Chapter 936: Learn to Influence Others《Please Give Me a Monthly Ticket》

After getting the sample points obtained from insiders of Fan Investment Group for ten years. The senior executives of Feile China are still somewhat disapproving. Because in terms of color, there are some differences between Fan's Investment Group's Coke and Coca-Cola. The color should be lighter. If you put two different colas together, you can at least see the obvious difference.

"This shouldn't have any impact on us, right?" A senior executive assessed optimistically.

road.

In fact, consumers are quite picky in their choice of Coca-Cola, especially those who are used to drinking Coca-Cola, even if they drink Pepsi-Cola. They also felt that there was something unfinished, not to mention that this Coke from Fan Investment Group looked a little different, so everyone felt that there was no need to be so worried.

As a result, many people are distressed about the 400,000 US dollars they just paid.

"It's a pity. I knew there wouldn't be such a fuss. After all, although Fan's Investment Group is powerful, it has not been deeply involved in the carbonated beverage industry. Its influence is also limited. Although Jianlibao is good, it has gradually become obsolete in recent years, and tea drinks are no longer with us. "Within the same category." Someone said this, and the implication was that Fan Investment Group could not be Coca-Cola's rival, and the $400,000 just paid was a bit hasty.

"Well, don't you worry about spending money to buy it? After all, Fan's reputation is there." The general manager didn't say anything more, but unscrewed the cap of a bottle and took two gulps. His face was originally expressionless. He suddenly changed, standing there a little stiffly, so lost.

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Seeing how ugly the general manager's face turned, everyone thought something had happened. Could it be that there was something wrong with the drink?

"Boss, what's wrong?" Everyone asked hurriedly

It took the general manager a long time to come to his senses. He said with a somewhat dazed expression, "You all have a taste. I'm afraid you will encounter a strong opponent this time."

After hearing this, everyone rushed to share a little bit to taste. After tasting it, they discovered the problem. The Coke of Fan Investment Group tastes better than Coca-Cola. More importantly, it comes from the same style. It is easily accepted by Coca-Cola consumers.

Everyone was stunned at this moment. It took a long time for someone to express doubts and ask, "Could it be that the other party added some new things to our Coke and deliberately tricked us?" The general manager shook his head and said, "As for Fan's Investment Group, , there is no need to lie about this matter. What’s the point of lying to us? After all, whether it is true or false will soon be known. "

Although he said this, he was obviously more concerned about this matter. On the one hand, he asked his subordinates to continue to track the progress of the matter and obtain the latest information. On the other hand, he contacted the US headquarters and asked them to send Police officers came to investigate the matter so that the company could have a more timely response after Fanshi Investment Group officially launched Coke.

"The only thing that is unclear now is Fan's pricing strategy. This situation is still highly confidential until now, or Fan's Investment Group has not made a decision on this issue." The general manager thinks this is a big deal. , if you don't understand it clearly, you won't be able to make corresponding linkages, and you will easily fall into a passive situation.

"It's estimated that it can't be more expensive than ours." His subordinates immediately replied.

On this point, they have the same understanding. Fan's Investment Group has never been able to do loss-making business. In addition, the cost of Coke is extremely low. If the other party develops a new product, the overall cost will be controlled at 20 cents. There is no doubt about the following,

It just depends on how much the other party’s operating costs are?

However, Fan Investment Group not only has complete sales channels for many years, but also has its own large-scale logistics company. The distribution and transportation are extremely convenient. I am afraid that its operating costs are far less than Coca-Cola, and the selling price should be able to be placed at a very low position.

"Anyway, we have encountered the biggest challenge in history this time." The general manager said with emotion.

Since the creation of Coca-Cola, it has been more than 100 years. Although it has withstood the test of some crises, with stable business strategies and successful marketing methods, it has finally survived one by one. The large and mature corporate management system now formed is unparalleled. However, They also know that in China, if an opponent like Fan Wubing really appears, they will still face great difficulties.

