Hardy Empire 1945

Chapter 208 The Big Prize in the Can

The current Lockheed is not the later Lockheed Martin, the world's No. 1 arms dealer. Although it also won a lot of orders during the war, there is still a lot of gap with Boeing.

During World War II, Lockheed did make a lot of money and produced nearly 20,000 aircraft for the military, including the famous P-38 Lightning twin-engine fighter.

Hardy played an airplane shooting game called '1945' a few hours later, and there was a P-38 Lightning in it.

After the end of World War II, the U.S. military laid off large-scale staff, cut war funds, and at the same time a large number of aircraft were eliminated. Lockheed's military orders plummeted. They thought about using civilian aircraft to make profits and produced the 'Constellation' series of aircraft.

Speaking of which, the performance of the Constellation series aircraft is also good, but they have encountered stronger opponents, Boeing's B-377 Stratocruiser and Douglas' DC-6B. In the past two years, Douglas's DC-6B has won more than 100 aircraft. orders for the Lockheed Constellation only 17.

To gain market share amid the cutthroat competition, Lockheed has recently launched a lucrative promotion, allowing salesmen to pay 10% to 20% of a plane's total price as a PR fee to secure orders.

But still can't sell it.

Robert Gross was very anxious. He saw Hardy today and knew that he had an airline, so he took the initiative to ask Hardy if he wanted a plane.

The concept of Hardy Long Airlines has long been established. As long as the cheapest plane is the cheapest, no more complicated planes are needed. If you want to buy it, you will only buy Douglas. Douglas is relatively cheaper and more durable.

Lockheed's products always adhere to the philosophy that they are good, expensive, delicate, and have nothing to do with the real thing. Their products are good, but they are too delicate and the maintenance cost is high. The price of an aircraft is nearly one million. It may take more than ten years to return the money for a plane, and the investment is too pointless.

in history,

Later, due to the poor passenger aircraft business, within a few years, Lockheed completely gave up the passenger aircraft business and turned to new research on military aircraft.

Hardy said in his heart, I don't want the plane. If you plan to sell the stock, I can consider accepting it, but he is not in a hurry about this matter. Lockheed will still have a long period of depression in the future, and it will take a few years. It's not too late to buy again if you are optimistic about the opportunity.

Robert Gross chatted with Hardy a few more times, then went to chat with the others.

It was almost time and everyone was about to leave. When Hardy walked into the courtyard, Walter Mack, chairman and president of PepsiCo, caught up, Mr. Hardy, when can we talk about the development of PepsiCo?

Why don't we find a place to talk now? Hardy said.

OK.

Walter Mack got straight into Hardy's car,

Mike has his own manor in San Francisco and invites Hardy and Andy to the manor.

on the way,

Hardy saw the Coca-Cola billboard, and also saw the Pepsi billboard, and Hardy stopped the team.

Hardy pointed to the plaque and said to Walter Mac: Do you feel something is wrong?

Walter glanced at the billboard, This is an advertisement made by a professional advertising company. I don't think there is any problem?

Hardy shook his head.

I don't see any features from these two billboards. Pepsi-Cola follows Coca-Cola as an example and has been trying to catch up, but it has been left far behind for so many years. Don't you think there is something wrong with your guiding philosophy?

Walter thought for a while and said, To be honest, Mr. Hardy said that we had a strategy before, which was to imitate Coca-Cola as much as possible. Coca-Cola's market share is high. Reputation.

Hardy understands.

Simply put, it is the theory of business touching porcelain.

Some brands in later generations have also used this method, but Hardy believes that this is a lazy method. It may have a certain effect in the early stage, but it will have a bad reverse effect on his own brand in the later stage.

I think Pepsi needs to go its own way and differentiate from Coca-Cola, Hardy said.

Yes, Pepsi and Coca-Cola are almost the same in terms of taste, and the markets are almost identical, Walter said.

Then divide the market, and you can highlight it. This is a drink for young people, drinking Pepsi, young, happy, free, and flying.

In later generations, Pepsi began to rise only by playing the young card.

After listening to Hardy's words, Walter was thoughtful.

Hardy said to Henry, Go to a grocery store and buy two cases of Pepsi.

