There are three main groups of beverage consumers: students, white-collar workers and high-level freelancers (advertisers, freelance writers, etc.). The consumer groups are "less than 16 years old" and "16-3 years old". The consumer groups of the above occupations and age groups are young, passionate and most allergic to fashion.
purchase factors
in a survey of "reasons for drinking Pepsi", we can see its purchase factors. Among the many factors listed, "high brand awareness", "feeling that air jet also embodies a young fashion sense" and "packaging fashion" rank in the top three in turn. For the mixed carbonated beverage market, especially for Pepsi (with its strong brand rival-Coca-Cola), brand is the key factor.
Drinking occasions
The ranking of each listed item from high to low is: when watching a football match, when thinking, when partying, when playing, when thirsty, when bored and when physically and mentally exhausted. It can be seen that the occasions for drinking this drink are mostly related to youth, passion and fashion.
buying places
among the listed buying places, "you can buy it if you want, regardless of where you buy it" is far superior to other options and ranks first. This is also in line with the casual and free-spirited personality of the beverage consumer group.
statistics of suppliers/buyers
show that about 9% of the respondents "buy/mention" by themselves? quot; Pepsi. This is also consistent with the independent personality of the beverage consumer group, which confirms the young people's concept of "if you like it, fight for it yourself". The world's first bottle of Coca-Cola was born in the United States in 1886, with a history of 113 years. This magical drink has conquered hundreds of millions of consumers all over the world with its irresistible charm, and has become the "king of the world's drinks", and even enjoyed the praise of "drinks never set in the empire". However, just when Coca-Cola was in full swing, there was another company that also held high the banner of "Coke" and dared to challenge it. It claimed to be "the favorite company of customers all over the world", and it became more and more fierce in the confrontation with Coca-Cola, and finally formed a rival. This is Pepsi.
New Coke Challenges Old Coke
The world's first bottle of Pepsi was also born in the United States, which was in 1898, 12 years later than the appearance of Coca-Cola, and last year was its 1th birthday. Its taste is similar to that of Coca-Cola with top secret formula, so it was named Pepsi with the help of Coca-Cola.
As Coca-Cola began to vigorously explore the market as early as more than 1 years ago, it has long been famous, controlling most of the carbonated beverage market, and has formed a fixed trend in people's minds. When it comes to Coca-Cola, it belongs to Coca-Cola. Pepsi-Cola has not improved before the Second World War and was on the verge of bankruptcy twice, and the beverage market is still dominated by Coca-Cola. Despite the great crisis that began in 1929 and during World War II, Pepsi did not hesitate to reduce its price to 5 cents/pound, which was half the price of Coca-Cola, so that almost every American knew the mantra that "five nickels can buy twice as much Pepsi-Cola", Pepsi-Cola still failed to get out of trouble.
In the beverage industry, Coca-Cola and Pepsi are both market leaders and market followers (challengers). As market followers, there are two strategies to choose from: attacking market leaders to win more market share; Or participate in the competition, but do not let the market share change significantly. Obviously, after nearly half a century's practice, PepsiCo found that the latter option can't even guarantee the company's survival, and it won't work. Therefore, Pepsi began to adopt the former strategy, and issued a strong challenge to Coca-Cola, which was exactly what Steele, Kent, Karaoui and other "Pepsi talents" did after World War II.
the generation of Pepsi
at this time, there is a very favorable environment for the development of Pepsi. After World War II, a large number of young people were born in the United States. They have not been baptized by the great crisis and war, and they are confident and optimistic, which is very different from their predecessors. These little guys are growing up and will gradually become the main force in the United States. Their appetite for everything is both big and new, which provides the basis for Pepsi's marketing activities for the "new generation".
However, it was only after Pepsi handed over its advertising business to BBDO (Barton-Durstine and Osborne) advertising company in 196 that it became clear. At that time, Coca-Cola overwhelmed Pepsi with an absolute advantage of 5: 1. BBDO Company analyzed the changes of consumers' composition and consumption psychology, aimed its fire at the "traditional" image of Coca-Cola, and made various efforts to portray Pepsi as a young people's drink. After four years of brewing, the slogan "Pepsi-Cola New Generation" was officially launched and has been used for more than 2 years. Ten years later, when Coca-Cola tried to respond to the advertisement that Pepsi captured the next generation, its advantage over Pepsi had been reduced to 2: 1. At this time, BBDO assisted PepsiCo to formulate a further strategy and launched an all-round attack on Coca-Cola, which was called "Pepsi's challenge" by the world. Two of them played very well.
