Chapter 213： : Bottle Cap War

Chapter 215 Bottle Cap War

Pepsi's big sales naturally attracted the attention of its competitor Coca-Cola. The president of Coca-Cola convened a meeting with the management.

There are dozens of bottles of Pepsi on the conference table.

They have never paid much attention to Pepsi, but the recent amazing performance of Pepsi has to arouse their attention.

The president glanced at the crowd, and said solemnly:

"Last two weeks, Pepsi-Cola sold 10 million bottles, which is ten times the previous sales volume. Affected by the surge in Pepsi-Cola sales, our sales dropped significantly in the past two weeks, only 18.6 million bottles, a drop of more than 30%."

The markets of the two of them are highly overlapped, and the sales of Pepsi-Cola have increased. Naturally, the Coca-Cola market will be eaten up.

"Their sales this week is still hot. Although there are no statistics yet, according to estimates, it may be better than the sales of the last two weeks, but our numbers are still declining. If this continues, I am afraid that we will be surpassed soon. ."

Being surpassed by Pepsi plagiarism is very difficult for everyone in Coca-Cola to accept. You must know that last month, only last month, Pepsi also begged Coca-Cola to buy them.

The president pointed to Pepsi on the table.

"They changed their packaging and sales strategy. The stuff is here. Let's study it carefully and find a way to deal with it."

An executive picks up a bottle of Pepsi.

"It’s the same as our packaging, and the shape of the bottle is the same. Didn’t it just change the cap design and add a lucky draw~~Boom."

The man said, pulling the tab gently, and the Coke opened easily.

Don’t say anything.

This kind of feeling that can be opened with a light pull is really comfortable.

Then he saw a line of small words under the bottle cap.

"Reward 1 USD."

"Oh, I won the big prize in this bottle, one dollar." The executive said with some excitement, and took the bottle cap to show off to the person next to it.

Suddenly he felt that the atmosphere in the meeting room was a bit solemn.

Look up.

The executives around him all looked at him, and their eyes told him whether it is necessary to be so excited about your dollar. The president also looked at him, with a trace of anger in his eyes.

The executive was very clever and immediately said:

"I think that only when you feel your opponent's strengths with your heart and understand how they attract customers can you find a way to deal with it, you say."

Listening to this explanation, the president's eyes eased a lot.

"What do you feel?" the president asked.

The senior official said immediately: "I have seen Pepsi's advertisement on ABC TV. It is very creative. They changed the promotion strategy, not focusing on taste and cheapness, but focusing on youthful vitality, positioning Pepsi as a drink for young people."

"Also, the advertisement mainly promotes this easy-pull ring bottle cap, which is different from the promotion of Coca-Cola. This is very powerful."

"Anything else?" the president asked.

"Laughter, this is Pepsi’s most powerful idea. In the past, Pepsi advertised that it was cheap. You can buy double Coke for the same amount of money. Very useful, further suppressing Pepsi’s reputation."

"Not this time. They used the strategy of having another bottle to give customers a sense of unexpected gain, which is more attractive than price reduction."

"In this way, a lot of raw material money can be left, and this part of the money can be used in the lottery. Don’t underestimate the winnings of ten cents and twenty cents. Children don’t have much money. They care about these bonuses. It’s okay. Get the fun of winning."

The president nodded after hearing this, and felt that the executive's analysis was good.

The executive watched the president nodded and agreed with his statement, and then secretly breathed a sigh of relief, which can be considered a fool.

"Do you guys tell me, how should we deal with Pepsi-Cola's strategy this time to attract customers back?"

The president looked at the executive and asked.

"Increase the amount of advertising investment, put advertisements on TV stations, and increase the promotion of Coca-Cola. I think TV advertising has a lot of influence on Coke." A senior channel.

The president nodded, anyone can think of this proposal.

"Let's also make easy pull tabs and lotteries." Another high-level channel.

Someone shook his head, "Pepsi must have applied for a patent. We want to use the easy pull ring. Pepsi will definitely sue us. It is estimated that we have also applied for the lottery."

"The lottery can actually use other methods, as long as the format is different, they can't win us." Someone said.

"Then what method?"

"Oh~~ I haven't thought of it yet."

Many people looked at this guy contemptuously, but it turned out to be just empty talk.

"Boom, boom~!"

Someone picked up Coke bottles and opened a few more, studied the lottery labels on them, and murmured: "The idea of ​​this lottery event is really amazing. I don’t know who came up with it, let alone those young people who buy Coke. Even I feel so fun and can't help but want to open a few more."

The president of Coca-Cola looked at the bottle cap in his hand and said, “I got news that this idea should be the idea of ​​Hardy Group boss Jon Hardy. He is now the largest shareholder of PepsiCo.”

"The boss of ABC TV, that Jon Hardy?"

"Yes, it's him."

"It’s no wonder that Mr. Jon Hardy can always come up with some brilliant ideas. The Las Vegas casino lottery event attracted gamblers from all over the country. It is said that the advertisement on Las Vegas TV Fees have already surpassed the other two major TV stations." Humane said.

