Coca-Cola was born in 1886, while Pepsi was later than Coca-Cola 12 years. Pepsi has always played the role of challenger, and Coca-Cola still far exceeds Pepsi in market penetration and brand value. So people still think that Coca-Cola is the boss and Pepsi is the challenger, which is an indisputable fact from the situation in China.

According to the continuous monitoring of China Market and Media Research (CMMS), a new generation of market monitoring organization, Coca-Cola has been "far ahead" of Pepsi-Cola by virtue of its "pulling the net" market strategy. In 2000, the penetration rates of 20 cities in China were 83.9% and 85% respectively, while the penetration rates of Pepsi were only 65.5% and 67.9% respectively. But after careful analysis, we will find that the market penetration rate of Pepsi is slightly higher than that of Coca-Cola, the former is 3.7%, while the latter is only 1.3%, and this trend. Especially recently, the media reported that the market value of PepsiCo's equity surpassed Coca-Cola for the first time in a hundred years, which made people think of the sharpness of a new generation of PepsiCo and the helplessness of Coca-Cola.

Pepsi's market performance in various cities is obviously polarized. The market penetration rate is even higher than that of Coca-Cola, while the market penetration rate is less than 50% of Coca-Cola. This is exactly what PepsiCo hopes to see in the near future, because their purpose is to seize the soft spot of Coca-Cola's strategy of "casting a net all over the sky", concentrate superior forces to implement a breakthrough in the center, focus on campuses, tourist attractions, entertainment venues and other channels, intensively cultivate and dig deep into channels. Finally, it won the "Two Music" campaigns in Shanghai, Guangzhou, Chengdu, Chongqing, Changchun, Harbin, Wuhan and Shenzhen. In the two music wars in Beijing, the situation is also changing, and the balance is slowly tilting towards Party B of Pepsi.

The struggle between the two musicians is not only lingering for a hundred years, but also more and more like a never-ending Broadway play, during which the competition is ups and downs, and there are countless classic cases. However, judging from the process and results of their competition in recent years, a large number of facts have puzzled the marketing community, and we have seen the marketing incompetence of industry leaders in many ways.

65438-0998 In the carbonated beverage market in China, four of the top five brands are brands of Coca-Cola Company, and half of the carbonated beverage market share is occupied by Coca-Cola Company. At that time, many consumers should have had this experience: you asked the waiter to take a "Coke" drink in a restaurant, and the waiter usually gave you a "Coca-Cola". But after 2002, three-dimensional posters of Pepsi can be seen everywhere in restaurants in many large and medium-sized cities in China. Usually, when you ask for a coke drink, the waiter will take it out and say Pepsi. When you ask for Coca-Cola, she will make you feel unclear with a reproachful expression. This also shows from one side that Pepsi's position as a challenger in China market has gradually occupied many commanding heights, and the market is changing.