Pepsi-Cola’s localized advertising strategy in China

"Pepsi-Cola" marketing strategy in China

Localization strategy

Localized management and localized production are the current trends of global multinational companies. The localization of a specific product or company is a long-term process. PepsiCo’s localization in China has made remarkable progress. 70% of the management of PepsiCo China is already held by Chinese people, and only one of them is not born and raised in mainland China. It is certain that the merger of Pepsi and Quaker will accelerate the localization process of Pepsi in China.

Currently, there are nearly 10,000 Chinese employees directly engaged in Pepsi-Cola’s beverage business. At the same time, there are at least five times this number of indirect employees involved in Pepsi-Cola’s related businesses through suppliers, wholesalers, retailers and other channels. . While PepsiCo introduced capital, it vigorously promoted advanced market and management experience, promoted localization, and participated in the transformation of state-owned beverage enterprises and talent training. In just 20 years, China's beverage industry has transformed from simple processes and From an extensive and backward situation, it has developed into the largest, most competitive, highly specialized and vibrant beverage market in the world today.

Diversified brand strategy

Currently, Pepsi-Cola International's flagship brands in the Chinese market are Pepsi-Cola, 7-up, Mirinda and Mountain Dew. In addition, famous local brands such as Asia, Arctic Ocean and Tianfu are also included. The 2000 survey results of the internationally renowned survey agency Nielsen (ACNIELSEN) showed that Pepsi-Cola has become one of the most popular soft drinks among Chinese young people.

In terms of the breadth of its product portfolio, Pepsi's product portfolio is far richer than that of Coca-Cola. Coca-Cola's business is very simple, only engaged in the beverage industry. In addition to soft drinks, PepsiCo is also involved in sporting goods, fast food and food. It should be noted in particular that in August 2001, PepsiCo announced its acquisition of Quaker. The marriage with Quaker gave PepsiCo the valuable Gatorade brand and significantly increased PepsiCo's share of the non-carbonated beverage market. Although non-carbonated beverages are not comparable to carbonated beverages in terms of market size, their growth rate is three times that of the latter.

After PepsiCo acquired Quaker, its sales strategy in China has not changed, but its business scope has expanded and its brand resources have expanded. PepsiCo will integrate fruit juices and sports drinks based on the original carbonated drinks. When the time is right, it will also launch other consumer-favorite drinks, such as tea drinks, purified water, etc., so that Chinese consumers can have More choices.

Communication strategy

The central idea of ??integrated marketing communication (IMC) is to uniformly use and coordinate various communication methods in communicating with consumers, so that different communication tools Play the best, unified and concentrated role at each stage, with the purpose of assisting brands to establish long-term relationships with consumers. Pepsi-Cola's integrated marketing communication integrates public relations, advertising, personal selling, business promotion and other promotional strategies. In integrated marketing communication, various publicity media and information carriers complement each other, cooperate with each other, and complement each other.

Celebrity Advertising As we all know, Pepsi-Cola’s advertising strategies are often ingenious. In the century-old confrontation with its old rival Coca-Cola, Pepsi-Cola's advertisements often come out with good shows, putting Coca-Cola under pressure. Among them, the celebrity advertising used by Pepsi-Cola is an important means of communication.

In 1983, Pepsi-Cola and Michael, the most popular pop music star in the United States. Jackson signed a contract to hire the star as "Pepsi Superstar" for a staggering $5 million, and continued to produce Michael. Commercials set to music by Jackson's popular songs. The publicity plan "Pepsi-Cola, the choice of the new generation" was a huge success.

Pepsi-Cola benefited from the great success of celebrity advertising in the US market, so it followed the same pattern around the world, looking for local celebrities and filming celebrity ads that were popular in the local area.

In Hong Kong, Pepsi-Cola promoted Leslie Cheung as Hong Kong’s “Pepsi Superstar” and launched a music marketing offensive that combined Chinese and Western influences. Soon after, Pepsi-Cola even hired the world-class popular American female singer Madonna as the world's "Pepsi Superstar", which caused a global sensation.

