百事可乐的全面重启：如何从可口可乐和Dr Pepper手中夺回市场份额

农食网

04-04

百事公司（PepsiCo）正在发起一场全面的攻势，试图扭转其碳酸饮料业务的颓势。随着旗舰产品百事可乐的销量落后于Dr Pepper，以及整体饮料市场份额的下滑，这家饮料巨头正努力重新占据美国市场的主导地位。碳酸饮料销量的缓慢衰退百事的销量下降并非一夜之间发生。从2010年至今，包括Diet Pepsi和Pepsi Zero Sugar在内的百事碳酸饮料销量下降了32%，而同期可口可乐的销量仅下降...

免责声明：投资有风险，本文并非投资建议，以上内容不应被视为任何金融产品的购买或出售要约、建议或邀请，作者或其他用户的任何相关讨论、评论或帖子也不应被视为此类内容。本文仅供一般参考，不考虑您的个人投资目标、财务状况或需求。TTM对信息的准确性和完整性不承担任何责任或保证，投资者应自行研究并在投资前寻求专业建议。

热议股票

no data

没有相关数据

{"basename":"/hans","ssrTDKData":{"titleTemplate":"%s - 老虎证券","title":"老虎证券全球投资理财平台| 一站式投资美股新股港股A股","description":"老虎证券助您一站式投资美股，新股，港股，A股等全球金融理财产品。新加坡华人最信赖的在线投资平台，现在加入即享低费用，24/5 无时差炒美股投资理财！","keywords":"老虎证券,老虎证券开户,老虎券商,老虎证券官网,老虎证券app,tigertrade老虎证券,股票,炒股,新加坡股票交易平台,投资,投资理财","social":{"ogDescription":"老虎证券助您一站式投资美股，新股，港股，A股等全球金融理财产品。新加坡华人最信赖的在线投资平台，现在加入即享低费用，24/5 无时差炒美股投资理财！","ogImage":"https://c1.itigergrowtha.com/portal5/static/media/og-logo.be62fbe1.png","ogUrl":"https://www.itiger.com/hans/news/2524788548"},"companyName":"老虎证券"},"pageData":{"isMobile":false,"isTiger":false,"isTTM":true,"region":"SGP","license":"TBSG","edition":"fundamental"},"__swrFallback__":{"@#url:\"https://stock-news.skytigris.cn/v3/news\",params:#id:\"2524788548\",edition:\"fundamental\",,,undefined,":{"share":"https://ttm.financial/m/news/2524788548?lang=zh_CN&edition=fundamental","thumbnail":"","is_english":false,"pubTime":"2025-04-04 21:17","share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","id":"2524788548","market":"us","top_or_hot":-1,"title":"百事可乐的全面重启：如何从可口可乐和Dr Pepper手中夺回市场份额","media":"农食网","content":"<div>\n<p>百事公司（PepsiCo）正在发起一场全面的攻势，试图扭转其碳酸饮料业务的颓势。随着旗舰产品百事可乐的销量落后于Dr Pepper，以及整体饮料市场份额的下滑，这家饮料巨头正努力重新占据美国市场的主导地位。碳酸饮料销量的缓慢衰退百事的销量下降并非一夜之间发生。从2010年至今，包括Diet Pepsi和Pepsi Zero Sugar在内的百事碳酸饮料销量下降了32%，而同期可口可乐的销量仅下降...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250404213711a6afb20b&s=b\">网页链接</a>\n\n</div>\n","source":"tencent","html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>百事可乐的全面重启：如何从可口可乐和Dr Pepper手中夺回市场份额</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n百事可乐的全面重启：如何从可口可乐和Dr Pepper手中夺回市场份额\n</h2>\n\n<h4 class=\"meta\">\n\n\n2025-04-04 21:17 北京时间&nbsp;&nbsp;&nbsp;<a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250404213711a6afb20b&s=b><strong>农食网</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>百事公司（PepsiCo）正在发起一场全面的攻势，试图扭转其碳酸饮料业务的颓势。随着旗舰产品百事可乐的销量落后于Dr Pepper，以及整体饮料市场份额的下滑，这家饮料巨头正努力重新占据美国市场的主导地位。碳酸饮料销量的缓慢衰退百事的销量下降并非一夜之间发生。从2010年至今，包括Diet Pepsi和Pepsi Zero Sugar在内的百事碳酸饮料销量下降了32%，而同期可口可乐的销量仅下降...