实习报告

Practice reportStudent：Liu ShaoyuDate：August 1rd-August 8th in 2011Site：COFCO Coca-Cola Beverages (Xinjiang) Co., Ltd.PurposeThrough the practice to learn the big enterprise production marketing。

BackgroundCOFCO Coca-Cola Beverages Ltd. is a joint venture company established between COFCO and American Coca-Cola Company, and is the only Coca-Cola bottling group controlled by Chinese-funded enterprises.Currently, the company share management is located at our six bottling plants in Tianjin, Hainan, Hunan, Jilin, Gansu and Zhanjiang. Fourteen bottling plants are involved in the share management. The company also has production lines for cans, plastic bottles, glass bottles, bottled water and syrup. Our main products include: Coca-Cola, Sprite, Fanta, Diet Coca-Cola, Xingmu, Meizhiyuan Orange Juice, QOO juice, Shuisenhuo purified water, Heaven and Land mineral water, Nescafe and Nestle "Ice Pole" Tea and the Cha Yan Gong Fang tea series.We also have franchise rights to the Coca-Cola series in 14 provinces and cities, including Jilin, Tianjin, Hebei, Hunan, Jiangxi, Guizhou, Inner Mongolia, Gansu, Ningxia, Qinghai, Xinjiang, Tibet, Hainan, Zhanjiang and Maoming.The COFCO Coca-Cola Company beverages have been serving the public for years, aiding in the development of local economies, education and culture.Main business:soda, juice, tea, coffee and water-related productsThe first impression in Cofco Coca-Cola companyA hundred years, a feature of most international soft drinks giant. It is the world's most valuable brands and most customers with the industry the owner. This is the individual in practice before the Coca-Cola's first impression.Visit is led by a professional staff to complete. Standardization of plant and plant some bright spots within the facility, accounting for more than 98% automation equipment, automation can ensure a low error rate and save labor costs. In order to ensure product quality, quality Coca-Cola has its own certification system TCCQS. Then, under the leadership of the staff we visited the Coca-Cola Museum. Here is a brief about the history of Coca-Cola and the status quo. Staff to explain the process, all the time rendering of Coca-Cola's culture and history. In fact, both the internship or visiting the Coca-Cola, are in a better way of marketing their brand and products in this process, we Coca-Cola will undoubtedly become a direct consumer or potential consumers. Coca-Cola to make us more passionate, more admired the century-old beverage brand.The biggest point of practicePractice time is short, only a week, focusing on how to display merchandise on this issue. Because the products to sell, we must maintain adequate supply, cargo handling and marketing are equally important. Many varieties of Coca-Cola drinks, in the display of goods must be strictly enforced vivid display criteria.1. Products must be placed in the direction of head position or the flow of passenger traffic on the primary channel to facilitate customer selection, while giving the impression of depth, and thus play an advocacy role.2. The price of goods should be clearly marked and the background plate (posters),The main product is Coca-Cola, the largest to be packed plane. Our company's products must be greater than the emission surface shaped to form a scale competitor, customers choosing to buy our products when the probability is higher.3. A vertical display of brand products, display the same level of product packaging, the overall feel and orderly appearance. Press the "first in first out" method principle (first expired first out of products sold) display products. Know ourselves only know yourself, Coca-Cola Company's marketing strategy is based on Pepsi's promotions. Pepsi back in a week ago please the promoters, in order to increase sales, Pepsi is not only, drop the price, and purchase the family pack two 2.5Lalso presented a gift cup, it has attracted a large number of customers, sales increased rapidly. Coca-Cola is also used to send small gifts and a way to lower prices to attract customers. Coca-Cola Company in order to meet consumers' New Year consumer psychology, for the purchase of Coca-Cola products, the customer is giving Lee bags. However, the price of Coca-Cola Pepsi higher than a dime, get something of value and no use of high-Pepsi, in the promotion process imposed disadvantage. Lags behind in order to reverse the situation, we seize the weakness of Pepsi-Cola to sell our products. Pepsi-Cola Company's products are basically 1 or February 2011, the factory, and our products are produced by the end of July, customers are willing to buy fresh drinks,Pepsi for health resisted the "temptation" so substantial sales of Coca-Cola rise. ConclusionThe company's products are not familiar with, which is short-term promotion of the "common problem", how in the shortest period of time a clear understanding of all the company's products is an important issue, this issue is resolved well on the promotions, shopping guide at a disadvantage. For example, Coca-Cola and Pepsi are two important differences: First, different taste, more sweet Coca-Cola, Pepsi Smell is heavy, you can put a good taste of Coca-Cola as a selling point. Second, different levels of caffeine, caffeine addictive, Coca-Cola's caffeine content is relatively low health benefits, this is the place to attract customers. Only a clear understanding of strengths and weaknesses of their products in the promotion process to achieve the effect of publicity to increase sales.Marketing is not simply to sell their products, because we are not doing a one-time business, only in the process of selling the product and reduce the emotional distance between the customer, get more repeat business. Only customer satisfaction is the best advertising, companies have long-term development. The so-called emotional distance between customers and products is the customer product recognition, trust, which requires a salesman to build, when customers are satisfied with the services provided by the promoters when the customer also indirectly enhance the goodwill of the product, which requires We do honest, good faith, for their actions. Some promoters in order to increase sales and to deceive the customer means loss of market leading products, this is worth the candle. Should be sincere and dignified and honest manner, in order to give customers a reliable, trustworthy feeling.Promoters Another important task is the feedback of market information. Promoters working long hours in the stores, the best understanding of product sales, and customer contact with the deepest, to collect customer comments on the company's products and timely feedback to the company's leadership, and adjust marketing strategies, in addition, to compete with similar products , repeated comparisons to the company's products to see their strengths and weaknesses in order to improve, Within a few days of practice, we sell only the product itself, there are Coca-Cola company's entrepreneurial spirit - people who bring joy to buy drinks. We get not only a profit, pay, as well as experience and capabilities, is a meaningful practice.。