Maketing strategy "PEPSI IN CHINA"

Pepsi in china

Pepsi, with a global business turnover of $29.292 billion, stratified 92 among the Fortune 500 and first among all drinking makers in 1997. The major product of the company--Pepsi Cola -- is enjoying an increasing popularity among progeny consumers all over the world.

The progress Pepsi has made in china is even more impressive. According to the latest report the China Light Industry Association, Pepsis sales volume increased by 25% in 1999, far exceeding its rivals in legal injury of growth rate.

Pepsi was among the first soda pop producers to enter the Chinese market. Since its foundation of the first bottling plant in China in 992, Pepsi has set up 15 such factories in the country. In order to further expand its business activities and improve its toil capacity in the Chinese market, it even built a concentrate juice factory in Guanzhou. In attachment to all these, Pepsi has also invested a fortune since 1998 in its new-generation notion ad campaign increasing its market portion out in China -- Zhang Guorong and Liu Dehua, pop stars who enjoy unparalleled fame in Asia, reserve endorsed Pepsi products, while other stars like Guo Fucheng, Wang Fei, Ricky Martin, and Janet Jackson use up strain jingles for Pepsi in TV commercials and advertisements.

Thanks to these sweeping campaigns, Pepsi has been gaining an increasingly larger share of the soda pop pie in China. Coca Cola, which used to have the lions share in the Guanzhou market, has witnessed a gradual slide in its sales recently. In contrast, Pepsi has been gaining ground course of study after year in Guanzhou (See Table One and Table Two) and came to win mesh in 1999. Guanzhou is not the only battleground where Pepsi has won victories. In a number of large and medium-sized cities (including Beijing), Pepsi...

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