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250404213711a6afb20b&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU1929549753.HKD","symbol_name":"FRANKLIN INCOME \"A\" (HKD) INC","start_time":0,"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250404213711a6afb20b&s=b","article_id":"2524788548","we_media_id":null,"thumbnails":[],"rights":{"source":"tencent","url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250404213711a6afb20b&s=b","rn_cache_url":null,"customStyle":"body{padding-top:10px;}#news_title{font-weight:bold;#titleStyle#;}#news_description span{font-size:12px;#descriptionStyle#;}.footer-note{#statement#}","selectors":".mod-LoadTzbdNews, body","filters":".relate-stock, .hot-list, .recom-box, .wx-sou","directOrigin":true},"url":"https://stock-news.laohu8.com/highlight/detail?id=2524788548","pubTimestamp":1743772646,"columns":[],"sourceInfo":{"source_id":"tencent","name":"腾讯"},"weMediaInfo":null,"summary":"百事公司正在发起一场全面的攻势，试图扭转其碳酸饮料业务的颓势。随着旗舰产品百事可乐的销量落后于Dr Pepper，以及整体饮料市场份额的下滑，这家饮料巨头正努力重新占据美国市场的主导地位。碳酸饮料销量的缓慢衰退百事的销量下降并非一夜之间发生。甚至长期以来在运动饮料市场占据优势的Gatorade也失去了部分市场份额。Pepsi Zero Sugar和Wild Cherry Pepsi的销量则呈现两位数的增长。百事并不准备轻易放弃这场可乐大战。","collect":0,"end_time":0,"defaultTopTitle":"qq.com","property":[],"viewcount":null,"language":"zh","relate_stocks":{"LU1929549753.HKD":"FRANKLIN INCOME \"A\" (HKD) INC","LU2506952170.USD":"BNP PARIBAS SUSTAINABLE GLOBAL LOW VOL EQUITY \"CRH\" (USDHDG) INC","SG9999014575.USD":"UOB UNITED INCOME FOCUS TRUST FUND (USDHDG) INC","KO":"可口可乐","LU0265550946.USD":"BGF SYSTEMATIC GLOBAL ENHANCED EQUITY YIELD \"A5\" (USD) INC","LU2360032135.SGD":"ALLSPRING GLOBAL EQUITY ENHANCED INCOME \"A\" (SGDHDG) INC","LU2237443382.USD":"Aberdeen Standard SICAV I - Global Dynamic Dividend A MIncA USD","LU1732800096.USD":"摩根大通环球收益基金A (irc)","BK4581":"高盛持仓","LU1868837300.USD":"CT (LUX) I AMERICAN FUND \"9\" (USD) ACC","LU2237443549.SGD":"Aberdeen Standard SICAV I - Global Dynamic Dividend A MIncA SGD-H","SG9999011175.SGD":"Nikko AM Global Dividend Equity Dis SGD-H","LU2237443978.SGD":"Aberdeen Standard SICAV I - Global Dynamic Dividend A Acc SGD-H","IE00BBT3K403.USD":"LEGG MASON CLEARBRIDGE TACTICAL DIVIDEND INCOME \"A(USD) ACC","LU1221951046.USD":"NORDEA 1 STABLE RETURN \"HM\" (USDHDG) INC","LU0234572021.USD":"高盛美国核心股票组合Acc","SG9999002232.USD":"Allianz Global High Payout USD","SG9999004303.SGD":"Nikko AM Shenton Global Opportunities SGD","LU2237957902.USD":"NIKKO AM GLOBAL EQUITY \"F\" (USD) ACC","LU0320765646.SGD":"FTIF - Franklin Income A MDIS SGD-H1","SG9999002224.SGD":"Allianz Global High Payout SGD","LU2237957811.SGD":"NIKKO AM GLOBAL EQUITY \"F\" (SGD) ACC","LU1868836591.USD":"CT (LUX) I AMERICAN \"1U\"(USD) ACC","LU2279689827.SGD":"JPMorgan Investment Funds - Global Income Sustainable A (mth) SGD-H","LU0661504455.SGD":"Blackrock Global Equity Income A5 SGD-H","LU2347655156.SGD":"JPMorgan Investment Funds - Global Income A (icdiv) SGD-H","BK4532":"文艺复兴科技持仓","LU1868836757.USD":"CT (LUX) I AMERICAN FUND \"2\" (USD) ACC","PEP":"百事可乐","LU0823417737.USD":"BNP PARIBAS SUSTAINABLE GLOBAL LOW VOL EQUITY \"C\" (USD) INC","LU1196500208.SGD":"NORDEA STABLE RETURN \"HB\" (SGDHDG) ACC","BK4177":"软饮料","BK4585":"ETF&股票定投概念","LU1059921491.USD":"NORDEA 1 GLOBAL STABLE EQUITY \"HB\" (USDHDG) ACC","LU0323591593.USD":"SCHRODER ISF