可口可乐百事可乐竞争力分析 .pptx

THE COLA-WARSGROUP TENFISHER FRANK ALEXJAYE BOBCoca-Cola: International Success factors Marketing: -advertising -brand loyalty“Glocal” strategy: -globallocal marketing -eliminate the cultural barriers Coca-Cola: International Success factors (Cont.)Internal trainingCrisis management -e.g. contamination scare (in Europe,1999) Key international success factors –Pepsi StrategyGlobal expansionHealth consciousness PepsiCo VS. Coca-colaEvidences56.6 billion dollarThe most impressible corporation 98.4 billion VS 97.9 billionPepsi VS Coca-colaBig bottle VS small bottle in 1939New generation VS classical in 1963“Refresh Everything” VS “Open the happiness” in 2009 Innovation in beverage PortfolioNew product , Tropicana Pure Premiun with 100% high-quality orange ;Merge with Lebedyansky taking a new leading liquid refreshment beverage in Russia;Partnership with Unilever combining the best-selling Lipton tea. Growth RateSource: Capital IQ, a division of Standard Poor’sBoarder brand portfolio in snakes and foodMerger with Frito-Lay which is one of the largest snake’s manufacturers;Joint venture with the Strauss Group to lead the refrigerated dips category.More efficient distribution networkDirect-store-delivery(DSD) systemCustomer warehouse Foodservice and vending distribution systemFuture prospect – Coca-ColaMinimizing the costIncreasing profit:Under price competition in financial crisisSource: Coca-Cola annual review of 20089、我们的市场行为主要的导向因素，第一个是市场需求的导向，第二个是技术进步的导向，第三大导向是竞争对手的行为导向。10、市场销售中最重要的字就是“问”。11、现今，每个人都在谈论着创意，坦白讲，我害怕我们会假创意之名犯下一切过失。12、在购买时，你可以用任何语言；但在销售时，你必须使用购买者的语言。13、He who seize the right moment, is the right man.谁把握机遇，谁就心想事成。14、市场营销观念：目标市场，顾客需求，协调市场营销，通过满足消费者需求来创造利润。15、我就像一个厨师，喜欢品尝食物。如果不好吃，我就不要它。16、我总是站在顾客的角度看待即将推出的产品或服务，因为我就是顾客。17、利人为利已的根基，市场营销上老是为自己着想，而不顾及到他人，他人也不会顾及你。Sustainable development - Coca-ColaReducing Energy using Water usingSource: sustainable review of coca-cola in 2008Future prospect - PepsiCo.Gross income of Latin America: from $2.926bn to