Rebirth of the Wild Age

? Coca-Cola and Pepsi have been at war for more than half a century.

It wasn't until 1978 that Pepsi won its first victory, surpassing Coca-Cola's sales in the United States. Facing the defeat, Coca-Cola hurriedly launched new products, but it was of no use. Pepsi has been rubbing against the ground for eight years.

How does PepsiCo do it?

They invited a group to do a street test and pour two unlabeled Coke for people to drink. As a result, everyone said they liked Pepsi more. Immediately, Pepsi madly promoted this street test, and the advertisements bombarded it for several months.

Do you think the methods are very low-level? Very young pediatrics?

However, it allowed Pepsi's local sales to soar by 233% within six months, surpassing Coca-Cola in one fell swoop.

By the mid-1980s, Coca-Cola took 18 months and invested more than US$4 million to develop a new formula. The new formula has been approved by more than half of consumers (market research), but it has been resisted by at least one third of regular customers (actual situation). The Coca-Cola Company received 5000 complaint calls every day, and in the second month it received 8000 complaint calls every day, and received 40,000 complaint letters within one and a half months.

One of the complaint letters read: "Can the Constitution and the Bible be rewritten? For me, changing the Coca-Cola formula is as serious as rewriting the Bible."

Coca-Cola was almost on the verge of losing its local market. Reluctantly, Coca-Cola had to announce the resumption of production of the old formula, so an unexpected situation emerged.

When the production of the old formula was suspended for more than a year, when the production resumed, consumers gave unprecedented support and achieved amazing sales in a short period of time. Many old customers deliberately drink several bottles of Coke every day to express their attitude.

feelings!

Only after the loss was found did Coca-Cola know how valuable it is, and Coca-Cola just put Pepsi on the ground again.

The stock **** Warren Buffett bought Coca-Cola stocks after that, buying at the bottom, and growing wildly against the sky, creating an investment myth.

In the 1990s, Coca-Cola and Pepsi were madly competing for overseas markets. Among them, the battle between South America and the Soviet Union (Russia) was the fiercest. Pepsi was once the leader, but it was defeated by Coca-Cola's various magical operations-Coca-Cola couldn't handle it in the market, and immediately started cooperation with the local government, even turning the local government into its own partner.

This summer, the title of the cover of a certain issue of Fortune magazine in the United States was: "How does Coca-Cola kick Pepsi?" ". The article quoted a quote from Coca-Cola Chairman Guo Sida: "They (Pepsi) have become insignificant, and I don't need to take them seriously anymore."

In China, Coca-Cola's sales are already twice that of Pepsi. In addition, Song Weiyang brought a very coke to disrupt the situation, and Pepsi was almost unable to hold it.

This is the global background. Pepsi not only launched a counterattack in China, but also launched an attack on Coca-Cola in South America and Europe.

...

United States, Coca-Cola headquarters.

"This is the situation, Mr. Guo Sida, we have to fight with all our strength," Li Lisheng, President of Coca-Cola China, standing in front of the boss, said, "Coca-Cola must cut prices, otherwise sales will continue to fall."

Coca-Cola Global President Guo Sida is a Cuban. Like Li Lisheng, he is a Coca-Cola chemical engineer. He was at the pinnacle of his life at this time, fighting old rivals in various markets around the world, and even told reporters that "Pepsi-Cola is insignificant."

Guo Sida lit a Cuban cigar, biting in his mouth and said: "We can't reduce the price. We should increase advertising investment in the Chinese market, continue to enhance the brand image, and at the same time make friends with local governments in China."

Li Lisheng said: "However, most of Coca-Cola's promotional expenses in China need to be negotiated and allocated with cooperative companies. Our partners are probably not willing."

Guo Sida breathed out smoke and said: "Then change this situation! The headquarters set up a special fee for China every year. This year, I can give you 2 million US dollars, specifically for advertising and activities in China. This money, Is it enough?"

"Enough!" Li Lisheng was overjoyed.

"Then go ahead and execute it immediately." Guo Sida said.

Li Lisheng left the office of the president and immediately called the Chinese side: "Plan the promotion and marketing activities immediately, the headquarters will pay, and within half a year, I will use all the 2 million US dollars!"

"Mr. Li, I must report the latest news to you." said on the other side of the phone.

"You speak." Li Lisheng suddenly felt bad.

On the other side of the phone, he said: "Just got news, Pepsi-Cola has launched the latest channel incentive measures. They divide the discount rebate of dealers into three types: cash deduction, annual deduction and special reward, and they are issued in cash!"

