Hardy Empire 1945

Chapter 215 Bottle Cap War

Pepsi's big sales naturally attracted the attention of rival Coca-Cola, and the president of Coca-Cola called a management meeting.

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

They have never paid attention to Pepsi, but the amazing performance of Pepsi recently has to attract their attention.

The president glanced at everyone and said solemnly:

In the last two weeks, Pepsi sold 10 million bottles, which is ten times the previous sales volume. Affected by the surge in Pepsi sales, our sales have dropped significantly in the past two weeks. There were only 18.6 million bottles, a drop of more than 30%.

The markets of the two of them are highly overlapping, and the sales of PepsiCo have increased, and it is naturally the market of Coca-Cola that has been eaten up.

This week their sales are 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 in a short time. .

Being surpassed by the copyist Pepsi made it very difficult for everyone at Coca-Cola to accept. You must know that last month, just last month, Pepsi also begged Coca-Cola to buy them.

The president pointed to Pepsi on the table.

They've changed their packaging and sales strategy. The stuff is here. Let's all study it carefully and we have to 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. Isn't it just a change in the cap design and a lottery activity? ~ Bang.

The man said and pulled the tab lightly, and the cola opened easily.

Don't say it yet.

It feels really comfortable to open with a gentle pull.

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

Reward $1.

Oops, I won the grand prize in this bottle, a dollar. The executive said excitedly, and picked up the bottle cap to show off to the people next to him.

Suddenly he felt that the atmosphere in the conference room was a little dignified.

Look up.

The surrounding executives all looked at him, and their eyes told him that you need to be so excited about one dollar. The president also looked at him, with a trace of anger in his eyes.

The executive was very smart and immediately said:

I think the only way to find a way to deal with it is to feel the strength of the opponent and understand how they attract customers, what do you think?

After hearing this explanation,

The president's eyes softened a lot.

What do you feel? the president asked.

The senior official immediately said: I've seen Pepsi's advertisements on ABC TV. It's very creative. They changed their promotion strategy, not focusing on taste and cheapness, but focusing on youth and vitality, positioning Pepsi as a drink for young people.

Also, it's great that the advertisements mainly promote this snap-top cap, which is separate from Coca-Cola's promotional focus.

Anything else? the president asked.

The lottery, this is Pepsi's most powerful idea. In the past, Pepsi advertised that it was cheap. The same amount of money can buy twice as much Coke. Let's publicize it. Their Coke is for the lower class, and it's a black cola. That trick was that time. It worked very well and further dented Pepsi's reputation.

Not this time, they use another bottle of this strategy to make customers feel like a windfall, which is more attractive than a price cut.

In this way, a lot of raw material money can be left, and this part of the money can be put into the lottery. Don't underestimate the prizes of ten cents and twenty cents. Children don't have much money, they care about these prizes, and they can The joy of winning.”

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

The executive looked at the president and nodded, agreeing with what he said, and then secretly heaved a sigh of relief, but he was fooled.

Tell me, how should we deal with Pepsi'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 great impact on Coke. A high-level channel.

The president nodded, anyone can think of this proposal.

We also get pull tabs and sweepstakes. Another high pipe.

Someone shook his head, Pepsi Cola must have applied for a patent. We want to use the pull ring, Pepsi Cola will definitely sue us, and the lottery event is expected to be applied for.

The lottery can actually be done in other ways. As long as the format is different, they won't be able to sue us. Someone said.

Then in what way?

Oh~ I haven't thought of it yet.

Many people looked at this guy with contempt, but it turned out to be just empty words.

Bang bang bang~!

Someone picked up the Coke bottle and opened a few more, studied the lottery label on it, and muttered: 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, just Even I felt so much fun, I couldn't help but want to drive 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 ​​Jon Hardy, the boss of the Hardy Group, who is now the largest shareholder of PepsiCo.

That Jon Hardy, the ABC owner?

Yes, it's him.

