可口可乐与百事可乐营销策略对比分析最终版

可口可乐与百事可乐营销策略对比分析 -10-ChapterOneIntroductionCokeisthemostwidelyconsumedofthethreemajorbeveragesintheworldandisalsothebestknown.Astheworldfamousbrands,CocaColaandPepsiCola’severymoveisnodoubtconcernedbythebusinesscommunity.CokeandPepsihavelongbeenaveritable“bitterenemy”.ThereisnomoreintenseandcompellingbattleforthemarketthanCokeandPepsi.ThesetwoAmericancompanies,whichdominatethebeverageindustryintheworld,setoffaprotractedworldwaronaglobalscale.Atthesametimeandcommondevelopment,fromthestarsupporttotheadvertisingalloverthesky,andthentotheterminalpromotion,eachotherandsurvive,bothareindispensable.Itisbecauseofacompetitorthatcopyingeachothermakesbothpartiesprofitable.ThispaperanalyzesthedifferencesbetweenthemarketingstrategiesofCoca-ColaandPepsi,thetwogiantsofbeverageenterprises,hopingtodrawsomeusefullessonsfromthem.ChapterTwoBriefIntroductionofBrandStrategyIn1886and1894,twoAmericanpharmacistsaccidentallyinventedPepsiandCoca-Cola,andacenturylater,twobrandsdominatetheglobalbeveragemarket.In1928and1981,Coca-ColaandPepsiColaenteredtheChinesemarketrespectively.InChina,Pepsiisstillthestatusofthechallenger.ThetwopartiesadoptedtheirrespectivemarketingstrategiesintheChinesemarket.Bothpartieshaveadopteddiversifiedandlocalproductsbrandstrategy,butCoca-Colahasexcellentchanneloperationwithyearsoffranchiseexperience.PepsiColareliesonitsuniquemusicpitch,emphasizingthatitsbrandbelongstotheyoungergeneration,competeswithCoca-Cola,andbothsideshavetheirownadvantage.2.1IntroductionofBrandProductCoca-Cola(alsoknownasCoke)isacaffeinatedcarbonateddrinkproducedbytheCoca-ColaCompanyintheUnitedStates.Coca-Colawasdubbed“thewaspbitthewaxtadpole”earlyoninChina,butbecamethespawnoftadpoletadpole.ItisnowlistedintheGuinnessBookofWorldRecordsasthemarketleaderworldwide,outsellingPepsi,itsmainrival,byfar.ThedrinkssoldbyCoca-ColaCompanymainlyincludefourcategories:carbonatedbeverageproductswiththetrademarkofCoca-Cola;Drinkingwaterseriesproducts;Energydrinkswithcaffeineandvitamins;Fruitjuicesandmilkdrinksthatarehealthyandnutritious.Thecompanyhasmorethan370brandsintotal.InadditiontoCoca-Cola,theotherthreemajorinternationalbrandsandmanyotherbrandsbearthewords“Coca-ColaCompanyHonors”onthepackagingoftheirproducts.Themulti-brandstrategyofCoca-ColaCompanytakesthestrongbrandofCoca-Colaasthecore,Sprite,DietCoca-ColaandFantaasthesecond-lineprotectionbrand,andotherbrandsasthethird-linesupplementarybrandstoformitsbrandfamily.Themainadvantageofthisbrandstructureisthatthethird-tierbrandsmaintainarelativelyreasonablebranddistance,sothattheycannotonlysupportandprotecteachother,butalsoprospertogether,andcanbeappropriatetoavoidthejointriskbetweenbrands,notalldamage.PepsiGroup’sproductstrategyhasalwaysbeenrelativelycutting-edge,whetheritisthedevelopmentofnewproducts,thecombinationofbrands,packagingareonthetop.Its“Pepsi”,“7up”,“Minida”,“MountainDew”,including“Asia”,“Beibingyang”,“Tianfu”and“Gatorade”series,“Du”seriesofdrinkshavebecomehouseholdnamesinChina.Thecompanyhasbeeninconstantdevelopmentandinnovation,constantlydevelopandmergenewbrandsanddevelopnewflavors.Intermsofbreadthofproductportfolio,Pepsi’sproductportfolioisfarricherthanCoke’s.Coca-ColaCompany’soperationisverysimple,onlyengagedinbeverageindustry.PepsiCoisalsoinvolvedinsportinggoods,fastfoodandfood.Pepsicomesinavarietyofsizes,including330ml,600ml,and1.25l.ItsbiggestcompetitorintheglobalbeveragemarketisCoca-Cola,whichis12yearsolderthanPepsi.Coca-ColaandPepsihavebeenengagedinfiercecompetitioninproductfeatures,packaging,advertising,channelstrategyandotheraspects.PepsiColafocusesonhealthyColaanddisseminatesacorporatecultureofenterprise/responsibility,replacephysicalcompetitionwithculturalcompetition,Inadiverseworld,wherepeoplehavedifferentpreferences,PepsiCola“tailors”itsdrinkstothetastesofpeopleindifferentcountries.BasedonthecharacteristicsoftheChinesemarket,PepsiColahasbeenexpandingitsbeverageofferings,fromfruitmixestohigh-calorieenergydrinksandeventothemostcommondrinkingwaterPepsi.2.2ConceptofBrandManagementCoca-Cola’sadvocacyisalifephilosophy-“positiveoptimisticandbetterlife”,whichembodiespeople’scommitmenttoactivelychangetheworld,byimprovingpeople’sworkandlifestyle,andintegratingtheconceptofsustainabledevelopmentintoeverythingtheydo.Wehelppeopleenjoyanactiveandhealthylifebycreatingawiderangeofbeverageproducts,providingnutritionalinformationandeducatingconsumersabouthealth,andsupportingsports.Pepsihasbeenadvocatingtheadvocacyof“infinitedesire”,andatthesametime,youngconsumersactivelyfacelife,seizetheopportunitytopursuetheirideals.NomatterhowPepsi’sspokespeoplechangeorhowtheplotchanges,themessageisthesame.Withthedevelopmentofsocietyandeconomy,youngpeopleinChinahavenewpursuitsforworkandlife.ThespiritconveyedbyPepsibrandreflectstheirdesiretomakeprogressandchangethemselves.Pepsihasalsobeguntoemploysomelocalstarsandsingerstoendorse.Forexample,PepsirecentlyhiredWuMochou,winnerofthefirstVoiceofChina,toendorsetheadvertisement,whichhasdrivenalargenumberoffanstopursuetheadvertisementandwonthefavorofyoungconsumers.2.3MarkofBrandManagementCoca-ColalogodesignandbeveragebottledesignisthesuccessofLoveyinthe1930s.Heusedwhiteasthebasiccolorofthefont,smoothfonttoreflectthecharacteristicsofsoftdrinks.Coca-Colachoosesredasthefontonthesideofthedeep-thirstybeveragebottle,andonthebrightredbackgroundisprintedthewords“Coca-Cola”inwhiteSpenceriancursive.ThelogodesignofCoca-Colaisfullofpassionandvitality,conveyingvitalitytothepeoplewholoveit,adheringtoitsbusinessphilosophyof“positive,optimisticandbeautifullife”.ThebiggestchangefromtheoriginalCoca-ColalogodesignisintheChineselogo.DesignedbyrenownedHongKongadvertisingdesignerChanYoukin,thenewstreamlinedChinesefontismoreintunewiththeEnglishfontandtheoverallstyleofthelogo,replacingtheChinesefontthatCoca-ColahasbeenusingsinceitsreturntotheChinesemarketin1979.Pepsi’slogo“PepsiBall”withblueasthestandardcolor,thelogoisred,white,blueball,richdynamic.Itslogodesigniscloselyrelatedtothepsychologicalcharacteristicsofitstargetconsumers,andaccordingtothechangesofthetimesandconstantlyrevised.ThePepsiGlobeimage,theworld’sfirstthree-dimensionalbrandlogo,effectivelyconveysthemessageof“choiceforanewgeneration”.Today’sPepsilogoabandonstheflat,drabdesignofthepastinfavorofavivid,ever-changingstereoscopicimage.ThenewPepsiRoundBalllogosymbolizesaspiritthatmoveswiththetimesandiscloselyconnectedtothewholeworld.ChapterThreeComparisonofMarketingStrategiesofTwoCompaniesBasedon4PSTheoryThe4PanalysismethodisamarketingstrategyproposedbyAmericanmarketingscholarJeromeMcCarthyinthe60softhe20thcentury:product,price