If you use an idiom to describe Coca-Cola's situation this year, it will be: the house leak happened to rain overnight!

The turmoil on China's side has not eased, and something has happened again on Europe's side.

In early June, some students in Belgium and France drank Coca-Cola and suffered a series of poisonings. A week later, the Belgian government issued a ban on the sale of all Coca-Cola beverages in the country, including Sprite, Fanta and other products. Although the French government did not issue a ban, it also ordered Coca-Cola to be temporarily removed from the shelves.

This is the biggest crisis for Coca-Cola in 113 years, with not only the stock price plummeting, but also the risk of losing the entire European market.

In future MBA textbooks, Coca-Cola's handling of this incident is regarded as a classic case of corporate crisis public relations. However, the protagonist at the time, Iveste, didn't think so, as we said earlier, this CEO was very unpopular, it was his pot to do wrong, it was right to do it, and it was far from good enough.

In mid-June, Coca-Cola CEO Ivester personally traveled to Brussels and immediately held a press conference. He repeatedly stressed that the poisoning of Coca-Cola was purely accidental, that there was no problem with Coca-Cola's formula at all, and that Coca-Cola would continue to produce first-class beverages for consumers.

The reporters were each given a bottle of Coca-Cola, but no one dared to drink it, so they threw it in the trash.

The next day, major Belgian newspapers published Ivest's autographed apology letter, which carefully explained the cause of the accident, made various assurances, and promised to give a bottle of Coke to every Belgian family as an apology.

Immediately afterwards, Coca-Cola recalled all Cokes of the same batch in Belgium, quickly announced the results of the investigation, explained the scope of the accident, and refunded the consumers to bear the medical expenses of the poisoned customers. Coca-Cola has also set up a dedicated telephone line and a special webpage to answer and solve various questions raised by consumers.

Such a huge crisis was thus resolved.

One word, money!

In four words, money can be channeled!

Coca-Cola bought almost all the newspapers in Belgium and went door-to-door to give away shopping vouchers. The children didn't care so much, they took the shopping coupons and went to buy Coke, so the footage of the children happily drinking Coke became a promotional material.

The ban issued by the Belgian government directly turned into waste paper, and countless manufacturers "illegally" sold Coca-Cola products, and the whole country turned a blind eye to it, and finally the Belgian government simply lifted the ban.

Although the crisis was successfully resolved, Coca-Cola's stock price fell 6% in 10 days, recalling a total of 1.4 billion bottles of Coke, causing direct economic losses of more than $60 million, and public relations expenses were astronomical.

CEO Ivester had to take the blame, and while he managed to resolve the incident, shareholders and executives became increasingly frustrated with him and would be ousted in a short time.

Coca-Cola's shareholders lost confidence in the entire headquarters executives, so they bypassed the board of directors and directly convened a shareholders' meeting, and decided to transfer a local prince (regional CEO) back to lead the company. After receiving the news, the princes of various regions frantically launched an action, actively contacting shareholders and developing regional business.

The CEO of the Far East region directly ordered the China region to speed up the comprehensive reform, not only quickly shooting the Chinese version of the advertisement, but also comprehensively "plagiarizing" Xifeng's 101 channel plan.

Of course, Xifeng will not sit idly by, pay to publish all kinds of advertorials, make a fuss about the Coca-Cola poisoning incident, and then question the patriotic sentiment of beverage consumers, and frantically question the safety of Coca-Cola.

The CEO of Coca-Cola China announced at the first time, saying that the European poisoning incident had nothing to do with the Chinese market, and at the same time bought newspapers to exaggerate Coca-Cola's crisis management, and the black one turned into white, and Shengsheng directed public opinion to Coca-Cola to pay attention to the interests of consumers - there are really many people who believe it and praise Coca-Cola to the sky.

Xifeng and Coca-Cola are fighting various public opinion battles, and you can see related articles every three or five times, and the product sales of the two companies are rising, and Pepsi's market share is being suppressed.

is still the same sentence, the eldest and the second child fought, and the third child was killed!

Pepsi looked confused, completely at a loss, and stupidly watched Xifeng and Coca-Cola seize the market.

The time soon came to July, the beverage market was smoking again, and Xifeng's "Ice" advertisements began to carpet bombard.

"Ice" is a soda launched by Xifeng, similar to "Sprite" and "7-Up". This trademark has long been registered by a factory, and Xifeng directly acquired the small factory, which was silently distributed before, waiting for an advertising offensive in the summer.

The advertising slogan was written by Song Weiyang himself: Cool heart, heart flying!

The advertising spokesperson is the bent singer Xu Huaiyu, who is one of the most popular bent female singers in the past two years, second only to Zhang Huimei in terms of record sales. The most important thing is that Xu Huaiyu looks relatively pure, which is more in line with the image of "Bingshuang" than Zhang Huimei.

What's even more rare is that Xu Huaiyu is particularly easy to arrange.

Rolling Stone Records has been in decline in recent years, treating Xu Huaiyu as a cash cow, and the activities are full, and this girl is estimated to only sleep peacefully for four or five hours a day. Xifeng only used 1.6 million endorsement fees, plus 150,000 yuan for each event, to sign a devilish contract with Rolling Stone Records.

Xifeng held 40 sales events in a month and a half, and Xu Huaiyu had to participate in each one, sing at least 8 songs in a single event, participate in some interactive sessions, and select 100 lucky fans to sign autographs for each event.

This girl spends the night on a plane every day, and in some cities you can only take a train. Moreover, while she was doing activities for Xifeng, the agency also arranged other activities nearby, almost finishing singing in the morning, eating a boxed lunch and continuing in the afternoon, occasionally having commercial performances in the evening, and then rushing to the airport or train station.

In 40 cities in a row, Xu Huaiyu sang "I Am a Girl", held a bottle of "Bingshuang" in his hand and said "Cool heart, heart flying", and with TV and newspaper advertisements, "Bingshuang" soda grabbed the market with "Sprite" head-on with an extremely strong attitude.

As a result, Sprite is still firmly in the supremacy, and Qixi is so dry that he wants to die.

By the way, I would like to introduce you to another spoiler, Wahaha recently launched a cola product called "Paradise Cola". It's not that I drank Coke and went to heaven, but I took it after the name of Linzhou, no way, the name Very Coke was robbed by Xifeng.

Since the advent of Paradise Coke, it has been dying, and it is one of Wahaha's many failed new products. But just this summer, it suddenly launched a propaganda offensive, and at extremely low prices, with Wahaha's inherent channels, quickly seized the market in small counties and towns.

In this series of chaos, Coca-Cola is inexplicably rejuvenated, Xifeng products are all kinds of conquerors, and Wahaha is holding on to small county towns and township markets. As a result, Jianlibao's market share plummeted, and the president of Pepsi Cola, China, lost his hair, and the two major brands are losing customers at an alarming rate.

1999 was a special year for China's beverage industry, and it was an unprecedented watershed.

Small brands are everywhere in this year, and their market share is gradually concentrated in a few big brands, so there is still room for small brands to survive in the emerging juice market.

(In the previous chapter, a reader asked where the Rising Sun Iced Tea went, and it had already been killed by Xifeng, and it was explained in the book.) )

。 vertex