It's no wonder that this Mr. Jon Hardy can always come up with some brilliant ideas. That Las Vegas casino lottery event has attracted gamblers from all over the country. It is said that the advertisements on Las Vegas TV stations Fei, has already surpassed the other two major TV stations. Someone said.

It's no surprise that Jon Hardy came up with the lottery.

The president looked at these guys angrily, I asked you to study how to deal with your opponents, not to discuss how powerful your opponents are.

The crowd fell silent immediately.

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

Tell me.

We can also hold lottery activities. Of course, the format is very different from that of Pepsi. Our bottle caps still use the previous bottle caps, but the back is decorated with patterns.

My idea is to get 12 zodiac signs in the back, such as Aries, Taurus, Gemini, Virgo, without direct lottery, the rule is to collect all 12 zodiac signs, you can exchange for a $1 prize.

The president frowned slightly and said, Collect all 12 constellations to redeem 1 dollar. Last year, Coca-Cola sold 600 million bottles, and 1/12 is 50 million. Do you want Coca-Cola to pay 50 million 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-quarter.

The bottle cap has an expiration date. Only the year's prize can be redeemed. For example, the Taurus is printed on it, and the year 1948 is also below. The prize can only be redeemed this year, and it will not work in 1949.

And we need to collect a set of 12 constellation charts to redeem the prize. We can release some more and control the number of others. For example, only 1 million Virgo bottle caps are released. Even if all the prizes are redeemed, there will only be 1 million bonuses.

My idea is to pick two constellations and release only 500,000 each year, which means that there are only 500,000 bonuses at most, and the two areas will not overlap, so even if someone redeems the prize, it will be difficult to collect all of them. , the bonus will only be less than this amount, and I estimate that the annual bonus is only two or three million.

The president heard that there were only 20,000 to 300,000 yuan in bonuses, and he felt completely acceptable, Do you have any other ideas?

How can a genius idea come up so well.

In particular, Hardy's lottery idea is blocked in front, and it is illegal to touch it, which is more difficult than thinking of an idea alone.

Even Hardy's idea is the one that is selected from the thousands of ideas in the future. It is almost impossible for these people to surpass Hardy's creativity.

The others couldn't say anything for a while.

The president knew that this was the case, announced the end of the meeting, and then reported to the chairman with the idea. After listening to the idea of ​​the president, the chairman felt that this 12 constellation lottery event was very good, so Coca-Cola did it like this.

the following few days,

Coca-Cola has shot a new ad, which airs on both NBC and CBS.

That's right,

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

Another reason is that Coca-Cola and NBC and CBS TV stations are relatively close to their consortium camps, and it is only natural for them to take care of their close partners.

'Twelve Constellation' Coke was officially launched.

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

The card game is actually a very attractive activity.

Many people enjoy the game of collecting cards, and even the sales of some cards in later generations are very popular, such as Ultraman, which is available in almost every family with boys.

There is even a special trading card game company, a 20th anniversary edition Blue-Eyes White Dragon Yu-Gi-Ohm pure gold card is priced at several hundred thousand.

Coca-Cola's sales strategy was very successful, and soon regained most of the market, and Pepsi's sales fell a lot.

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

Hardy picked up the Coca-Cola bottle cap on the table and looked at it. It was still a tin bottle cap. The logo on the top remained the same, but there was a beautiful constellation map on the back.

It's quite delicate. Hardy said.

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

Have you come up with a solution? Hardy asked.

Walter Mack shook his head and said helplessly: The management also held a meeting, but I haven't thought of a good solution for the time being. I just think of continuing to increase the lottery and publicity.

Hardy shook his head, These methods are not good, and will form vicious competition. Pepsi has invested more, but the effect may not be very good.

That's what we analyzed, so I'm here to ask you if you have a good solution.

Hardy smiled, There is indeed a way to deal with Coca-Cola. Have you noticed that there are two patterns in these bottle caps?

Walter Mack was taken aback for a moment. He didn't care about these before. He turned over all the bottle caps one by one and found that there were two constellations missing.

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

That's right. Hardy nodded.