浅析可口可乐和百事可乐在中国的市场营销策略-商务英语.docx

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1、毕业设计（论文）说明书 题目：A Brief Analysis on Marketing Strategies of Coca-Cola and Pepsi Cola in China浅析可口可乐和百事可乐在中国的市场营销策略 系 名：社会科学与外国语系 专 业： 商务英语 学 号： 6015206139 学生姓名： 金鑫 指导教师： 张戈亮 2019年6月12日AbstractWith Chinas access to WTO, Chinas beverage market is becoming more and more internationalized. Large internat

2、ional beverage manufacturers, such as Pepsi cola and Coca-Cola, entered the market in mainland China one after another. As the worlds famous brands, Coca-Cola and Pepsi Cokes every move have undoubtedly attracted the attention of the business community. The two American companies, which dominate the

3、 worlds drinks, have waged a prolonged world war on a global scale.With the increasingly fierce competition, brand competition has been integrated into the channel competition, so the conflict management is imperative. As beverage giants, the successful marketing of Coca-Cola and Pepsi cola has been

4、 the priority for many economists research, and has an inestimable effect on the development of enterprises. The research on the marketing strategy of Coca-Cola and Pepsi cola has certain universality and instructive significance.This paper studies the localization strategy, brand strategy, packagin

5、g strategy and image strategy of the two enterprises. Because the taste difference is not significant, both companies also attach great importance to the combination of marketing strategies. Therefore, this paper also leads the 4p theory into the marketing strategy of two companies. It also compares

6、 the similarities and differences between the two companies in marketing strategies. Finally, the paper points out the shortcomings of the two companies in their own strategies, and puts forward some suggestions to help Chinese enterprises to find a way to develop in the new period.Key words: Market

7、ing strategy, 4P, Coca-Cola, PepsiOutlineThesis Statement: This paper aims to analyze on marketing strategies of Coca-Cola and Pepsi Cola in ChinaI. IntroductionII. The Main Marketing Strategy of Coca-Cola and Pepsi ColaA. The Localization Strategy of Coca-Cola and Pepsi ColaB. The Diversified Brand

8、 Strategy of Coca-Cola and Pepsi ColaC. The Packaging Strategy of Coca-Cola and Pepsi ColaD. The Image Strategy of Coca-Cola and Pepsi ColaIII. The Marketing Combination Strategy of Coca-Cola and Pepsi ColaA. Coca-Colas Marketing Mix Strategy 1. Product 2. Price 3. Place 4. PromotionB. Pepsi Colas M

9、arketing Mix Strategy 1. Product 2. Price 3. Place 4. PromotionIV. A Table of Major Differences between Coca-Cola and Pepsis Marketing Mix StrategyV. Analysis on Marketing Differences between Coca-Cola and Pepsi ColaA. Product1. Product formula2. Product packing3. Product lineB. PriceC. BrandD. Cons

10、umer OrientationE. AdvertisementF. Sales PromotionG. ChannelH. Overseas Market ExpansionVI. Inspiration from the Marketing Strategy of Coca-Cola and Pepsi-ColaVII. Research Conclusions and ProspectsA. ConclusionB. ProspectsA Brief Analysis on Marketing Strategies of Coca-Cola and Pepsi Cola in China

11、I. IntroductionCoca-Cola, a carbonated drink, was born in Atlanta, Georgia, in 1886. From then on, it intermingled with social development and inspired innovation. So far, it has a history of more than one hundred years. Also as a carbonated drink, Pepsi Cola was born in 1898 in the United States, i

12、n a noisy, chaotic, competitive atmosphere. With the pace of the times, he grew up with the United States and the world. Like Coca-Cola, Pepsis development has gone through a hundred years. The two Coke brands were born in a similar time, similar to each other and competing with each other in the ca

13、rbonated drinks market. It can be described as a century-old legend. The two brands continue to the present, and become a global brand, not only rely on strong brand strength, but also some appropriate localization strategy.Coca-Cola is one of the most famous international brands in China. It is als

14、o the leader in the Chinese beverage market and it is the first international company to enter the Chinese market. In 1979, it invested $125 million. In 2005, Coca-Cola in mainland China established 29 bottle subsidiaries and 35 factories. China has become the fourth-largest market of Coca-Cola in t

