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1、1/16/2019,1/16/2019,History,百事可乐诞生于1898年的美国北卡罗莱纳州伯恩市。由药剂师科尔贝布莱德汉姆发明,Caleb Bradham （1867-1934）,PepsiCo was born in New Bern, North Carolina in 1898. The drink is the invention of Caleb Bradham, a pharmacist and drugstore owner.,1/16/2019,In the summer of 1898，Caleb began experimenting with combinatio
2、ns of spices, juices, and syrups trying to create a refreshing new drink. He invented the beverage known around the world as Pepsi-Cola.,科尔贝布莱德汉姆将香料、果汁、糖浆混合制成一种提神而清爽的饮料并提供给自己的顾客。,1898,1/16/2019,He concocted his own special beverage. 他调制自己的特色饮料。 His creation, a unique mixture of kola nut extract, van
3、illa and rareoils, became so popular his customers named it “Brads Drink.“ 他的创作,一种独特的混合可乐果提取物、香草和rareoils变得如此受欢迎,他的客户将其命名为“布莱德的饮料。” Caleb decided to rename it “Pepsi-Cola“ . Sales of Pepsi-Cola started to grow, convincing him that he should form a company to market the new beverage. 更名为“百事可乐”。销量大增，人
4、们认为他应该开设一家公司来经销这种新型饮料。,1/16/2019,In 1902, he applied to the U.S. Patent Office for a trademark. 1902年，向美国专利办公室申请专利。,1902,1/16/2019,But soon Caleb recognized he can bottle Pepsi so that people could drink it anywhere. 但他很快意识到可以将百事灌装，这样人们就可以随处喝到了。,At first,Caleb mixed the syrup and sold it himself. 起初
5、由科尔贝自己调并出售饮料。,1/16/2019,1903,1903年，百事可乐商标注册成功。,pepsi cola,On June 16, 1903, “Pepsi-Cola“ was officially registered with the U.S. Patent Office.,1/16/2019,By the end of 1910, there were Pepsi-Cola franchises in 24 states. 到1910年，百事可乐在24个州特许经营。,1910,1/16/2019,Beverages in China,In 1981, PepsiCo became
6、 one of the first American companies to enter China when it signed a contract with the Chinese government to set up a bottling plant in Shenzhen. Thus began PepsiCos investment in the country. 1981年, 百事公司与中国政府签约在深圳兴建百事可乐灌瓶厂，宣告了投资中国历程的开始，成为首批进入中国的美国商业合作伙伴之一。,1/16/2019,Greater China region now is the
7、largest beverage market of PepsiCo International 百事大中华区已成为百事国际集团（饮料）第一大市场。,1/16/2019,In five years time, Pepsico Greater China has paid over RMB 5.2 billion in taxes to the Chinese government. 在五年的时间,百事已经支付了52亿元的税给中国政府。,Current Situation,1/16/2019,management,management style,1/16/2019,CEO,Born in In
8、dia Madras 出生在印度马德拉斯 Indian school of management MBA 印度管理学院的MBA In 1980 gain the Yale university management masters degree 1980年获得耶鲁大学管理硕士学位 1986 1990 MOTOROLA enterprise development and strategic management department director 1986 1990年摩托罗拉企业发展和战略管理部门主管,Nooyi,1/16/2019,CEO,1990 1994 Swiss ABB ente
9、rprise development and the market strategy vice President 1990 1994年瑞士ABB企业发展和市场战略副总裁 In 1994, join in the company, strategic development vice President 1994年,参加了公司,战略发展副总裁 In 2001, the companys chief financial officer, the President 2001年,该公司的首席财务官,总统,Nooyi,1/16/2019,The first female chief executiv
10、e 第一位女性首席执行官 2010 Forbes global powerful women ranked sixth2010 福布斯全球权势女性排名第六,Nooyi,1/16/2019,pepsi,Born in 1890s,America Sold in more than 200 countries The core product of Pepsico The most competitive produst versus coca-cola,1/16/2019,Mirinda,Sold mainly ourside the North American VERSUS Fanta Ta
11、ste fruity,1/16/2019,Lays potato chips,Built in 1932 30% Market Share. Low price:3 half a kilo. Mutiple taste,Marketing and advertising,裴兵,1. Diversified brand strategy,Taken the width of the product portfolio into consideration, The Coca-Cola company business is very simple, only engaged in beverag
12、e industry ,but PepsiCos product portfolio is much richer . Include sporting goods, fast food and food, etc 采取产品组合的宽度考虑,可口可乐公司业务非常简单,只有从事饮料行业,但百事公司的产品组合更加丰富。包括体育用品、快速食品和食品等,Products sold in US,2. Celebrity effect.,As is known to all, Pepsi advertising strategy often trys to be unique. Celebrity advertisement, is one of its important means of brand Communications.众所周知,百事可乐的广告策略经常跟是独特的。名人广告,是它的一个重要手段,品牌沟通,in Europ,In Korea,In China,1/16/2019,Thank You!,
