百事可乐公司4P分析
4ps与可口可乐
10722115 黄颖芳
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CONTENTS
1
产品（Product）策略
2
价格（Price）策略
3
分销渠道（Place）策略
4
促销（Promotion）策略
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产品（Product）策略
2.在广告的创意表现中，对代表中国文化的元素进行了充分的 挖掘和运用1999年开始，在中国春节推出的贺岁广告“风车篇 ”； 在2000年，可口可乐推出其广告新作“舞龙篇”，由于龙是中 国传统的吉祥物，舞龙更是中国传统节日的庆典节目之一，因 此广告一经播出，随即就受到了广大公众的好评； 2001年新年，可口可乐又演绎出一场完美的深具中国文化特色 的广告风暴：推出全新的具有中国乡土气息的“泥娃娃阿福贺 年”广告片。
制定渠
市场容量大但消费者 每次购买数量少；市 场区域范围大顾客比 较分 散；市场规模 大发展趋势更大。
竞争者因素：目前能 和可口可乐公司竞争 的就是百事可乐。
道方案
生产者因素：生产 者的实力和声誉、 生产者的经营能力 、生产 者愿意提供
服务的多少、生产者对渠道控 制程度的要求。
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评估渠道方案
财务绩效评价：销售分析、占有率分析、费
促销（Promotion）策略
促销是营销 活动的关键 性因素，促 销的本质是 信息交流活
动。
人员促销策略：针对销售人员的促销，是可口 可乐公司为了激励销售人员对其系列产品做额 外的销售努力，所采取的奖励措施。对销售人 员，可口可乐通常采取奖励直接与销售业绩挂 钩的形式，在规定的基数前提下，超额完成部 分奖励现金，或提供一定的福利奖励的方式。
产品策略 的核心是 如何满足 顾客的需 要
百事可乐公司营销策略分析
百事可乐公司营销策略分析目录1、百事可乐公司及其产品简介1、1 公司概况1、2 发展历程1、3 产品简介2、营销环境分析2、1 宏观环境分析2、1、1 一般宏观环境分析（PEST）2、1、2 行业环境分析2、2 微观环境分析（SWOT）2、2、1 S-优势2、2、2 W-劣势2、2、3 O-机会2、2、4 T-威胁3、4P策略分析3、1 Product策略分析3、2 Price策略分析3、2、1低价策略3、2、2 竞争导向定价策略3、3 Place策略分析3、3、1 分销渠道3、3、2、中间商3、4 Promotion策略分析3、4、1 名人代言3、4、2 音乐行销3、4、3 运动广告3、4、4 其他促销活动4、小结1、百事可乐公司及其产品简介1、1 公司概况百事可乐公司于1902年成立。
原名为洛夫特公司，1941年改名为百事可乐股份公司，1965年改为百事可乐公司。
公司系采用北卡罗来纳州纽伯恩一名药剂师布雷德海姆在1893年所研究配制出来的一种药剂发展成为饮料公司的。
60年代开始向多种经营方向发展。
1965年合并了弗利托-莱公司（快餐馆），1970年兼并威尔逊体育用品公司，1973年兼并来因戈尔德公司（饮料），1976年合并了李韦汽车货运公司，1978年兼并塔戈贝尔公司（墨西哥达餐馆）。
业务项目包括饮料、食品、饮食服务、运输和体育用品等。
饮料主要是软性饮料和果汁。
国内外有上千个制造和装瓶厂。
销往148 个国家和地区，重点是拉美地区。
其中在国内约占市场的四分之一。
国外主要销往阿根廷、加拿大、墨西哥、委内瑞拉、联邦德国和菲律宾。
食品主要是快餐食品。
运输主要是向国内外运输和发送家庭用品、消费者用品和工业产品。
在国内外有1200多个机构处理运输业务。
饮食服务主要是经营快餐馆。
体育用品包括制造和销售高尔夫球、棒球、羽毛球、篮排球等以及其他体育用品。
1、2 发展历程1894年，在美国北卡罗莱纳州伯恩市，药剂师科尔贝.布莱德汉姆（Caleb Bradham）在配制有助于消化的药剂时，意外地发现其中的一种口味深受顾客喜爱。
可口可乐4p分析
4Ps
product
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price
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place
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promotion
用4Ps分析可口可乐
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Brief introduction
The Coca-Cola company,founded in 1892,headquartered in Atlanta,Qiao Ya, is the world's largest drinks company,has the global 48% three drinks before the two(coke,pepsi ranked first in the second,low heat coca third),coca-cola in 200 countries have 160 beverage brands,including soda,sports beverage,dairy drinks,juice tea and coffee,also is the worlds largest juice beverage dealers(including Maid brand ),how the no.1 in the united states for its coca-cola has more than 40% market share,and sprite is the fastest growing drinks,other brands include burke her the root,fruit kingdom and YOUR ATTENTION!
百事可乐_4ps_SWOT
优势（2）
• 2) 传播策略而言：独特的音乐推销和名人广告效应，百 事可乐的广告策略往往别出心裁 • 3) 有强大销售网络和渠道，与肯德基和必胜客战略结 盟，利于营销； • 4) 百事可乐传播“渴望无限”、“年轻的一代”、“活力一族” 等品牌主张和个性，在年轻消费群体中有巨大的市场，有 忠诚的百事可乐年轻消费者； • 5) 良好的渠道管理，灵活多变的促销策略，严格系统的 销售人员管理。
百事可乐
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百事发展 营销策略 SWOT 个人感想
1
百事发展
百事发展
• • • • 30年代，同样是5分钱 60年代，献给自认为年轻的朋友 70年代微笑的大多数 80年代新一代的选择
• 世纪之交渴望无限
百事发展
30年代，同样是5分钱 1929年开始的大危机和二战期间，百事可乐为了生存，不惜将价格降 至5美分/镑，是可口可乐价格的一半，以致于差不多每个美国人都知 道“5分钱可以多买1倍的百事可乐”的口头禅。 60年代，献给自认为年轻的朋友 从1961年开始百事的广告代理商bbdo就在广告的策划中强调“现在百 事可乐献给自认为年轻的朋友。”1964年喊出“奋起把！你是百事新一 代”使这个观念明确风行大大影响了年轻人的传统意识。特别是一流行 音乐为载体，引起了广大青年人的共鸣。使百事形象不断上升。
年轻人分销渠道?????????传统售点一般杂货店或小型超市中型超市连锁超市或中型超市大卖场家乐福沃尔玛等超市卖场餐饮渠道包括低档餐饮中档餐饮高档餐饮西式餐饮中式餐饮等网吧渠道各种网吧批发渠道以批发为主要销货方式的售点教育渠道依附于大学中学小学内部以及附近的售点食堂等交通渠道汽车站火车站内部以及周边的售点另外还有工矿企业加油站高速公路服务区等渠道多元化的品牌策略目前百事可乐国际公司在中国市场的旗舰品牌是百事可乐七喜美年达和激浪等
SWOT分析案例-以百事可乐为例
SWOT分析案例-以百事可乐为例引言SWOT分析是一种常用的商业分析工具，用于评估企业的优势、劣势、机会和威胁。
本文将以百事可乐公司为例，进行SWOT分析，探讨其在市场竞争中的优势、劣势、机会和威胁。
优势1. 品牌知名度高：百事可乐是全球最知名的饮料品牌之一，享有较高的品牌美誉度和忠诚度。
2. 广泛的产品线：百事可乐拥有丰富的产品线，包括不同口味的碳酸饮料、果汁、纯净水等，能够满足不同消费者的需求。
3. 全球化战略：百事可乐在全球范围内拥有广泛的分销网点和销售渠道，能够迅速进入新兴市场并扩大市场份额。
4. 研发能力强：百事可乐公司拥有强大的研发团队，投入大量资源用于产品创新和技术改进，以满足消费者的不断变化的需求。
劣势1. 健康问题：碳酸饮料被指责为导致肥胖和糖尿病等健康问题的罪魁祸首，这可能影响到百事可乐的销售和形象。
2. 市场竞争激烈：百事可乐面临来自可口可乐等竞争对手的强烈竞争，市场份额可能受到一些挑战。
3. 税收和监管压力：一些国家和地区对碳酸饮料征收高额税费，并对其营销和广告活动进行限制，这可能会影响到百事可乐的盈利能力和市场推广。
机会1. 健康饮品趋势：随着人们健康意识的提高，对健康饮品的需求正在增加，百事可乐有机会开发和推广更多健康饮品。
2. 新兴市场增长：一些新兴市场的经济发展迅速，百事可乐可以抓住机会加大在这些市场的市场份额。
3. 可持续发展：百事可乐可以加大对环境保护和可持续发展的投入，推出更多环保产品和倡议，以满足越来越多消费者的关注。
威胁1. 替代品增多：随着健康意识的提高，人们转向健康饮品和替代品，对传统碳酸饮料的需求可能下降。
2. 负面媒体报道：百事可乐可能面临媒体的负面报道，特别是与健康问题相关的报道，对公司形象和销售造成负面影响。
3. 供应链问题：全球范围内的供应链问题，如原材料供应和运输问题，可能会影响到百事可乐的生产和交付能力。
结论百事可乐作为全球知名的饮料公司，在市场竞争中具有一定的优势，但也面临一些劣势和威胁。
研究报告百事可乐公司4P分析