"Jon Hardy came up with a lottery, which is not surprising."

The president looked at these guys angrily, "I'm asking you to study how to deal with your opponents, not to let you discuss how powerful your opponents are."

Everyone fell silent immediately.

At this moment, the guy who was scolded by the president for the first dollar of the draw thought of something, and said excitedly: "President, I have an idea."

"Tell me."

"We can also engage in lottery activities. Of course, the format is very different from Pepsi. Our bottle caps still use the previous caps, but with a pattern on the back."

"My idea is to get 12 constellations behind the scenes, such as Aries, Taurus, Gemini, and Virgo, and not draw directly. The rule is that all 12 constellations can be exchanged for a $1 prize."

The president frowned slightly and said: "The 12 constellations are collected to redeem 1 dollar. Last year, Coca-Cola sold 600 million bottles, and one-twelfth was 50 million. Do you want Coca-Cola to pay 50 million in bonuses to redeem the prize!"

The executive immediately shook his head: “Not so much. First, not every bottle cap has a pattern. It can be set at one-third or one-fourth.”

"The bottle cap has a time limit, and only the year's award can be redeemed. For example, the Taurus is printed on it, and the year 1948 is on the bottom. It can only be redeemed this year, and it won't work until 1949."

"In addition, we need to collect 12 constellation diagrams in our awards. We can put some more and some control the quantity. For example, only 1 million Virgo bottle caps will be released. Even if all the prizes are redeemed, there will be only 1 million prizes."

"My idea is to choose two constellations and only put 500,000 in each year, which means that there is only a bonus of 500,000 at most, and the two places will not cross, so even if someone redeems the prize, it is difficult to collect all of them. , The bonus will only be less than this amount. I estimate that it will only be two or three hundred thousand per year."

The president heard that there were only two or three hundred thousand bonuses, and he felt completely acceptable, "Do you have any other ideas?"

How can a genius idea be so easy to think of.

Especially if Hardy’s lottery idea is blocked in front, it is illegal to touch it, which is more difficult than thinking of an idea alone.

Even Hardy’s creativity is the best one from the thousands of future generations. It is almost impossible for these people to surpass Hardy’s creativity.

Others can't say anything for a while.

The president knew that this was probably the case. He announced the adjournment, and then reported to the chairman with his creativity. After listening to the president’s creativity, the chairman felt that this 12-constellation lottery event was very good, and let Coca-Cola do it like this.

the following few days,

Coca-Cola filmed a new commercial, which was broadcast on NBC and CBS.

Yes,

Coca-Cola did not choose the ABC TV station with the highest ratings, but chose the other two. The first reason is that Hardy is the owner of ABC and Pepsi, and Coca-Cola is unwilling to give advertising fees to ABC TV.

Another reason is that Coca-Cola is closer to NBC and CBS TV stations and the consortium to which they belong, and it makes sense to take care of close partners.

'Twelve Constellations' Coke was officially launched.

Many people were originally loyal users of Coca-Cola. They were attracted by Pepsi's lottery. Now Coca-Cola also has a lottery, and many people immediately rushed to buy Coca-Cola.

The card game is actually a very attractive activity.

Many people enjoy collecting card games, and even later generations of card sales are also very popular, such as Ultraman, almost every family with boys has this stuff.

There is even a special trading card game company. A 20th anniversary edition of the "Blue Eyes and White Dragon" Yu-Gi-Oh pure gold card is priced at hundreds of thousands.

Coca-Cola’s sales strategy was very successful, and it quickly grabbed most of the market, and Pepsi’s sales fell a lot.

The feeling of big ups and downs made Pepsi President Walter Mac very uncomfortable, and he specifically came to Hardy to report on the situation.

Hadi took the Coca-Cola bottle cap on the table and looked at it. It was still a tin bottle cap, and the logo on the top remained unchanged, except that there was a beautiful constellation map on the back.

"It's pretty delicate." Hardy said.

Walter Mack said anxiously: "Mr. Hardy Coca-Cola launched this collection card redemption event, which attracted a large number of customers at once. Now Pepsi's sales have dropped significantly. What do you think we should do? "

"Did you think of any way?" Hardy asked.

Walter Mack shook his head and said helplessly: “The management also held a meeting, but for the time being, I didn’t think of any good solutions. I only thought of continuing to increase the lottery and publicity.”

Hadi shook his head, “These methods are not good and will form vicious competition. Pepsi invested more, but the effect may not be good.”

"The same is true for our analysis, so I'm here to ask you if there is a good way."

Hadi smiled, "There are indeed ways to deal with Coca-Cola. Have you noticed that there are two patterns in their bottle caps?"

Walter Mike was taken aback. He didn't care about this before. Turning all the bottle caps over one by one, he found that there were two constellations missing.

"Lack of virgins and twins?" Walter Mack looked at Hardy.

"That's right." Hardy nodded.

(End of this chapter)