Although Coca-Cola claims that its trademark is worth 20 billion U.S. dollars, that is just a fictitious value. No one would be stupid enough to spend 20 billion U.S. dollars to buy a trademark. Even if it can be sold, Fan Investment The group's annual profit is more than the US$20 billion in the Shield District, right?

The general manager of the China region reported these issues back to the U.S. headquarters in Li Mian, and solutions were quickly taken care of there. On the one hand, they ask for samples for composition analysis. On the other hand, a senior vice president, Li Xuan, was sent to the China headquarters to respond quickly to the matter.

American companies also said that some things can be achieved through political channels, such as exerting certain pressure on the Chinese government through the Ministry of Foreign Affairs.

After receiving these instructions, most of the executives in China had a wry smile on their faces, and the general manager said with some disdain. "These self-righteous guys really think that they are important enough to influence China's political situation! It's just a company that sells drinks, but it has to be related to politics. Aren't they unhappy?"

One of his subordinates also expressed his position, "I bet it would be better not to take the diplomatic route. If we really put pressure on this aspect, I am afraid that Fan Wubing will be angered directly. By then, Coca-Cola will lose China." Everything is possible in the market!”

"I hope they won't do anything stupid." The general manager muttered to himself. He was now completely confused.

Coca-Cola is in chaos, but Fan's executives have completed a series of preparations for the launch of new products. The perfect packaging design and advertising plan provided by Tong Xiaoyun's advertising design company were approved by Fan Wubing. Among them, there are important influential figures from Hong Kong, Taiwan and Mainland China, and they are entertainment and sports figures who have always shown patriotic performance. , have all entered Fan's contract list, and plan to sign contracts with 100 celebrities within three consecutive years and launch promotional activities for Fan's Cola.

"Our initial plan is to invest 300 million specifically for this publicity task. Of course, this is this year's advertising investment." Fan Wubing had some concerns in his mind. He knew that the peak sales season was coming soon and this year's harvest would It will definitely be good, and while I am playing the patriotic card, the launch of New Coke will also promote the sales of other beverage brands under the company, investing three. It should be more reasonable to do publicity.

"How much does celebrity advertising cost?" This question is also of great concern to the subordinates.

"Those who are selected are worth one million. If they are willing to accept the advertisement, they can do it. If they are not willing, we will not force it." Fan Wubing replied.

If it is an ordinary enterprise, it will definitely have to put more thought into this advertising price issue. For example, it can identify a first-, second-, and third-tier star, and then give a price list based on the celebrity's popularity and influence. Divide into three, six or nine grades and make different pricing strategies.

But there is no need for Fan Wuyi's own company to do this. In fact, he has gone through the names on the contract list. He thinks these people are worth spending so much money, and he also thinks that since he wants to cooperate with Fan Investment Group . Then we need to have a very clear understanding that no one is irreplaceable, and no one is indispensable to Fan Investment Group. Even the most popular celebrities at home and abroad are all in the eyes of Fan Wubing. Just average.

Different from other companies, each star's promotional posters also have descriptions of their most commendable achievements, and Fan Wubing also specifically emphasized that some successful young people who are not in the entertainment industry should also join this event.

The reason why Fan Wubing did this was just to set off a wave of publicity in the media circle, to create some gimmicks, and to create a new impression in the minds of young people, that is, whether in No matter what industry, as long as you work hard and succeed, you will get rich rewards one day.

“Actually, many people don’t think it’s worth the price and some expressed different opinions.

Fan Wubing waved his hand and said. "This is the difference in cultural concepts. Unlike Western companies that completely use money to measure a person's value, we have to have our own value scale. The person we identify is the price. As for whether it is worth it, that is our opinion. , has nothing to do with other people

"Boss, are you trying to promote your own values? High, really high!" Someone immediately thought of Fan Wubing's profound meaning and couldn't help but admire him.

It is conceivable that when many big-name celebrities get this advertising contract, as more and more young people from other industries join the ranks, it is enough to promote a new concept of Fan Investment Group to the world, that is, as long as If you work hard, you can enter this *** and gain the same respect as others.