Henry immediately took people out of the car, and returned with two boxes of drinks in a short time, and the convoy continued to drive to Walter's manor.

When they came to the manor, the hostess came out to meet Hardy politely, and then sent someone to bring tea. Hardy and Walter continued to chat.

President Mike, what I just told you about advertising differentiation and launching a new positioning strategy for Pepsi-Cola is a long-term publicity plan that may take several years to cultivate. The two methods I mentioned next can improve the performance in a short period of time. Pepsi sales, Hardy said.

Walter Mack was shocked and asked anxiously, Mr. Hardy in what way.

The first way, cans.

Can, what is a can? Walter asked in confusion.

Hardy asked someone to bring a pen and paper, and quickly drew a simple can shape, then pointed to the mouth of the can and said, This can body can be made of aluminum, the most important thing is that the mouth of the can has an easy-to-pull ring, gently With one pull, you can open a mouthful for drinking anywhere.”

It was the first time that Walter saw this design, and he felt very novel, Where can I buy this kind of filling equipment?

Hardy shook his head, Not now. This can be used as a future development direction. Pepsi-Cola will research it by itself. After the research is completed, it will apply for a patent. I believe Coca-Cola will beg us to buy the right to use it.

But, it can't be used now. Walter said.

Hardy took out a bottle of Pepsi from the box and handed it to Walter: Please open it for me.

Walter didn't have a screwdriver by his side, so he quickly called someone to get it. It took a while for the housekeeper to get the screwdriver from the kitchen and help Hardy open the bottle cap.

Have you found the problem? It will be very troublesome to open the bottle cap without a screwdriver. We can design an easy-to-pull bottle cap, which can be opened immediately with a gentle pull, isn't it much more convenient. Hadi said.

Actually, many people like to use their teeth, lighters, and table corner stools to open bottle caps, Walter Nana said.

Don't worry, with this easy-to-pull method, people will fall in love with him, especially girls, gently pull, bang, a cool air comes out of the bottle, the feeling of opening the bottle It's cool, people love that feeling.

When the new bottle cap of Coke comes on the market, you can shoot a TV commercial and broadcast it on ABC. Some people use their teeth to open the bottle cap, and the teeth pop out. Some people open the bottle cap with their mouth, and the cap is eaten into their throat. Some people use a lighter to open the bottle cap. The lighter exploded, someone used the corner of the table to open the bottle cap, the table collapsed, and there were always various accidents. The last beautiful girl picked up the Pepsi with a pop-up ring, opened it with a bang, and drank it smartly. The wounded men were stunned.

By the way, those bad shots use Coca-Cola. Hardy said.

When it comes to touching porcelain, Hardy is also a master.

Walter was a little excited, nodded and said, I'll ask the product department to make this easy-open bottle cap. It shouldn't be difficult.

What else is there to do, Mr. Hardy?

Hardy held the bottle cap in his hand. There was a Pepsi logo on the top of the bottle cap. Hardy turned him over, and there was a layer of rubber under it.

Hardy said: The second method is to draw a lottery.

Walter still didn't understand, Can you make it clear, Mr. Hardy?

Hardy asked people to open more than a dozen bottles of Coke in a row, tore off the rubber pad underneath, and write Thank you for your patronage on it, another bottle, reward 10 cents, reward 25 cents, reward 50 cents, reward $1, the highest write To reward $100.

Then he put the rubber pad back on, pressed the bottle again, looked at Walter and said, Do you understand now?

Walter has been running Pepsi for so many years, and he immediately understood what Hardy meant. Thinking of the scene where people will buy Coke in the future, I believe that many people will choose Pepsi for the chance to draw a lottery.

Walter picked up a bottle from the table, pretended to open it with a pull-tab, and made a 'bang', then flipped the cap over with an excited look on his face.

Will you be lucky today?

After tearing off the rubber pad, it turned out to be a reward of 50 cents, Wow, I won the lottery. For 50 cents, I can buy 10 bottles of Pepsi.

The more Walter thought about it, the more excited it was. It was a brilliant idea that would draw a lot of customers over.

Walter is excited. He seems to have seen the scene of Pepsi's big sale. People will rush into the convenience store and choose Pepsi without hesitation between Pepsi and Coca-Cola.

