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Last Saturday I joined in a lecture on Coca-Cola’s marketing case. The Marketing Director of Coca Cola- Taiwan shared her experience of announcing a new brand product--- Qoo juice. After entering the beverage market for more than one year, Qoo juice has claimed the victories in its industry, but they (the marketing staff) also has learned much in “Character marketing.”

What I got from this speech was the understanding of how a worldwide brand company to run for a marketing plan and what they consider on a serious of events. When a character used for promoting a specific product, there are many detailed steps to be considered, like the position and the spirit of the mascot. On top of that, there were also many legal issues to consider. Things went more complicated than we could imagine. But they did it! A talented working team overcame the difficulty and then created a sparking sales number.

Coca-Cola is an absolutely brand-marketing company. Companies like this don’t focus on producing, but concentrate on finding values among consumers. Moreover, they have to make promotion details into a practical level. I think marketing/ branding is to push the spirit into a higher level--- using a mark to express either a kind of life style, or an attitude toward a specific activity. It sometimes sounds like a mission impossible. It’s a very exciting trial for me; I really wish I could take this kind of challenges in the future.