Pepsi Cola'S Open Marketing

A man should be independent at the age of thirty.

In 1981, after China's reform and opening up, PepsiCo signed a contract with the Chinese government to build Pepsi Cola bottling plant in Shenzhen, becoming one of the first US companies to enter the Chinese market.

2011 is the thirtieth year for PepsiCo to enter the Chinese market.

As Meng Ke, chairman of PepsiCo Greater China, said, the development of PepsiCo in China has changed from a spark to a prairie fire.

Over the past 30 years, PepsiCo has established more than 30 filling plants, 1 concentrating liquid factories, 5 food factories and 8 farms in more than 20 cities in China, with up to 30 thousand employees.

In the next 3 years, PepsiCo will invest $2 billion 500 million in the development and marketing of China's mainland market.

From "starting desire", "breaking through longing" to "yearning for unlimited", longing has always been Pepsi.

On the evening of May 27, 2011, Pepsi China held a conference on Pepsi Cola's new brand at Ju Yong Guan, the Great Wall.

Through the 3D projection, a blue dragon circled over the the Great Wall of Ju Yong Guan, bringing blue vitality to the Millennium monuments.

When the Dragon rises empty and roars to light up the Beacon Tower, "longing is strength", the six big characters are shining on the Great Wall.

Ju Yong Guan has been a symbol of strength since ancient times.

As the first high pass in the world, countless people admire the steep and steep mountain of Ju Yong Guan, but most of them agree with the spirit it represents: the strong desire of the ancients to defend their homeland and the great power of this desire.

Ju Yong Guan became the best annotation of Pepsi's new brand proposition, "longing is strength".

Compared with the previous brand proposition, "longing is strength" pforms the past "desire" concept into a practical action, and accumulates an unprecedented force through a small desire.

At the brand new advocating conference, Li Ziqiang, chief marketing officer of Pepsi Greater China, told the story of an pig: "an pig is an ordinary young man. He likes to travel and has his own desire to help the children in the countryside.

So he put forward an idea, while traveling, carrying one kilogram back, bringing books and stationery to the children in the countryside.

The little desire of an pig, through Pepsi's media platform, has been answered by countless young people, one kilogram to more than ten thousand kilograms, and the strength of longing is continuously condensed. Because of this desire, countless rural children have more learning opportunities.

Li Ziqiang told the new marketing reporter: "the rise of the Internet allows young people to have more channels to express their thoughts and aspirations, but they lack the platform to turn ideas into reality.

Therefore, we hope that through the brand concept of "desire is strength", we can use Pepsi's brand resources and channels to provide young people with a platform to "turn desire into reality", encourage them to realize their aspirations and plate their desire into meaningful actions.

Marketing young people

"Marketing is not a one-way thinking, but it has to consider what consumers are thinking.

Young people have their own ideas, must communicate with them, understand their pursuit, mentality, can achieve the best marketing results.

Li Ziqiang said, "to communicate with young people and understand their inner world is very important. This is the starting point of all our marketing."

Unlike the developed countries, the Chinese market presents a leaping and diversified development trend.

In other countries, the upgrading of products is orderly. In China, almost all products appear at the same time.

For example, the traditional VCR has been used abroad for many years, and the use cycle of the Chinese market is very short, and it quickly jumps into the digital DV era.

In the face of such an open and diversified market, Li Ziqiang said: "we hope that consumers do not regard Pepsi as a product or brand, but as friends. This is the position we have been pursuing.

Therefore, we must pay attention to the pursuit of consumers.

There are two levels of pursuit, one is spiritual demand, the other is material demand.

Pepsi needs to understand the inner world of consumers, and the more important thing is to listen to the voice of consumer feedback.

Pepsi Cola has always kept a keen sense of the changes in the consumption psychology of Chinese young people.

We study consumers not to stay on the surface of their necessities, but to really understand them and guide their needs.

Pepsi has a very special team, the Youth Advisory Group, which is an important force to help Pepsi catch and lead young people's needs.