"Every time I choose songs and release records, I have my own choice. Chasing the trend is not my character. ... Everyone has their own choice, and I choose Pepsi." Mainland China Many consumers may have heard this slogan from Andy Lau. As a popular film, television and singer star in mainland China, Hong Kong and Taiwan, Andy Lau has huge appeal.

This is an advertisement for Pepsi-Cola to open up the Chinese beverage market. Aaron Kwok's cooperation with Pepsi began in 1998, including "running in the rain to buy Pepsi for the girl next door", "Pepsi blue can packaging going on sale", "collaborating with international superstar Janet Jackson", "singing the Pepsi theme song with Faye Wong", "Singing the first theme song for Pepsi-Cola's Chinese Football League" and "Outsmarting cute orangutans in the forest" have become Pepsi's flagship advertising works. At the sales points of Pepsi beverages across the country, what we can never avoid is Guo Tianwang's persistent, firm and passionate longing eyes. Guo Tianwang's superior appeal and appeal have been unanimously recognized by Pepsi, and he has been promoted to become the brand image spokesperson in Asia.

Unique music promotion

In 1998, on the occasion of Pepsi-Cola’s centenary, Pepsi launched a series of marketing initiatives. In January 1998, Aaron Kwok became an international superstar with Pepsi. His first commercial with Pepsi was part of the MTV plot of "Sing This Song". Wearing a blue dress, Aaron Kwok, with his energetic appearance and vigorous dancing, fully displayed Pepsi's consistent theme. After the film was released in Asia, it was widely welcomed by the younger generation. In September 1998, Pepsi-Cola launched its latest blue packaging globally. In conjunction with the unveiling of the new packaging, Aaron Kwok shot the commercial film "Allure", and the music "Allure" is also the title song of Aaron Kwok's new album of the same name. Pepsi-Cola, which has changed into a blue "new cool outfit", relied on Aaron Kwok's "Change Allure" advertisement and a large number of publicity activities, with the theme of "ask for more", following Jenny. Jackson, Ricky. Martin, Faye Wong and Aaron Kwok worked together to set off a blue storm of "Infinite Desire".

By Aaron Kwok and Jenny. The themed commercial film "Desire for Infinity" co-starred by Jackson has huge investment and magnificent scenes. It is a work promoted by Pepsi in recent years. The song "Longing for Infinity" is by Jenny. Composed by Jackson, the music transitions from slow rhythm to blue rhythm, and finally turns into the house music of the 1960s, with a gorgeous style. Aaron Kwok's beautiful performance and sexy look, Jenny. Jackson's magnificent singing skills make the entire commercial full of romance, especially the simultaneous performance by two superstars from different regions and different skin colors, which is even more eye-catching.

Faye Wong's songs are unique in the Asian music scene. The commercial she shot for Pepsi also has the theme of "Infinite Desire". The music "Existence" composed by her shows Faye Wong's persistent pursuit and firm belief in music. . The concept of "desire for infinity" has been well interpreted and embodied.

In January 2002, Miss Sammi Cheng, the most beautiful girl in the music world, officially joined the Pepsi family and became a new generation of Pepsi superstars in China. In 2002, F4's "Pepsi" advertisement became a popular advertisement among Chinese consumers.

The dissemination and popularity of music benefit from the audience's singing. Pepsi's success in music marketing lies in its realization of the communication charm of music, which is an interactive communication. Nice song melodies and touching lyrics are the best ways to communicate with consumers. With such a message, the brand's concept will naturally be deeply rooted in people's hearts.

Large-scale public relations

For a long time, Pepsi-Cola has been committed to establishing a good public relations system with the "Pepsi-Cola Fund" as the entry point, and enthusiastically sponsors sports events and other public welfare undertakings. For example, sponsor the "Eighth National Games", sponsor the China A Football League, support China's successful bid for the Olympic Games, etc.

