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第12课 市场竞争 Soft Drink Wars: the Next Battle

软饮料战：下一次战争

一、（Excerpts）（摘录） The reformulation of Coke has given the feuding cola giants a chance to go at each other again.

可口可乐的重新配方为长期不和的可乐巨头提供了一个新开战的机会。

But Coca-Cola and PepsiCo are spoiling for yet another fight, and this time they’re picking on the little guys: non-cola makers like Seven-Up and Dr Pepper. By Monci Jo Williams

但是可口可乐和百事可乐一心想进行另一场战斗，这一次它们选中了小企业：“七喜”和“佩拍博士”。

In the U.S.soft drink industry, where 1% of the market is worth $ 300 million in retail sales, Coca-Cola and PepsiCo don’t wage mere market share battles.They fight holy wars.These days the fighting is on two fronts.One is on the vast plains of the cola business, where the reformulation of Coke has Pepsi on the defensive.The other is in the back alleys of the smaller, non-cola market.Until now these have been dominated by other companies.As growth of high-calorie colas slows, however, Coca-Cola and PepsiCo are invading new territory.

在美国的软饮料行业，1％的市场份额就意味着3亿美元的零售额，可口可乐公司和百事可乐公司进行的不仅仅是争夺市场份额的斗争，他们进行的是“圣战”。目前他们的斗争有两条战线。一条是可乐生意的广阔战场，在这儿可口可乐的重新配方使百事处于守势。另一条战线是在较小的非可乐市场的后巷里。迄今为止，这些市场仍被其他公司所支配。由于高热量可乐的增长缓慢，可口可乐公司和百事可乐公司计划入侵新的领域。

Coca-Cola is moving in with two new products: Cherry Coke, a canned version of the old soda fountain favorite, and Minute Maid Orange Soda, which contains orange juice.Pepsi’s new product is Slice, a lemon-lime soft drink that also contains fruit juice.If these products live up to their early performance in test markets—a big if—they could produce $ 3 billion a year in retail sales.The skirmishes between the cola giants will precipitate a battle for supermarket shelf space and for the loyalty of battlers.The big guys will press bottlers to drop competing brands to make way for their new products.

可口可乐凭着两种新产品投入了战斗：一种叫做“樱桃可乐”，是原来的冷饮柜的宠儿的罐装版，另一种叫做“小少女桔子汽水”，含有桔子汁。百事的新产品是“斯来思”，它也是一种包含果汁的柠檬——酸橙软饮料。如果这些产品能够达到早期在试销市场的表现—这是个值得疑问的“如果”—他们在零售方面每年就能产出30亿美元来。可乐巨人之间的小冲突就会升级为一场为争夺超市货架空间和瓶装商忠心的战役。这两个巨商将迫使瓶装商们放弃与之竞争的品牌，以便为他们的新产品让道。

It’s too early to tell how the reincarnated Coke is selling, since many bottlers are still working off old inventories.But the company isn’t leaving much to chance.Coca-Cola will back new coke with more than $ 70 million of advertising this 精品文档

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year, vs.the $ 50 million or so PepsiCo will spend on its flagship brand.Over the long term, however, many industry analysts believe the Coke reformulation will do little to dramatically change either Coke’s or Pepsi’s market share.Says Joseph Doyle Harris Upham brokerage firm in New York: “Twelve months from now, we’ll look back and see new Coke as a nonevent.” In all its variations, Coke holds about 29% of the U.S.market, Pepsi 23%.

现在判断新可口可乐产品的销售情况还为时过早，因为许多经销商还在销售存货，但是公司不会听任其命运。今年可口可乐公司会用7千多万美元的广告费来支持新可乐，而百事可乐公司也将花大约5千万美元为自己的旗舰商标作广告。然而，从长远来看，许多行业分析家认为，可口可乐的重新配方几乎不会给可口可乐或百事可乐的市场份额带来巨大的变化。纽约的Harris Upham经济业联号的Joseph Doyle说，“从现在起12个月后，我们再回头看，会发现可口可乐其实很令人扫兴。”把所有产品都算在内，可口可乐占美国市场的29％，而百事占23%。 The company’s new formula was designed partly to keep Coke’s sales growing overseas.Compared with Americans, who guzzle more soda than water, the rest of the world is still in the sipping stage.Coca-Cola’s goal is to kick up its slowing growth rate outside the U.S.from about 3% a year to 10%.Company executives think a less filling, more “guzzleable” new Coke will help.

