PROMOTIONAL STRATEGIES

In 8 may 1886, it was the first time that “Fresh Drink”(Coca-Cola) was created by Dr. John Styth Pemberton, he was a pharmacy expert that found the caramel syrup ingredient or we can call “Coca-Cola” now. Frank M. Robinson was John’s a best friend and an accountant that recommended “Coca-Cola” name, because two C alphabets will see uppermost unique in advertisement. And then, they have created “Coca-Cola” name with italic and stream alphabet, then the most famous logo was borned.

In the first effort of promotional/marketing strategy, Dr. Pemberton has used push strategy, example: he has offered his creation only 5 cents per-glass at his drugstore and has distributed the thousands free coupons that 1 coupon could be exchanged with 1 glass of coke, and he has realized that he should used pull strategy with has defrayed 46$ to his product advertising. But, in 1892 the copyrights of Coca-Cola was bought by Mr. Asa G Chandler, then he has built Coca-Cola Corporation.

Chandler is creative and smart person to push strategy, he has created the consumer attention by making many kind of souvenir goods (e.g. wrist watch, fan, and date paper) that have Coca-Cola logo, and then he has distributed in the potential locations of sale continually. Besides, he has designed the full color of Coca-Cola Ads to bus and lamp hang decorations.

The Promotional/Marketing Strategy of “Coca-Cola” in Indonesia

In Indonesia Coca-Cola have several push and pull strategies to support the Coca-Cola sale and marketing. The objective of this strategies is to increase the consumer loyalty and satisfaction, there are:

A.Push strategy:
1.CSS (Customer Service System)
Coca-Cola CSS (Customer Service System), it was designed to increase consumer satisfaction and loyalty continually for Coca-Cola products by optimal service providing to all customers based on their needs. (e.g. by giving the guidance to the customers about how to exploit the point of purchase equipments optimally)

2.Area Marketing Contractor and Street Vending
The limited of resource and capability to develop selected area, and to create work opportunity widely in informal sector, it is push Coca-cola seriously and continually to develop indirect distribution network based on small-middle industry in Indonesia. This distribution system divides into two big groups, there are Area Marketing Contractor and Street Vending.
AMC is a cooperation form with micro entrepreneurs to serve C and D economy class or area that very difficult to reached by Coca-Cola direct distribution system. These AMC are spread over in solid urban regions, hinterland regions or outside of urban, or in kiosk and booth forms.
SV is a distribution cooperation form that designed to serves areas that have very high level consumer traffic, through usage operational medium that has high capability of mobility. The types of sale medium that include in SV are: Mobile Kiosk, Push Cart and the rombong.

3.Cold Drink Equipment
Based on the research that 90% of Coca-Cola consumers had more interesting bought the Coca-Cola Products in cold condition. This is show that the role of Cold Drink Equipment is very important to increase the sales growth and to push the benefit level of Coca-Cola Customers.
Coca-Cola Indonesia have big commitment to provide various of cold drink equipment to support the sales of Coca-Cola Customers. Start from ice chest for kiosk, electric coolers for retailer, shop booth, supermarket, and restaurant.

4.HoReCa (Hotel, Restaurant, and Café)
HoReCa is a cooperation form with Hotel, Restaurant, and Café. Coca-Cola see these areas as gold opportunity to develop marketing network in exclusive areas.

B.Pull strategy:
Coca-Cola have various promotional programs, that not only to increase sales and marketing, but also to increase the consumer loyalty for Coca-Cola products. They are advertise in TV, News Papers, Magazine, and various events.
The last Promotional program of Coca-Cola in 2008 is “Ayo Mudik Segar ala Coca-Cola” that cooperate with Yamaha Motor and Pertamina Enduro, they are provide 61 “mudik” posts, and they provide free Frestea, free service, free massages, and so on. To support this event and make it successful, they are advertise this event 16 media of news papers, 2350 banners, 1000 posters, and so on.