Background: Born in the 1890s, it was made by Caleb Bradham, a pharmacist in North Carolina, USA. It is made from carbonated water, sugar, vanilla, raw oil, pepsin (pepsin) and cola nuts. become. The drug was originally used to treat stomach diseases and was later named "Pepsi" and registered as a trademark on June 16, 1903.
Service purpose: A better food system means bringing positive improvements to the earth and our lives
Service concept: The concept of PepsiCo brand is "Infinite Desire" to advocate young people to be active The enterprising attitude towards life means that for young people, opportunities and ideals are unlimited.
Controversy over human health: Some nutritionists believe that cola and other sodas contain phosphoric acid, which will damage human health. Carbonated drinks mainly serve to cool down and relieve heat. They are hobby drinks and generally have no nutritional value. But different products have different functions, some supplement vitamins, electrolytes, etc.
Development strategy: Pepsi-Cola is sold in reused bottles, which has achieved great results and is cheaper than Coca-Cola. Therefore, it has been described as a "drink for the lower class". In the United States, it is regarded as a drink for black people, and in Canada, it is said to be a drink for French people. In order to reform its image, PepsiCo launched a massive advertising campaign in the 1950s and hired many celebrities as product spokespersons. Its sales volume was close to that of Coca-Cola, but in the end it did not surpass it. PepsiCo has three criteria for selecting talents: "the smartest, the most honest, and the most driving spirit of hard work." It is not easy for a manager to survive in the PepsiCo Group. The company's requirement for managers is to "either develop upwards or leave." Very smart talents can release their energy 100%. The company will provide them with a high-speed career ladder and generous remuneration packages, allowing them to take on important responsibilities very early and have a high degree of freedom within their respective work scopes, as well as other outstanding talents. A positive and collaborative work environment among colleagues. These play an extremely important role in the strategic development of PepsiCo.
Applicable people: In the 1960s, Pepsi began to change its strategy and use young people as its selling point. In 1964, Pepsi-Cola began launching a sugar-free diet version. In the 1980s, competition between Pepsi and Coca-Cola became more intense. Pepsi launched a series of challenge-themed advertisements to reduce sales of its rivals.
Pepsi-Cola now has a certain degree of status all over the world. It continues to develop products in various aspects and angles. There are endless co-branded models and they are hot to buy. PepsiCo meets a variety of needs and preferences, from entertainment categories to products that contribute to healthy lifestyles.