In this hand-to-hand combat, Roger Enrique, president of American Pepsi Company, always warned himself with the story of "two monks crossing the river".
Two monks walked from one temple to another. After walking for a while, they met a river. Because of the heavy rain, the bridge on the river was washed away, so they had to wade across the river.
At this moment, a beautiful woman happened to walk to the river. She said that she had something urgent to cross the river and asked two monks for help.
The first monk immediately picked up the woman and sent her safely to the other side. The second monk then crossed the river smoothly.
The two monks walked silently for several miles.
The second monk suddenly said to the first monk, "We monks should never go near women. Why did you just violate the rule of carrying that woman across the river? "
The first monk replied faintly, "I put her down a few miles ago, but I think you are still carrying her!" " "
In the book "Pepsi is King", Enri kept telling himself to learn from the courage of the first monk, instead of being bound by a rule as easily as the second monk.
Because Pepsi and Coca-Cola are very similar in formula, color and taste, most consumers simply can't tell the difference between them. However, in the early stage of the "war" between them, Pepsi has been struggling to operate, especially in advertising, which was far behind by Coca-Cola.
After numerous confrontations with Coca-Cola, Pepsi finally broke through the rules and repositioned itself. Pepsi-Cola began to attack Coca-Cola with the image of "a new generation of Coca-Cola" and won a broad market from young people. The strategic pattern of beverage market share has also quietly changed.
Pepsi's positioning is very strategic. Because Pepsi is very similar to Coca-Cola, it is difficult for Pepsi to make a fuss about quality. The challenge of Pepsi's choice is to distinguish its consumer positioning. Pepsi gave up the strategy of "comprehensive coverage" regardless of gender, age and age, and started with young people alone, attacking Coca-Cola. Pepsi tried to establish its image of "young, lively and modern" through advertising.
After Pepsi completed its positioning, it began to study the characteristics of young people. After careful investigation, it is found that what young people like best is unique, trendy, connotative and creative. Grasping the psychological characteristics of young people, Pepsi began to launch a series of advertisements with the latest stars of young people as image spokespersons.
In the United States, PepsiCo hired pop star Michael Jackson to advertise for $5 million. This move is called the biggest advertising operation in history. Jackson really lived up to his mission. Young consumers were all shocked when he appeared on the screen singing the theme song of Pepsi advertisement with fantastic dance steps.
In Chinese mainland, PepsiCo invited Aaron Kwok and Faye Wong as its image representatives. The influence of these two singers is remarkable. Aaron Kwok's singing and dancing and Faye Wong's cold temperament fascinated countless young consumers. PepsiCo's sales point in China is full of Aaron Kwok's persistent, firm and enthusiastic eyes.
With the strengthening of advertising, Pepsi's youthful and energetic image began to take root in people's hearts. In a survey of 6000 people by Shanghai Radio, young people said what they thought was the coolest. They think that the coolest female singer is Faye Wong, the coolest male singer is Aaron Kwok, and the coolest drink is Pepsi. Pepsi invited popular artists as spokespersons, and the vibrant youth scene in the advertisement became the deepest memory of the brand.
In addition, Pepsi's advertising language is also quite distinctive. It takes "the choice of a new generation" and "the desire for infinity" as its advertising slogan. Because Pepsi believes that young people pursue everything, such as music and sports, Pepsi put forward the slogan of "endless desire". Pepsi advocates that young people make a "new generation choice", that is, break away from convention and drink Pepsi. Pepsi-Cola, two vibrant advertising words, quickly won the recognition of young people. In advertising language, Pepsi's advertising content is generally music and sports. Pepsi is also good at playing football cards. Pepsi-Cola took advantage of the fact that most teenagers like football, and specially launched Pepsi football stars. ...
As a challenger, Pepsi did not imitate Coca-Cola's advertising strategy, but was brave in innovation. By breaking the routine, we have established the image of "coming from behind" and carried forward the new generation spirit of the brand, which is positive, fashionable, enterprising, witty and humorous, and unremitting pursuit of a better life, to every corner of Pepsi. Plo Carter said, "Sticking to the rules is a stumbling block to getting rich. Truly successful people are essentially rebellious. "
Fok Ying-tung's success stems from his good habit of never sticking to the rules and trying to find a way when encountering difficulties.
After the Korean armistice, Henry Fok had a unique eye. He saw the characteristics of Hong Kong with a large population and little land, and realized that the real estate industry has great potential. He resolutely poured years of savings into the real estate market. He set out to set up Lixin Construction Real Estate Company. Every day, I am busy tearing down old buildings and building new ones, buying and selling, and turning a new and decisive page in my life!
At that time, the real estate industry spent a sum of money to buy land to build a house, and then sold it layer by layer after building it, or charged rent according to the house. But he didn't stick to the rules. He sold the building to be built layer by layer in advance, then used the raised funds to build the building, and then built it after selling it. This reversal first and then enabled him to do great things with a small amount of money. The funds originally used to build only one building can be used to build more new buildings. At the same time, he can have sufficient funds to buy good land and advanced construction machinery, thus improving the quality and speed of construction and reducing the construction cost. More competitive is that his real estate location can be better than peers, and the price is lower than peers. And sometimes he will use the pre-sale method of installment payment to make it affordable for more people. In order to promote the method of selling first and building later, Henry fok took the lead in using brochures and advertisements for extensive publicity. He said: "We carry out all kinds of publicity to let more rich people buy it. For example, overseas Chinese who come to settle or invest in Hong Kong, their relatives, employees who have worked hard for half their lives and have a little savings, nouveau riche and vendors engaged in other small businesses can all come to invest in real estate. Who doesn't want to have their own room? Only when many people care about it, understand it and participate in it can our cause have hope. " Fok Yingdong's advertising effect is quite good. The high-rise buildings built and sold by Lixin Construction Real Estate Co., Ltd. in just a few years have covered Hong Kong and Kowloon, breaking the record of real estate sales in Hong Kong. This water "pauper", who is neither a construction engineer nor a veteran of property management, has become a famous king of construction and residential construction in a short time with assets exceeding 100 million. This is mainly because he dares to think what others dare not think and do what others dare not do.
Fok Ying-tung is good at breaking the rules and has made his fortune and career. His spirit of finding a solution when encountering difficulties is worth learning.
There are many traditional ideas that are no longer conducive to efficient work today, and people are no strangers to breaking the rules. However, once encountering practical problems, people are still accustomed to using conventional thinking. Many problems that could have been solved have become impossible and difficult to solve. Rules should be made to help people solve problems, but all rules will show different functions with the changes of the times. Once the rules are no longer conducive to solving problems, they should be broken immediately and no longer bound by the rules.
In Renaissance Europe, the liberation of natural science from medieval theology formed a literary environment of great ideological liberation, which produced many giants with creative thinking and radiated brilliant wisdom in different disciplines.
Only creative thinking that breaks through the convention can make some problems difficult and easy, and only creative thinking that breaks through the convention can create new miracles.