3P Marketing

3P Marketing Profile
In 1995, before the 3 A Coca-Cola has been the market principles, "buy, buy, and willing to buy", the strategy of Taiwan at the actual situation in China at that time, the establishment of the network across the country, set up factories cost-cutting, lower product prices, improve product reputation.
With the improvement of living standards in China and the development of Coca-Cola is Coca-Cola in marketing to create a new 3 P principles:
Pervasive (everywhere) - Coca-Cola products so readily available.
Price Relative To Value (value for money) - Coca-Cola products must be value for money.
Preferred (fond) - Coca-Cola products to become the first in the minds of consumers.
3P the meaning of strategy is to enable more and more consumers have the impulse to buy Coca-Cola products, Coca-Cola is an important distribution strategy. A 3 from the 3 P, we can see that the concept of the value of Coca-Cola distribution upgrade. For example, "buy" by the demands of Coca-Cola products to buy, and "ubiquitous" highlighted where Coca-Cola products can be "sold" to the extent "affordable" is the assurance that the quality of premise for cheaper products, and "value-for-money" more inclined prices unchanged in the case to provide better products. "happy to buy" refers to quality assurance under the premise of consumers willing to buy Coca-Cola products, but consumers still may choose other brands may drink, and "special favor" for more on the minds of consumers tended to become the preferred beverage brands. So, from 3 to 3 P A, to some extent, show a leading brand strategy concept - the pursuit of the consumer "brand loyalty."
Coca-Cola marketing based on three principles of the P planning to "P" as a guide, the Coca-Cola Company the full implementation of a marketing strategy in China. They have made a detailed market survey to understand the Chinese people's taste preferences, and use of local raw materials in China, by virtue of its scientific and technological strength, a three-year period developed the "heaven and earth" series fruit juices, mineral water and tea beverages; for the younger generation consumer , the production of "smart" series of fruity soft drinks. A product launch that success. It is worth noting that the company "P" within the framework of the eight kinds of different market planning:
A wide distribution. They will be divided into the market according to the importance of supermarkets and food stores, railway stations, wholesalers, schools, etc., were developed distribution goals, the products quickly to the retail channel, so that consumers can be in the most convenient place to buy their products.
2, a vivid and effective. They implement an effective shelf management, new products will be on the next major competitors, consumers money on the best available location - between shoulder and hip. At the same time, ensure that adequate inventory and display, each single-name goods has licensing and price. They found that it would timely and accurate understanding of consumer product information, purchase interest.
3, extensive use of point of sale advertising products. At the retail point-selection of posters, flags, the price card, such as store-display advertising, with a strong media advertising, a strong marketing offensive will be rapid and effective transfer of new products to consumers.
4, giant display. Choice of a representative of retail, the establishment of not less than 50 cartons of arrival display their products in the shop are the leading brand image and highlight prominently so that consumers read the mind.
5, impressive model shop. Choice of a representative of retail, the establishment of a certain number have outstanding advantages and leadership image of the shops, to enhance the visibility of products among consumers attention.
6, the trial for drinking activities. Chuoxiaoyuan recruitment of a number of select major channels on weekends, on holidays, try to drink a large-scale activities.
7, a positive and promotional activities. With drink in various forms in the test so that consumers can hardly refuse promotional activities such as price cuts, presented unique gifts to buy large amounts, in order to raise consumer of the new product love.
8, the correct price. Various channels to have a reasonable profit, operating the enthusiasm of their products so that consumers are willing to buy.
8:00 above, 1,2,3 are Pervasive  ness Section 4,5,6,7 of Preference, 8 belong to Price / Value.
It can be said that Coca-Cola is relying on "P" of the concept, from a strategic height can formulation and implementation of a set of marketing strategies, so as to blaze tight encirclement, 17 million, take a firm market. In 1998, the "smart" and "heaven and earth" in China's sales of 11 million TEUs; next year, the sales growing.
A statement: fat and sleek cows you rob, and eat different phase. "3P" philosophy is "eat in" A If the operators get inspiration from, be inspired by this, may Zuoyoufengyuan. Finally advice is: Marketing should not every day a new guise, is the quest of a business philosophy.