Hardy pinched the bottle cap and said: This easy-pull ring model can be patented, and this bottle cap set reward model can apply for copyright protection. If Coca-Cola or even other beverages and beers want to imitate in the future, we can sue him for infringement. .

Walter kept nodding, Yes, apply for patents and copyrights, so that others can't imitate, Mr. Hardy, your idea is simply brilliant!

Walter really admires Hardy now, as expected of a business genius who can come up with a TV lottery.

Andy sat next to him and couldn't help but admire his boss's idea. He was sure that PepsiCo used the boss's idea and would definitely sell well in the future.

If Pepsi Cola sells in the future, the stock price will definitely increase a lot. After Andy has already started to think about it, taking advantage of the current downturn in Pepsi Cola's stock price, he buys a batch. It is estimated that it will not take a year to earn 30% profit. .

At this moment, Hardy said to Walter, Mike, how about we go out for a walk, I want to see your garden.

Walter paused for a moment, then immediately stood up with a smile, Mr. Hardy, please, although my manor is not as big as Mr. Giannini's, but my wife likes to take care of these, so the repair is very distinctive.

The two were walking in the garden.

There was only one Andy behind him. Walter's people and Hardy's bodyguards were scattered dozens of meters away. Hardy looked at Walter and said, I think it is necessary for us to re-plan the share of Pepsi.

Walter was startled and thought to himself that Hardy was going to buy his own stock?

What do you mean, Mr. Hardy? asked Walter.

Your current stake is 21%, right, President Mike? Hardy asked.

right.

I have 23% in my hands. I think my shares are too small. I dare to say that with my two ideas, Pepsi will definitely sell well in the future, the market share will increase a lot, and the stock price will naturally increase as sales go up. There will be a surge.

And now, PepsiCo's stock is at a historically low level. I think we can take action and acquire more shares. What do you think, President Mike.

Walter Mack was surprised.

He understood what Hardy meant.

Hardy is secretly manipulating the stock, wanting to further lower Pepsi's share price and then absorb more shares.

It is illegal to do so.

If found out, the SEC will trouble him.

but,

As long as this kind of thing is well coordinated, the probability of being discovered is almost non-existent, because everything can be turned into normal operations without leaving any flaws.

Andy followed behind, and naturally heard Hardy's words. He said that the boss is the boss. I was thinking of going back and buying some shares of PepsiCo and waiting for the appreciation. He had already thought of manipulating the stock to make a lot of money.

Walter was silent for a while, and then said: Pepsi-Cola will release its fourth-quarter earnings report for a while, and Pepsi-Cola's earnings in the fourth quarter are still lower than the third quarter.

When Walter and Hardy said this, it was already a sign that the two had begun to unite.

Hardy smiled lightly. After the New Year, there will be an accident at the Pepsi Cola Puree factory. The pipeline bursts and the production stops for two days. The puree leaks and costs tens of thousands of dollars.

In a few days, there will be news that the representative of PepsiCo's largest shareholder, Hardy Group, questioned the chairman's management ability and launched troubles on the board of directors. PepsiCo may have major personnel changes.

A few days later, a certain newspaper published a report on Pepsi-Cola, detailing that Pepsi-Cola has been sluggish in recent years, and that there may be a crisis of exiting the market in the future.

Walter couldn't help swallowing a mouthful of saliva. Hardy has arranged everything. After this operation, I am afraid that Pepsi's share price will drop by half.

Even those shareholders of the board of directors may not be able to sit still, and some will be tempted to sell shares of PepsiCo.

Andy's face didn't change. The operation Hardy said, they have all played before, and it is almost a standard for suppressing stocks.

normal operation.

After Hardy said this, he smiled and said to Walter: Christmas is coming soon, and these things will be discussed after the New Year.

Okay, let's talk after Christmas.

By the way, I told you about the lottery ideas for cans, pull tabs, and bottle caps. I will ask the lawyers of Hardy Group to find PepsiCo to negotiate and plan dividends, and then you will have people receive them. Hardy said.

Two black lines fell from Walter's forehead.

This Mr. Hardy, no wonder it's been such a big success in two years, there's a reason for everything.