Coca-Cola year-to-date results show China leads global increase
Print Edition
GLOBAL beverage giant Coca-Cola recently released its 2014 second-quarter and year-to-date operating results, saying the China market driving its global sales amid strong marketing initiatives.
In China, unit case volume grew 9 percent in the second quarter as sparkling beverage outpaced the average to 10 percent. Second-quarter global unit case volume rose 3 percent, as growth of worldwide sparkling beverages accelerated to 2 percent in volume.
Coca-Cola, Sprite and Fanta were the key drivers behind the business performance.
Thanks to the China strategy deployed at the beginning of 2014, the initiative to accelerate China business growth through product innovation and marketing innovations with solid infrastructure is taking effect, the company said in a release.
In product innovation, Coca-Cola launched the Schweppes +C, a lemon-flavored sparkling beverage, in March in China.
The beverage, designed particularly under Asian preference, has quickly gained popularity among consumers due to its distinct branding and chic packaging design.
Sales of Schweppes +C exceeded 10 million unit cases within three months after its launch, making it a new sparkling star targeting higher price points with vivid positioning.
Meanwhile, Coca-Cola’s Shui Dong Le flavored drink also posted a strong performance after its national launch early this year.
“In an era of mobile communications and millennial consumers, the essence of marketing has switched to stimulating consumer voluntary interactions and sharing,” the release said. “Experience marketing has become a hot industry topic.”
After the huge success of the “nickname bottle” campaign in 2013, Coca-Cola launched an upgraded “lyric bottle” to further encourage sharing happiness with family and friends. The campaign not only puts lyrics from some of China’s best loved songs on Coke labels, but also allows consumers to scan the QR codes to listen to the songs.
Launched in June, the “lyric bottle” campaign already helped boost sparkling beverage volume growth by 10 percent.
Recently, Minute Maid also took an innovative approach with the launch of a marketing campaign called “scan the code, enjoy a sunshine tour.”
By scanning the QR codes on the label via mobile phones, consumers are treated to a panoramic view of scenic spots in Brazil, Zimbabwe, the Maldives, Canada, the Vatican, Hungary and many other famous tourist sites. Consumers can also virtually enjoy scenery while making and sharing photo montages.
The campaign has already made many youngsters “shake their mobile phones to the extreme,” and chalks up another success in experience marketing to cater to consumers in the mobile Internet era.
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