Sponsoring the American Pavilion, Pepsi squeezed into the Expo and "sneak-attacked" Coca-Cola's position
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In the battle for business opportunities at the World Expo, foreign companies are eyeing the consumption potential of the Chinese market, while domestic companies are embracing overseas expansion ambitions. The industry leaders, who have prepared sufficient funds, are staging marketing wars one after another through the World Expo. As the two giants in the global carbonated beverage market, Coca-Cola and Pepsi-Cola have always been on the verge of a war. They will certainly not miss the Shanghai World Expo. Coca-Cola’s “front line” Recently, the Coca-Cola Company, the global partner of non-alcoholic beverages of the World Expo, kicked off the Expo marketing and publicity activities in Shanghai, including the first unveiling of the design theme of the Coca-Cola corporate pavilion, "Happy Workshop". It is understood that the relevant publicity activities of the Coca-Cola Company will also be launched accordingly. The Coca-Cola food TV commercial featuring the World Expo mascot Haibao was first broadcast nationwide on April 1. "The Coca-Cola Company is currently the only multinational company that is sponsoring the 2007 Shanghai Special Olympics, the 2008 Beijing Olympic Games, the 2008 Beijing Paralympic Games and the 2010 Shanghai World Expo." On March 31, 2009, at the press conference of the Coca-Cola World Expo Corporate Pavilion, Guy Nielsen, General Manager of the World Expo Project for Coca-Cola Greater China, stated this. Indeed, Coca-Cola has never missed any world-class event held in China. On December 10, 2007, under the spotlight of the media, Hong Hao, Director of the Shanghai World Expo Bureau, and Dai Jiashun, President of Coca-Cola Beverage Co., Ltd., signed a contract and shook hands to congratulate each other. Coca-Cola officially signed a contract to become the global partner in the beverage field of the 2010 Shanghai World Expo in China. It is the first American partner to independently sign a contract for the Shanghai World Expo. It is reported that global partners enjoy priority and preferential rights to build corporate pavilions in the Shanghai World Expo Park, and enjoy exclusive market share rights in the areas and time specified in the agreement. "As the only global partner in the non-alcoholic beverage field of the World Expo, we will be responsible for providing all pure water, tea, juice and carbonated beverages for the World Expo," said Guy Nirui. According to the conservative estimate of Coca-Cola, this is expected to set a new record of 35 million people buying more than one bottle of soft drink per person. Coca-Cola is also actively adjusting their logistics and distribution to prepare for the Expo, and even actively launching new products. Gainirui told the Daily Economic News reporter, "We will set up 600 sales points in the Expo Park to ensure uninterrupted supply. In addition, Coca-Cola will actively sell in restaurants. According to rough estimates, Coca-Cola invested more than 3 billion yuan in cash and resources to sponsor the Expo, including about 500 million yuan in global partner threshold fees and about 2.5 billion yuan in advertising fees for Expo sponsors. This huge expenditure is equivalent to about 1/6 of Coca-Cola's annual global advertising expenses. PepsiCo lays an ambush At the same time that Coca-Cola entered the World Expo, Pepsi took a different approach: it invested $5 million to sponsor the construction of the American Pavilion and obtained the exclusive right to provide beverages in the pavilion. On July 10, 2009, the United States officially signed its agreement to participate in the Shanghai World Expo. Just before the signing of the American Pavilion, on July 1, PepsiCo Chairman and CEO Lu Yingde held a signing ceremony with the director of the American Pavilion at the Shanghai World Expo in Beijing. With this, PepsiCo became the global partner and exclusive soft drink and snack food sponsor of the American Pavilion at the 2010 Shanghai World Expo. That is to say, although all beverages except dairy products in the entire Expo Park will be provided exclusively by Coca-Cola, Pepsi will dominate the American Pavilion. Gao Chao from the Public Relations Department of PepsiCo China said, "The World Expo Bureau has defined the rights and interests of each pavilion, and each pavilion must also set a certain investment strategy. The World Expo Bureau then coordinates the rights and interests between the third-tier sponsors and venue sponsors. PepsiCo operates in accordance with the regulations and permissions of the World Expo." Compared with 3 billion RMB, 5 million US dollars was a great advantage for PepsiCo, which launched an ambush. In response, Coca-Cola said, "Coca-Cola is the only global partner in the non-alcoholic beverage field of the Shanghai World Expo. We have the right to use the Expo brand and logo for related marketing, publicity and marketing. Through a series of activities related to the World Expo, we have successfully distinguished ourselves from those companies that only want to use the World Expo for implicit marketing." On January 15 this year, the World Expo Bureau issued its first warning about the hidden marketing issues of the 2010 Shanghai World Expo, requiring all high-level and below Expo sponsors and all sponsoring companies to strictly implement the terms of the cooperation agreement regarding the use of logos and advertising, and to go through the approval procedures in advance as required, and to do a good job of preventing and warning against hidden marketing activities. |
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