可口可樂vs百事：硝煙背后不得不知的事(組圖)http://www.sina.com.cn 2011年11月03日 13:13 滬江英語
 可口可樂VS百事
COKE VS. PEPSI: The Amazing Story Behind The Infamous Cola Wars 可口可樂VS百事：可樂大戰(zhàn)背后的精彩故事 The rivalry between Coca-Cola and Pepsi is legendary. The brands have been fighting each other for more than a century. 可口可樂(微博)和百事可樂之間的競爭由來已久，他們之間的恩恩怨怨都有100多年的歷史了。 And not just about product development. Things occasionally get personal, which sometimes resonates in their marketing. Earlier this year, Pepsi went after Coke's famed mascots, the polar bears and Santa. 不只是產(chǎn)品開發(fā)的競爭。偶爾競爭的矛頭會摻雜很多個人因素，可口可樂和百事有時候也會在市場推廣方面有“不謀而合”的想法。在今年的早點時候，百事就把目標(biāo)對準(zhǔn)了了可口可樂著名的廣告圖標(biāo)：北極熊和圣誕老人的經(jīng)典形象。 The feud has even moved into outer space and raged over social media. 這種不和早已經(jīng)蔓延到外太空了，公共媒體上也常見他們互相競爭的火爆場面。 So how'd it become this way? "The Soda Wars" that includes everything you'd ever want to know about the history of Coca-Cola and Pepsi. 為什么為演變成這樣？“蘇打之戰(zhàn)”將為你呈現(xiàn)所有可口可樂和百事之間的恩怨史。 1. 可口可樂原始配方
可口可樂原始配方VS百事可樂原始配方
The saga began in 1886, when John S. Pemberton developed the original recipe for Coke. 碳酸飲料誕生于1886年，是化學(xué)家約翰·派姆伯頓為可口可樂發(fā)明的原始配方。 2. 百事可樂原始配方 Pepsi-Cola was created in 13 years later by pharmacist Caleb Bradham. 百事可樂配方則出現(xiàn)在13年后，由藥劑師凱勒·布萊德漢姆發(fā)明出來。 3.可口可樂佳績
可口可樂佳績
Coca-Cola was already selling a million gallons per year by the time Pepsi came to be. 百事可樂剛剛出現(xiàn)的時候，可口可樂公司已經(jīng)取得了每年100萬加侖的銷售佳績。 4. 百事破產(chǎn)
百事破產(chǎn)
Coke developed its iconic contour bottle, got big name endorsements and expanded to Europe. Meanwhile, Pepsi went bankrupt because of WWI. 可口可樂開發(fā)了標(biāo)志性的經(jīng)典玻璃輪廓瓶，獲得了廣泛的認(rèn)可，開始向歐洲發(fā)展進軍。百事因為第一次世界大戰(zhàn)破產(chǎn)了。
5.各自發(fā)展
In the 50s, Coke ads started hitting TV, while Pepsi rebranded to try to keep up。 20世紀(jì)50年代，可口可樂開始進行電視廣告推廣，而百事則重整旗鼓努力趕上可口可樂。 6. 近年股價
近年股價
Here are their stock values over the years. Pepsi's successful foray into the snack food biz, especially in the past decade. Meanwhile, Coke has stayed strictly in beverages。 可口可樂和百事可樂近年來的股價。在過去的十年里，百事成功進入零食市場，而可口可樂則堅持只做飲料。 7.可口可樂品牌
可口可樂品牌VS百事零食
Here are some of Coke's biggest brands -- 15 of them have reached $1 billion or more in retail sales。 可口可樂的一些大品牌：其中有15個品牌的零售額已經(jīng)達(dá)到了至少10億美元的驚人業(yè)績。 8.百事零食 Though Pepsi's beverage brands may not be as strong, its snack food business is enormous。 雖然百事的飲料品牌也許沒那么強悍，但是百事的零食業(yè)務(wù)卻發(fā)展得很龐大。 9.市場份額PK年收入
市場份額pk年收入
Coke has a big lead in cola market share over Pepsi, but Pepsi's multiple business lines haul in more cash。 可口可樂在可樂市場的份額遠(yuǎn)超百事，但是百事的多樣化經(jīng)營模式則為公司賺到了更多的錢。 10. 商標(biāo)變革
商標(biāo)變革
Both brands have made tons of changes to their logos throughout their histories. Neither look anything like they did originally。 在漫長的發(fā)展史中，可口可樂和百事都對自己的商標(biāo)做出了很多改變。目前使用的商標(biāo)一點都不像原始商標(biāo)了。 11.公共媒體時代 They've both embraced the digital world as social media gets bigger and bigger -- but Coke seems to be faring better thus far。 隨著公共媒體的規(guī)模發(fā)展越來越大，可口可樂和百事都敞開懷抱走入數(shù)碼世界，不過就目前看來可口可樂進展更順利。 |
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