Text/Breaker Three Plate Axe
【Breaking the game three plates axe】 Dead bump problem, three moves to break the game; take the goal as the end point, take the problem as the starting point.
This is the fifth article in the "Today's Headlines" series of "Management 110: A Brief History of Management from 1911 to 2021".
On April 1, 1914, the first production line of Ford Motor Began to open, marking the advent of the era of human large-scale industrial production; with the continuous improvement of product manufacturing capabilities, the sense of competition between merchants has also begun to increase, more and more attention has been paid to products and sales channels, and the franchise model has been born, etc. Coca-Cola is one of the most representative brands.
Let's start with Coca-Cola's bottles---- in fact, until now, Coca-Cola's marketing is still around the bottle, and Coca-Cola's power is still ahead of other brands.
<h1 class="pgc-h-arrow-right" data-track="6" > Coca-Cola bottle</h1>
"A diamond lasts forever, a diamond lasts forever".
It is not known whether with the advancement of synthetic diamond technology, diamonds can be passed on forever, but Coca-Cola and Coca-Cola glass bottles will be passed on forever as classics. Coca-Cola's glass bottles fall to pieces on the ground, and we can easily identify them with just one piece of glass, and the unique shape and texture of Coca-Cola glass bottles.
Coca-Cola held a design competition, and the president of Coca-Cola said, "We need a kind of bottle that people can feel in the dark."
In 1915, coca-Cola lost some of its market share due to the influx of hundreds of competitors, and Coca-Cola's president, Candler, decided to launch a national design competition, with the goal of finding a new bottle design for Coca-Cola, the new design can convey a positive and clear message to consumers, so that people can also sense coca-Cola in the dark without difficulty, which is obviously different from the same brown bottle Cola; of course, the new bottle must also be able to easily achieve mass production using the technical equipment of the time.
The Root Glass Company of Indiana participated in the competition.
The company's mold manager, Earl R. Dean, stumbled upon illustrations of cocoa plants with quirky and attractive lines in its shape, which caught his eye.
Although "Coca-Cola" and "Cocoa" have little to do with each other, this does not prevent designers from linking the two similarly spelled words Coca and Cocoa.
The design triumphed, and this is The Classic Glass Bottle from Coca-Cola.
There is also a saying that the design of the Coca-Cola bottle is derived from the shape of the skirt.
Just in those two years, Europe and the United States popular a skirt called hobble skirt, the girl who wears this skirt is particularly beautiful, so the designer will wear his girlfriend wearing this skirt shape into the shape of the bottle, so the bottle was named hobbleskirt bottle (one step skirt bottle), which has since become the symbol of Coca-Cola.
<h1 class="pgc-h-arrow-right" data-track="12" > Coca-Cola impresses customers with product packaging</h1>
When Coca-Cola's new bottles were introduced to the market in 1916 to immediate rave reviews, Coca-Cola stood out from hundreds of Cola drinks, and since then Coca-Cola has built a defensive line that daunts competitors with its packaging.
Coca-Cola, which tasted the sweetness, has since taken packaging design as the most important competitiveness of its own products---- after all, No one can change the recipe of Coca-Cola (Coca-Cola later tried to change the formula, but it failed, people still love the classic formula), Coca-Cola can only make a fuss about packaging.
Since then, Coca-Cola has played more and more in the design of bottles (including plastic bottles and listening), and the effect is getting better and better.
The product itself is the best advertising medium, which is the "shelf thinking" advocated by Hua & Hua Company---- products are placed on the shelves of shopping malls, how can they "jump" out of similar products, arouse consumers' attention and stimulate purchasing behavior? As soon as we go for a walk around the supermarket, the drink that will impress us the most is definitely Coca-Cola.
In China's spring festival every year, Coca-Cola will inevitably show its new image on the packaging, in addition to Coca-Cola's "Christmas Red" (we are familiar with Santa Claus, its image is coca-Cola company commissioned by the announcement company to design, and deliberately changed the color of Santa Claus's clothing to Coke red, so that we can't help but think of Coca-Cola in the winter when we see the image of Santa Claus, which is the strategy of winter promotion) in line with the festive atmosphere of the Chinese New Year, Coca-Cola will also be extra careful in the packaging of products, Every year there is something new.
Even "Coca-Cola" these Chinese fonts, in recent years, have also played a wave of marketing heat, called "classic fonts", that is, the fonts used when Coca-Cola first entered China, which is really full of memories.
This font even makes a set of font libraries: "Coca-Cola Cares" containing 7745 characters (6769 Chinese characters, 976 other characters).
Coca-Cola classic font
<h1 class="pgc-h-arrow-right" data-track="41" > the importance of product designs</h1>
Products with excellent design can "endorse" themselves, which can not only save advertising costs for merchants, but also promote the sales of products.
"Dongpeng Special Drink" is a functional drink that follows "Red Bull", not only "picked up" the advertising slogan abandoned by the bull "Sleepy tired to drink Dongpeng Special Drink", but also with a 500 ml "double bottle cap" product that has suddenly emerged---- 15 consecutive stop-and-go boards after listing.
What are the characteristics of the product design of dongpeng special drink this "double bottle cap"? The large bottle cap can be used as a cup, and it is a very good "ashtray".
You read it right, selling "Dongpeng Special Drink" to give away an "ashtray" is the most sufficient reason for consumers to buy this product.
Although we have a variety of views on "small pot tea", the design of "small pot tea" is still very worthy of our reference, no matter how much these teas have to do with "master work", the packaging of "small pot tea" is basically the first in the tea industry.
In the era of product homogenization, if we are difficult to have a big improvement on the product itself, we may wish to put some effort into the appearance design of the product, which can often become the magic weapon of the product counterattack---- the appearance is also competitive.
<h1 class="pgc-h-arrow-right" data-track="54" >Ache W. Shaw published Some Questions Concerning Distribution</h1>
Archer W. Shaw published The Book of Some Questions Concerning Distribution, which pioneered the separation of commercial activities from production activities and examined the function of distribution as a whole (since the focus of marketing at this stage was on production activities).
This is a new theory of marketing that emerged in 1915 (of course, there was no clear marketing concept and theory at this time, and distribution was regarded as marketing).
After the merchant solves the production of the product, it is necessary to solve how to efficiently transfer the product to the hands of consumers, at this time the "sales channel" begins to play an important role, and the "distribution ability" of the distributor can greatly change the market pattern.
For a long time in China, attracting investment (establishing sales channels) was the most important thing for manufacturers. Taking the sugar and wine meeting as an example, as long as the investment task is completed in the sugar and wine meeting, the manufacturer can easily make a lot of money by doing some advertising on CCTV; as long as the sales channels are mastered, it is easy to achieve the sales target.
The marketing theory (4P), as we know it, finally appeared in 1915 with a second P---- channel.
<h1 class="pgc-h-arrow-right" data-track="62" > 1915 summary</h1>
1, Coca-Cola's classic glass bottle design, telling the merchants that the value of product design is extraordinary.
2, began to pay attention to sales channels.
<h1 class="pgc-h-arrow-right" data-track="67" > thinking</h1>
1, the product is king. How to empower products through "design" and make products "different"? The value of the design (appearance value) is easier to achieve, and it is difficult to make a product like Moutai, but it is easier to make products like "Jiang Xiaobai" and "Blue Classic".
2. Sales channels. The phrase "channel is king" is always correct, once the channel was offline, now it is online and offline coexist, the nature of the channel has not changed, only the form has changed; channel construction is still the focus of businesses.