Pepsi-Cola spent huge sums of money to sponsor the "Eighth National Games" and won the title of the designated beverage product for the Eighth National Games. It set off a communication climax with great fanfare, stole the limelight, and created an overall phenomenon. Not as good as the Coca-Cola Company, but greatly surpassing the Coca-Cola Company in a specific period and in a specific environment. Not only did it achieve obvious benefits at the time, but it also laid a solid foundation for its further development in China.

To celebrate China's successful bid for the Olympics, Pepsi-Cola integrated the "unlimited desire" before the bid and the "finally quenched thirst" after the success into a full-screen advertisement, which has great impact and is consistent with The atmosphere at that time was pulsating with the same frequency. If it were not so, it would be difficult to express the passion, and if it were not so, it would not be full of joy. I believe that at that moment, everyone who sees this ad will have their heart beat! In just four hours, the number of clicks on the full-screen ad reached 67,877. At this time, Pepsi-Cola cooperated with them to support the Olympic bid, and the hearts and minds were connected, and the emotions were connected. They received good social effects and the brand's social image was greatly improved.

In December 2001, the "Pepsi-Cola Fund", a special fund established by the China Women's Development Foundation and donated by PepsiCo (China) Investment Co., Ltd., donated money to the Zhungeer Banner in Inner Mongolia. The funds will be mainly used for projects such as building "mother's water cellars" for local water-scarce families and resuming schooling for poor out-of-school children. Such activities greatly increased Pepsi's reputation.

Various marketing tactics

SP is also called sales promotion or business promotion. It can be divided into three types: those for consumers, those for dealers and those for salespeople. Pepsi's achievements are inseparable from its varied and powerful promotions.

⒈Promotion. In the early 1990s, in order to quickly open up the market and seize the commanding heights, the start-up Shanghai Pepsi decisively adopted the direct sales model. In the beverage market at that time, the atmosphere of the planned economy was still quite strong. Sales staff sat in the office facing south, listening to calls and taking orders. Merchants who wanted drinks had to come to the factory to pick up the goods. But PepsiCo suddenly hired salespeople who made up a significant portion of the company's workforce. As a result, a huge Pepsi sales team began to appear in the streets of Shanghai. Then, Shanghai Pepsi spent a huge sum of money to buy 20 Ivecos and deliver them to your door. From this day on, the customer’s feeling of being an emperor was born.

Between 1992 and 1993, the new concept of differential land rent appeared in Shanghai. Land prices and house prices in important locations and prosperous areas have risen at the same time, and prime locations that have been dusty for a long time have once again shown their golden value. However, retail outlets in these places still follow traditional beverage sales habits, and glass bottled beverages are very popular. The mortgage and turnover of glass bottles and the outer packaging of bottles occupy too much space, which is definitely not in line with the economic law of "differential rent". Shanghai PepsiCo borrowed money and successively imported 1,500 bulk beverage machines from abroad at a price of tens of thousands of yuan each. This method, which combines the advantages of speed, on-site configuration, freezing, and disposable drinking, has been accepted by Shanghai citizens. From that year on, Shanghai Pepsi's business has always been in a leading position in the industry. In the late 1990s, Shanghai Pepsi already had considerable market share and popularity, but it never gave up its persistent pursuit of advanced sales concepts. It has launched a model of wholesaler collaboration, which does not hesitate to subsidize some operating expenses to help wholesalers serve end customers.

During 1998~1999, Pepsi-Cola launched World Cup football pull ring, bottle cap redemption and football star prize redemption activities, 7-Up Romantic Passbook redemption prizes and Macau tourism activities in the Chinese market. These activities cover a wide range of areas and have great influence, playing a positive role in terminal promotion and increasing sales.

