主要的竞争对手可口可乐百事.docVIP

（一） 历史：可口可乐公司(The Coca-Cola Company)成立于1886年5月8日，总部设在美国佐治亚州(Georgia, 简称GA)的亚特兰大，是全球最大的饮料公司，拥有全球48%市场占有率以及全球前三大饮料的二项（可口可乐排名第一，百事可乐第二,可口可乐在200个国家拥有160种饮料品牌，包括汽水、运动饮料、果汁、茶和咖啡，亦是全球最大的果汁饮料经销商（包括Minute Maid品牌），在美国排名第一的可口可乐为其取得超过40%的市场占有率，而雪碧(Sprite)则是成长最快的饮料The coca cola company was founded on May 8 ,1886 .Its head office is in the Georgia. Nowadays, it is the largest beverage company and have the 48% market shares in this line . Coca-Cola has 160 kinds of beverage brands in 200 countries, including soft drinks, sports drinks, juices, tea and Coffee . （二） 它的产品 （三）品牌成功的秘诀： 1 “可口可乐”独特的读音不注意词语的含义而注重发音响亮 unique Coca-Cola It doesn’t pay much attention to the meaning of the words but pay attention to the pronunciation . it’s simple but creative. 2 无处不在的营销理念 他们的销售名言是有人的地方就会有人口渴，就会对饮料产生购买需求。因此产品一定要做到让消费者触手可得才能去抢占市场 表现在重视网点的覆盖率和零售商对于产品的认同，直接跳过了中间环节而将产品直接送到了各个销售的终端 They are everywhere . The leaders think where have people ,where have people feel thirsty . They will have the demand for drink. It means, the company must try to make their products available whenever the customers need . Coca cola skips the intermediate links and sends their products to the retailers .They through this way to get the agreement from the retailers . 3 广告与体育相结合 Combine the advertisements and sports 红白十分引人注目，白色字母在红色的衬托下给人一种活力，他们将产品与音乐和运动相联系去展现其欢乐和活力的产品特性。他们邀请体育明星拍摄广告，每年赞助体育比赛，包括足球 Firstly, red and white are easy to catch people’s attention . They can give us a feeling of energy. Secondly , they combine the products with music and sports to show the happiness and energy . They regularly invite sports stars to advertise the products and invest the sports events ,for example ,the World Cup. 4本土化和多元化经营 它的营销总是根据不同地区文化背景，生活习惯去变化，可口可乐一直采用“本土化思维，多元化行动’的战略 在亚洲的45个国家推出了15种新饮料 Localization and variety They will change their marketing strategy with the different culture background in different region .They think locally and act diversely .They launched 15 kinds of drinks in more than 45 countries in Asia . 5品牌的传奇