15、he world, and Coca-Cola is the first coke brand in China.The history of Pepsi Cola in china can be traced back to the beginning of Chinas reform and opening policy. In 1981, PepsiCo and Chinese government established PepsiCo Pipe Piles in Shenzhen, and it became one of the first American business pa

16、rtners in China. Until 1994, Pepsis business development in China made a major breakthrough; the Chinese government approved the formal establishment of Pepsi (China) Investment Co., Ltd. in Shanghai. The establishment of this investment holding company has integrated the companys business and inves

17、tment development. Today, the PepsiCo Inc. has established more than 20 joint ventures or cooperative enterprises in China, with a total investment of more than $300 million. At present, the PepsiCo Inc. is full of confidence in the prospect of Chinas economic development and the huge market potenti

18、al, and is continuing to strengthen its trade with China.This paper analyzes the marketing strategies of Coca-Cola and Pepsi-Cola in China from the aspects of localization strategy, brand strategy, packaging strategy, image strategy and 4p theory. Jerry McCarthy first proposed the 4p theory in marke

19、ting. 4p is the product, price, location, and promotion. Both Coca-Cola and Pepsi have successfully utilized the 4p marketing mix strategy. However, the specific strategy is different, product, price, location and promotion application degree is different, also has the different influence to the com

20、panys position and the future development. 4p strategy is the core theory of enterprise marketing strategy. Therefore, it has theoretical and practical significance to use 4p combination to study enterprise marketing strategy.II. The Main Marketing Strategy of Coca-Cola and Pepsi ColaA. The Localiza

21、tion Strategy of Coca-Cola and Pepsi ColaFrom the early 1990s to the early 21st century, its localization brand strategy of Coca-Cola goes on slow and it was always carefully innovation. We can see that from advertising, also in the product line extension and channel marketing and a series of indica

22、tors, all aspects can be seen some clues. During this period Coca-Cola is trying its best to capture the Chinese market in order to integrate itself into the whole Chinese social environment as far as possible and to be close to consumers so that it can be recognized by consumers. During this period

23、 of time, the position of the whole Coca-Cola Co., Ltd. in the entire Chinese market can be said that have been greatly improved. And under the title of the concentrate manufacturer, the company has continuously sought for greater sales channels. At the same time, Coca-Cola has stepped up its acquis

24、ition of other companies equity in order to position a higher-level strategy. In addition, in order to achieve better results, Coca-Cola has also continued to implement a localized advertising strategy to identify the specific needs of the local market in terms of publicity. Coca-Cola has hired Chin

25、ese advertising companies for the first time to design and chose the movie stars that Chinese citizens like and pick up scenes in China. Coca-Colas move shows that it is really concerned about the needs of the mainland people and it is truly close to consumers from a certain point of view. It can be

26、 said that it is the beginning of the entire localization marketing strategy. In addition, the multi-brand marketing strategy is also launched. In 2001, Coca-Cola began to design drinks specifically for Chinese consumers and produce a new line of “Minute Maid juice drinks. And then launched sprite,

27、Fanta, coke light and eye-catching fruit drinks, Nestl iced tea and ice dew pure water and a series of new brand products. In addition, in the mid-1990s, the model of distribution combined with direct selling became the main sales mode of Coca-Cola. Coca-Cola knows it is a labor-intensive industry.

28、In order to make more profits, the key is to meet consumer demand everywhere, so as to gain more market share and maximize the interests of shareholders. Since its implementation of the localization brand strategy, in the last decade of the last century, and the sales have increased nearly 20 times,

29、 and in the domestic market has always maintained a good performance in the top three.Pepsi Cola knows that the brand is one of the most important parts of a product. Through a long period of development in China, it has gradually realized that the current China has entered the time of brand marketi

30、ng. Brand competition is a must for every enterprise, because the strategic significance of the brand is beyond doubt. If enterprises want to be able to carry on marketing abroad, they must have a brand bearing the profound connotation of corporate culture. The role of the brand is not only to refle

31、ct the value of the company itself, but also to reflect the culture of the whole nation, social ethics and many other aspects. This is the most important link in localization. Coca-Cola creates a local brand under the basic conditions of our country and according to the Chinese peoples consumption c

32、oncept, preferences and the ability to pay.B. The Diversified Brand Strategy of Coca-Cola and Pepsi ColaIn terms of its diversified brand strategy, Coca-Cola continues to hire young, vibrant and positive stars or Olympic champions to endorse it. On the basis of realizing the localization of brand st