QEP GLOBAL QUALITY \"A\" (USD) ACC","LU0868494617.USD":"UBS (LUX) EQUITY SICAV - US TOTAL YIELD SUSTAINABLE \"P\" (USD) ACC","LU1003077747.HKD":"BGF GLOBAL EQUITY INCOME \"A6\" (HKDHDG) INC","IE00BGHQF631.EUR":"GUINNESS GLOBAL EQUITY INCOME \"C\" (EUR) ACC","SGXZ23171101.USD":"NIKKO AM SHENTON GLOBAL OPPORTUNITIES (USD) ACC","LU1116320737.USD":"BGF SYSTEMATIC GLOBAL ENHANCED EQUITY YIELD \"A6\" (USD) INC","LU1244550577.SGD":"FTIF - Franklin Global Multi-Asset Income A (Mdis) SGD-H1","LU1064131342.USD":"Fullerton Lux Funds - Global Absolute Alpha A Acc USD","SG9999015341.SGD":"United Income Focus Trust Acc SGD-H","IE00B3PB1722.GBP":"GUINNESS GLOBAL EQUITY INCOME \"C\" (GBP) INC","LU1718418525.SGD":"JPMorgan Investment Funds - Global Select Equity A (acc) SGD","IE00B42XCP33.USD":"GUINNESS GLOBAL EQUITY INCOME \"C\" (USD) INC","LU0795875169.SGD":"JPMorgan Investment Funds - Global Income A (div) SGD-H","LU1244550494.USD":"FRANKLIN GLOBAL MULTI-ASSET INCOME \"A\" (USDHEDGED) ACC","LU2237443895.HKD":"abrdn SICAV I -  GLOBAL DYNAMIC DIVIDEND \"A\" (HKD) ACC","IE00BLSP4239.USD":"Legg Mason ClearBridge - Tactical Dividend Income A Mdis USD Plus"},"translate_title":"Pepsi's Full Restart: How to Reclaim Market Share from Coca-Cola and Dr Pepper","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"KO":1,"PEP":1},"content_text":"百事公司（PepsiCo）正在发起一场全面的攻势，试图扭转其碳酸饮料业务的颓势。随着旗舰产品百事可乐的销量落后于Dr Pepper，以及整体饮料市场份额的下滑，这家饮料巨头正努力重新占据美国市场的主导地位。碳酸饮料销量的缓慢衰退百事的销量下降并非一夜之间发生。从2010年至今，包括Diet Pepsi和Pepsi Zero Sugar在内的百事碳酸饮料销量下降了32%，而同期可口可乐的销量仅下降14%，根据Beverage Digest的数据，百事经典蓝罐可乐的排名已滑落至第三位。甚至长期以来在运动饮料市场占据优势的Gatorade也失去了部分市场份额。更大的挑战在于，美国消费者正在减少碳酸饮料的消费。他们转向能量饮料、康普茶以及更健康的选择。健康官员将含糖饮料称为“毒药”的标签也加剧了这一趋势。从高层开始的重启计划百事北美饮料业务的新负责人Ram Krishnan自2024年2月上任以来，启动了一项激进的复兴计划。他的策略包括早晨实地走访商店、亲自检查销售情况，以及重新定义营销方向。Krishnan的日程安排极为紧凑：早上5点与销售团队开会，7点与管理层进行圆桌讨论，并在沃尔玛、Dollar General和7-Eleven等连锁店进行实地检查。他的团队手持评分表，评估产品摆放情况、货架是否充满，以及百事是否在结账区域的冷藏柜中占据显眼位置。“也许我们失去了关注的重点，”Krishnan坦言，“现在我们正在努力找回它。”加大广告攻势，重燃竞争热情百事试图重现上世纪80年代著名的“可乐大战”的活力。今年，百事重新推出了“百事挑战”（Pepsi Challenge），将Pepsi Zero Sugar与Coca-Cola Zero Sugar进行对比。新的广告活动宣称百事与食物搭配更佳，并引用内部研究结果支持这一说法，强调其风味和碳酸表现。广告标语为：“每个汉堡都值得拥有百事。”公司还大幅增加了广告投入，尤其是在社交媒体平台上。它推出了新的广告，强调口味优势，并推出“卧底特工”活动，将百事悄然融入快餐套餐中。销量开始回升Krishnan表示，今年蓝罐百事的销量增长了5.8%，扭转了2024年1.5%的下降趋势。Pepsi Zero Sugar和Wild Cherry Pepsi的销量则呈现两位数的增长。但挑战依然严峻。一些独立分销商表示，他们从未见过百事品牌如此困难的时期。一些分销商甚至开始转向分销竞争对手的饮料，比如C4 Energy。修复过去的错误批评者认为，百事之所以失去市场，是因为它过于专注于零食和健康产品的转型。前首席执行官Indra Nooyi将营销资源从碳酸饮料转向了诸如Sabra鹰嘴豆泥和Naked Juice等产品。Gatorade和Mountain Dew也被新收购的产品如Rockstar能量饮料和Poppi益生菌汽水所取代，后者以19.5亿美元被收购。现在，百事正在尝试将零食和饮料业务更好地整合到一个统一的分销团队中，以避免像过去那样为Lay’s薯片和百事饮料分别派送卡车到同一家商店的低效操作。未来的道路百事公司认为，通过重新定义营销策略、优化运营流程以及简化信息传播——强调美味和与食物的搭配——可以重振碳酸饮料业务。Krishnan坚持认为，目前的调整还处于早期阶段，但他表示，“我们正在做的一些转变已经开始见效。”百事并不准备轻易放弃这场可乐大战。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"code":"91000000","status":"200"}}}

如果下载按钮点击无跳转，请点击右上角菜单选择 “在浏览器打开”

立即咨询
下载APP
扫码下载APP