the first beautiful battle is the tasting experiment and the subsequent publicity activities. In 1975, Pepsi-Cola conducted a tasting experiment in Dallas. Both Pepsi-Cola and Coca-Cola were stripped of their trademarks and inscribed with the letters M and Q respectively. The results showed that Pepsi-Cola was more popular than Coca-Cola. Subsequently, BBDO company publicized this, and in the advertisement, the loyal customers of Coca-Cola chose Pepsi with the letter M, while Coca-Cola with the letter Q was ignored. Advertising has completely achieved the purpose expected by Pepsi and BBDO: to make consumers reconsider their loyalty to the "old" coke and compare it with the "new" coke. Coca-Cola can do nothing about this, except to accuse this kind of comparison of immorality and criticize that people have a natural preference for the letter M. As a result, the sales volume of Pepsi has soared, and the gap with Coca-Cola has narrowed to 2∶3.
at the end of p>1983, BBDO advertising company hired Michael? Jackson shot two commercials and organized an advertising trip for the Jackson brothers. The rock star, who was a smash hit, won the enthusiastic heart of the younger generation for Pepsi. Only one month after the advertisement was broadcast, Pepsi's sales soared. According to PepsiCo's own statistics, about 97% of Americans have watched the advertisement during the one-year broadcast, with 12 times per person.
Almost at the same time, Pepsi took advantage of the interests dispute between Coca-Cola and the packers and the opposition of the Federal Trade Commission to the licensed packaging system in the beverage industry to win over several packers, and caused the Coca-Cola Company a very public setback. In May 1984, the fast food chain Berg, who was in charge of the official beverage supply? Gold Company was dissatisfied with Coca-Cola's switch to its competitor McDonald's, so it gave Pepsi a contract to make it a 2,3 Berg? Golden fast food restaurant provides 3 million liters of drinks, which alone increases Pepsi's income by 3 million dollars every year. Berg? Kim's "defection" has benefited Pepsi.
Pepsi has only a manager in his thirties, John? Sculley firmly believes that "Pepsi will eventually beat Coca-Cola for two reasons: taste and sales". This prediction has finally come true now. Less than three years after Pepsi launched the challenge, American Businessweek began to doubt whether Coca-Cola had enough defense skills and sales methods to resist Pepsi's fierce attack. On June 12, 1978, the cover of Businessweek was impressively printed with "Pepsi won the championship". A? C? Nielsen's monthly survey report on beverage sales in stores also shows that Pepsi has taken the lead of Coca-Cola for the first time.
color: red and blue
In fact, the trademark design of Coca-Cola and Pepsi-Cola may best reflect their characteristics and positioning.
Coca-Cola is red, and the white Spencer cursive script "Coca-Cola" is printed on a bright red background. The white script has a leisurely beating state against the red background, while the cursive script gives people a sense of coherence, streamline and elegance. Red and white, with traditional colors, looks simple, elegant and energetic.
Pepsi-Cola chose blue. On the pure white background, the blue font "Pepsi Cola" is similar to China's running script. The blue font is very eye-catching against the white background, showing an active and enterprising state. As we all know, blue is a symbol of exquisiteness, innovation and youthfulness. IBM, the vanguard of high-tech industry, chooses blue as the main color of the company, which is called "Blue Giant". The color of Pepsi has reached a perfect unity with its corporate image and positioning.
Starting from a vacuum
Pepsi not only launched the most powerful challenge to Coca-Cola in the domestic market of the United States, but also challenged Coca-Cola in the markets of all countries in the world.
Just like the domestic market, Pepsi-Cola has little room because of its ancestor advantage. Pepsi's strategy is to enter the "vacuum zone" where Coca-Cola Company has not yet entered or failed. At that time, Donald, the chairman of the company? After in-depth investigation and research, Kent found that the former Soviet Union, China, Asia and Africa still have a lot of blank areas to make a difference.
President Nixon, Kent's best friend, helped a lot. In 1959, the American exhibition was held in Moscow. Kent used his special relationship with Nixon, the then US Vice President, to ask Nixon to "try to make Soviet leaders drink a Pepsi". Nixon obviously talked with Khrushchev, so in front of the cameras of journalists from all over the world, Khrushchev held Pepsi in his hand and showed a satisfied expression. This is the most special advertisement. Since then, Pepsi has gained a firm foothold in the former Soviet Union, which has also greatly promoted Pepsi's entry into the countries and regions of the former Soviet Union. However, although Pepsi entered the market of the former Soviet Union, it failed to realize the plan of establishing a factory and monopolizing the sales of cola in the former Soviet Union. Therefore, in 1975, Pepsi Company obtained the right to establish a production factory in the former Soviet Union and monopolize its sales on the condition of helping the former Soviet Union to sell vodka, and became the first private enterprise in the United States to break into the former Soviet Union market. This incident immediately caused a sensation in the United States, and all major newspapers and periodicals reported the news in headlines.