Pepsi-Cola has specially designed a limited edition for consumers during the Spring Festival of the Year of the Horse. The new packaging is contrary to Pepsi's usual blue-based style. This time, the color is not only shiny, but also printed with "Pentium". horse, and also printed "Wish You Pepsi" on the new packaging. Pepsi Horse Gold is available in four sizes: 355ML, 600ML, 25L, and 2L plastic bottles. In addition, this Year of the Horse Pepsi gold is on sale in limited quantities and is only sold in large supermarkets in six cities: Beijing, Tianjin, Wuhan, Nanjing, Guangzhou and Shenzhen. It has collection value.

⒉ Management. For dealers, Pepsi-Cola mainly adopts policies such as price concessions and discounts. In terms of carbonated beverage sales in 1999, Pepsi-Cola's wholesale price was the lowest among competing brands and was highly competitive. In addition to direct low prices, Pepsi-Cola also provides dealers with activities such as one-month credit sales support, free travel, quarterly draws, VCD rewards and other activities.

Pepsi-Cola divides the front-line sales staff in Guangzhou into WAT (Wholesale Assistant) and DSD (Direct Seller), of which DSD is the main force and is engaged in direct sales in the Guangzhou market.

The work content of WAT and DSD mainly includes customer visits, line management, bottle and box management, refrigerator management, shelf decoration, POP posting, sales and purchase status registration, understanding of competition, etc.

For salespeople, Pepsi-Cola adopts a team management method similar to that of an insurance sales team. The rewards for business personnel are directly linked to sales performance. Under the premise of the specified base, cash rewards will be given for excess completion and certain welfare rewards will be provided.

⒊ Sales strategy with key breakthroughs. According to the continuous monitoring of "China Market and Media Research (CMMS)" implemented by the New Generation Market Monitoring Agency, Coca-Cola relied on its "net-like" market strategy to spread the network nationwide and advance layer by layer. The market penetration rate (drinking a certain brand The ratio of the number of Coke consumers to the total number of Coke consumers) has always been "far ahead" of Pepsi. In 1999 and 2000, its penetration rates in 20 cities across the country were 83.9% and 85% respectively, while Pepsi-Cola's was only 65.5% and 67.9% respectively. However, upon careful analysis, we will find that the growth rate of Pepsi-Cola's market penetration rate is slightly higher than that of Coca-Cola. The former is 3.7%, while the latter is only 1.3%.

The market performance of Pepsi-Cola in various cities is obviously polarized. Those with high market penetration rates even exceed Coca-Cola, while those with low market penetration rates are less than 40% of Coca-Cola. This is also This is exactly the result that PepsiCo hopes to see in the near future, because their purpose is to seize the weaknesses of Coca-Cola's "casting a net all over the sky" strategy, concentrate their superior forces to implement central breakthroughs, and finally in Shanghai, Chengdu, Chongqing, Wuhan, Shenzhen and other cities Won the "Two Les" battle.

In response to Coca-Cola’s big billboards, Pepsi-Cola concentrated its human, financial and material resources in several key cities and launched a three-dimensional advertising campaign, focusing on universities and prestigious schools in these big cities. . Among young people, those with higher spending power are students. Therefore, Pepsi-Cola has set up vending machines in colleges and universities, invested in the establishment of public facilities, etc. Seizing the main aspects of the main contradiction is the secret of Pepsi-Cola's success.

Internet Marketing

Pepsi-Cola has established a Chinese and English website that is completely consistent with its corporate image and positioning, with games, music, and activities as its themes, and its background is still a symbol of innovation and youth. blue.

Pepsi-Cola’s online marketing strategy specifically reflects the following three aspects:

1. Media strategy—joining hands with Yahoo. In April 2000, Pepsi-Cola first announced a comprehensive network promotion cooperation with Yahoo; it increased its investment in music sites such as MTV.com; it also got involved in sports websites such as NBA.com and the American Baseball League.

The online advertising campaign is a long-term activity and has never been interrupted since January 2000. As the temperature rises from March to April every year, and with the arrival of the peak period of beverage consumption, the peak period of online advertising begins, which usually lasts until November of that year.