33、rategy, Coca-Cola use film and television and Olympic stars to highlight the characteristics of advertising strategies. And it infects the audience so as to win the praise of consumers. It can be said that, while gaining praise from consumers, Coca-Cola is also attaching importance to the promotion

34、of product differentiation strategies. For example, Coca-Cola, Sprite, Fanta and coke light have their own emphasis. Cool Coca-Cola as the leading brand; exciting, extraordinary Sprite as the main product, with fresh and tender flesh, nutrition-rich Minute Maid as the periphery. It get preference of

35、 young people in different gender or position.Pepsi Colas diversified development is reflected not only in the brand development of drinks, but also in the development of a series of products such as film and television, advertising, clothing and so on. Of course, this series research of product als

36、o shows that the whole Pepsi Cola has achieved some success in diversified development. Diversified development of brand strategy is also a good development.C. The Packaging Strategy of Coca-Cola and Pepsi ColaIt can be said to be well-intentioned in the establishment of a new brand of Coca-Cola, In

37、 the early 2000s, Coca-Cola was determined to make a comprehensive package change, using a new logo to make a big change to all Coca-Cola stores around the world. Coca-Colas Chinese logo has also been replaced for the first time since arrived on the mainland. The packing changing includes all packag

38、ing bottles and even in advertising campaigns. The spending was more than 10 million Yuan in mainland China. One of the changes is to change the packaging of the bottle improve the advertising. It can be said that is a comprehensive breakthrough of Coca-Cola in China, mainly to adapt to Chinas fast-

39、paced society, and thus to keep pace with the times. Coca-Cola has made all-round changes in packaging design during major festivals and special events: the packaging of Spring Festival adopts a brand-new concept and combines with Chinese folklore. At the time of broadening the Chinese market, it re

40、flects the importance of localization strategy. While learning Chinese culture, Coca-Cola favors Chinese culture, adding Chinese elements in the Spring Festival edition of Coca-Cola. The most memorable ones are zodiac signs and paper-cutting, as well as some of Chinas unique Spring Festival elements

41、 and patterns.The packaging mode of Pepsi Cola is generally relatively new. The most impressive is the star series and singer series in the previous few years, because of its distinctive characteristics; the whole Pepsi Coke has accumulated popularity.D. The Image strategy of Coca-Cola and Pepsi Col

42、aAs we all know, the main factor affecting the development of an enterprise is the influence of the government and society on the enterprise. These aspects are significant. Therefore, a successful enterprise must be the one that can get along well with the government and society; and the one that ga

43、in full support of society and the government. But whether to get the full support of the government or social recognition is critical to the general business. Therefore, the public relations activity is a premise of business success. Coca-Cola grasps the characteristics of Chinese people that attac

44、h importance to sports culture and education, so it penetrates from these aspects to enhance the image of the whole brand and the reputation of the brand. Thus, the relationship between enterprises and the government can be enhanced and recognized by the society. Only in this way can we have a good

45、development environment and ensure the sales of our products. Coca-Cola actively participated in the Olympic sports sponsorship activities, developing the Olympic spirit while advertising, which made Coca-Cola gradually known to the masses. Coca-Cola has become a symbol of many things, which absolut

46、ely inseparable from the long-term cooperation with Olympic sports. We can regard that Coca-Cola has gained an unexpected success.Pepsi Colas success depends on its flexible way of promoting to a large extent. After a deeper understanding of the image strategy, Pepsi Cola was slightly better than Co

47、ca-Cola. PepsiCo has launched activities to discount football star prize related to World Cup in China. By the beginning of the century, Pepsi Cola had gradually launched a series of promotions, such as struggling to win, eager to win, Blue Storm and so on, including on-the-spot awards, card collect

48、ion and so on. These activities not only involve many aspects, but also have a huge impact, and have played a positive role in increasing sales. For dealers, Pepsi also take other targeted promotions, such as price discounts and product sales. Despite the fact that PepsiCos wholesale prices are highly competitive compared with other companies. PepsiCo also tends to pay attention to other adjustments, such as novel measure like bonus packs. In this way, the competitiveness is greatly increased. PepsiCo has won a lot of experienced dealers through this series