可口可樂(lè)英文2

Coca-cola,theglobaldrinkSummaryThebirthofCoca-ColaandingredientsCompanyprofileThechallengeofCoca-ColaCoca-Cola’smarketopportunityandproductionIngredients

ThebirthofCoca-ColaandingredientCoca-Cola,perhapstheworld’smostrenownedtrademarkedproduct,wascreatedbyDr.Pembertonin1866bystirringvariousingredientsintoabrasspot.Dr.Pembertonisadruggist.Hewantstomakeasoftdrinkoutofcocaleaves.Hemixedtheleaveswithkolanuts,water,sugar,andotheringredients,andcalledhismixture”syrup”.HewantedtotestthenewdrinkinapopulardrinkingplaceownedbyWillisVenable.Bymistake,Venablemixedthesodawaterinsteadofthestillwater.ThepeoplewhotriedthemixturelikeditverymuchandCoca-Colawasborn.Dr.Pemberton’spartnerandbookkeeper,Robin-son,namedtheproduct,somethinghefeltwouldbeeasilyrememberedbycustomers.Theproductwasfirstsoldatdrugsto-refountainsfor5centsaglass,andsoldanaverageof13glassesperdayduring1886.Duringthefirstyear,Dr.Pembertonearned$50,00;however,hespent$73.96onadverti-singalone.Later,in1889,JosephWhiteheadandBenjaminThomassecuredtheexclusiverightsfromthecompanytobattleandsellCoca-ColathroughouttheU.S.By1894,JosephBiedenharnstartedbottlingtheCoca-Colaproductathisownfacilities.

In1893,Coca-ColawasregisteredwiththeU.S.patentandtrademarkofficeandtheshortened“Coke”wassimilarlyregisteredmuchlaterin1945.Inaddition,

itsuniquecontouredbottlewasregisteredasatrademarkin1960.

Nowadays,Coca-Cola’sbrandalsochangesalot.

ThebrandofCoca-ColaCoca–ColainourschoolStudentsinourschoolindicatedtheiradsweresimilartothoseintheus.ThiswasparticularlytrueinEurope.Cokevendingmachinesappearinmanyschoolsaroundtheworld.ProductsBesidestheCoca-Cola,theCompanyhasaportfolioofmorethan3,300beverages,fromdietandregularsparklingbeveragestostillbeveragessuchas100percentfruitjuicesandfruitdrinks,waters,sportsandenergydrinks,includingteasandcoffees.Coca-ColaSouthAfricaalsoreleasedValpreBottled"still"and"sparkling"water.AndDuringthe1990s,thecompanyrespondedtothegrowingconsumerinterestinhealthybeveragesbyintroducingseveralnewnon-carbonatedbeveragebrands.OnSeptember3,2008,Coca-ColaannouncedthepurchaseofChina

HuiyuanJuiceGroupLimited.ProductSomeJuices·Fanta芳達(dá)·Qoo酷兒·MinuteMaid美之源Product

Andsomeanyotherproduct·Sprite雪碧·Nestle雀巢·Icepurifiedwater冰露ThebottleofCoca-ColaBy1900,Coca-ColawasthemostpopularsoftdrinkinAmericaandthereweremanycompaniestryingtocopyit.Thesecompetitorssoldtheirdrinksinthesame–shapedbottlesasCoca-Cola.Customersdidnotdistinguishtherealthing.Oneday,thecompanydecidedtomakeanewbottleshapedlikeacocaleafsothatpeoplewouldbeabletorecognizetheproduct.Unfortunately,hisclerkmadeamistakeanddesignedabottlebasedontheshapeofaCocaplant,butthecompanywashappywiththenewdesign.Thisbottleisnowinstantlyrecognizedallovertheworld.CompanyprofileTheCoca-ColaCompanywasfoundedonAugust5,1886.ThecompanyitsbaseintheUnitedStatesQiaoYainAtlanta,istheworld’slargestbeverageCompany，andhas48%oftheglobalmarketshare.ItscurrentchairmanandchiefexecutiveisMuhtarKent.TheCoca-ColaCompanyisanAmericanmultinationalbeveragecompanyandmanufacturer,retailerandmarketsofnon-alcoholicbeverageconcentratesandsyrups.

AndthecompanyisbestknownforitsflagshipproductCoca-Cola,Coca-Colacurrentlyoffersmorethan500brandsinover200countriesorterritoriesandservesover1.7billionservingseachday.TTheCoca-ColaCompany’slogoTheCoca-ColaCompanyoperatesasoftdrinkthemedtouristattractionindowntownAtlanta,the"WorldofCoca-Cola"isamulti-storeyexhibitionofthemanyflavorssoldbythecompanyaswellasamuseumtothehistoryofthecompany.CompanyprofileThePepsichallengeWhenCoca-Cola’ssalesincreasedquickly,in1975,Pepsistartedits“Pepsichallenge”,aimeddirectlyatCoca-Cola,throughitsvariouscomparativeads.By1983,Pepsiwastargetingtheteenagepopulationandclaimedittobethe“choiceofanewgeneration”.PopularmusicandtelevisionpersonalitiesendorsedPepsiproductsinadvertisements.Coca-Cola’ssupremacy(霸權(quán))waschallengedmoreseriousinrecentyears.During1983alone,Coca-ColalostbothitsBurgerKingandWendy’saccountstoPepsi.

Clearly,CokeandPepsiwerelockedintoacompetitivebattleforthenumberonepositionintheindustry.Foryears,Coke’sprofitmargins(利潤(rùn)率)haddeclinedwhilePespi’smarketshareincreased.Pepsico’sattemptedtoacquireseven-upfromPhilipMorrisin1985whichmadePepsichallengebecomeanevengreaterthreat.PhilipMorrishadalreadyagreetosellseven-uptoPepsicofor$380.000.000.Iftheseven-upacquisitionwasapproval,Pepsico’sshareofthelemon-linesoftdrinkmarketwouldriseto60percent.Pepsi’sbrandendorsementanditsbrandbrandendorsement邁克爾杰克遜布蘭妮王菲周杰倫蔡依林貝克漢姆里瓦爾多itsbrand百事可樂(lè)七喜

美年達(dá)激浪都樂(lè)佳得樂(lè)天府

Coca-Cola&Pepsi

廣告語(yǔ)PK

1971我原擁有可樂(lè)的世界1972可口可樂(lè)---伴隨美好時(shí)光

1976可樂(lè)加生活1980一杯可樂(lè)，一個(gè)微笑1982這就是可口可樂(lè)1985一踢；一擊；可口可樂(lè)1989擋不住的感覺(jué)1993永遠(yuǎn)是可口可樂(lè)1996這是可口可樂(lè)2000Coca