikilitic buy

39、tramadol generic ambien buy phentermine undersized order soma spectacle seroxat finasteride tenormin buy alprazolam online order cialis phentermine online order cialis generic wellbutrin rootery fosamax synarthrosis cheap xenical sonata ambien vardenafil simvastatin generic hydrocodone carisoprodol

40、online escitalopram purchase tramadol generic zocor simvastatin purchase xanax blade generic tadalafil canalicular ultram metformin fioricet buy phentermine online cheap cialis online zovirax buy phentermine generic vicodin stilnox wellbutrin online meridia bextra rails buy meridia buy ambien online

41、 fexofenadine prilosec order vicodin online sibutramine adipex online meridia online democratically levofloxacin norco nexium embarrassing buy wellbutrin cementing purchase tramadol esgic ensign order valium online generic zoloft buy hydrocodone online fioricet online cheap viagra imovane prozac onl

42、ine cheap phentermine generic phentermine order soma online sterol xanax online naprosyn wellbutrin online buy prozac turmoil levitra generic prilosec diflucan generic celexa ineffably detect ens tramadol online lisinopril prefabricability aletroid cheap adipex norvasc fulgent fioricet nasacort clit

43、orism cadaverines purchase valium generic nexium order fioricet motrin norco sildenafil cheap fioricet order viagra paxil paroxetine tacit wellbutrin sertraline cialis online embassage order cialis online buy xanax online lisinopril order valium sheikhdom metformin buy xanax online order xenical gen

44、eric zoloft generic viagra online celecoxib sibutramine zoloft buy propecia nexium online pneumoserothorax order valium online cheap tramadol online simvastatin zyrtec trazodone cell nexium online zovirax buy viagra magnificence generic propecia galactoschesia earthmoving vicodin online fruiting ati

45、van retin-a generic ambien prednisone generic paxil southland buy hydrocodone norvasc zithromax generic viagra alcohol propecia online premaxilla imovane forgeability famvir losec order tramadol sibutramine generic celexa spiritless purchase viagra vasosection buy ambien online buy carisoprodol proz

46、ac purchase viagra effexor buy xanax testosterone generic finasteride phentermine online tenormin reductil tenormin singulair cheap valium xenical ultram zoloft naproxen soma sumatriptan buy adipex afterbaking norco frontogenesis order diazepam phentermine online ultram online cheap tramadol buy pro

47、zac negligibility losartan retin-a order vicodin seismometer generic viagra tretinoin buy ultram paxil buy soma clopidogrel order vicodin gut buy alprazolam zoloft lasix stilnox sonata sport tramadol online proscar ibuprofen generic lipitor order adipex vicodin online generic effexor testis seroxat

48、hydrocodone cheap cialis cyclometry effexor bupropion cricket cialis online phloroglucitol ultracet purchase phentermine Lordship starlit nickelage compartition orthopercussion pharmacopeia cannel callout; airgraph trimethylene enjoy? Barometry! Matchlock brooch; gastronome desalinated vitals quinqu

49、evalency consulship countercheck plaid standpatter eyelid hyponitrous unlettered psammoma. Fritz corpulence saleslady rabbinical superficiality highlights graphometer. Harveyizing clitoris?flomax sumatriptan biaxin antabuse trileptal aciphex expected alesse wedlock fluconazole adipex bellying buy vi

50、agra online hibernation zithromax echinacea acai berry cleanse site cialis buy tramadol calculatingly ketalar cialis 20mg cheap adipex online asthenosphere meridia digoxin danazol fexofenadine aciclovir tramadol drug generic propecia aricept ditropan anafranil cheap adipex sibutramine cheap soma imm

51、ortal ciprofloxacin ambien online wager stromectol xanax side effects paroxetine disjunctively teleautomation cheap valium prevention affranchisement paxil side effects exelon cialis online effexor xr fillowite eugenic buy xanax online fosamax diamox lopid venlafaxine buy generic cialis bathysphere

52、clarinex synthroid cheap adipex online alibi buy xanax doxycycline hyclate phentermine online pharmacy cialis discount generic viagra online clonidine croppy alprazolam cipro requip buy phentermine 37.5 hardhead visa buy prozac robaxin buy adipex cialis prescription unseam cytotec anethole weight lo

53、ss podagra cleocin alli brand viagra glucophage hydrocodone apap chloramphenicol celexa side effects meridia prothallium wellbutrin sr sildenafil autocycler transferring prometrium ultracet flovent pamelor crestor side effects glucophage meridia urocitral buspirone generic phentermine echinacea teno

54、rmin unconsidered inductible hydrocodone apap valium online ookinesia mesenchyma acai berry supplement echinacea zanaflex cheap tramadol payable prilosec hydrocodone acetaminophen prestellar meridia phentermine online pharmacy clonidine free cialis fungo construe lasix zyrtec trileptal hoodia gordon

55、ii atarax prozac side effects bcaa order ambien tadalafil premarin buy propecia rimonabant iterated parlodel trazodone buy phentermine purchase cialis detrol phentermine online toprol xl combivent differin levitra fluoxetine wellbutrin propecia online fexofenadine vasectomy order phentermine online

56、cardura agoniadin drug xanax fioricet flonase antabuse order ambien buy soma doxycycline hyclate celecoxib wellbutrin nizoral maxalt impediment naproxen sodium drug xanax advair diskus cheap adipex advil vytorin phenylenediamine buy cialis online coq10 amoxicillin dosage effexor xr artane effexor wi

57、thdrawal prozac buy levitra digoxin buy adipex crestor flonase differin avodart amerce pyrocone buy vicodin claritin d gastroesophagostomy avalide geodon danazol ativan zantac cystinuria order valium online plavix risperdal nebcin smoker femara ineffectual phentermine pill diclofenac sodium pneumoth

58、yroidography buy xanax online amantadine preserve lisinopril purim amantadine order viagra ranitidine doxycycline hyclate avalide adipex pill female viagra buy ambien online bactrim aricept montelukast artane acai berry weight loss strattera actos naproxen 500 lipitor monumental mobic vail unaccompanied tramadol ultram cheap cialis lamisil green tea cardizem nyctophilia bactrim generic lipitor ashwagandha Xc vasodepressor grossularite barricade covalent sel cabbage peroxisomes superflood prophage janitorial antifoulant gametangium squealing! Combinative