可口可樂(lè)百事可樂(lè)競(jìng)爭(zhēng)力分析幻燈片presentation通用課件

1、THE COLA-WARSGROUP TENFISHER FRANK ALEXJAYE BOBCoca-Cola: International Success factors Marketing: -advertising -brand loyalty“Glocal” strategy: -global&local marketing -eliminate the cultural barriers coca-colaInternal trainingCrisis management -e.g. contamination scare (in Europe,1999) Coca-Cola:

2、International Success factors (Cont.)coca-colaKey international success factors Pepsi StrategyGlobal expansionHealth consciousnessEvidences56.6 billion dollarThe most impressible corporation 98.4 billion VS 97.9 billionPepsi VS Coca-colaBig bottle VS small bottle in 1939New generation VS classical i

3、n 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

4、 tea. PepsiCo VS. Coca-colaGrowth RateSource: Capital IQ, a division of Standard & PoorsBoarder brand portfolio in snakes and foodMerger with Frito-Lay which is one of the largest snakes manufacturers;Joint venture with the Strauss Group to lead the refrigerated dips category.More efficient distribu

5、tion networkDirect-store-delivery(DSD) systemCustomer warehouse Foodservice and vending distribution systemFuture prospect Coca-ColaMinimizing the costSource: Coca-Cola annual review of 2008Increasing profit:Under price competition in financial crisisSustainable development - Coca-ColaSource: sustai

6、nable review of coca-cola in 2008Reducing Energy using & Water usingGross income of Latin America: from $2.926bn to $2.933bnGross income oversea: from $3.012bn to $3.329bn (increased by 19.66% compared with same period last year) Future prospect - PepsiCo.(Source: Financial report of third quarter in 2008 of PepsiCo.)Changing Preference ： form soda to energy drink Change & Improvements - PepsiCo.set the target consumer groups on the young peopleimprove the management of salesflexible promotion strategyConclusionfor Coca-Cola:Glocal strategyManagement for crisisInternal train