After 60 years, Coke is back in Myanmar
b82fa97f-34b9-445e-8b62-54946e895cf800.jpg
Hints:
Myanmar
So Htaik
Max Cola
Star Cola
Coca-Cola
Shakir
Dom Perignon
kyat
1分12秒出有折号“ - ”
And Coke could have been huge in Myanmar, if not for the sanctions. Instead, during the years of government repression, people drank counterfeit Coke. A young man I met, So Htaik, says he made do with local brands like Max Cola and Star Cola.
Star Cola is a slight imitation of a Coca-Cola. So we really want to try the real things here.
After his first visit, Shakir knew that Myanmar was ready. Some people had even been secretly smuggling Coke across the border.
There was cans from Thailand, cans from Vietnam, and cans from Singapore.
But this turned out to be the first big problem for the comeback of Coca-Cola. The bootleg Coke was expensive. Not many people drank it. And when Shakir started to talk to people, he realized that Coke had gotten this elite reputation.
The imagery that they had of Coke was for the extremely rich and well-to-do people.
You can't sell millions of bottles of your product if it is considered the Dom Perignon of sugar water. So Shakir hatched a plan, a plan to change the way an entire country thought of Coke. First, he had to tackle that price problem. And when Coke started to bottle their product inside Myanmar, Shakir did something they almost never do - printed the price right on the label. 300 kyat, it says, the local currency, about 33 cents. That way, stores could not get away with charging high prices for Coke.如果不是经济制裁的话，可口可乐可能早已遍地都是了。但在这些年的政府的限制下，当地百姓改喝仿制的可乐了。我在So Htaik遇到的一个年轻人告诉我，他就在做一些叫Max Cola和Star Cola的当地品牌。“Star Cola是一种有点可乐味的仿制品，所以我们确实很想试试正品的味道。” 在他第一次的造访之后，Shakir明白可乐在缅甸是有市场的。有些人甚至偷偷的穿越边境去走私可乐。“这儿的罐装可乐有些是从泰国来的，有些是从越南来的，有些是从新加坡来的。”但这成了可口可乐回归缅甸的第一大障碍。因为这些走私的可乐非常贵，没多少人喝的起。当Shakir与当地人交谈的时候发现可口可乐在缅甸已经成了高端品牌了。他们认为只有那些非常富有的有钱人才消费的起可乐。如果你的产品被认为是高档糖水的话，还怎么可能卖的出几百万瓶呢？所以，Shakir在酝酿一个计划，一个改变在整个缅甸消费者心中的产品形象的计划。首先，他不得不从价格问题入手。当可口可乐开始在缅甸国内大量瓶装生产的时候，Shakir采用了一个在别处从未用过的办法——直接把价格印在产品的标签上。300缅甸币，就是当地货币，约折合为33美分。这样，商家就没办法去掉可乐的价格来倒卖高价了。
——译文来自: hawkinmoon | 
发表于 2016-8-2 13:27:02