百事可乐与可口可乐

CompetitionbetweenCokeandPepsiCoca–ColaCoca-cola,perhapstheworld’smostrenownedtrademarkedproduct,wascreatedbyDr.Pembertonin1866bystirringvariousingredientsintoabrasspot.Dr.Pembertonisadruggist.Hewantstomakeasoftdrinkoutofcocaleaves.Hemixedtheleaveswithkolanuts（可乐果）,water,sugar,andotheringredients,andcalledhismixture”syrup（糖浆）”.HewantedtotestthenewdrinkinapopulardrinkingplaceownedbyWillisVenable.Bymistake,Venablemixedthesodawaterinsteadofthestillwater.Thepeoplewhotriedthemixturelikeditverymuchandcoca-colawasborn.TheCoca-ColaCompanywasfoundedin1892.It’sbasedintheUnitedStatesinAtlanta(亚特兰大),istheworld’slargestbeverage(饮料)Company，andhas48%oftheglobalmarketshare.AndthecompanyisbestknownforitsflagshipproductCoca-Cola,Coca-Colaoffersmorethan500brandsinover200countriesorterritories.Coca-Cola’sproductionRefreshthemarketplaceEnrichtheworkplaceProtecttheenvironmentStrengthenourcommunitiesBELIEFSVALUESLeadershipPassionAccountabilityCollaborationQuality“Thecouragetoshapeabetterfuture.”“Committedinheartandmind.”“Ifitistobe,it’suptome.”“Leveragecollectivegenius.”“Whatwedo,wedobest.”PepsicolaI.HistoryPepsiCowasborninNewBern（新伯尔尼）,NorthCarolinain1898.ThedrinkistheinventionofCalebBradham,apharmacistanddrugstoreowner.CalebBradham（1867-1934）Inthesummer，Calebbeganexperimentingwithcombinationsofspices,juices,andsyrupstryingtocreatearefreshingnewdrink.HeinventedthebeverageknownaroundtheworldasPepsi-Cola.ProductsByThemanagementstyle•Theresultsisaboveallelse•Layoffstuffswithouthesitation•StrengthentheuniquecorporatecultureTheresultsisaboveallelse•Achievegoals,andhaveaeffectiveresult,then,inthePepsigroupyouwillbeconstantlypromoted。Layoffstuffswithouthesitation•Eliminatingpersonnel,forthosewhocan'tachievethetargetisthelastandthemostpowerfulmeans.•Pepsihasaevaluationforemployeesonceayear.Theresultsaredividedintofourcategories:Great;Worthyofpraise;Generalperformance;Bad.•Bad,orthepersonwhocannotfinishthetargetwillbekickedout.Strengthentheuniqueenterpriseculture•Inthecompanyvalueandculturalaspects,Pepsialsoemphasizetheresults,aswellasthepersonwhocankeephispromiseandachievethegoalinadvance.•Ofcourse,Pepsi’smanagementsalsohavedisadvantages,suchasthecompanyistoofartoemphasizevalueachievement,anditwillmakepeopleshort-sighted,andonlyseeshort-termresultsandneglectthepurposeoflong-term.•1.Diversifiedbrandstrategy•2.Celebrityeffect.•3.Uniqueandcreativeads.Marketingandadvertising1.Diversifiedbrandstrategy•TheCoca-Colacompanybusinessisverysimple,onlyengagedinbeverageindustry,butPepsiCo’sproductportfolio（组合）isrich.Includesportinggoods,fastfoodandsoon.•Indifferentcountriespepsicointroduceddifferentproductsofregionalcharacteristics.ForexampleinChinaitintroducesteadrinksandspicypotatochips.2.Celebrityeffect.•Asisknowntoall,Celebrityadvertisement,isoneofitsimportantmeansofbrandCommunications.3.Uniqueandcreativeads.•Besidesofluxuriantstars,creativityisalsooneoftheelementsofsuccess.•“askformore”TheCompetitionbetweenCoca-ColaandPepsiislegendary.Thebrandshavebeenfightingeachotherformorethanacentury.Whencoca-cola’ssalesincreasedquickly,in1975,pepsistartedits“Pepsichallenge”,aimeddirectlyatcoca-cola,throughitsvariouscomparativeads.By1983,Pepsiwastargetingtheteenagepopulation,claimingittobethe“choiceofanewgeneration”.Popularmusicandtelevisionpersonalitiesendorsed(支持)Pepsiproductsinadvertisements.Coca-ColawasalreadysellingamilliongallonsperyearbythetimePepsicametobe.CokeexpandedtoEurope.Meanwhile,PepsiwentbankruptbecauseofWWI.Inthe50s,CokeadsstartedhittingTV,whilePepsirebrandedtotrytokeepup.Herearetheirstockvaluesovertheyears.Pepsi‘ssuccessfulforayintothesnackfoodbiz(商业),especiallyinthepastdecade.Meanwhile,Cokehasstayedinbeverages.ThoughPepsi'sbeveragebrandsmaynotbeasstrong,itssnackfoodbusinessisenormous.CokehasabigleadincolamarketshareoverPepsi,butPepsi'smultiplebusinesslineshaulinmorecash.Bothbrandshavemadetonsofchangestotheirlogosthroughouttheirhistories.Neitherlookanythingliketheydidoriginally.whilethankyou1.Whatisthemeaningof“Ifitistobe,itisuptome”?2.Canyoutranslate“askformore”?5.Whichonedoyouliketodrink,CokeorPepsi?3.Whichoneiscoke’svalue?A.LeadershipB.QualityC.PassionD.Collaboration4.OneofPepsi’smanagementstylesis“Theresultsisaboveallelse”.TorF这事要是发生，我将承担所有责任。渴望无限