作为可口可乐公司在中国市场的二线品牌,“天与地”茶饮料自从1998年9月上市以来,默然地走完了近三年的历程。少量的市场推广力度和相称的低铺货率,导致“天与地”茶在很多市场上难觅踪迹,远远没有达到可口可乐公司本土化中的“无处不在、物有所值、首选品牌”的目标。过分的收敛似乎并不象可口可乐张扬的性格。这与当夏轰轰烈烈的饮料 As Coca-Cola’s second-tier brand in the Chinese market, “Heaven and Earth” tea drinks have been silent for almost three years since they were launched in September 1998. A small amount of marketing efforts and a corresponding low distribution rate, resulting in “Heaven and Earth ” tea hard to find traces in many markets, far from the localization of Coca-Cola in the “ubiquitous, value for money , Preferred brand ”goal. Excessive convergence does not seem like publicity Coca-Cola character. This is when the summer vigorous drink