外刊经贸知识选读翻译(1)

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Lesson 12

Soft Drink Wars: the Next Battle

The reformulation of Coke has given the feuding cola giants a chanee to go at each other again. 可口可乐的重新配方为长期不和的可乐巨头提供了一个新开战的机会。

But Coca-Cola and PepsiCo are spoil ing for yet ano ther fight, and this time they 'e pick ing

on the little guys: non-cola makers like Seven-Up and Dr Pepper.

By Monci Jo Williams 但

是可口可乐和百事可乐一心想进行另一场战斗，这一次它们选中了小企业： “七喜”和“佩拍博士” 。

In the U.S. soft drink industry, where 1% of the market is worth $ 300 million in retail

sales, Coca-Cola and PepsiCo don 'wage mere market share battles. They fight holy wars. These days the fight ing is on two fron ts. One is

on the vast pla ins of the cola bus in ess, where the reformulatio n

of Coke has Pepsi on the defensive. The other is in the back alleys of the smaller, non-cola market.

Un til now these have bee n domin ated by other compa ni es. As growth of high-calorie colas slows, however, Coca-

Cola and PepsiCo are in vadi ng new territory.

在美国的软饮料行业，1 %的市场份额就意味着 3亿美元的零售额，可口可乐公司和百事可乐公司进行的 不仅仅是争夺市场份额的斗争，他们进行的是“圣战” 。目前他们的斗争有两条战线。一条是可乐生意的广阔 战场，在这儿可口可乐的重新配方使百事处于守势。

另一条战线是在较小的非可乐市场的后巷里。

迄今为止，

这些市场仍被其他公司所支配。由于高热量可乐的增长缓慢，可口可乐公司和百事可乐公司计划入侵新的领 域。

Coca-Cola is movi ng in with two new products: Cherry Coke, a canned vers ion of the old soda fountain favorite, and Minute Maid Orange Soda, which contains orange juice. Pepsi

' new product

is Slice, a lemon-lime soft drink that also contains fruit juice. If these products live up to their early performanee in test markets — a big if — they could produce $ 3 billion a year in retail sales. The skirmishes betwee n the cola gia nts will precipitate a battle for supermarket shelf space and for the loyalty of battlers. The big guys will press bottlers to drop compet ing brands to make way

for their new products.

可口可乐凭着两种新产品投入了战斗：一种叫做“樱桃可乐” ，是原来的冷饮柜的宠儿的罐装版， 另一种 叫做“小少女桔子汽水”，含有桔子汁。百事的新产品是“斯来思”

，它也是一种包含果汁的柠檬一一酸橙软

饮料。如果这些产品能够达到早期在试销市场的表现一这是个值得疑问的“如果”一他们在零售方面每年就 能产出30亿美元来。可乐巨人之间的小冲突就会升级为一场为争夺超市货架空间和瓶装商忠心的战役。 这两 个巨商将迫使瓶装商们放弃与之竞争的品牌，以便为他们的新产品让道。

It ' too early to tell how the reincarn ated Coke is selli ng, si nee many bottlers are still worki ng off old inven tories. But the compa ny isn

'tleavi ng much to cha nee. Coca-Cola will back new coke with more than $ 70 million of advertising this year, vs. the $ 50 million or so PepsiCo will spend

on its flagship brand. Over the long term, however, many in dustry an alysts believe the Coke reformulati on will do little

to dramatically cha nge either Coke

' or Pepsi ' market share. Says

Joseph Doyle Harris Upham brokerage firm in New York:

Twelve mon ths from now, we 'l look back and

see new Coke as a nonevent. "In all its variati ons, Coke holds about 29% of the U.S. market, Pepsi 23%.

现在判断新可口可乐产品的销售情况还为时过早，因为许多经销商还在销售存货，但是公司不会听任其 命运。今年可口可乐公司会用

7千多万美元的广告费来支持新可乐，而百事可乐公司也将花大约

5千万美元

为自己的旗舰商标作广告。然而，从长远来看，许多行业分析家认为，可口可乐的重新配方几乎不会给可口 可乐或百事可乐的市场份额带来巨大的变化。纽约的 Harris Upham 经济业联号的Joseph Doyle 说，“从现在

旺旺英语

软饮料战：下一次战争