,channel,promotion.Thismarketingstrategydeterminesthemarketingmethodandstrategyaftertheproductionoftheproduct,helpingthesellertoobtainthemaximumprofit.Byusingthese4marketingmixstrategies,peoplecanunderstandtheinnovationanduniquenessofCoca-ColaandPepsiCola,andunderstandwhytheyaresuccessful.3.1ProductStrategyTheCoca-ColaCompanyoperatesverysimply,onlyengagedinthebeverageindustry.Inadditiontosoftdrinks,PepsiCoisalsoinvolvedinsportinggoods,fastfoodandfood.PepsiCo’sproductstrategyhasalwaysbeenrelativelycutting-edge,whetheritisthedevelopmentofnewproductsorcombinations,brands,packagingareallonthetop.3.1.1DifferencetoCacoandPepsiProductPackagingThemaincolorofthepackagingofCoca-Colaisredandwhite,showingtheyouthfulvitalityandinfiniteenthusiasmoftheproduct.Onthebrightredbackgroundisprintedthewords“Coca-Cola”inwhiteSpenceriancursive.Thewhitecharactershavealeisurelyjumpingstateagainsttheredbackground,andthecursivegivespeopleasenseofcoherence,streamlineandelegance.Redandwhite,withtraditionalcolor,issimple,elegantandenergeticpackagingbottleforstreamlinearcshape,thebottleshapehasremainedunchangedfor50years,thedesigninspirationfromagirl’sdress,ifCoca-Cola’syoungmind,moreinlinewiththementalstateoftheproductconsumergroup.Thehandofthebottlefeelsnaturalandcomfortable,withoutthefeelingofstrangenessandrejection.PepsiColachoosesblue.Onthewhitebackground,itissimilartothebluefontofChinesecalligraphy“PepsiCola”.Thebluecharacterisverystrikingagainstthewhitebackground,showinganactiveandenterprisingstate.blueisasymbolofrefinement,innovationandyouth.IBM,theleaderofthehigh-techindustry,choseblueasitsmaincolor,knownas“BigBlue”.Pepsi’scoloranditscorporateimageandpositioninghavereachedaperfectunity.3.1.2DifferencetoCacoandPepsiProductFormulaInfact,thedrink’soriginalformulaisrevealedbythenameCocaCola,whichreferstothetwomainingredientsinthedrink:cocaandKolanut.ThemagicKolaseedscanmakepeopleforgetthepaincausedbyinjuriesandhunger,butalsocanmakenormalpeopleexcited,produceaspecialfeelingofpleasure.ThepowerofKolafruitdependsonitsthreemaincomponents:caffeine,Kola,andtheobromine,themostimportantofwhichiscaffeine.Caffeine,axanthinealkaloidcompound,isacentralnervousstimulantthattemporarilydrivesawaydrowsinessandrestoresenergy.Itisusedclinicallytotreatneurastheniaandcomarecovery.Caffeinatedcoffee,tea,softdrinksandenergydrinksaresopopularthatcaffeineisthemostcommonlyusedpsychoactivedrugintheworld.AlthoughthecaffeinecontainedinKolanutsisfarfromaddictive.Later,however,Kolanutswerekickedofftheingredientlistandreplacedwithsimilarflavorings.Kolacontainsnitroso,asubstancethathasbeenshowntobelinkedtocancer.AccordingtotherelevantregulationsofChinesefoodpackaging,processedfoodmustbelabeledaccordingtothedecreasingorderofingredientcontent.Thosewhodonotwriteorlesstowritethelistofingredients,areunqualifiedfood,willbepunishedbytheFoodandDrugAdministration.Fromthepackaging,PepsiColaingredientslistlabeled:water,fruitandgrapepulp,sugar,foodadditives(carbondioxide,caramelcolor,phosphoricacid,caffeine,foodflavor),soitsfoodingredientslististrueandcomplete.3.2PriceStrategyThroughoutthedevelopmentandmarketinghistoryofCoca-Cola,ithasrealizedthetransformationfromtheinitiallow-pricestrategytoacompetition-orientedpricingstrategy,whichisbasedonthemarketpositioningofCoca-Colaproductsandthepriceaffordabilityoftargetmarketsandconsumersinthetargetmarket.Ontheissueofdeterminingmarketprices,thestrategyoflowpriceshasbeenusedinadvance,andaftersomerevisionslater,thestrategyofcompetition-orientedpricingisnowused.3.2.1PricingStrategyThroughoutthedevelopmentandmarketinghistoryofCocaCola,ithasrealizedthetransformationfromtheinitiallowpricestrategytothecompetition-orientedpricingstrategy.ThepricingisbasedonthemarketpositioningofCocaColaproducts,thetargetmarketandtheaffordabilityofconsumersinthetargetmarket.Itspricingstrategyismainlybasedondifferentialpricing,whichismanifestedasfollows:(1)Pricesegmentationaccordingtodifferentregionsandtastesofdifferentpeople;(2)Segmentedpricingaccordingtoconsumers’consumptionlevel;(3)Pricesegmentationaccordingtoproductcharacteristics;(4)Pricingissegmentedaccordingtothepurchasequantity.Pepsiisverycautiousinpricesetting,itmainlyadoptsthecompetition-orientedpricingstrategy.Therefore,thepriceofPepsiColaisbasicallyparalleltothatofCoca-Cola,withslightlyhigherpricesinsomeregionsandslightlylowerpricesinothers,whichbasicallykeepasmallrangeofchanges.PepsiColaneverengagesinviciouspricecompetition,becausethepricereductionofsuchproductsisnotconducivetothesalesofproducts,butwillcauseconsumers’doubts,whichmayleadtothelossofconsumersandleadtothedeclineofcompanyprofits.Pepsi’spricingstrategyhelpsitremainaworld-classbeverage.3.2.2LowPriceStrategyInthe1930s,Pepsiwaspricedat10cents.Later,tofightthepricewar,Pepsicutthepriceinhalf,andpeoplecouldbuyabottleofCokefor5cents.WhentheUnitedStateswasinthemidstoftheGreatRecessionandpeopleweregenerallycheap,theywereforcedtopinchpennies,and5-centdrinkswereconsideredtooexpensive.Peoplecouldbuytwicetheoriginalamountfor5cents,makingPepsiasought-afteritemfortheworkingpublicandhousewivesintheUnitedStates.Suchyoungpeople,whoaccountforathirdoftotalconsumption,aregettingPepsi’sattention.AlthoughPepsimakesmuchlessmoneyperbottlethanitusedto,itssaleshavedoubled.Pepsiimmediatelyexpandedthepracticetotheentiredistributionsystem,rapidlyincreasingmarketshare.Pepsicontinueditslow-pricestrategyintothe1940s,takingadvantageofWorldWarIIpricehikesandthedesireforabetterdealtospreadtheslogan“Equalprice,doubleweight”acrosstheUnitedStates.Itwasrollingofftheproductionlinetomarket.Pepsifinallygotridofthoseterriblehardyears,salesskyrocketed,quicklybecamethesecondlargestCokedrinkbehindCoca-Cola.3.3PlaceStrategyTheexistenceofmiddlemengreatlyreducesthenumberofcommoditytransactionsandsavesalotofcosts.Withtheincreasinglyfiercecompetition,brandcompetitionhasbeenintegratedintochannelcompetition,channelconflictsareincreasinglyprominent,andconflictmanagementisimperative.3.3.1TraditionalFoodRetailChannelsTraditionalfoodretailchannels:small,self-containedshopswithnootherbranches.Thistypeofcustomerissmall,thebusinessareaisgenerallylessthan100squaremeters,andthetypesofgoodsprovidedarelimited,generallypackagedfood,beverages,dailynecessities,etc.consumedbysurroundingresidents.Storesthatoperateinachainorindependentmannerandmainlysellgeneralmerchandisesuchashousewares,clothingorothernon-fooditems.Departmentstoresaremostlymulti-storeyshoppingmallsofferingawiderangeofconsumergoodssuchascosmetics,sportinggoodsandelectricalappliances.Somedepartmentstoreshavesupermarketssellingfoodandbeverages,freshfood,dailynecessities,etc.Independentsupermarketsindepartmentstoresalsofallintothischannel.Window-typeminigrocerystoresaresmallfamily-rungrocerystores,generallyundertensquaremeters;Onlyonewindowdoorfacestheconsumer,orthestoreisverysmall,andthecustomercannotenterthestore,andmustaccesstheproductthroughthestorestaff.Thistypeofpoint-of-saleproductshasaverylimitedrangeofproducts,generallyonlysellingcommonsnacks,beverages,tobaccoandalcohol.3.3.2SupermarketRetailChannelSupermarketchannelsincludesindependentsupermarkets,chainsupermarkets,supermarketsinhotelsandshoppingmalls,wholesalesupermarkets,optionalshoppingmalls,warehousesupermarkets,etc.Whenanindependentsupermarketisoperated,therearenootherbranches.Mainlyforsurroundingconsumers,provideself-servicepurchaseservices.Supermarketsmainlysellfoodandbeveragesanddailynecessities,andfreshfoodoccupiesacertainproportion,whichcanmeetmostofthedailyneedsofordinaryconsumers.Shoppingbasketsorshoppingcartsareavailableinstoresforself-servicepurchases,andthereareusuallymultiplecashregisters.Thepricesofin-storeitemsarecheaperthantraditionalgrocerystoresorconveniencestores.3.4PromotionStrategyAdvertisingisanimportantpartofCoca-Cola’smarketingstrategy.Accordingtothesurvey:82.2%ofconsumers’brandperceptionofCoca-Colaisgainedthroughadvertising.ThesuccessofPepsiMusicmarketingdependsonhisunderstandingofthecharmofmusiccommunication.3.4.1AdvertisingMarketingCoca-Cola’sadvertisementsaremoretraditional,withtraditionalredandwhitecolorblocksandsmoothfontlines.Forconsumersofallagesandlevels,frompicturedesigntoadvertisinglanguagearefocusedon“life”twowords;Conveythat“lifeisbeautiful”,andshould“createalifetimeofmemories”,thereisnosenseofintimacy,thusnarrowingthedistancebetweentheproductandtheconsumer.AdvertisingisanimportantpartofCoca-Cola’smarketingstrategy.Accordingtothesurvey,82.2%ofconsumersgettheirbrandawarenessofCoca-Colathroughadvertising.Withitscentury-oldbrandhistory,CocaColahasforgedafriendlyproductimagewithitsingeniousadvertisingideas.ThetargetconsumergroupofCoca-Colaismainlyyoungpeople,soittakesayoungerrouteandtriestoreflecttheessenceofCoca-Cola’syouth,whichhasbecomeanimportantmemorypointofCoca-Cola’sadvertisingperformance.Asaresult,Coca-ColausedtohirepopularyoungstarsinHongKong,TaiwanandChinatoendorseitsbrand.ForCoca-Colabillboards,PepsiColawillmanpower,financialandmaterialresourcesconcentratedinafewkeycities,alotofthree-dimensionaladvertisingoffensive,thefocusofthechoiceistheuniversitiesinthesebigcities,famousschools.Amongyoungpeople,studentshavehighspendingpower.Therefore,thesecretofPepsi’ssuccessisthatithasgraspedthekeyaspectsofthemajorcontradiction,suchastheestablishmentofvendingmachinesinuniversitiesandtheconstructionofpublicfacilities.PepsihasbuiltawebsiteinbothEnglishandChinesethatfullymatchesitscorporateidentityandpositioning,featuringgames,musicandevents,whilethebackgroundisstillthelogoofinnovationandyouthblue.ComparedwithCoca-Cola’straditionalads,Pepsi’sonlineadsarelivelier,conveyingasenseof“cool”bothinpicturecompositionandanimation.FromtheNBAtobaseball,fromtheOscarstoTombRaidergamesandmovies,Pepsi’sonlineadshavealwayscapturedtheinterestsandconcernsofteenagers.Pepsicelebratespassion.Pepsi’sonlineadsarelively,bothinpicturecompositionandanimation,conveyingasenseof“cool”.ItiswellknownthatPepsi’sadvertisementsliketoplaythecelebritycard,andcelebrityadvertisingisoneofthekeyelementsofPepsi’sdifference.PepsitookadvantageofthehugesuccessofcelebrityadvertisingintheUnitedStatesanddidthesamearoundtheworld,seekingoutlocalcelebritiesandproducingpopularcelebrityads.InHongKong,PepsilaunchedaChinese-WesternmusicmarketingcampaignwithLeslieCheungasHongKong’s“PepsiSuperstar”.Notlongafter,PepsiishiredbytheUnitedStates,theworldfamousfemalesingerMadonnaastheworldPepsistar,asensationaroundtheworld.“EverytimeIchooseasongandmakearecord,Imakemyownchoices.Chasingthewind?That’snotmycharacter.Everyonehastheirchoice.IchoosePepsi.”ManyconsumersinmainlandChinamayhaveheardthissloganfromAndyLau.Asapopularfilm,videoandsingerinmainlandChina,HongKongandTaiwan,AndyLau’sappealishuge.ThisisPepsiColatoopenuptheChinesebeveragemarketadvertising.ThecooperationbetweenAaronKwokandPepsibeganin1998,withversionsofadvertisementssuchas“RunningintheRaintoBuyPepsiforthegirlnextdoor”,“PepsiBluecanpackage”,“collaborationwithinternationalsuperstarJanetJackson”,“singingthePepsithemeSongwithFayeWong”,“SingingthefirstthemesongforPepsi’sChineseFootballLeague”,and“OutwittingtheCuteGorillaintheForest”.BecomethebestPepsiadvertisementevermade.AtPepsibeverageoutletsacrossthecountry,whatwecanneveravoidisGuoTianwang’spersistent,firmandpassionatelongingeyes.GuoTianwang’ssuperiorappealandappealhavebeenunanimouslyrecognizedbyPepsi,andpromotedtobecomethebrandspokespersoninAsia.Pepsi’scelebrityadvertisingstrategyisuniqueandsecondtonone,featuringthenewgeneration’sfavoriteICONSasspokespeopleforitsproducts.Pepsihasbecomeadistinguishingfeaturefromotherproducts.PepsicapitalizesonthepopularityandsenseofcelebritybycontinuouslylaunchingonecelebrityADafteranother.3.4.2PromotionalActivitiesCoca-Colapromotionsvary.Forexample,Coca-Colalaunchedapromotionalactivitywiththethemeof“Coca-ColaRedisreallyFun”in1997,whichimmediatelysetoffawhirlwindofredonthelandofChina.In2000,theCoca-ColaCompanylaunchedasetof12zodiaccansinmainlandChina.The“ChinaDoll”astheambassadorisnotonlytowisheveryoneahappyNewYear,butalsotoreflecttheimplementationof“localization”strategy.In2001,the“Coca-Cola-FounderComputer-DynamicInternetyou,meandhim”promotioncampaignwascarriedoutinfullswing,resultinginhotmarketdemand.Pepsi’ssalesareflexibleandwellexecuted.During1998-1999,PepsilaunchedtheWorldCupsoccermatchpullring,bottlecapexchangeandpurchaseoffootballstarprizes,7upRomanticsmallbookexchangeandMacautouractivitiesrespectivelyintheChinesemarket.Theseactivitiesinvolveawiderangeofareas,greatinfluence,terminalpromotion,increasesaleshaveplayedapositiverole.From2000to2005,Pepsigraduallylaunchedaseriesofpromotionalactivities,suchas“hardworkwillwin”,“infinitedesire”and“bluestorm”,whichweredividedintothelivelottery,thecollectionofcardstocashprizes,etc.,well-designedandnovelPepsistarshirts,starpostersandsoonhavebecometheendorsementevidenceofPepsirebellion,passionandinnovation.CocaCola’s“RedWhirlwind”andPepsi’s“BlueStorm”,CocaCola’s“ChinaDoll”andPepsi’s“GallopingHorse”,CocaCola’s“CocaCola-Founder”andPepsi’s“Footballstar”“MacauTourism”.FromthewayandcontentofthepromotionofCoca-ColaandPepsi,itisnotdifficulttofindthatthetwoareinpainstakingefforttodigoutthemind,theemotionalinterpretation,canbecalledwonderful.ChapterFourTheMarketingProblemsofCokeandPepsiCoca-Cola’smarketingchannelstructureisamulti-channelcombinationofindirectchannelsandwidechannelsasthemainform,andmulti-levelchannelscoexist.Coca-Cola’sstrategyacrossChina’swholesaleandretailchannelshasalsobeengenerallysuccessful.ThebusinessphilosophyofPepsiColabrandfrom“thechoiceofthenewgeneration”to“AskForMore”,fromimagetopractice,isahigherqualitybrandcorevalue,Pepsiisundoubtedlysuccessful.Takingfromconsumers,givingbacktosociety,devotinghimselftopublicwelfare,inaddition,Pepsi’sachievementsarealsoinseparablefromhisunpredictable,accurateandeffectivepromotionaltactics.Buttheirsuccesshasalsocomewithaseriesofproblems.4.1Coca-ColaPepsiCoshouldalwaysimplementfromthedesignofproductstothesaleofproductsfromtheperspectiveofconsumerstoconsidertheproblem,inordertoproduceproductsthatmeetconsumerneedsandexpectations,toadoptquestionnaireresearchintheprocessofproductmarketing,simulateconsumptiontrends,andusemathematicalmodelstoanalyzeconsumptiondatatodeeplyunderstandthepsychologicalneedsofconsumers,designhigh-qualityproductsthatconsumersdemand.4.1.1ProfitDistributioninChannelOperationThefranchisingbottlingmodeisanimportantmeasureimplementedbyCoca-Colatorealizeitsglobalmarketexpansionstrategy,andtheChinesemainlandmarkethasbecomeoneofthetypicalareasforCoca-Colatopracticeitsfranchisingbottlingmodebecauseofitsowncharacteristics.IntheChinesemarket,Coca-Colahasestablished23bottlingplantsincooperationwiththreemajorlicensedbottlingsystems,excludingTaiwanandHongKong.Thatistosay,Coca-ColahasfivebottlingsystemsintheChinesemarketwithdifferentinterests.Evendifferentplantswithinthesamebottlingsystemmayhavedifferentinterestsbecauseofthepresenceoflocalshares.TheinconsistencyofinterestscanbereflectedinmanypracticalworksofCoca-ColaintheoperationoftheChinesemarket,whichobjectivelyresultintwocompletelydifferentconsequences:Ontheonehand,suchinconsistencyofinterestscannotonlyensuretherelativebalanceoftheChinesemarketandavoidtheuncontrollableupstreamanddownstreamrelationship,butalsomaintainconsiderablecommunicationefficiencytoavoidthelowcommunicationefficiencycausedbytoomanyspecialpartnersandtoohighdegreeoflocalization.Ontheotherhand,suchinconsistenciesalsocreatebarrierstoharmonizationandbenefitdistributionamongthevarioussystemsinthechanneloperation,evenamongbottlingplants,especiallyinthemodernchanneloperation.4.1.2BrandStrategyExecutionDeviation(1)WhenCoca-Cola(China)developsitssalesstrategy,variousfactorssuchasproduct,price,channel,promotionandconsumerareoftenisolated,orsomefactorsarenottakenintoaccountatall.Achannelstrategythatisnotsystematiciscontrarytothewholesetofreasonablemarketingstrategiesthatshouldbeformulatedbythecompany.Therefore,channelmembersareforcedtomakesubjectiveadjustmentsintheactualimplementationprocess,andtheadjustmentprocesswillbeinconsistentwiththeoverallmarket,resultinginchannelconflicts.Themostcommonexampleisthesimpleformulationofchannelpoliciesandtheneglectofconsumers,consumersdonotbuytheproducts,whichleadstothechannelmemberstocutprices,channeledgoods,seriouslydisruptthemarketpricesystem.(2)Sincethecompanyfocusesonthecompletionofthecompany’ssalesvolumewhenformulatingsalesstrategies,thechannelmembersareoftenignoredbythecompanyinwhatwayormeanstocompletethetask,thustheuncontrollablechannelbehaviorsleadto