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在美国饮料市场上,可口可乐那突出的、漏斗型的瓶子,是可口可乐最重要的竞争优势。百事可乐起初为占领市场,不惜花费数百万美元与可口可乐竞争对抗,但并不成功。后来,百事可乐公司发起一项大规模的消费者调查,他们选择了350个家庭,以研究各个家庭是如何饮用百事可乐和其他饮料的。调查使他们恍然大悟——他们需要做的只是包装设计。于是,百事可乐把包装容量加大,而且更有变化,结果百事可乐的市场占有率则呈戏剧化地扩张。1981年,号称“划时代产品”的
In the American beverage market, Coca-Cola’s prominent, funnel-shaped bottle is Coca-Cola’s most important competitive advantage. At first, Pepsi Cola did not succeed in contending with the market by spending millions of dollars competing against Coca-Cola. Later, PepsiCo launched a large-scale consumer survey. They selected 350 families to study how each family drinks Pepsi and other beverages. The investigation made them realize that all they need to do is package design. As a result, Pepsi increased the packaging capacity and made more changes. As a result, Pepsi’s market share expanded dramatically. In 1981, it was known as “Epoxy Product”