Pepsi-Cola Bianshen- from blue-related Red Weina Ban-.doc

 PAGE \* MERGEFORMAT 6 Pepsi-Cola Bianshen: from blue-related ‘Red’ Weina Ban? Early in September, 100 million Pepsi ‘13 passion, dare for the Chinese Red ‘conference at the Beijing International Finance Center, a century to insist on change of blue, and old rival Coca-Cola introduced the same red packaging -’ Chinese team commemorative Pepsi cans’ It aroused great concern in the industry. Faced with such a major surgery, Pepsi Daniel Shih, China’s top commander admits: ‘on Pepsi China that they have in terms of PepsiCo International, Pepsi-Cola changed the red is by no means an easy installation of the decision, with simple consideration. ‘So, what is behind the simple Weina Ban? Is for 2008 or for the Chinese market? Obviously, this a simple consideration has a distinct point of - 2008 Olympic Games. As opposed to old rival Coca-Cola in the Olympic marketing play wind and water, non-Olympic athletes Pepsi dwarfs naturally have to fit regional characteristics to do the article. Height handicap in the dissemination of the case, it should be overshadowed by rivals in the dissemination of depth. Pepsi then select the primary color blue as the brand packaging, all in the formation of differentiation with competitors; and now love do not love blue-red equipment installed, which has just replaced the one red and Coca-Cola red, naturally should be different. Coca-Cola has been using is the red packaging, first entered the Chinese market, this close to the concept of traditional Chinese culture, the color was very easy way out, Coca-Cola is also happy to play the traditional card, Chinese New Year used Fuwa packaging, Liu Xiang won time for the one blessing red in order to meet consumer spending psychological and cultural aspects of localization, Coca-Cola exemplary. But I personally think that Coca-Cola for the use of red, has been superficial. Need to know the mainstream of carbonated beverage consumption, people in the 25 years of age, belonging to the generat