The perception and marketing strategyPerception is the human brain whole reflect about the stimulus various attributes and each part. The perceptual process can be divided into revealed, pay attention to and understand the three stages. Products, advertising, packaging and marketing stimulation will influence consumers behavior only when their brains produce perception.Understand consumers' perception process, can help company to better grasp the consumer psychology, can help enterprises to better design and producing products, can help enterprises to formulate more suitable marketing strategy, it's has vital significance about the enterprise.Retail Strategy:Exposure occurs when a stimulus is placed within a person’s relevant environment and comes within range of their sensory receptor nerves. Retail often use exposure very effectively attract consumers interesting and curiosity. Example The United States Pepsi company, Pepsi company produce many difference products that based on the different age and need of consumers, such as fashion relaxed drink Hepy, sport drink Gatorade,the taste is numerous Mirinda, and the earliest Pepsi, etc. And these goods at a retail store put the position will also be different, such as teenagers like to drink Hedy and Pepsi will put more conspicuous place revealed out. This kind of retail strategy the product show in front of consumers, successfully attracted the attention of consumers and interest, let consumers have the purchase desire and motivation,stimulate consumption.Brand name and logo developmentBrand name can influence anything from food taste to color preference. Example Pepsi is have a long history brand name even in 1890 in the United States has been widely known.Because of its brand influence many people joined the drink coke ranks, now the American people even drink Pepsi cola every day.T oday ,The United States Pepsi company has push-off in addition to coke outside more new beverage, we see is the company will also want to try to drink, this is the so-called brand strategies.And it’s also very important of a company that the logo design and Typographics. And the company use and Pepsi the same trademark, let when people think of PepsiCo will think of Pepsi,see Pepsi can think of PepsiCo, let the brand image promotion the crowd influence.Media strategyThe explosion of media alternatives makes it difficult and expensive to gain exposure to key target audiences.Consumer involvement can drive media exposure and strategy. Example Pepic company according to the different product consumer degree of intervention for the different media strategy, such as Pepsi propaganda bigger than hedy. In addition, the pepic company often collaborate with other companies, such as KFC the coka only use pepic ,and pepic always as sponsorship about some activ ity like Olympic Games , this way is called ambush marketing, and some TV programs, magazine, newspaper, website promotion,all for the consumer to cause subliminal stimuli, attract consumer.AdvertisementsAdvertisements could capture consumers attention and convey meaning,this is the second step in the process of perception.Increase attention have many different way,some stimulus is very important like size, intensity, repetition, attractive visuals, color and movement, interestingness...Pepsi advertisements Let people have a deep memory, like some very famous football stars team up with PepsiCo's cooperation, including football star hands Pepsi and all kinds of fluent luxuriant scene let a person have a high interest, at the same time advertising pages is the use of Pepsi packaging blue, memory is very profound.There are some other very humorous advertising, such as hedy advertising in humorous funny humor is given priority to. PepsiCo in advertising joined the different stimulating factors, and success has attracted the attention of consumers and to convey the product informationPackage design and labelingPackaging has functional and perceptual components, it’s also must attract attention and convey information. In the Pepsi company, each product has different packaging. Such as Pepsi company according to different products have different packing, example Mirinda have many taste so the packing is very beautiful. Different sizes have different packing, miniature more convenient, and large bottle more benefits. But the packing will have PepsiCo's trademark, such as Pepsi packing is blue is given priority to, a Pepsi trademark, this kind of packing already let the people remember and can realize when they see the logo. PepsiCo let consumer attention and understand its product information, to part icipate in the whole process of feeling, so its marketing means very successful.TANG YIDONG。
基于4P_4C理论浅析可口可乐的包装营销策略
Marketing市场营销 | MODERN BUSINESS 现代商业25基于4P_4C理论浅析可口可乐的包装营销策略赵敬宜 浙江省富阳中学 311400摘要:在信息经济时代，包装是产品的盛装物，有着产品推销和品牌推广的功能。
分析包装营销功能的基础上，结合4P和4C营销组合理论，通过分析4P和4C组合的关系，提出了以提高营销绩效为目标的包装营销组合策略：以消费者为导向，根据消费者的需要选择产品包装策略；以消费者愿意支付的成本为基础，确定包装成本；以方便消费者的选购和使用为出发点，结合不同销售渠道特点设计包装；发挥包装的信息传递作用，强化包装与消费者的双向沟通，使企业与消费者构成不断增值的价值系统。
关键词:4P；4C；促销；品牌；包装营销一、可口可乐公司简介可口可乐公司(Coca-Cola Company) 为全球最大的饮料公司，成立于1892年，总部位于美国乔亚州的亚特兰大。
可口可乐占有全球饮品市场近乎一半的份额。
它在200个国家拥有160种饮料品牌，其销售范围广阔，产品品类齐全。
其涉及的商品类型包括汽水、运动饮料、乳类饮品、果汁、茶和咖啡等，几乎包含了饮品市场的全部种类。
饮料行业的市场竞争是非常激烈的，为了在行业中处于领先地位，可口可乐公司总是会采取适时的营销策略，塑造良好的品牌形象。
其中，公司的各式包装以及适时的包装营销策略对可口可乐的业绩发挥了巨大的作用。
二、包装与包装营销包装可以起到保护产品，协助运输，促进销售的作用。
主要指包括塑料包装、易拉罐、玻璃瓶在内的容器。
这些容器都有很好的密封性，有效的保障产品品质。
从产品的流通过程来看，产品包装可以分为流通领域的包装和生产领域的包装。
流通领域的包装也就是指运输包装，它的选材必须方便运输。
包装营销就是结合消费者的消费心理和情感归属、销售地的文化传统等因素，设计出有情感沟通功能的包装。
得到消费者内心深处的价值认可，增强品牌与消费者的情感沟通。
三、4p与4c营销组合(一)4p的内涵及特点4P营销理论中的4p分别表示产品(Product)、价格(Price)、地点(Place)、促销(Promotion)。
市场营销4p策略案例
市场营销4p策略案例案例：可口可乐公司的市场营销4P策略可口可乐公司是全球领先的饮料公司，其市场营销4P策略的成功应用是一个经典案例。
以下将介绍该公司在产品、价格、渠道和促销方面的策略。
1. 产品：可口可乐公司以其广受欢迎的可口可乐汽水为主打产品。
该产品具有独特的口感和可口可乐独特的风味，受到全球消费者的喜爱。
此外，公司还推出了多样化的产品线，如零度可乐、芬达等，以满足不同人群的口味需求。
