Articles by 可口可乐

Coca-Cola Terminal Merchandising Detailed Guidelines (Text Version)

Coca-Cola, founded in 1886, is one of the most successful consumer goods companies in the world. Entering China in 1981, it has maintained a leading market share through superior product quality, advanced marketing management, and successful brand management. As market competition intensifies, 'winning at the terminal' has become a crucial strategy, and terminal merchandising is the core of terminal operations. This article details Coca-Cola's merchandising principles, including basic theories, benefits, and specific guidelines for display, advertising, cold drink equipment, and inventory management.