The concept of Pepsi brand is "infinite desire" and advocates young people's positive attitude towards life. The implication is that for young people, opportunities and ideals are infinite, and they can daydream and pursue at will. In order to promote this concept, PepsiCo chose football and music as the brand foundation and corporate culture carrier, and used a large number of stars such as Michael Jackson, Leslie Cheung, Britney Jean Spears, Faye Wong, Show Lo, Jolin Tsai, Aaron Kwok, Kelly Chen, Sammi Cheng, Zhao Chenhao, Thermal Brothers, Beckham, Rivaldo, Carlos, Fan Zhiyi, Li Weifeng and Qi Hong Perfume as brand spokespersons in advertising and social welfare activities, and vigorously advocated corporate culture. In this way, many people understand why Pepsi's products, from simple packaging to the expansion of sports series and functional series, deliberately reflect a dynamic and cheerful style, thus making many young people become loyal and enthusiastic consumers of Pepsi. Pepsi culture is not only for enterprises, but also for society. Through the promotion of its products, it has profoundly influenced a large number of people, and then promoted enterprises to innovate continuously according to the positioning of this culture, and maintained the vigorous vitality of 100 years.

There is a proverb in China, "Rome was not built in a day". It is not enough to rely only on clear and difficult goals and tough systems as a means. As an enterprise, software is to cultivate and strengthen the unique values and culture of the enterprise, which is the guarantee for the long-term development of the company. In terms of corporate values and culture, PepsiCo also emphasizes the importance of results and how people can keep their promises and achieve their pre-set goals. In the company's culture and values, people's credit and honesty are the most valued. The company's culture and values are suitable for people who love challenges, competition and working with capable people. 1983, PepsiCo hired Roger Enrique as its president. As soon as he took office, he set his sights on advertising. For soft drinks, it is difficult to distinguish the tastes of Pepsi-Cola and Coca-Cola products, so the focus is on advertising that shapes the individual characteristics of products (that is, brand and corporate culture).

Pepsi-Cola conveys Pepsi-Cola, the choice of a new generation, through advertising language. In the competition with Coca-Cola, Pepsi finally found a breakthrough.

The first is accurate positioning: find the market from young people and position yourself as a new generation of cola; And choose the right brand spokesperson, invite the superstars that the new generation likes as their own brand spokespersons, personalize the brand image, and start the cultural transformation through the idol plot of the new generation of young people. Around this theme, BBDO, a partner of PepsiCo, has created many imaginative TV advertisements for PepsiCo, such as "Shark" and "Spaceship". These advertisements advocate "novelty and excitement" for American youth born at the peak after World War II. The unique consumer goods clearly draw a clear line with the rebellious psychology of the older generation and put forward the consumption taste and lifestyle of the "new generation". As a result, the sales of Pepsi have soared. 1984, PepsiCo invested $5 million to hire pop star Michael Jackson to shoot an advertising film-which was regarded as the largest advertising campaign in history. Integrating the most popular music culture into enterprises and products, Pepsi began its music journey.

Since then, Pepsi has entered the fast lane of sales, combining music with sports. At the same time, this kind of offensive is concentrated and clear, and it is all around the "new generation", which gives a clear direction for cultural communication. At the end of World War II, the ratio of Coca-Cola to Pepsi was 3.4: 1. At 1985, the ratio becomes 1. 15: 1. Talent is above everything else.

PepsiCo Group has three criteria for selecting talents: "the smartest, most honest and most motivated hard working spirit". It is not easy for a manager to survive in Pepsi Group. The company's requirements for managers are "either to develop upward or to go abroad". Very smart talents, whose energy is 100%, will provide high-speed career ladder and generous remuneration, so that they can take on important responsibilities as early as possible, have high freedom in their respective work fields and have a working environment in which other outstanding colleagues actively cooperate. All these have played an extremely important role in the strategic development of PepsiCo Group.

The core of PepsiCo's talent strategy is to attach great importance to the final work results. If you achieve your goal, you will be promoted continuously in PepsiCo Group. PepsiCo has a low tolerance for managers who fail to achieve their goals. If the work is not effective, then this person will soon be eliminated by the enterprise.

The means of eliminating personnel should be hard.

Those who never reach their goals should be eliminated from the enterprise. In leadership positions, such people are more harmful to enterprises, and at least they should be removed from leadership positions and shelved. For those who can't reach their goals, eliminating people is the last and most powerful means.

PepsiCo Group evaluates its employees once a year. The evaluation results are divided into four categories: outstanding performance; Commendable; Average performance; Poor performance. Evaluation is mainly based on the comparison between employees' specific performance and their goals. The personnel department makes statistics on the evaluation of personnel in various departments. If this department achieves the specified goal, then this department will be praised and the proportion of outstanding personnel will be more.

Those who do not perform well or fail to achieve their goals will be fired or choose to leave voluntarily. About 3% employees of PepsiCo Group will get a year-end evaluation of "poor performance" every year. These people have three to four months to correct their mistakes. If their performance does not improve significantly, they will be fired immediately.

Of course, the management of PepsiCo Group also has defects. For example, the company's over-emphasis on "focusing on results" will make people short-sighted and only see short-term results and ignore long-term goals. For another example, the company attracts a group of ambitious people, who naturally have a strong sense of crisis and pressure, so they are indirectly encouraged to build their own defense walls, such as organizing their own internal networks, forming gangs and playing tricks.