2. 价格：可口可乐公司采用了多层次的定价策略。
在高端市场，公司通过定价较高的策略来强调品牌的高品质和独特性。
而在大众市场，公司则采用较低的定价来吸引更多的消费者。
此外，可口可乐公司还推出了不同规格的包装，以满足不同消费者的需求，并调整了包装和价格之间的关系，以提高消费者的购买欲望。
3. 渠道：可口可乐公司建立了一个庞大的分销网络，以确保产品能够覆盖更广泛的市场。
公司通过与零售商、便利店和超市的合作，将产品放置在易于找到和购买的地方。
此外，公司通过与快餐连锁店和酒吧合作，使产品在消费者的餐厅和休闲场所中更加易获取。
4. 促销：可口可乐公司在促销方面采取了多种策略。
首先，公司通过在电视、电影和体育赛事等广告渠道进行广告宣传，提高产品的知名度和影响力。
其次，公司还利用社交媒体等新媒体渠道，加强与消费者的互动，提高品牌忠诚度和口碑传播。
此外，可口可乐公司还举办品牌活动和体验活动，与消费者建立更深层次的联系。
通过以上4P策略的综合应用，可口可乐公司取得了巨大的市场成功。
该公司的产品具有明显的差异化特点和高度的品牌忠诚度，价格和渠道的合理制定和布局，使产品能够覆盖更广泛的消费者群体，并通过广告宣传和促销活动提高了品牌的认知度和影响力。
这些策略的成功应用为可口可乐公司的市场地位和竞争优势打下了坚实的基础。
可口可乐4P分析
二.价格(Price)
可口可乐在进入中国市场以后一直采用渗透 定价法，以低价格迅速占领市场，等到百事可 乐公司进入中国市场时，作为市场追随者，他 们在产品零售价上也只好跟随，由于市场份额 小，还需要做更多的广告促销来吸引消费者， 所以百事可乐在进入中国市场10几年后一直没 有盈利。这就是可口可乐定价战略的成功所在。
除了可口可乐外，其他三个主要的国际品牌和众多其他品 牌的产品包装下都注明“可口可乐公司荣誉出品”字样。 可口可乐公司的这种多品牌战略是以可口可乐这一强势品 牌为核心，雪碧、健怡可口可乐、芬达为二线保护产品， 其他品牌为第三线的补充产品，组建其品牌家族。这种品 牌结构的主要优势在于三线品牌之间保持着相对合理的品 牌距离，使得他们既可以相互支持和保护，一荣俱荣；又 可以适当的规避品牌间的连带风险，不至于一损俱损。
可口可乐旗下部分产品的组合示意图：
可口可乐的产品市场分析策略示意图：
在可口可乐奥运互联网营销中，
为庆祝奥运会到来而特别推出系列 纪念包装——七款印有奥运城市地 标性建筑的“可口可乐奥运城市纪 念包装”即将在全国新装上市。这 一系列的纪念包装不仅延续了可口 可乐“畅爽开始”的设计理念，即 五彩缤纷的图案从可口可乐瓶中涌 现而出，而且每款包装的主画面都 由奥运承办城市的标志性建筑及当 地承办的体育项目相关元素组成， 让广大消费者可以在体验奥运畅爽 的同时，留下终生难忘的纪念。
广告是可口可乐营销策略的重要组成部分
可口可乐通过广告宣传提高了产品知名度和公 众的购买欲望，在树立与加强产品及品牌良好 形象方面，广告也起着非常重要的作用。
公共关系上通过传统的火炬传递赞助在人们心 目中树立良好的品牌形象
互联网第五媒体
可口可乐与腾讯充分利用了大众渴望参与奥运、 祝福奥运的热情，通过与腾讯的合作开展奥运 火炬在线传递活动。腾讯QQ软件作为平台，而 可口可乐作为内容，以一种高效的信息传播方 式，像病毒一样迅速蔓延，吸引力亿万网友的 眼球，达到了极好的营销效果
百事可乐国际市场营销
百事可乐国际市场营销模拟策划书一、公司简介百事可乐百事公司（Pepsico.，Inc.）是全球最大的食品和饮料公司之一。
2010年销售收入近600亿美元。
我们在全球雇有员工约285,000人，业务范围遍及世界上近200个国家。
百事公司的系列产品中有19 个品牌的年销售额都在10 亿美元以上。
这19 个品牌包括：百事可乐（Pepsi-Cola）、激浪（Mountain Dew）、佳得乐（Gatorade）、乐事（Lay's）、百事轻怡（Pepsi Light）、百事极度（Pepsi Max）、纯果乐（Tropicana）、多力多滋（Doritos）、立顿茶（Lipton Teas）、桂格麦片（Quaker Oats）、奇多（Cheetos）、七喜（7-UP）、美年达（Mirinda）等。
二、百事可乐的国际营销现状与存在问题㈠、国际市场营销环境1.经济环境：中国经济进二十年来的持续稳定发展，为饮料行业提供了一个绝好的国际机会，国民收入的不断增加，正为可乐营销市场打造了一块可口的蛋糕。
2.社会文化环境:互联网在中国日益普及，使得可乐饮料的推广及宣传中的网络营销占据越来越大的比重。
3.自然地理环境：中国复杂的地理环境表明，可乐要进行更深度的营销必须要比在别的产品要更努力的来诠释。
满足人们在可乐地理差异化的需求。
4.政治法律环境:中国自古以来就是一个极具包容性的社会。
在国内，安定团结的政治局面，不仅有利于经济发展和人民币收入的增加，而其影响群众心理状况，导致市场需求的变化。
㈡、百事公司排名情况2010年世界500强排行榜，其中百事公司是其中的第171位。
㈢、百事可乐在可乐行业的竞争百事可乐的主要竞争对手有可口可乐，还有哇哈哈，乐百氏。
可口可乐公司是全世界最大的饮料公司(第一名).也是软饮料销售市场的领袖和先锋,透过全球最大的分销系统,畅销世界超过 200 个国家及地区,每日饮用量达 10 亿杯,占全世界软饮料市场的48%,其品牌价值已超过700亿美元,是世界第一品牌。
可口可乐4c策划报告
可口可乐4c策划报告可口可乐公司(Coca一ColaCompany)为全球最大的饮料公司,成立于1892年,总部位于美国乔亚州的亚特兰大｡可口可乐占有全球饮品市场近乎一半的份额｡它在200个国家拥有160种饮料品牌,其销售范围广阔,产品品类齐全｡其沙及的商品类型包括汽水,运动饮料､乳类饮品,果汁､茶和咖啡等,几乎包含了饮品市场的全部种类｡饮料行业的市场竞争是非常激烈的,为了在行业中处于领先地位,可口可乐公司总是会采取适时的营销策略,塑造良好的晶牌形象｡其中,公司的各式包装以及适时的包装营销策略对可口可乐的业绩发挥了巨大的作用｡(一)4p的内涵及特点4P营销理论中的4p分别表示产品(Product).价格(Price).地点(Place).促销(Promotion)｡4p营销理论指出:产品需要把产品功能放在第一位,这是一切其它问题的出发点｡企业需要根据不同的市场情况,结合企业自身的发展目标,制定出合适的价格策略｡企业需要建立良好的分销渠道,推动产品的销售｡企业还需要做好品牌宣传,树立良好的公众形象｡(二)4c的内涵及特点以消费者需求为导向,重新设定市场营销组合的四个基本要素:消费者(Customer).成本(Cost).便利(Convenience)和沟通(Communication)｡它强调产品首先必须让消费者满意:其次,产品必须考虑消费者付出的成本,既包括资金成本又包括时间成本.产品在设计的时候需要以消费者的资金成本为导向｡产品在销售时需要以消费者的时间成本为导向:再次,企业需要考虑消费者在购买产品过程中的便利性:最后产品需要实现与消费者的情感沟通｡2001年7月,北京申奥成功,全国人民都心中欢喜｡可口可乐发现了商机,顺势推出了珍藏纪念版“申奥金罐”包装｡罐体上印有“为奥运牵手,为中国喝彩”的字样,引起了消费者的消费热情｡同年10月,中国足球队首次冲出亚洲,可口可乐也推出了纪念版的精美包装,用它独特的方式纪念这件事情｡2008年,奥运会在北京进行,与此同时,可口可乐推出了纪念奥运会的特别版包装,与国人分享这种喜悦的心情,虽然在零售价上方面有所提升,高出普通装的一倍左右,但当它在被推向市场后很快就销售一空｡可口可乐公司能够精准地把握时机与商机来配合其自身品牌推广｡在包装营销方面,可口可乐很擅长抓住消费者的情感卖点,得到消费者的价值认可,让消费者对产品产生情感依赖｡。
百事可乐-Pepsi_Cola-产品介绍及营销策略
其他促销策略
免费品尝 特价销售 增量包装 联合促销 有奖销售 瓶盖兑奖
SWOT Analysis Chart
优势
1. 品牌效应 2. 产品多元化 3. 强有力的营销体系，良好的渠道 管理，灵活多变的促销战略 4. 人力资源优势
劣势
1. 组织庞大，管理困难 2. 现金牛产品百事可乐在消费者印象中为不 健康饮料 3. 没有很好的推广自己的新产品
百事在中国
1981年，百事公司与中国政府签约在深圳兴建百事可乐灌瓶厂， 宣告了投资中国历程的开始，成为首批进入中国的美国商业合作 伙伴之一。 1995年，百事（中国）投资有限公司成立，总部设在上海。 2008年，百事大中华区已成为百事国际集团（饮料）第一大市场。 11月，百事公司宣布未来四年内再向中国投资10亿美元。 2010年5月21日，百事公司董事长兼首席执行官卢英德在到访中 国参观上海世博会时宣布，百事公司计划未来三年在中国继续追 加投资25亿美元，主要用于建立新厂，增强在华研发实力，拓展 农业项目及加强品牌建设。
5
新可乐挑战旧可乐
二战后，美国诞生了一大批经过大危机和战争洗礼的 年轻人，自信乐观，与他们的前辈们有很大的不同， 他们对一切事物的胃口既大且新，这就为百事可乐针 对“新一代”的营销活动 提供了基础。 1960年百事可乐将广告业务交给BBDO（巴腾-巴顿德斯廷和奥斯本）广告公司，把百事可乐描绘成年轻 人的饮料。经过4年的酝酿，“百事可乐，新一代的选 择”的广告语的口号正式面世，并一直沿用了20多年。 10年后，可口可乐试图对百事可乐俘获下一代的广告 做出反应时，它对百事可乐的优势已经从之前的5:1减 至2:1了。而此时，BBDO又协助百事可乐制订了进一 步的战略，向可口可乐发起全面进攻，被称为“百事 可乐的挑战”
百事公司分析报告stp幻灯片课件
百事 可乐
37.3%
可口 可乐
48.5%
其它
14.2%
2011年软饮料主要品种产量占比
11.8 %
13.7 %
1
茶饮料
碳酸 饮料
其它
果汁或 蔬菜汁
包装水
此课件下载可自行编辑修改，仅供参考！ 感谢您的支持，我们努力做得更好！谢谢
STP
在气候相对偏热城市规模偏大的 地区多进行市场投入，在人口密 度偏少、气温偏低和小城市相对 较少的投入而非不投入，不放弃 每个可能的潜在市场，然后再根
据销售情况进行调整。
百事可乐在市场上的占 有率还是很高的，而在 不同的时间及时调整营 销策略也是很明智的做 法
二.目标市场
将自身定位于“创新、年轻并 富有活力”。公司分析了消费 者构成和消费心理的变化，将 火力对准了可口可乐“传统” 的形象，做出种种努力来把百 事可乐描绘成年轻人的饮料
百事公司分析报告stp
一.市场细分
把自己定位为新生代的可乐；并 且邀请新生代喜欢的超级巨星作为 自己的品牌代言人， 把品牌人格 化形象，结果使自己的销售量扶摇 直上。 百事可乐由于价格并不昂 贵，所以与消费者的经济收入、文 化程度和职业没有绝对的关系
更偏向于年轻，生活方式简单，生 活节奏较快，具有娱乐精神的消费 群体。对喜欢娱乐以及追求创新的 消费者的购买欲是一个很好的提升 ，而这一部分也正是百事的消费主 体
STP
在中国市场的旗舰品牌是百 事可乐、七喜、美年达和激 浪。可口可乐公司的经营非 常单纯，仅仅从事饮料业。 而百事公司除了软饮料外， 还涉足运动用品、快餐以及 食品等。
3.目标市场选择 百事在原来碳酸饮料的基础上将会很 好地整合果汁和运动饮料，在时机成 熟的时候，还会陆续推出其他消费者 喜爱的饮料，如茶饮料、纯净水等， 让中国的消费者有更多的选择。
百事可乐公司战略分析报告_完整
百事可乐公司战略分析报告_完整百事可乐公司是全球最大的饮料公司之一，也是世界著名的品牌之一。
百事可乐公司始创于1898年，总部位于美国纽约市，拥有超过20万名员工，年销售额超过6亿美元。
百事可乐公司主要生产和销售汽水、果汁饮料、茶饮料、运动饮料等饮品。
本文将对百事可乐公司的战略进行分析。
一、百事可乐公司的使命和愿景使命：为全球消费者提供口感好、多样化、低成本、高质量和环保的饮料。
愿景：成为全球最受欢迎和最具价值的饮料品牌。
二、百事可乐公司的SWOT分析1、优势①品牌价值高：百事可乐公司是世界著名的品牌之一，拥有极高的品牌价值。