可口可乐设计新配方的部分原因是为了保持可口可乐在海外销售的增长。和喝汽水比水还多的美国人相比，世界其他地区的人们简直仍处在“小口顺饮”阶段。可口可乐的目标是把美国之外减慢的增长率从一年3%提高到10％。该公司的经管人员认为，一种不太“灌人”、更易“狂饮”的新型可乐将会起到预期作用。

Domestically, sales of soft drinks have been bubbling along nicely.They grew 6% last year, vs.2% to 3% a few years ago.But the cola makers may experience more growing pains.At least with the high-calorie colas that account for half of all sales (diet colas hold about 12%).Baby-boomers are showing a strong preference for healthier, less fattening drinks as they age—everything from diet soda to bottled water to fruit juice.For example, according to Beverage World, an industry magazine, fruit juice and fruit drink sales have grown from $ 1.2 billion in 1976 to $ 8.4 billion last year.John Costello, senior vice president of marketing and sales for Pepsi-Cola USA, thinks the popularity of fruit juices can be captured in new soft drink products such as Slice.“We want to take the vitality of the juice market and put it into soft drinks,” says Costello. 在国内，软饮料的销售一直不错。去年它们增长了6％，而几年前只有2％到3％。但是可乐制造商也许会经历更多的成长的烦恼，至少在高热量可乐方面，它占总销售额的一半（营养可乐占12％）。生育高峰期出生的人随着年龄的增长，表现出对有利健康、不易发胖的饮料的强烈的喜爱——所有一切，从营养汽水到瓶装水到果汁。例如，根据行业杂志《饮料界》的报告，果汁和水果饮料的销售额已由1976年的12亿美元增长到去年的84亿美元。美国百事可乐营销部的副经理John Costello认为，果汁受欢迎的特点可以被运用到像“斯来思”这样的新型软饮料产品当中。Costello说，“我们想汲取果汁市场的活力，把它注入到软饮料中。” Even without the new products from Coca-Cola and PepsiCo, the non-cola field is crowded.Indeed, with so many regional and national brands out there, it is sometimes hard to keep track of who owns what and who’s competing with whom.But

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essentially the non-cola market can be divided into four segments: lemon-lime sodas, which account for about 12% of soft drink sales and include Philip Morris, 7 Up and Coca-Cola’s Sprite; orange sodas (4% of sales), which include R.J.Reynolds’s Sunkist and Procter & Gamble’s Crush; mixers (2%), which include ginger ale, club soda, and tonic water and, finally, the Pepper category (7%), dominated by Dr Pepper, a non-cola drink based on a mixture of fruit flavors. 即使没有可口可乐公司和百事可乐公司的新产品，非可乐市场也是很拥挤的。的确，那儿有那么多的地方品牌和国家品牌，有时很难弄清哪种品牌属于哪家公司、谁在和谁竞争。但是，非可乐市场基本上可以分为四部分：占软饮料销售额12％的柠檬——酸橙汽水，其中包括“菲利普?莫里斯”、“七喜”和可口可乐公司的“雪碧”；桔子汽水（占总销售额的4%），包括R.J.雷诺兹的“浴光”和宝洁公司的“迷恋”；调和饮料(2％），包括姜汁淡啤酒、俱乐部汽水和滋补水；最后一类是佩拍类，其中主要产品是“佩拍博士”，这是一种把数种水果味道混合在一起的非可乐饮料。

Although Coca-Cola and PepsiCo’s new fruit juice sodas will compete with each other, they are more likely to steal market share from all those other drinks already on supermarket shelves.Slice, a lemon-lime soda that actually contains four juices—white grape, pear, lemon, and lime—poses a challenge both to 7 Up, the No.1 lemon-lime soda (4.4%) and sprite.Based on its performance in test markets, industry analysts say Slice could grab 3% to 4% of the U.S.market.

虽然可口可乐公司和百事有限公司的新果汁汽水将互相竞争，但它们更有可能从所有那些已经摆上超市货架的其他饮料手中窃取市场份额。“斯来思”，一种柠檬——酸橙汽水，实际上包含了4种果汁—白葡萄汁、梨汁、柠檬汁和酸橙汁，它对头号柠檬——酸橙汽水“七喜”(4.4％）还有“雪碧”都形成了挑战。根据它在试销市场上的销售情况，行业分析家认为，“斯来思”可能会占领美国软饮料市场的3％到4％的份额。

Coca-Cola seems determined that Slice’s sales won’t come at the expense of Sprite.This year the company hiked Sprite’s advertising budget to $ 40 million, and boosted sales 25% in the first three months.Seven-Up, on the other hand, still seems to be searching for a defense.It is distributing more consumer coupons and giving bottlers bigger discounts, but has also unimaginatively returned to its 17-year-old “uncola” advertising theme.Says Jesse Meyers, publisher of Beverage Digest.“It’s raining out there, and Seven-Up hasn’t put up an umbrella.” 可口可乐公司似乎下定决心，不能用牺牲“雪碧”来换取“斯来思”的销售额。今年，该公司把“雪碧”的广告费猛增到4千万美元，在第一季度，使其销售额比去年同期增长了25纬。另一方面，“七喜”似乎仍在寻求防御。它分发更多的赠券，给经销商打更大的折扣，但它也无趣地又回到已沿用了17年的广告主题—“非可乐”。《饮料文摘》的出版商Jesse Meryer说，“外面正在下雨，‘七喜'却还没有撑起伞。”

Coca-Cola’s advance into orange soda is bad news for Sunkist, which holds a 1.5% share of the soft drink market, and Crush (around 1%) Coca-Cola began testing Minute Maid Orange Soda in Canada last summer.Some analysts think it will quickly challenge Sunkist as the top-selling orange drink.

可口可乐向桔子汽水进军对占软饮料市场1.5％的“浴光”和1％的“迷恋”来说都

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