Pepsi can skillfully grasp the characteristics of this generation, abandon Coca-Cola and abandon the advertising strategy of "giving her money" for men, women and children. In order to convey the concept of "the choice of the new generation", PepsiCo seized the "generation gap" with two "killer weapons" in an extraordinary style, and began to carry out a strong advertising promotion campaign of "the new generation turned to the new generation" in the mid-1960s.
One is to seize the psychological characteristics of the new generation's worship of stars and invite pop music superstar Jackson to advertise with huge funds. According to the advertisement, a large Jackson lecture was planned. Advertising songs adapted from Jackson's pop songs and Jackson's dream dance steps have made Pepsi a fanatical hobby and even brought it to the world.
Incite each other's propaganda through advertisements. Coca-Cola is "outdated" and Pepsi is "young, lively and a symbol of the times". 199 1 year, Pepsi released a very popular advertisement, which was very famous in Yuan Ye, but suddenly it was tired, and the original passionate performance turned into an old song.
At that time, YouCanBeattheFeeling, the advertiser of Coke, also had the meaning of "the feeling of wanting to stop" (figurative feeling). Coca-Cola was an advertiser at that time. Because someone changed Hamel's drink to Coca-Cola and went back to Bai Le Coke.
In this advertising campaign, Pepsi did not mention the characteristics of its products, but appealed from the concept, in line with the "next-generation beverage" and "next-generation choice". As an old rival, Coca-Cola, in order to make the gun hit a little, also wants to visit guests in the mouth, and has become a loving body. PepsiCo's advertising campaign immediately showed results, and its market share rose steadily.
1April, 985, the formula was changed at the age of 9, and the new formula of Coca-Cola was announced. Then there was a big fight. Protesters appeared in the streets to demonstrate, and then the demonstration began again. In July of the same year, the Coca-Cola Company announced the resumption of production of Classical Music and Coca-Cola, which calmed the storm.
At the beginning of Pepsi offensive, the market share of Bai Le Coke was about 1∶2.5, 1985, and the ratio was rewritten as 1∶ 1.25. Since then, the dominance of Coca-Cola has finally ceased to exist.
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At that time, coca-cola bottle was very popular, so the Coca-Cola Company made more than 100 million such bottles. If Pepsi makes a bottle of the same size as delicious food and sells it for half the price, then the best way to taste delicious food is to reduce the price, and Pepsi will have no competitive advantage.
But a bottle twice as big is different, because it will be embarrassing not to increase the price. If we want to increase the capacity of bottles, we must abandon the 100 million bottles that have been made, and the cost is huge; It is impossible to cut the price by half, because there are thousands of outlets of Coca-Cola, and people's purchasing psychology and consumption psychology have become a fixed trend. If the price is reduced by half, former consumers will question Coca-Cola's huge gross profit, which is likely to cause irreparable losses.
Pepsi's disguised price reduction in this way accurately hit the soft spot of delicious food. Because good drink can't adjust the bottle capacity to reduce the price, Pepsi-Cola fights the price war with good drink by increasing the quantity without raising the price.