②产品多样化：百事可乐公司产品线广泛，包括汽水、果汁饮料、茶饮料、运动饮料等，满足各类消费者不同的需求。
③全球市场覆盖度广：百事可乐公司在全球各地都有产品流通，具有较强的国际化特点。
2、劣势①竞争激烈：饮料市场的竞争极度激烈，百事可乐公司需要面对多个竞争对手的挑战。
②依赖度高：百事可乐公司的财务收入高度依赖汽水市场，而汽水市场收益不稳定，风险较高。
3、机会①市场增长潜力：发展中国家有巨大的人口基数和市场需求，百事可乐公司可以通过开拓这些市场来增加营收。
②健康饮料市场：健康饮料市场增长迅速，百事可乐公司可以增加自身在健康饮料市场的份额。
4、威胁①行业体量巨大：百事可乐公司面临一些非常大型的竞争对手，例如可口可乐公司和红牛公司。
②政策和法规：一些国家和地区出台的政策和法规可能会限制百事可乐公司的运营。
三、百事可乐公司的竞争战略1、成本领先战略百事可乐公司通过大规模的生产和规模化采购，降低成本来优化其供应链。
此外，百事可乐公司还将重点放在研发和创新方面，以减少材料使用量和节省成本，如推出可减少瓶身材料的一次性杯子。
2、差异化战略百事可乐公司致力于差异化，通过开发新产品和创新营销策略来吸引消费者。
例如，百事可乐公司最近创造了“健康力”品牌，专注于运动和健康方面的饮品市场，并推出了一系列带有健康意识的运动和能量饮料，这些全新的产品具有较好的差异化特点，能够帮助公司迎头赶上竞争对手。
饮料营销策划4p策略
饮料营销策划4p策略饮料营销策划4P策略是指在推广和销售饮料产品过程中的四个要素：产品（Product）、价格（Price）、渠道（Place）和推广（Promotion）。
以下是关于饮料营销策划4P策略的内容。
产品（Product）：1. 定位：明确饮料产品的定位，包括针对目标市场、目标消费者群体以及竞争对手的分析，将产品特点与市场需求相匹配。
2. 品质：确保饮料产品的品质和口感符合消费者的期望和需求，提供安全、健康、可口的产品。
3. 包装设计：通过精美的包装设计来吸引消费者的注意，并传达产品的价值和特点，提高产品的辨识度和竞争力。
4. 创新研发：持续进行产品的研发和创新，提供不同口味、不同功能和不同包装形式的产品，以满足不同消费者的需求。
价格（Price）：1. 定价策略：确定饮料产品的价格，可以采用市场定价、竞争定价、成本定价等不同的定价策略，根据产品的独特性和价值来确定合适的价格水平。
2. 促销策略：通过促销活动，如折扣、捆绑销售、满减等手段来吸引消费者，提高产品的销量和市场份额。
3. 定价弹性分析：了解产品价格对需求的影响程度，根据市场反应和竞争情况，调整价格策略，以提高产品的市场竞争力。
4. 价值传递：向消费者传递高品质产品所提供的价值，通过价格与品质的匹配来建立消费者对产品的认可和忠诚度。
渠道（Place）：1. 渠道选择：选择适合饮料产品销售的渠道，如超市、便利店、餐饮店等，根据产品特点和目标市场来决定。
2. 分销策略：建立稳定的分销网络，与经销商和零售商建立合作关系，确保产品能够顺利地流通到终端消费者手中。
3. 物流管理：优化物流管理流程，确保产品能够及时、准确地被送达给消费者，提高渠道效率和顾客满意度。
4. 渠道跟踪：定期跟踪渠道销售情况和市场反馈，根据销售数据和市场需求来调整渠道策略，提高销售效果和市场占有率。
推广（Promotion）：1. 品牌建设：通过品牌宣传和推广活动，如广告、宣传册、品牌大使等，塑造饮料产品的品牌形象和价值，提高消费者对品牌的认知和好感度。
市场营销中的“四大P”理论及其应用
市场营销中的“四大P”理论及其应用市场营销中的“四大P”理论是指产品、价格、促销和渠道。
这一理论是市场营销的基础，是企业经营和发展的关键。
通过合理地运用这四个要素，企业可以更好地满足消费者需求，扩大市场占有率，提升品牌影响力和盈利水平。
本文将围绕这四大要素展开分析，并结合实际案例进行应用说明。
产品企业的产品应符合消费者需求和市场趋势，同时具有特色和竞争力。
产品的开发、设计、生产和销售都应该是有计划和有序的。
在对产品进行定位和开发之前，企业应该做好市场调研，对消费者需求、市场竞争情况和价格范围等方面有透彻的掌握。
在产品设计阶段，必须注重功能、质量、外观、价格和包装等方面的优化。
在产品销售阶段，需要注意售后服务和消费者维护等问题，争取消费者口碑和回头客。
举例来说，苹果公司旗下的iPhone手机具有高质量、高科技、新颖的外观和友好的用户体验等特点，能够吸引众多消费者的关注和品尝。
苹果公司精心打造出这一产品，从开发、设计、制造、宣传和销售等多个环节都做到了极致。
其产品的独特性和创新性成为了苹果品牌的核心价值和竞争力所在，为公司赢得了广泛的市场和口碑认可。
苹果公司还注重售后服务，提供优质的产品保修和客户支持，建立了良好的消费者关系。
价格价格是市场营销中的重要因素，它对消费者购买行为和企业盈利状况都有着直接的影响。
因此，企业在确定产品价格时必须考虑到产品的成本结构、市场需求和竞争情况。
企业的定价策略应该符合市场需求，同时能够最大程度地增加企业的利润。
不同地区的市场价格也可能有所不同，企业应根据市场需求灵活调整产品价格，以满足不同消费者群体的需求。
举例来说，KFC是全球著名的连锁餐厅品牌，其成功的原因不仅在于产品的口味和品质、统一的服务等方面，还在于合理的价格策略。
KFC根据市场需求和成本结构，制定出符合消费者购买力和企业盈利水平的产品价格，例如在中国市场，其所推出的套餐和促销活动能够吸引大量消费者的关注和购买。
可口可乐市场营销推广策略分析SWOT分析4P战略波特五力模型
Marketing Plan and Research Report of Coca-ColaTable of ContentExecutive summary (2)External environment analysis (2)Market strategy (6)Marketing research result (6)Marketing mix summary (7)Detailed strategy for promotion (9)Controls (11)Reference list (13)Executive summaryThe Coca-Cola Company (“Coca-Cola”) was founded in 1886 which is ranked number one in the beverage industry. The company manages more than 500 nonalcoholic beverage brands, and four of the top five nonalcoholic sparkling beverage brands are owned by Coca-Cola. According to its 2012 annual report, the whole group’s net operating revenue amounted to 48.02 billion USD (The Coca-Cola Company Annual Review, 2012). In addition, Coca-Cola accounts for approximately 37.1% of all the soft drink market, followed by PepsiCo at about 30.2%, and Dr. Pepper Snapple Group at 21.4% (Faber, 2012).In the long-standing viewpoint, Coca-Cola has an inclination to expand its market share to 50% and its sales revenue to 500 billion USD in the 2015 (Hofstede, 2012). Although its prosperous status quo, the company is also facing against an intensified competition. This report is aimed at analyzing the overall marketing strategy of Coca-Cola to find out the potential vulnerabilities. Then, based upon the analysis and in-depth research, it will outline the strategic plan for the future in order to further enhance Coca-Cola’s marketing status.External environment analysisA well-rounded analysis of company’s environment will be beneficial for the comprehensive understanding of the situation. First, it is better to research Coca-Cola’s external situation which includes three parts: macro-environmental factors, micro-environmental factors and competitive strategy.For the macro aspect, this report utilizes PEST model which examines the changes in a marketplace caused by Politics, Economy, Social and Technological factors.•Political AnalysisShifts of government’s attitude towards the foreign-invested enterprise may pose a threat to the company. Especially in the emerging countries, the political stability is essential to a successful business. In addition, changes of laws and regulations, including non-alcoholic drinks regulation should be considered.•Economic AnalysisAccording to IMF, while there have been some encouraging signs of economic recovery, the global economic growth seems to be losing momentum. In other words, the company still needs to be vigilant to the outside world and the emerging economy to seize opportunities.According to the Standard and Poor's Industry surveys, "For major soft drink companies, there has been economic improvement in many major international markets, such as Japan, Brazil, and Germany." These markets will continue to play a major role in the success and stable growth for a majority of the non-alcoholic beverage industry.