⒉Creative strategy - promote passion.

Compared with Coca-Cola’s traditional advertisements, Pepsi-Cola’s online advertisements are more lively. Both the picture composition and the use of animation convey a “cool” feeling. During the year 2000, there was Latin Prince Ricky. Martin, "Britney" Britney and the band Weezer have appeared in Pepsi commercials. From NBA to baseball, from Oscars to Tomb Raider games and movies, Pepsi's online advertising can always capture the interests and concerns of teenagers.

When China successfully bid for the Olympic Games in 2001, Pepsi-Cola’s online advertising was unique. The powerful images used dynamic water drops, conveying the vitality of the Pepsi-Cola brand. Eye-catching text expresses PepsiCo’s support for Beijing’s Olympic bid. The advertising plan uses the puns of "unlimited desire" and "finally quenched thirst" to subtly link the Chinese people's expectations for the Olympics with Pepsi-Cola products, and is highly consistent with other promotions.

⒊Competitive strategy - tit for tat.

(1) Sports competition. Coca-Cola has obtained the designated drink for the Winter Olympics and can make a big fuss about the Winter Olympics. PepsiCo is using the NBA and American Baseball League to find a balance. The Chinese website has "Pepsi Football World" and "Wonderful Football", including "2001 Pepsi Cola Football League", "Pepsi All-Around Challenge Football Game", "Pepsi Preliminary Wishing Chinese Football to Surpass Dreams in the Top Ten Tournament" and so on.

(2) Music competition. This is one of PepsiCo’s most brilliant strategies. It includes Pepsi Music theme activities, superstars, new stars, music cards, music pop charts, live broadcasts, etc.

(3) Event competition: This is one of the best opportunities for yourself to create and attract brand attention. For example, Pepsi launched online voting by netizens to select the "Best Pepsi TV Commercial" and so on.

Pepsi-Cola’s online marketing and strategies inspire us: first, online marketing advertising for daily consumer goods should become a long-term behavior, and at the same time, focus on focused advertising during peak seasons; second, we must try to make use of the Internet Marketing advertising attracts target consumer groups; third, it is necessary to maintain the continuity and consistency of online and offline marketing advertising; fourth, pay attention to the diversity of media combinations; fifth, pay attention to the inherent continuity of each period of marketing advertising activities, That is, the consistency of the main body of marketing advertising; sixth, your own marketing advertising must be unique and must be different from your opponents.

"Pepsi-Cola" marketing strategy in China

Localization strategy

Localized management and localized production are the current trends of global multinational companies. The localization of a specific product or company is a long-term process. PepsiCo’s localization in China has made remarkable progress. 70% of the management of PepsiCo China is already held by Chinese people, and only one of them is not born and raised in mainland China. It is certain that the merger of Pepsi and Quaker will accelerate the localization process of Pepsi in China.

Currently, there are nearly 10,000 Chinese employees directly engaged in Pepsi-Cola’s beverage business. At the same time, there are at least five times this number of indirect employees involved in Pepsi-Cola’s related businesses through suppliers, wholesalers, retailers and other channels. . While PepsiCo introduced capital, it vigorously promoted advanced market and management experience, promoted localization, and participated in the transformation of state-owned beverage enterprises and talent training. In just 20 years, China's beverage industry has transformed from simple processes and From an extensive and backward situation, it has developed into the largest, most competitive, highly specialized and vibrant beverage market in the world today.

Diversified brand strategy

Currently, Pepsi-Cola International's flagship brands in the Chinese market are Pepsi-Cola, 7-up, Mirinda and Mountain Dew. In addition, famous local brands such as Asia, Arctic Ocean and Tianfu are also included. The 2000 survey results of the internationally renowned survey agency Nielsen (ACNIELSEN) showed that Pepsi-Cola has become one of the most popular soft drinks among Chinese young people.