In Israel, Coca-Cola took the lead and set up a branch factory first. However, this move caused a boycott of Arab countries. When Pepsi saw the opportunity, it immediately gave up Israel, which had not benefited from it, and gained other markets in the Middle East in one fell swoop, occupying every corner around the Arabian Sea, making Pepsi a daily vocabulary in Arabic.
in the late 197s, the Indian government announced that Coca-Cola could only be distributed in India if its formula was announced. As a result, the two sides could not reach an agreement and Coca-Cola withdrew from India. There is no secret about Pepsi's formula, so it took the opportunity to enter this important market in exchange for establishing grain processing plants and increasing the export of agricultural products.
when Pepsi expanded its international market, it always regarded Nixon as its secret weapon. After Nixon's fiasco in the 196s, Pepsi still actively supported him. Mr. Kent hired Nixon as a consultant and lawyer for Pepsi with an annual salary of $1,. Nixon, on the other hand, used his connections to travel around the world and peddle Pepsi-Cola. After his successful election for the presidency of the United States, he appointed Kent as the economic policy adviser of the president, giving him the opportunity to influence the economic policy, so as to create a favorable position for Pepsi-Cola to compete with Coca-Cola in the world market.
When competing with Coca-Cola in the international market, Pepsi-Cola is very good at relying on political circles, seizing special opportunities and using unique means to seize the market from Coca-Cola.
Another diversification
Due to the fierce competition in the beverage industry, Coca-Cola and Pepsi-Cola have chosen to diversify their operations in order to avoid risks. However, the benefits of diversification for the two companies are very different, and Pepsi has once again defeated Coca-Cola in this special competition.
Since the 197s, Coca-Cola Company has made great strides in other industries unrelated to beverages, investing heavily in water purification, wine brewing, shrimp breeding, fruit production, film and television, etc., and merging and building new enterprises in these industries, including the huge transaction that the company spent $75 million to acquire Colombian studios in January 1982. However, the return of these investments to the company's shareholders is pitiful, and its return on capital is only 1%. It was not until the mid-198s that the Coca-Cola Company concentrated on its main business, and as a result, its profits soared.
Pepsi is much luckier. Since 196s, it has tried to break the single business category, rapidly develop other industries, and make the company a diversified enterprise. Since 1977, Pepsi has entered the fast food industry, and it has successively taken over KFC, Pizza-hut Italian pizza and Taco Bell Mexican restaurant. Pepsi's opponent this time is McDonald's, the fast food king. KFC, Pizza Hut and Tekebel were only hot and cold restaurants before being merged by Pepsi, and they only had a slight advantage in their own narrow market. After Pepsi merged them, it immediately put forward that the target and opponent "should not be another fried chicken shop and pie shop in the city, but the great McDonald's!" As a result, Pepsi has challenged the strong players in the fast food industry.
At that time, it was the era of rising inflation in the United States, and the food price of McDonald's was also rising with the price. Pepsi seized the opportunity and started its offensive. The company constantly tries to reduce costs and formulates the principle of "simplification, simplification and simplification again" (this does not mean the production and quality of food, but the minimization of non-food operating expenses). For example, prepare some foods in advance and barbecue beef outside the store to minimize kitchen land and reduce labor costs; Modify the menu, put the fast-cooked dishes in front to speed up the circulation. As a result, sales quickly doubled, while employees were only half as old. Due to the rapid increase in income, greatly reduced costs and soaring profits, it has been able to compete with McDonald's and promote the sales of Pepsi-Cola beverages.
Pepsi also pioneered a new marketing method of "door-to-door delivery" in the fast food industry. Wayne, then president of PepsiCo? Karaoui said, "We can't prosper if we just wait for busy people to come to the restaurant. We should make the supply of fried chicken and pies as convenient as watching time. "
Pepsi-Cola won customers' favor with its high quality and cheap food, efficient and diversified service, and its sales reached a record every year, and soon became the most profitable catering company in the world. Many established fast food companies have been defeated by Pepsi's aggressive offensive, and even McDonald's has been greatly threatened. In the late 197s and early 198s, the annual profit rate of McDonald's Company was 8%, while that of Pepsi Fast Food Company was as high as 2%.
Pepsi finally caught up with its competitors on the 92nd anniversary of its birth. In 199, the two cokes shared the market equally, and Pepsi even exceeded 1 million dollars in retail. The year a? C? Nielsen Company surveyed 9, students in the United States, Europe and Japan.