•Social AnalysisLiving a healthier lifestyle is so prevalent all around world that has affected the non-alcoholic beverage industry as some consumers are switching to bottled water and diet colas instead of beer and other alcoholic beverages. This continued tendency will impact the non-alcoholic beverage industry by increasing the demand overall and in the healthier beverages.•Technological AnalysisThe rapid advancement of science and technology may deeply impact Coca-Cola as well. For example, novel distribution channel, diversified promotion campaign and new production line etc.In terms of micro-environmental factors, it is advisable to use Porter's Five Forces model to analyze the market condition.•Threat of new entrantsCompared with other industry, soft drinks industry has a relatively higher gross profit rate and lower barriers to entry, accordingly, there do exist many potential entrants. •Threat of substitute productsAs is mentioned above, healthier drinking has been a new trend for the consumers. So, enough attention must be paid to the substitute products such as tea drinks, bottled water and sports drinks.•Bargaining power of customerWith thousands kinds of non-alcoholic beverage in the market, consumers have a wide range of options. Additionally, they are also becoming sensitive to price which render them to have more bargaining power.•Bargaining power of suppliersAs the leading company in the market, Coca-Cola stays strong to the suppliers who are willing to collaborate with such a giant enterprise. In other words, bargaining power of suppliers is comparatively weak.•Intensity of competitive rivalryRelied upon its sales and distribution channels, Coca-Cola has undoubtedly established a mature marketing network. But what can’t be ignored is the threats posed by companies out of carbonated beverage, they all spare no effort to gain market share inBroadNarrow the relevant industry.After the analysis of the above two factors, keeping alert and further developing the core competency are extremely significant to Coca-Cola. Thus, how will the company compete with the major players in the market?Competitive AdvantageLower Cost DifferentiationAs can be seen in the chart, the company used differentiation and cost leadership tactics. Differentiation is achieved through superb quality of its product, which surpasses the company’s major rivals in the brand image and high customer recognition. What’s more, its promotion campaign and packaging strategy also differentiate Coca-Cola from competitors, for instance, its unique bottle design has become a world famous symbol.The positioning of cost leadership is achieved not only through economies of scale in research, development and promotion, but also through learning, knowledge and experience in production and operational processes. Furthermore, the company’s Cost LeadershipDifferentiation Cost Focus Differentiation FocusCompetitive Scopeefficient distribution networks and manufacturing systems contribute significantly to its cost saving..Market strategyBased on the above analysis, this report researches the interior part of Coca-Cola to determine its marketing and financial objectives, segmentation, positioning, and target market(s) in the future.Future growth for Coca-Cola will be embodied in two main areas: global emerging market health drinks. Besides United States Coca-Cola will continue to market to countries around the world. The company has an impressive performance in emerging markets like Latin America, the BRIC, and Western Europe which will be their major focus in the future for this is where major growth opportunities lie.In addition, consumers are moving towards a healthier lifestyle, which accordingly is causing Coca-Cola to expand product line to satisfy their needs. This new market is huge and creates a lot of growth opportunity for Coca-Cola.More specifically, Coca-Cola intends to increase its current market share in the soft drink to 50% in the end of 2015 (Hofstede, 2012), in particular, it will invest heavily in the health drink product to grab this developing cliché market and to cater for consumer’s aptitude. Then, the whole group will achieve 50 billion USD sales revenue and 13 billion USD profit margin (Marcial, 2007).Marketing research resultTo stay competitive, Coca-Cola has done well in understanding and satisfying consumers. It have been found that customers expect more from their beverages. To fill this desire Coca-Cola has developed the Beverage Institute for Health and Wellness. This institute develops new product ideas that can contribute to their product line. In addition, Coca-Cola is capable of maintaining their market vitality, so they continue to do research that will benefit their consumers, as well as being profitable for the company.Apart from flavor diversification, profitability in certain region has also been a major consideration. For instance, Coke Zero is a product that carries no carbohydrates orcalories and was not quite meeting the expected