绮惧搧鏂囨。
绮惧搧鏂囨。
绗?/p>
12
璇?/p>
甯傚満绔炰簤
Soft Drink Wars: the Next Battle
杞ギ鏂欐垬锛氫笅涓�娆℃垬浜?/p>
涓�銆?/p>
锛?/p>
Excerpts
锛?/p>
锛堟憳褰曪級
The reformulation of Coke has given the feuding cola giants a chance to go at each
other again.
鍙彛鍙箰鐨勯噸鏂伴厤鏂逛负闀挎湡涓嶅拰鐨勫彲涔愬法澶存彁渚涗簡涓�涓柊寮�鎴樼殑鏈轰細銆?/p>
But Coca-Cola and PepsiCo are spoiling for yet another f
ight, and this time they鈥檙e
picking on the little guys: non-cola makers like Seven-Up and Dr Pepper.
By Monci Jo Williams
浣嗘槸鍙彛鍙箰鍜岀櫨浜嬪彲涔愪竴蹇冩兂杩涜鍙︿竴鍦烘垬鏂楋紝
杩欎竴娆″畠浠�変腑浜嗗皬浼佷笟锛?/p>
鈥?/p>
涓?/p>
鍠?/p>
鈥?/p>
鍜?/p>
鈥?/p>
浣╂媿鍗氬＋
鈥?/p>
銆?/p>
In the U.S.soft drink industry, where 1% of the market is worth $ 300 million in
retail
sales
, Coca-
Cola and PepsiCo don鈥檛 wage mere market share battles.They fight
holy
wars
.These
days
the
fighting
is
on
two
fronts.One
is
on
the
vast
plains of
the
cola
business, where the reformulation of Coke has Pepsi
on the defensive
.The other is in
the
back alleys
of the smaller, non-cola market.Until now these have been dominated
by other companies.As growth of
high-calorie
colas slows, however, Coca-Cola and
PepsiCo are invading new territory.
鍦ㄧ編鍥界殑杞ギ鏂欒涓氾紝
1
锛呯殑甯傚満浠介灏辨剰鍛崇潃
3
浜跨編鍏冪殑闆跺敭棰濓紝鍙彛鍙箰鍏?/p>
鍙稿拰鐧句簨鍙箰鍏徃杩涜鐨勪笉浠呬粎鏄簤澶哄競鍦轰唤棰濈殑鏂椾簤锛屼粬浠繘琛岀殑鏄?/p>
鈥?/p>
鍦ｆ垬
鈥?/p>
銆?/p>
鐩墠浠栦滑鐨勬枟浜夋湁涓ゆ潯鎴樼嚎銆?/p>
涓�鏉℃槸鍙箰鐢熸剰鐨勫箍闃旀垬鍦猴紝
鍦ㄨ繖鍎垮彲鍙ｅ彲涔愮殑閲?/p>
鏂伴厤鏂逛娇鐧句簨澶勪簬瀹堝娍銆?/p>
鍙︿竴鏉℃垬绾挎槸鍦ㄨ緝灏忕殑闈炲彲涔愬競鍦虹殑鍚庡贩閲屻�?/p>
杩勪粖涓烘锛?/p>
杩欎簺甯傚満浠嶈鍏朵粬鍏徃鎵�鏀厤銆?/p>
鐢变簬楂樼儹閲忓彲涔愮殑澧為暱缂撴參锛?/p>
鍙彛鍙箰鍏徃鍜岀櫨
浜嬪彲涔愬叕鍙歌鍒掑叆渚垫柊鐨勯鍩熴�?/p>
Coca-Cola is moving in with two new products: Cherry Coke, a canned version of the
old
soda fountain
favorite, and
Minute Maid Orange Soda
, which contains orange
juice.Pepsi鈥檚
new
product
is
Slice,
a
lemon
-lime
soft
drink
that
also
contains
fruit
juice.If
these
products
live
up
to
their
early
performance
in
test
markets
鈥?/p>
a
big
if
鈥?/p>
they could produce $ 3 billion a year in retail
sales.The skirmishes between the
cola giants will precipitate a battle for supermarket shelf space and for the loyalty of
battlers.The big guys will
press
bottlers
to
drop competing brands to make way for
their new products.
鍙彛鍙箰鍑潃涓ょ鏂颁骇鍝佹姇鍏ヤ簡鎴樻枟锛?/p>
涓�绉嶅彨鍋?/p>
鈥?/p>
妯辨鍙箰
鈥?/p>
锛?/p>
鏄師鏉ョ殑鍐烽ギ鏌滅殑
瀹犲効鐨勭綈瑁呯増锛?/p>
鍙︿竴绉嶅彨鍋?/p>
鈥?/p>
灏忓皯濂虫瀛愭苯姘?/p>
鈥?/p>
锛?/p>
鍚湁妗斿瓙姹併�?/p>
鐧句簨鐨勬柊浜у搧鏄?/p>
鈥?/p>
鏂?/p>
鏉ユ�?/p>
鈥?/p>
锛屽畠涔熸槸涓�绉嶅寘鍚灉姹佺殑鏌犳
鈥斺�?/p>
閰告杞ギ鏂欍�傚鏋滆繖浜涗骇鍝佽兘澶熻揪鍒版棭
鏈熷湪璇曢攢甯傚満鐨勮〃鐜?/p>
鈥?/p>
杩欐槸涓�煎緱鐤戦棶鐨?/p>
鈥?/p>
濡傛灉
鈥濃�?/p>
浠栦滑鍦ㄩ浂鍞柟闈㈡瘡骞村氨鑳戒骇
鍑?/p>
30
浜跨編鍏冩潵銆傚彲涔愬法浜轰箣闂寸殑灏忓啿绐佸氨浼氬崌绾т负涓�鍦轰负浜夊ず瓒呭競璐ф灦绌洪棿鍜?/p>
鐡惰鍟嗗繝蹇冪殑鎴樺焦銆?/p>
杩欎袱涓法鍟嗗皢杩娇鐡惰鍟嗕滑鏀惧純涓庝箣绔炰簤鐨勫搧鐗岋紝
浠ヤ究涓轰粬
浠殑鏂颁骇鍝佽閬撱�?/p>
It鈥檚 too early to tell how the reincarnated Coke is selling, sinc
e many bottlers are still
working
off
old
inventories.But
the
company
isn鈥檛
leaving
much
to
chance
.Coca-Cola will back new coke with more than $ 70 million of advertising this