可口可乐百事可乐竞争力分析(ppt 14页)

所属分类：竞争策略

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资料简介：

可口可乐百事可乐竞争力分析内容提要：
Marketing:
    -advertising
    -brand loyalty
“Glocal” strategy:
    -global&local marketing
    -eliminate the cultural barriers
Internal training

Crisis management
-e.g. contamination scare
(in Europe,1999)

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.

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