profits in the United States, but Coca-Cola started to advertise it more in Europe to areas that to enjoy it. This region seemed more concerned about their health and well-being, which contributed to Coke Zero becoming more of a profitable product.Special marketing techniques such as B2B strategies are also used to make their products more attractive to the young people. For example, Coca-Cola united with iTunes, so that whenever someone purchased a Coca-Cola product they would receive free songs to promote both products (Fuhrman, 2007).Even though, Coca-Cola is confronting with a number of challenges in the days to come. The most striking one is that the beverage industry is moving toward a health conscious consumer. “ In many European countries, the increasing consumer trend toward a healthier lifestyle continues to grow demand for functional beverages that offer physical or mental well-being, lower calories and other added values” (Fuhrman, 2007). Consumers’ value products that are going to help them live a healthy lifestyle and feel better both physically and mentally. Coca-Cola has to reconsider its existing product, pricing, distribution channel and promotion strategy to better adapt itself to the ever-changing atmosphere.In order to formulate a well-rounded market strategy for Coca-Cola, this report carefully establishes the relevant tactics which are in line with the analysis and data collected. It is recommended to use 4P which consists of product, place, price, promotion to analyze the specific details in the next part.Marketing mix summaryIn this report, 4P model is utilized to illustrate Coca-Cola’s marketing mix, i.e. product, place, price, promotion.Item DetailsProduct Coca-Cola has a huge product mix which contains about 400 brands, including diet and light beverages, waters, juice and juice drinks, teas,coffees, energy, and sports drinks (Coca-Cola Company, 2012).To attract new consumers and markets, product line must be extended,especially in the health drink product like tea, juice and sports drink etc.In addition, proper modification for the current product is also neededto maintain the current consumers.Price With the careful consideration of consumer’s price elasticity, the prices of the Coca-Cola's Companies products vary according to the brand andthe size in which they come in (Coca-Cola Company, 2012). Differentregion has differed preference and sensitivity to price. The distributorsand retail stores that the Coca-Cola Company deals with shouldimplement their own pricing strategy to gain the best profit marginwithin an accepted sales volume.Promotion There are four major parts of the promotional mix that integrate together to create a competitive advantage for an organization includingadvertising, public relations, sales promotion, and personal selling.Ads: Coca-Cola has invested heavily on advertising. The main purposeof ads are maintaining of brands awareness. Then, the ads in the futureshould focus on health conscious and environmentally friendly to caterfor the existing trend.Public relation: Product placements and sponsorships are frequentlyused by Coca-Cola (Marcial, 2007). Positive spokesperson to appeal tothe younger generation is another effective tool to publicize (Truini,2007)Personal selling: Personal selling in the Coca-Cola Company often isdone in a business-to-business fashion. This can be used in big businessalliance to satisfy consumers’ diversified needs.Sales promotion: coupons and rebates can be often used because theyare more likely to influence customers’ buying decision. Another typeof sales promotion that the Coca-Cola Company is currently using istheir coke rewards points promotion.Place Coca-Cola Company also uses intensive distribution strategies to makesure their products can be available everywhere. Moreover, automaticvending machines are effective to extend distribution network. To copewith the changing diet conception, Coca-Cola should focus more onCoca-Cola’s Diet Coke and Coke Zero sales, especially in LatinAmerica, the BRIC, and Western Europe (Fuhrman, 2007).Detailed strategy for promotionOnly with superior product, efficient distribution network and sufficient inventory is far from a successful business. Promotion is the key element of the marketing mix designed to build a useful channel with the marketplace and to persuade the customers buying decision. The promotional mix is the combination of personal selling, advertising, sales promotion and public relations that it uses in its marketing plan. •AdvertisingThe Coca-Cola’s innovative ads are extremely impressive to consumers. So, next step, what the company should do is keep this unique advantage and focus much more on the localization with respect to different culture background. This can be contributable to develop the emerging market.•Public relationSponsorship in the sport area has been successful in the last few decades and left a positive brand image. To comply with the healthy trend, Coca-Cola needs to invest more in public benefit activities, for instance, giving sponsor Hope Primary School, making contributions to medical treatment cause. These activity may establish a positive image in all kinds of people.