For more than 100 years, Pepsi has grown with the United States and the world in a noisy, chaotic and competitive atmosphere with the pace of the times. Just like a "wow wow" young life that fell to the world, Pepsi has experienced countless struggles with fate, illness, hardships and disasters, and even fell to the brink of death, holding its head high into the most beautiful youth of life and ushered in a vibrant spring. In the vast global beverage market, Pepsi came from behind and finally kept pace with Coca-Cola, which came out before it 12.
Today, when people turn over the history of Pepsi-Cola page by page, follow her growing steps step by step, and listen to those ups and downs and thrilling stories, we can still feel the tenacity and strength of life, appreciate the charm of natural selection, taste the tears of failure and the joy of victory, and feel excited and amazed at every step taken by Pepsi-Cola in the century-old development history. The rise of Pepsi is a miracle in the history of business. While enjoying the aura of Pepsi's success, people will take "How did the miracle happen?" This problem is deeply immersed in the thinking and exploration of market, opportunity, competition, marketing and even humanistic ideas.
From diversification to specialization
The development of Pepsi has gone through the road from expansion to contraction, from diversification to specialization. From the 1960s to the mid-1990s, PepsiCo has always adhered to a diversified development strategy, with three main businesses: soft drinks, fast food and restaurants, as well as a long-distance handling company.
From 1977, Pepsi entered the fast food industry, and successively took 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 Tektronix 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!" Therefore, Pepsi launched a challenge to the strong in the fast food industry.
At that time, inflation in the United States was rising, and the food price of McDonald's was also rising. Pepsi seized the opportunity and used it as a breakthrough to launch an offensive. The company has made continuous efforts to reduce costs and formulated the principle of "simplification, simplification and simplification again" (not referring to the output and quality of food here, but to the minimization of non-food operating expenses). For example, prepare some food in advance, barbecue beef outside the store, minimize kitchen land and reduce labor costs; Modify the menu, put the fast-cooked dishes in front, and speed up the circulation. As a result, sales quickly doubled, while employees were only half of the original. Due to the rapid increase of income, the sharp reduction of costs and the soaring profits, it has been able to compete with McDonald's and promote the sales of Pepsi-Cola drinks.
PepsiCo has also created a new marketing method of "door-to-door delivery" in the fast food industry. Wayne, then president of Pepsi. Karaoui said, "If we just wait for busy people to come to restaurants, we can't prosper. We should make the supply of fried chicken and pie as convenient as watching time. "
Pepsi-Cola won the favor of customers with its high quality and cheap food and efficient and diverse services, and its sales reached a new high every year, and soon became the most profitable catering company in the world. Many established fast food enterprises have been defeated by Pepsi's aggressive offensive, and even McDonald's has been greatly threatened. In the late 1970s and early 1980s, the annual profit margin of McDonald's Company was 8%, while that of Pepsi Fast Food Company was as high as 20%.
However, with the passage of time, the long front has made the operation of Pepsi unsustainable. 1996, the new CEO of PepsiCo realized the disadvantages of diversification and made major strategic adjustments in order to give full play to the advantages of product structure. 1997, the catering business of KFC, Pizza Hut and Taco Bell was separated and became an independent listed company, Yum! Global company, focusing on developing soft drinks. 1999, PepsiCo split its bottling group, focusing on brand building and brand marketing.
With the emergence of professional advantages, Pepsi has started a new round of mergers and acquisitions in the beverage industry. In August, 20001,PepsiCo acquired Quaker Oats Company, a world-renowned enterprise, at a price of $65.438+0.34 billion, which was the largest acquisition in PepsiCo's history. Through this acquisition, the Gatorade brand, which occupies an absolute share in the American sports beverage market and is called "a part of American life", was placed under the Pepsi account. PepsiCo will become the global leader in the non-carbonated beverage industry. It accounts for 25% of the market share of non-carbonated beverages, which is 1.5 times that of Coca-Cola in the same field.
Very Coke is a beverage product produced by Wahaha Company in Hangzhou, China.