"Little Red Riding Hood" is a distribution station under the Beijing Youth Daily. In Beijing, Coca-Cola glass bottles are not the main sales packaging. Instant drink packaging products are gradually replaced by 500ML-600ML plastic bottles. However, due to the early entry into the market of glass Coca Cola products, there are still certain consumer groups. Few dealers are willing to sell and distribute glass bottles together with plastic bottles. Coca-Cola still wants to keep the sales of the product, but does not spend too much energy to do their own direct sales or co-sales, how to do?
The consumers of this product are mainly the “old†consumers who consume the package earlier, the “old†consumers who are not young (Coca-Cola promotes plastic bottles as the main consumer packaging for young people), and the convenience of the community that is ready to drink on the spot. consumer. Obviously, these are somewhat different from the consumer groups of Coca-Cola's other products. Well, the channels are definitely different and need to be re-selected.
The Coca-Cola Company analyzed that these consumer groups are more concentrated in some mature “old†communities, and they are spending more in these “old†communities. One of the greatest characteristics of residents in these “old†communities is that Read newspapers to learn about outside information, and the newspaper distribution system that you do yourself can establish communication and emotional communication between consumers and corporate products!
As a result, Coca-Cola has developed a unique sales channel for glass bottled main consumers by establishing a partnership with the "Little Red Riding Hood" distribution system of the Beijing Youth Daily.
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The consumers of this product are mainly the “old†consumers who consume the package earlier, the “old†consumers who are not young (Coca-Cola promotes plastic bottles as the main consumer packaging for young people), and the convenience of the community that is ready to drink on the spot. consumer. Obviously, these are somewhat different from the consumer groups of Coca-Cola's other products. Well, the channels are definitely different and need to be re-selected.
The Coca-Cola Company analyzed that these consumer groups are more concentrated in some mature “old†communities, and they are spending more in these “old†communities. One of the greatest characteristics of residents in these “old†communities is that Read newspapers to learn about outside information, and the newspaper distribution system that you do yourself can establish communication and emotional communication between consumers and corporate products!
As a result, Coca-Cola has developed a unique sales channel for glass bottled main consumers by establishing a partnership with the "Little Red Riding Hood" distribution system of the Beijing Youth Daily.
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