In terms of the breadth of its product portfolio, Pepsi's product portfolio is far richer than that of Coca-Cola. Coca-Cola's business is very simple, only engaged in the beverage industry. In addition to soft drinks, PepsiCo is also involved in sporting goods, fast food and food. It should be noted in particular that in August 2001, PepsiCo announced its acquisition of Quaker. The marriage with Quaker gave PepsiCo the valuable Gatorade brand and significantly increased PepsiCo's share of the non-carbonated beverage market. Although non-carbonated beverages are not comparable to carbonated beverages in terms of market size, their growth rate is three times that of the latter.

After PepsiCo acquired Quaker, its sales strategy in China has not changed, but its business scope has expanded and its brand resources have expanded. PepsiCo will integrate fruit juices and sports drinks based on the original carbonated drinks. When the time is right, it will also launch other consumer-favorite drinks, such as tea drinks, purified water, etc., so that Chinese consumers can have More choices.

Communication strategy

The central idea of ??integrated marketing communication (IMC) is to uniformly use and coordinate various communication methods in communicating with consumers, so that different communication tools Play the best, unified and concentrated role at each stage, with the purpose of assisting brands to establish long-term relationships with consumers. Pepsi-Cola's integrated marketing communication integrates public relations, advertising, personal selling, business promotion and other promotional strategies. In integrated marketing communication, various publicity media and information carriers complement each other, cooperate with each other, and complement each other.

Celebrity Advertising As we all know, Pepsi-Cola’s advertising strategies are often ingenious. In the century-old confrontation with its old rival Coca-Cola, Pepsi-Cola's advertisements often come out with good shows, putting Coca-Cola under pressure. Among them, the celebrity advertising used by Pepsi-Cola is an important means of communication.

In 1983, Pepsi-Cola and Michael, the most popular pop music star in the United States. Jackson signed a contract to hire the star as "Pepsi Superstar" for a staggering $5 million, and continued to produce Michael. Commercials set to music by Jackson's popular songs. The publicity plan "Pepsi-Cola, the choice of the new generation" was a huge success.

Pepsi-Cola benefited from the huge success of celebrity advertising in the US market, so it followed the same pattern around the world, looking for local celebrities and filming celebrity ads that were popular in the local area.

In Hong Kong, Pepsi-Cola promoted Leslie Cheung as Hong Kong’s “Pepsi Superstar” and launched a music marketing offensive that combined Chinese and Western influences. Not long after, Pepsi-Cola even hired the world-class popular American female singer Madonna as the world's "Pepsi Superstar", which caused a sensation all over the world.

"Every time I choose songs and release records, I have my own choice. Chasing the trend is not my character. ... Everyone has their own choice, and I choose Pepsi." Mainland China Many consumers may have heard this slogan from Andy Lau. As a popular film, television and singer star in mainland China, Hong Kong and Taiwan, Andy Lau has huge appeal.

This is an advertisement for Pepsi-Cola to open up the Chinese beverage market. Aaron Kwok's cooperation with Pepsi began in 1998, including "running in the rain to buy Pepsi for the girl next door", "Pepsi blue can packaging going on sale", "collaborating with international superstar Janet Jackson", "singing the Pepsi theme song with Faye Wong", "Singing the first theme song for Pepsi-Cola's Chinese Football League" and "Outsmarting cute orangutans in the forest" have become Pepsi's flagship advertising works. At the sales points of Pepsi beverages across the country, what we can never avoid is Guo Tianwang's persistent, firm and passionate longing eyes. Guo Tianwang's superior appeal and appeal have been unanimously recognized by Pepsi, and he has been promoted to become the brand image spokesperson in Asia.

Unique music promotion

In 1998, on the occasion of Pepsi-Cola’s centenary, Pepsi launched a series of marketing initiatives. In January 1998, Aaron Kwok became an international superstar with Pepsi. His first commercial with Pepsi was part of the MTV plot of "Sing This Song". Wearing a blue dress, Aaron Kwok, with his energetic appearance and vigorous dancing, fully displayed Pepsi's consistent theme. After the film was released in Asia, it was widely welcomed by the younger generation. In September 1998, Pepsi-Cola launched its latest blue packaging globally. In conjunction with the unveiling of the new packaging, Aaron Kwok shot the commercial film "Allure", and the music "Allure" is also the title song of Aaron Kwok's new album of the same name. Pepsi-Cola, which has changed into a blue "new cool outfit", relied on Aaron Kwok's "Change Allure" advertisement and a large number of publicity activities, with the theme of "ask for more", following Jenny. Jackson, Ricky. Martin, Faye Wong and Aaron Kwok worked together to set off a blue storm of "Infinite Desire".

By Aaron Kwok and Jenny. The themed commercial film "Desire for Infinity" co-starred by Jackson has huge investment and magnificent scenes. It is a work promoted by Pepsi in recent years. The song "Longing for Infinity" is by Jenny. Composed by Jackson, the music transitions from slow rhythm to blue rhythm, and finally turns into the house music of the 1960s, with a gorgeous style. Aaron Kwok's beautiful performance and sexy look, Jenny. Jackson's magnificent singing skills make the entire commercial full of romance, especially the simultaneous performance by two superstars from different regions and different skin colors, which is even more eye-catching.

Faye Wong's songs are unique in the Asian music scene. The commercial she shot for Pepsi also has the theme of "Infinite Desire". The music "Existence" composed by her shows Faye Wong's persistent pursuit and firm belief in music. . The concept of "desire for infinity" has been well interpreted and embodied.

In January 2002, Miss Sammi Cheng, the most beautiful girl in the music world, officially joined the Pepsi family and became a new generation of Pepsi superstar in China. In 2002, F4's "Pepsi" advertisement became a popular advertisement among Chinese consumers.

The dissemination and popularity of music benefit from the audience's singing. Pepsi's success in music marketing lies in its realization of the communication charm of music, which is an interactive communication. Nice song melodies and touching lyrics are the best ways to communicate with consumers. With such a message, the brand's concept will naturally be deeply rooted in people's hearts.

Large-scale public relations

For a long time, Pepsi-Cola has been committed to establishing a good public relations system with the "Pepsi-Cola Fund" as the entry point, and enthusiastically sponsors sports events and other public welfare undertakings. For example, sponsor the "Eighth National Games", sponsor the China A Football League, support China's successful bid for the Olympic Games, etc.

Pepsi-Cola spent huge sums of money to sponsor the "Eighth National Games" and won the title of the designated beverage product for the Eighth National Games. It set off a communication climax with great fanfare, stole the limelight, and created an overall phenomenon. Not as good as Coca-Cola, but much more powerful than Coca-Cola in a specific period and environment. Not only did it achieve obvious benefits at the time, but it also laid a solid foundation for its further development in China.

To celebrate China's successful bid for the Olympics, Pepsi-Cola integrated the "unlimited desire" before the bid and the "finally quenched thirst" after the success into a full-screen advertisement, which has great impact and is consistent with The atmosphere at that time was pulsating with the same frequency. If it were not so, it would be difficult to express the passion, and if it were not so, it would not be full of joy. I believe that at that moment, everyone who sees this ad will have their heart beat! In just four hours, the number of clicks on the full-screen ad reached 67,877. At this time, Pepsi-Cola cooperated with them to support the Olympic bid, and the hearts and minds were connected, and the emotions were connected. They received good social effects and the brand's social image was greatly improved.

In December 2001, the "Pepsi-Cola Fund", a special fund established by the China Women's Development Foundation and donated by PepsiCo (China) Investment Co., Ltd., donated money to the Jungar Banner in Inner Mongolia. The funds will be mainly used for projects such as building "mother's water cellars" for local water-scarce families and resuming schooling for poor out-of-school children. Such activities greatly increased Pepsi's reputation.

Various marketing tactics

SP is also called sales promotion or business promotion. It can be divided into three types: for consumers, for dealers and for salesmen. Pepsi-Cola's achievements are inseparable from its varied and powerful promotions.