More importantly, Pepsi also has a very young and dynamic team, each of whom is the most vivid consumer and director of Pepsi. "

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"The Internet enables consumers to express their preferences for products at the first time.

However, the most important aspect of marketing in the future is still open.

Pepsi Cola's open platform has never been self centred, but based on a real understanding of young people's preferences, it has created a platform for young people.

What they want to do on this platform, Pepsi Cola will help them express their thoughts and finally help them to realize their own ideas.

Take an pig as an example. Before opening the platform, he can only carry one kilogram of stationery on his own.

Through open platform, using Pepsi's media resources, * a pig's personal ego becomes a tremendous force.

Our experience is that the more open we are, the closer we are to consumers, the more we can make Pepsi Cola become a friend of consumers.

Li Ziqiang said.

Dialogue:

New marketing: Pepsi Cola's localization strategy has been very successful. What are the lessons that should be learned in the process?

Li Ziqiang: the insight of consumers must listen to their inner world through superficial necessities.

We can not simply define localization in a certain place, and think that everything in localization must be chosen by local elements.

Consumers have many pursuits, just like they like to listen to Chinese songs, but they also like English songs. Therefore, we should give consumers diversified product choices on the basis of localization so that they can have diversified spiritual pursuits.

PepsiCo adopted a diversified brand strategy not only to produce coke, but also other products.

In the promotion aspect, we also use localization innovation strategy to let consumers see the affinity of Pepsi products and Pepsi ads, which is one of the marketing practices rooted in China.

For this reason, Pepsi adopted a unique music marketing method. The popularity and dissemination of music benefited from the audience's singing. Pepsi knew the charm of music communication and found an interactive communication mode.

Pleasant melody and touching lyrics are the best language for brands to communicate with consumers.

With music as the carrier of information, Pepsi's brand idea is deeply rooted in the hearts of the people.

In order to better suit the tastes of the Chinese people, PepsiCo has paid great attention to localization product development in recent years, such as the cool cucumber flavor and crisp shrimp flavour potato chips, which has been a great success for Chinese consumers.

According to Nelson's survey data, by 2011, China has become the world's second largest innovation base. In recent years, the growth rate of "healthy food" in China's market is much higher than that of carbonated drinks and fried foods.

In response to China's market demand, PepsiCo acquired Gatorade in 2010, which has greatly increased Pepsi's share in the non carbonated beverage market, and has launched a series of quizzy herbal oatmeal products that accord with Chinese tastes.

PepsiCo's potato chips were originally made from potatoes, but in March this year, Pepsi launched a series of products of rice and wheat, which are made from rice and wheat.

At present, PepsiCo health food juice and oats are growing two times as fast as PepsiCo products and carbonated drinks and potato chips.

New marketing: what is the trend of China's food and beverage industry?

Li Ziqiang: China's beverage market is very large and will become the largest market in the world.

In this huge market, the most important trend is related to the rise of the Internet.

The Internet is very important to Pepsi. Before the Internet, consumers were just consumers. After the Internet, the identity of consumers began to change. Consumers can be both a media and Pepsi Cola star, and they can play the role of general manager of pepsi cola market.

Pepsi started a full range of layout in Internet marketing. Pepsi's Internet platform is not a Pepsi, but a position for Chinese young people. Our experience is that the Internet is more open and closer to consumers.

Pepsi has been open in the past. Pepsi launched a Pepsi creation campaign in the past few years to provide young people with an open platform to submit advertising ideas, and Pepsi to spend money on advertising good ideas.

In the second year, we put advertisements on the Internet to allow consumers to vote and print the most popular advertisements on Pepsi's cans.

This is one of the open platforms.

China is one of the most important markets in PepsiCo. The focus of Pepsi's future marketing is to provide consumers with a more open platform.

In the face of the rise of the Internet, Pepsi's marketing essence is "open, open or open", and it is not simply open, it is to truly understand the inner world of young people, to lead their needs and arouse their inner sympathy.