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单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,THE,CO,LA,-WARS,GROUP,TEN,FISHER,FRANK,ALEX,JAYE,BOB,1,Coca-Cola: International Success factors,Marketing,:,-advertising,-brand loyalty,“Glocal” strategy:,-global&local marketing,-eliminate the cultural barriers,2,Internal training,Crisis management,-e.g. contamination scare,(in Europe,1999),Coca-Cola: International Success factors,(Cont.),3,Key international success factors ,Pepsi,Strategy,Global expansion,Health consciousness,4,Evidences,56.6 billion dollar,The most impressible corporation,98.4 billion VS 97.9 billion,Pepsi VS Coca-cola,Big bottle VS small bottle in 1939,New generation VS classical in 1963,“Refresh Everything” VS “Open the happiness” in 2009,Innovation in beverage Portfolio,New product , Tropicana Pure,Premiun,with 100% high-quality orange,;,Merge with,Lebedyansky,taking a new leading liquid refreshment beverage in Russia;,Partnership with Unilever combining the best-selling Lipton tea.,PepsiCo,V,S.,Coca-cola,5,Growth Rate,Source: Capital IQ, a division of Standard & Poors,Boarder brand portfolio in snakes and food,Merger with Frito-Lay which is one of the largest snakes manufacturers;,Joint venture with the Strauss Group to lead the refrigerated dips category.,More efficient distribution network,Direct-store-delivery(DSD) system,Customer warehouse,Foodservice and vending distribution system,6,Future prospect,Coca-Cola,Minimizing the cost,Source: Coca-Cola annual review of 2008,Increasing profit:,Under price competition,in financial crisis,7,Sustainable development,-,Coca-Cola,Source: sustainable review of coca-cola in 2008,Reducing,Energy using,&,Water using,8,Gross income of Latin America: from $2.926bn to $2.933bn,Gross income oversea:,from $3.012bn to $3.329bn,(increased by 19.66% compared with same period last year),Future prospect,-,PepsiCo.,(Source: Financial report of third quarter in 2008 of PepsiCo.),Changing Preference,：,form soda to energy drink,9,Change & Improvements,-,PepsiCo.,set the target consumer groups on the young people,improve the management of sales,flexible promotion strategy,10,Conclusion,for,Coca-Cola,:,Glocal strategy,Management for crisis,Internal training,Flexibility,for,Pepsi,Efficient distribution network,Broader brand portfolio,innovation,Health consciousness,11,Thank You!,12,
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