⒈Promotion. In the early 1990s, in order to quickly open up the market and seize the commanding heights, the start-up Shanghai Pepsi decisively adopted the direct sales model. In the beverage market at that time, the atmosphere of the planned economy was still quite strong. Sales staff sat in the office facing south, listening to calls and taking orders. Merchants who wanted drinks had to come to the factory to pick up the goods. But PepsiCo suddenly hired salespeople who made up a significant portion of the company's workforce. As a result, a huge Pepsi sales team began to appear in the streets of Shanghai. Then, Shanghai Pepsi spent a huge sum of money to buy 20 Ivecos and deliver them to your door. From this day on, the customer’s feeling of being an emperor was born.

Between 1992 and 1993, the new concept of differential land rent appeared in Shanghai. Land prices and house prices in important locations and prosperous areas have risen at the same time, and prime locations that have been dusty for a long time have once again shown their golden value. However, retail outlets in these places still follow traditional beverage sales habits, and beverages in glass bottles are popular. The mortgage and turnover of glass bottles and the outer packaging of bottles occupy too much space, which is definitely not in line with the economic law of "differential rent". Shanghai PepsiCo borrowed money and successively imported 1,500 bulk beverage machines from abroad at a price of tens of thousands of yuan each. This method, which combines the advantages of speed, on-site configuration, freezing, and disposable drinking, has been accepted by Shanghai citizens. From that year on, Shanghai Pepsi's business has always been in a leading position in the industry. In the late 1990s, Shanghai Pepsi already had considerable market share and popularity, but it never gave up its persistent pursuit of advanced sales concepts. It has launched a model of wholesaler collaboration, which does not hesitate to subsidize some operating expenses to help wholesalers serve end customers.

During 1998~1999, Pepsi-Cola launched World Cup football pull ring, bottle cap redemption and football star prize redemption activities, 7-Up Romantic Passbook redemption prizes and Macau tourism activities in the Chinese market. These activities cover a wide range of areas and have great influence, playing a positive role in terminal promotion and increasing sales.

Pepsi-Cola has specially designed a limited edition for consumers during the Spring Festival of the Year of the Horse. The new packaging is contrary to Pepsi's usual blue-based style. This time, the color is not only shiny, but also printed with "Pentium". horse, and also printed "Wish You Pepsi" on the new packaging. Pepsi Horse Gold is available in four sizes: 355ML, 600ML, 25L, and 2L plastic bottles.

In addition, this Year of the Horse Pepsi gold is on sale in limited quantities and is only sold in large supermarkets in six cities: Beijing, Tianjin, Wuhan, Nanjing, Guangzhou and Shenzhen. It has collection value.

⒉ Management. For dealers, Pepsi-Cola mainly adopts policies such as price concessions and discounts. In the sales of carbonated drinks in 1999, Pepsi-Cola's wholesale price was the lowest among competing brands and was highly competitive. In addition to direct low prices, Pepsi-Cola also provides dealers with activities such as one-month credit sales support, free travel, quarterly draws, VCD rewards and other activities.

Pepsi-Cola divides the front-line sales staff in Guangzhou into WAT (Wholesale Assistant) and DSD (Direct Seller), among which DSD is the main force and is engaged in direct sales in the Guangzhou market. The work content of WAT and DSD mainly includes customer visits, line management, bottle and box management, refrigerator management, shelf decoration, POP posting, sales and purchase status registration, understanding of competition, etc.

For salesmen, Pepsi-Cola adopts a team management method similar to that of an insurance sales team. The rewards for business personnel are directly linked to sales performance. Under the premise of the specified base, cash rewards will be given for excess completion and certain welfare rewards will be provided.

⒊ Sales strategy with key breakthroughs. According to the continuous monitoring of "China Market and Media Research (CMMS)" implemented by the New Generation Market Monitoring Agency, Coca-Cola relies on its "net"