•Personal selling & sales promotionThe negative implication of several media has exerted a relatively profound impact upon carbonated beverage. Accordingly, juice, tea and sports drinks should be the main products for promotions. The company can improve health drink market share by using more personal selling booth and more sales discount or lottery coupon. These activities are effective for getting people's short-term attention.Survey experiment in the Fenwick’s department store also proved the above analysis. In the survey of consumers’ attitudes towards health consideration when purchasing drinks, more than 45% agree with the viewpoints (as is shown in the bar chart below).In addition, when asked about familiarity, 50% agree with that it plays a major role in purchasing decision.ControlsImplementationImplementation is the process on how well the business mixes its people, organizational structure and company culture into a cohesive program that supports the marketing plan (Clark, 2005).Coca-Cola should implement several major transformations. First, production capability need to be modified to meet the quota demanded. It must also be cost-effective to avoid inventory stocks wastes. The marketing team should be aware of knowledgeable management about the product. The styles and types of promotion must be appealing to target customers to obtain the potential amount of exposure for the product. Another thing is efficient distribution network. The pertinent issue is taken care of with expedient transportation routes to commercial areas and traffic. Monitoring And ControllingMonitoring and controlling allows Coca-Cola to take the necessary actions to meet the marketing goals. There are three methods Coca-Cola may use to monitor the marketing scheme.•Sales AnalysisThe sales analysis analyzes sales revenue by market segmentation to discover advantages and disadvantages in the different regions. Sellers of Coca-Cola products vary from big retail supermarkets to small corner stores. This tool gives the products maximum exposure to customers at their convenience.•Market Share AnalysisThis approach is a comparison to the major rivals in the relevant market. With the shifts Coca-Cola is currently undergoing, they aim to get an aggressive position to stable its strong power. Target market various age groups and lifestyles from high school students too universities, and male or female.•Marketing Profitability AnalysisThis method takes the cost factor into consideration which deem profitability as a key index. Three ratios can be used for supervising marketing profitability; they are market research to sales, advertising to sales and sales representatives to sales. These three indicators can assist Coca-Cola determine any developing tendency, such as the requirement for a novel product. Scientific and careful comparison of these outcomes with actual results offers the company a clear instruction.Reference listAlarcon, Camille. (2007, January). Coke grows from zero to hero. B & T Weekly, 6-7 McKenzie, M., Linden, R. W. A., & Nicholson, J. W. (2009). The effect of Coca-Cola and fruit juices on the surface hardness of glass–ionomers and ‘compomers’.Journal of Oral Rehabilitation,31(11), 1046-1052.Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. (2008).Advertising and promotion: An integrated marketing communications perspective. McGraw-Hill.Clark, Nicola. (2005). PowerAde eyes feminine appeal. Marketing, 16-17Flagg, Michael. (2002). Pepsi Siphons Off Some of Coke's Lead In China by Learning to Pick Its Battles.Wall Street Journal (Eastern Edition),23(5), 12-13. Fuhrman, E. (2007, September). Western Europe: A mature market. Beverage Industry, 98(9), 24-26.De Mooij, M. & Hofstede, G. (2010). Convergence and divergence in consumer behavior: implications for international retailing.Journal of retailing,78(1), 61-69.Harnack, L., Stang, J., & Story, M. (2004). Soft drink consumption among US children and adolescents: nutritional consequences.Journal of the American Dietetic Association,99(4), 436-441.MacArthur,Kate and Thompson, Stephanie.(2006). Pepsi, Coke: We satisfy your 'need states'.Advertising Age,77(3), 54-56.Marcial, G. (2007). Coke Sparkles Again. Business Week,15(2), 51-53.The Coca-Cola Company 2012 Annual Review, 12-15Truini, J. (2007). Beverage maker plans biggest plastics plant. Waste News, 13. (10), 4-4.Tucker, W. T. (2006). The development of brand loyalty.Journal of Marketing Research, 32-35.。
4P营销理论分析国产碳酸饮料的衰败
4P营销理论分析国产碳酸饮料的衰败01轻信外资，天府可乐错失好局“可乐瓶里泡枸杞”，是一则伪养生潮流下的笑话。
但在上个世纪，曾真实诞生过一个有着中草药配方的可乐品牌——天府可乐。
它在80年代由重庆饮料厂和四川省中药研究所共同研制推出，在天府可乐的配方里，含有一定天然中草药成分，这是来自于四川省中药研究所的成果，据称能够有效抵抗黄曲霉素。
有着独特的口味，和一定的保健功效，天府可乐迅速走红。
报道显示，天府可乐在1981年正式面世后，很快受到好评，1985年，当时的国家领导人在视察重庆的时候，恰好喝到了这款可乐，也对它赞不绝口。
不久之后，经过了国务院机关事务管理局的严格审验，天府可乐被确定为国宴饮料，成为了“一代名饮”。
到了1988年，天府可乐占据中国可乐75%的市场份额，产值达到3亿元，甚至在1990年，通过日本风间株式会社的代理，天府可乐将自己的势力范围拓展到了可乐的发源地——美国。
这是一款中国饮料所达到的史无前例的高度，无数国人为此自豪，但谁也没想到，短短几年后，它竟迅速地坠入低谷，渐渐从市场上开始消失。
关于天府可乐衰败的原因众说纷纭，但综合当时的评论，无一例外，都共同指向了一家公司：百事可乐。
1994年，天府可乐宣布与百事可乐合资。
90年代初的中国经济环境，对于外资的准入非常严格，而庞大的中国消费市场宛如一块肥肉吸引着全球跨国公司的目光，这其中就包括百事可乐。
为了寻找一个进入中国市场的突破口，而与中国品牌合资，就是一种最好的合作形式。
百事可乐选中了天府可乐，它在名义上则打出了扶持天府可乐的口号。
在与天府可乐合资后，百事可乐名正言顺地占据了天府可乐遍布全国的联营工厂以及销售网络，而天府可乐却开始出现巨额亏损。
原本制定的至少50%的天府可乐生产量，也逐渐缩减，百事可乐则乘机上位。
在持续的亏损和减产之后，天府可乐逐渐从中国市场当中消失了。
由于缺乏完善的经营经验和风险防范意识，天府可乐在最好的年代被资本扼杀，在中国市场上，短暂形成了可口可乐、百事两家独大的市场格局。
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The perception and marketing strategy Perception is the human brain whole reflect about the stimulus various attributes and each part. The perceptual process can be divided into revealed, pay attention to and understand the three stages. Products, advertising, packaging and marketing stimulation will influence consumers behavior only when their brains produce perception.Understand consumers' perception process, can help company to better grasp the consumer psychology, can help enterprises to better design and producing products, can help enterprises to formulate more suitable marketing strategy, it's has vital significance about the enterprise.Retail Strategy:Exposure occurs when a stimulus is placed within a person’s relevant environment and comes within range of their sensory receptor nerves. Retail often use exposure very effectively attract consumers interesting and curiosity. Example The United States Pepsi company, Pepsi company produce many difference products that based on the different age and need of consumers, such as fashion relaxed drink Hepy, sport drink Gatorade,the taste is numerous Mirinda, and the earliest Pepsi, etc. And these goods at a retail store put the position will also be different, such as teenagers like to drink Hedy and Pepsi will put more conspicuous place revealed out. This kind of retail strategy the product show in front of consumers, successfully attracted the attention of consumers and interest, let consumers have the purchase desire and motivation,stimulate consumption.Brand name and logo developmentBrand name can influence anything from food taste to color preference. Example Pepsi is have a long history brand name even in 1890 in the United States has been widely known.Because of its brand influence many people joined the drink coke ranks, now the American people even drink Pepsi cola every day.Today ,The United States Pepsi company has push-off in addition to coke outside more new beverage, we see is the company will also want to try to drink, this is the so-called brand strategies.And it’s also very important of a company that the logo design and Typographics. And the company use and Pepsi the same trademark, let when people think of PepsiCo will think of Pepsi,see Pepsi can think of PepsiCo, let the brand image promotion the crowd influence.Media strategyThe explosion of media alternatives makes it difficult and expensive to gain exposure to key target audiences.Consumer involvement can drive media exposure and strategy. Example Pepic company according to the different product consumer degree of intervention for the different media strategy, such as Pepsi propaganda bigger than hedy. In addition, the pepic company often collaborate with other companies, such as KFC the coka only use pepic ,and pepic always as sponsorship about some activity like Olympic Games , this way is called ambush marketing, and some TV programs, magazine, newspaper, website promotion,all for the consumer to cause subliminal stimuli, attract consumer.AdvertisementsAdvertisements could capture consumers attention and convey meaning,this is the second step in the process of perception.Increase attention have many different way,some stimulus is very important like size, intensity, repetition, attractive visuals, color and movement, interestingness...Pepsi advertisements Let people have a deep memory, like some very famous football stars team up with PepsiCo's cooperation, including football star hands Pepsi and all kinds of fluent luxuriant scene let a person have a high interest, at the same time advertising pages is the use of Pepsi packaging blue, memory is very profound.There are some other very humorous advertising, such as hedy advertising in humorous funny humor is given priority to. PepsiCo in advertising joined the different stimulating factors, and success has attracted the attention of consumers and to convey the product informationPackage design and labelingPackaging has functional and perceptual components, it’s also must attract attention and convey information. In the Pepsi company, each product has different packaging. Such as Pepsi company according to different products have different packing, example Mirinda have many taste so the packing is very beautiful. Different sizes have different packing, miniature more convenient, and large bottle more benefits. But the packing will have PepsiCo's trademark, such as Pepsi packing is blue is given priority to, a Pepsi trademark, this kind of packing already let the people remember and can realize when they see the logo. PepsiCo let consumer attention and understand its product information, to participate in the whole process of feeling, so its marketing means very successful.TANG YIDONG2012.10.9。