"What? Pepsi is crazy!" Li Lisheng was shocked.

Pepsi is really crazy. Even for local beverage companies in China, the rebates to distributors are settled in the form of commodities. In other words, how much coke did you sell for me, how much rebate should I give you, and how much the money can be used to buy the coke. But now Pepsi directly gives money, some money is distributed that month, and the rest of the money is distributed at the end of the year, and the monopoly promotion activities are also immediate rebates.

This channel stimulus method has greatly increased the financial pressure on production companies. Companies with little money can't handle it at all, and the company's cash reserves are likely to be doubled several times.

Historically, Pepsi in the mid-1990s almost used this method to dominate the Coke market in Western Kham.

If Pepsi’s price cut sales are aimed at Coca-Cola. So now the channel cash rebate is aimed at Xifeng Company, and it wants to open fire on two opponents at the same time!

Li Lisheng hurried back to see Guo Sida, and after reporting the situation, he said: "Mr. Guo Sida, there are only two ways to deal with it now. Either reduce the price and fight the price; or reduce the annual profit turned over to the headquarters in China, and fight the channel war with Pepsi!"

Guo Sida said with a headache: "Did Pepsi be stepped on the cat's tail?"

"The dog is jumping over the wall in a hurry." Li Lisheng's recent Chinese has improved rapidly.

"The dog is forced to jump over the wall. Is this a Chinese proverb? It's funny," Guo Sida laughed. "You will stay in the United States for a few days. The situation is clear."

"Okay, but please as soon as possible." Li Lisheng said.

Guo Sida lit his cigar again and said, "I will...cough cough cough cough!"

As soon as he took a sip of his cigar and only said two words, Guo Sida started coughing frantically, covering his mouth and almost coughing out his lungs.

"Sir, what's the matter with you?" Li Lisheng asked with concern.

Guo Sida stretched out the hand covering his mouth just now, looked at the blood in the palm of his hand, frowned and said: "I think, I should see a doctor first."

Hospital examination result: lung cancer... advanced stage!

The global president of Coca-Cola was hospitalized for chemotherapy. Major events in the Chinese market turned into trivial matters in an instant. Coca-Cola executives were instantly caught in intrigue, and everyone's eyes were on the throne of the global CEO.

Even the presidents of the Far East, Europe, and South America began to inquire about the headquarters.

For more than two years since then, the management of Coca-Cola has been in a state of confusion. Although Guo Sida soon knew his fate and let his deputy Ivester succeed him, it did not help.

Guo Sida is the legendary CEO of Coca-Cola. He was ordered to take over the mess when the company was at its worst, and then the market value of Coca-Cola’s stock went from 4.8 billion US dollars to 18.5 billion US dollars. At Coca-Cola, he is God, he is the monarch, and he is everything.

Just last year, Guo Sida often repeated a sentence said by a certain shareholder: "You should never retire like the Pope of Rome!"

Guo Sida has never thought about retirement. The senior executives of the company who are qualified and able to threaten his status have been forced away by him, and the rest are executors who only know what to do. Even when Guo Sida was in the advanced stage of lung cancer, he was still unwilling to hand over power, but instead let his deputy to issue the order.

So ~www.wuxiamtl.com~ After Guo Sida passed away next year, the CEO of Coca-Cola was in a mess.

Although the deputy Ivest succeeded in taking the position, he was simply not enough to convince the public, and he always lived in the shadow of Guo Sida. When the work is done, people feel that he is not doing well enough, far behind the legendary CEO Guo Sida; if the work is done bad, then it is even harder to blame. People will say that if Guo Sida is still alive, he will definitely not do it.

Ivest is a tragedy. He was criticized by all kinds of criticisms during his tenure, and even accused him of character problems. In order to force him to give way, other high-level executives tried their best. There were all violations and deliberate chaos, which caused Coca-Cola's global business to shrink wildly. Pepsi, which was almost unable to turn over, took the opportunity to invade the market.

In just two years, Ivest’s global CEO position disappeared, replaced by Du Dafu, president of the Far East, who was accompanied by Song Weiyang to visit the museum.

From the fall of 1996 to the winter of 1999, Coca-Cola was a diseased giant who lost the ability to think and execute. He was slow to respond, low in efficiency, insufficiently enterprising, and defiant enough.

This is also a good opportunity for Song Weiyang and Very Cola to develop!