职场英语.ppt

Brand concept
Coca-Cola's brand concept : “Enjoy A Comfortable Life Of My Own! ”.To advocate positive and optimistic attitude towards life. On behalf of young people to pursue happiness, freedom, passion, and one vibrant vitality.
VS
The AD campaign
of Pepsi and coke
The AD campaign
of Pepsi and coke
Pepsi-cola
Coca-cola
The AD campaign
of Pepsi and coke
• Clear positioning • Celebrity • Law of emotions • The colors of the packaging
and later trademarked on June 16, 1903.There have been many Pepsi variants
produced over that year.
Market Positioning
Coca-Cola is the use of no difference in the market covering
Coca-Cola often sponsors sports events.
Advertising Strategy
PepsiCo's ads do very well, it uses an all-star cast.
PepsiCo's unique music marketing model:It's success is to feel the music charm to communicate. Beautiful song melody, consumer was captivated by it's lyrics.This is the best language to communicate with consumers.
Development Strategy
The horizontal development strategy of Coca Cola,It has not involved in other industries. Coke has stayed strictly in beverages.
Pepsi's multiple business lines haul in more cash.
CocaCola VS Pepsi
The challenger
Brand concept in Trademark Advertisement
Trademark Colour
Pepsi bule,the innovative color, it is active, aggressive yet delicate.
largest
fastest
Most extensive
features
functions uses suppliers
Attract the attention of consumers and interest, and promote the purchase.
The function of advertisements
Advertisement
Brand concept
Pepsi's brand concept : “Desire is infinite (Ask for More)”. To advocate a positive and progressive attitude towards life. The moral is that opportunities and ideals have infinite spaces, the young man can enjoy the imagination and pursuit.
Coca-Cola red, the traditional colors, it is simple, elegant and dynamic.
Trademark Logo
The Trademark Logo , a cultural symbol of a product,is the first impression which the product brings to people.For a century, Pepsi's icon is changing all the time, however, coke's icon is consistent.The characteristics of "new generation" and "classics" are obvious.
drink.
Company Profile
Pepsi was first made in New Bern, North Carolina, in the United States in the early 1890s by pharmacist Caleb Bradham. In 1898, "Brad's Drink" was changed to "Pepsi-Cola"
The AD campaign
of Pepsi and coke
Originality ！
CocaCola VS Pepsi
The rivalry between Coca-Cola and Pepsi is legendary. The brands have been fighting each other for more than a century.
Some of Coke's biggest brands -- 15 of them have reached $1 billion or more in retail salesPrice Strategyy.
Development Strategy
in the past decade. Pepsi's successful foray into the snack food biz. Though Pepsi's beverage brands may not be as strong, its snack food business is enormous.
American business culture
Advertising is not only a means of promotion, but formed a kind of culture
… preguntas …
The business model
Shopping mall
Free mode
Price Strategyy
The market leader with economies of scale is also a leader
in price
Pepsi is always more than Coca-Cola in capacity, Always display beside the coke and Try to occupy some space more than it does.Forever 5 cents lower than Coca-Cola
The business model
Shopping mall:
In shopping center, there are enough recreational area to build entertainment venues, restaurants, Banks, postal service.
Advertising Strategy
In advertising creative performance Market Positioning,the Chinese cultural elements were fully excavated and used.
Coca-Cola fully use the way of star endorsement to communicate with the target consumer.
来自百度文库
Fire-sale prices
Multiple shop
The business model
Shopping mall:
In the United States, Americans to separate commercial and residential areas. Large shopping centers were built in the outskirts of residential areas, and with sufficient parking lot.
views
Company Profile Market Positioning Price Strategyy Advertising Strategy Development Strategy
Company Profile
That Coca-Cola Company is set up in 1892. Today, the Coca-Cola company is the world's
Mall of America 的一角
The business model
Multiple shop：
more than 80000 kinds of products
more than 4000 chain stores around the world
The function of advertisements
It is considered to be the way to earn the money through the scientific human intelligence .
Competition
Natural selection and survival of the fittest (物竞天择，适者生存)
largest beverage company, has the largest sales network, the Coca-Cola company's
product marketing in more than two hundred countries, sold more than 1.7 billion drinks a
Our wish......
Our own brand in China
•The Chinese people’s own cola •Is good news, of course, is very cola •Low price marketing •Using the countryside
to encircle the cities
strategy. The target customers
are very wide
Pepsi abandoned the full coverage strategy does not distinguish between people.The main consumer groups are young people
Monopoly Keep Balance （垄断）
“Two-Cole” invade China
1. Strong brand appeal and a huge capital investment 2.Would rather not make money a few years to gain market share