Brilliant marketing has turned the sweet drink into the world’s most valuable brand
杰出的營銷讓這種甜飲料成為全球最有價(jià)值的品牌
In the 1970’s, Coke’s famous slogan was,“I’d like to buy the world a
Coke.”They needn’t have bothered: the world was more than ready to buy its own.
在1970年代，可口可樂的口號(hào)是“我想為這個(gè)世界買一瓶可樂”。他們根本不用這么做：這個(gè)世界已經(jīng)等不及要自己去買了。
Every second, 7,000 people drink a Coke. The brand is recognized by 94% of the world’s population. If every Coke ever sold were lined up in a row, the line of bottles would stretch around the world nearly 12,000 times. Given this kind of success, it’s hard to believe that Coke started out as a medicine that sold barely nine bottles a day.
每1秒鐘就有7,000人喝掉一瓶可口可樂。全世界94%的人口都認(rèn)識(shí)這個(gè)品牌。如果把曾經(jīng)賣出去的可口可樂排成一排，瓶子排成的隊(duì)伍可以環(huán)繞地球?qū)⒔?2,000次。在這樣成功的情況下，很難相信可口可樂原來是一天幾乎賣不到九瓶的藥品。
Back in 1886, a pharmacist in Atlanta, Georgia cooked up a thick, sweet syrup made from coca leaves and kola nuts. He sold it for five cents a glass out of a neighboring soda fountain where someone had the bright idea of mixing it with carbonated water. A new name was created based on the two primary ingredients, and Coca-Cola was born.
在1886年，亞特蘭大的一位藥劑師喬治亞用古柯葉和可樂果烹煮出一種又稠又甜的糖漿。他通過附近的汽水吧臺(tái)以5分錢1杯出售這種飲料，但在那里有人想出了一個(gè)聰明的點(diǎn)子，把它和蘇打水混在一起。根據(jù)這兩種主要的成分，一個(gè)新名字被創(chuàng)造出來，可口可樂也因此誕生。
But the real value in Coca-Cola isn’t so much the product as the marketing. The sales know-how was supplied by Asa Candler, who bought the company for $2,300 when the founder died. Candler also turned Coke’s ingredients into one of the world’s biggest secrets: the exact makeup of the“7X”formula stayed secret until 1985 when the company finally let the cat out of the bag.
但是可口可樂的真正價(jià)值并不在產(chǎn)品本身，而是在營銷上。阿薩·坎德勒提供了銷售的技巧，他在創(chuàng)辦人過世后以2,300美元買下了該公司。坎德勒也將可口可樂的成分轉(zhuǎn)變成全球的秘密：“7X”配方的真正結(jié)構(gòu)一直到1985年才由該公司不小心泄露出去。
Of course, it’s not easy being number one. Rivals like Pepsi accuse Coke of underhanded business practices, and soft drinks are seen as being a major cause of obesity. In recent years, the company has been paying schools for the right to place Coke machines on campus, expanding school budgets and students’waistlines.
當(dāng)然了，要當(dāng)?shù)谝幻⒉蝗菀?。像百事可樂這樣的對手指控可口可樂的經(jīng)商方式很卑鄙，而且軟飲料也被視為造成肥胖的主要原因。最近幾年，該公司一直在付款給學(xué)校，以取得讓可口可樂機(jī)器進(jìn)駐校園的權(quán)利，這就會(huì)增加學(xué)校的預(yù)算和學(xué)生的腰圍。
Still, things are looking sweet for Coke–with over $4 billion in revenue on sales of $21 billion in 2003, it is by far the largest soft drink maker in the world. Not bad for a little bottle of sugar water.
盡管如此，可口可樂的情況依舊樂觀，在2003年，銷售額高達(dá)210億美元，獲利也超過40億，它顯然是全球的軟飲料制造商。對一小瓶糖水來說，這樣的結(jié)果還真是不錯(cuò)。
杰出的營銷讓這種甜飲料成為全球最有價(jià)值的品牌
In the 1970’s, Coke’s famous slogan was,“I’d like to buy the world a
Coke.”They needn’t have bothered: the world was more than ready to buy its own.
在1970年代，可口可樂的口號(hào)是“我想為這個(gè)世界買一瓶可樂”。他們根本不用這么做：這個(gè)世界已經(jīng)等不及要自己去買了。
Every second, 7,000 people drink a Coke. The brand is recognized by 94% of the world’s population. If every Coke ever sold were lined up in a row, the line of bottles would stretch around the world nearly 12,000 times. Given this kind of success, it’s hard to believe that Coke started out as a medicine that sold barely nine bottles a day.
每1秒鐘就有7,000人喝掉一瓶可口可樂。全世界94%的人口都認(rèn)識(shí)這個(gè)品牌。如果把曾經(jīng)賣出去的可口可樂排成一排，瓶子排成的隊(duì)伍可以環(huán)繞地球?qū)⒔?2,000次。在這樣成功的情況下，很難相信可口可樂原來是一天幾乎賣不到九瓶的藥品。
Back in 1886, a pharmacist in Atlanta, Georgia cooked up a thick, sweet syrup made from coca leaves and kola nuts. He sold it for five cents a glass out of a neighboring soda fountain where someone had the bright idea of mixing it with carbonated water. A new name was created based on the two primary ingredients, and Coca-Cola was born.
在1886年，亞特蘭大的一位藥劑師喬治亞用古柯葉和可樂果烹煮出一種又稠又甜的糖漿。他通過附近的汽水吧臺(tái)以5分錢1杯出售這種飲料，但在那里有人想出了一個(gè)聰明的點(diǎn)子，把它和蘇打水混在一起。根據(jù)這兩種主要的成分，一個(gè)新名字被創(chuàng)造出來，可口可樂也因此誕生。
But the real value in Coca-Cola isn’t so much the product as the marketing. The sales know-how was supplied by Asa Candler, who bought the company for $2,300 when the founder died. Candler also turned Coke’s ingredients into one of the world’s biggest secrets: the exact makeup of the“7X”formula stayed secret until 1985 when the company finally let the cat out of the bag.
但是可口可樂的真正價(jià)值并不在產(chǎn)品本身，而是在營銷上。阿薩·坎德勒提供了銷售的技巧，他在創(chuàng)辦人過世后以2,300美元買下了該公司。坎德勒也將可口可樂的成分轉(zhuǎn)變成全球的秘密：“7X”配方的真正結(jié)構(gòu)一直到1985年才由該公司不小心泄露出去。
Of course, it’s not easy being number one. Rivals like Pepsi accuse Coke of underhanded business practices, and soft drinks are seen as being a major cause of obesity. In recent years, the company has been paying schools for the right to place Coke machines on campus, expanding school budgets and students’waistlines.
當(dāng)然了，要當(dāng)?shù)谝幻⒉蝗菀?。像百事可樂這樣的對手指控可口可樂的經(jīng)商方式很卑鄙，而且軟飲料也被視為造成肥胖的主要原因。最近幾年，該公司一直在付款給學(xué)校，以取得讓可口可樂機(jī)器進(jìn)駐校園的權(quán)利，這就會(huì)增加學(xué)校的預(yù)算和學(xué)生的腰圍。
Still, things are looking sweet for Coke–with over $4 billion in revenue on sales of $21 billion in 2003, it is by far the largest soft drink maker in the world. Not bad for a little bottle of sugar water.
盡管如此，可口可樂的情況依舊樂觀，在2003年，銷售額高達(dá)210億美元，獲利也超過40億，它顯然是全球的軟飲料制造商。對一小瓶糖水來說，這樣的結(jié)果還真是不錯(cuò)。