Fang Zhenghua is the director of the creative advertising department of Coca-Cola Greater China. He is only in his thirties. He can sit in this position at a young age. Naturally, he relies on his real ability.
Although working in a foreign-funded enterprise may seem very glamorous on the outside, and even the salary is higher than that of an ordinary company, in fact, it is inevitable to be discriminated against, especially Japanese and Korean enterprises. It is not bad for men, but women are often discriminated against.
Harassment from old and wretched bosses, especially those at the top of the company, who often come by parachute, shows the full distrust of foreign investors towards Chinese people.
But no matter what, Fang Zhenghua, at a young age, can be considered to be in a high position, but only he knows the troubles in his heart.
As the saying goes, eating the emperor's salary and being loyal to the emperor is a matter of taking a salary from the Coca-Cola Company. Naturally, you have to worry about the affairs of the Coca-Cola Company. Although the Coca-Cola Company seems to be extremely prosperous, it also has its own troubles.
This trouble comes from Coca-Cola's old rival, Pepsi-Cola. The century-old competition history between the two major brands Pepsi-Cola and Coca-Cola has outlined the main line of the development of the world's soft drink industry and has become the focus of global economic attention and one of the successful examples of market economy operations.
For many laymen, this is indeed something worth talking about, but for the Coca-Cola Company, it is not a good thing.
Globally, Coca-Cola's sales volume is slightly higher, but in the carbonated beverage market in mainland China, Pepsi-Cola's sales volume is dominant
I don’t know when this situation formed. In fact, at the beginning, Pepsi-Cola was squeezed out of the market by Coca-Cola, because after the reform and opening up, Coca-Cola was the first to enter the Chinese market and quickly occupied a dominant position.
Pepsi-Cola was once hard to gain a foothold due to crowding out, but in just a few decades, everything changed. Coca-Cola went from being the absolute dominant player to being a follower of the market, taking a disadvantage.
This is something that the Coca-Cola Company has always been worried about and cannot let go of. The same goes for Fang Zhenghua. Although Coca-Cola has a comparative advantage in the world, it is the world and it is none of his business. He only knows that when he is responsible
In the Greater China region, Coca-Cola has been suppressing them
And the pressure on him as a director is also extremely high. Looking at the history of Pepsi's rapid growth and development in the fierce market competition, from small to large, from weak to strong, and catching up, people are admiring Pepsi's increasingly strong viability and competitiveness.
At the same time, we have to think deeply: How can Pepsi-Cola have unique, stronger and lasting advantages and capabilities than its competitors at those key links and moments related to its own survival and development?
Historical experience shows that market economy is a legal economy and a competitive economy. Competition is the driving force for enterprise development. Only by being in the competitive environment of market economy can enterprises develop. In a certain sense, competition is a competition of brands.
It is a competition of ideas and cultural heritage.
To put it simply, it is publicity. Whoever can sell their cultural consumption concept into the hearts of more people will win. Therefore, it can be said that their poor advertising and publicity has caused the current situation.
Perhaps there was a problem with Coca-Cola's strategy from the beginning. In fact, it can't be said that there was a problem. Coca-Cola's positioning is family fun and sharing, while Pepsi-Cola is about personality, ego, and coolness. Coca-Cola relied on this from the beginning.
Positioning, it quickly gained a foothold in China, because the most important thing for Chinese people is family, and the economy was not very developed at that time. Drinking Coke was not something you could buy in the supermarket anytime and anywhere. During festivals and family fun,
On the contrary, it is easier to be accepted by others
This is also the reason why Pepsi-Cola was not a competitor to Coca-Cola for a long time. However, as time goes by, China's economy continues to develop, and people become richer. Coke is no longer a somewhat expensive drink, but has begun to become popular and civilian.
Moreover, the more assertive and self-centered people born in the 1980s also gradually grew up, and only then were they overturned by Pepsi-Cola in the end.
In the past few years, Coca-Cola has also begun to pay attention to the adjustment of publicity strategies in this area, but it seems that it is still too late. After all, Pepsi-Cola's self-identity image has been deeply rooted in the hearts of the people, and they simply cannot catch up!
As a creative director, Fang Zhenghua is under a lot of pressure, very, very much!
Coca-Cola is not a small company, and it is unacceptable for them to sit back and watch, especially when the world is dominant, and Greater China is at a disadvantage, so it is particularly conspicuous, not to mention the head office.
Even the top leaders in the Greater China region have frequently issued instructions to change all this.
Especially now that the time is about to enter the summer vacation, it is also a season of carnival for beverage manufacturers. Of course, everything must be changed quickly.
Fang Zhenghua went to the company early in the morning, took a short rest, called his assistant, and asked: "Is the call for submissions for Sprite's creative advertisement over?"
"Go back to the director, it's almost over, and it's just a few days away!" the assistant replied.
"Have you collected any good creative manuscripts?" Fang Zhenghua asked. They carried out such an action with great fanfare. Of course, they would not just leave it casually. Naturally, they hoped to collect good creative ideas.
As the saying goes, one person is short of wisdom, but two people are wise. The wisdom of the crowd is infinite!
"Yes, there is one!" the assistant replied, "There is indeed a pretty good one. Everyone says it is good, and it is in line with the focus of our Sprite promotion. But there is one problem, it is too long!"
"Too long!" Fang Zhenghua frowned. His creative department can be said to be full of talents of all kinds. Everyone has their own ideas, so he is needed to make decisions every time. His leadership has more authority.
Sometimes, it is reflected in this aspect, but there are rarely times when there is consensus.
It's too long. Fang Zhenghua frowned. This is indeed fatal for an advertisement. You know, the advertisement will eventually be placed on the TV station, and the TV station's advertisements collect money in seconds. It can really be said that
It’s around hundreds of thousands per second, so the essence of the ad is to be short but well publicized.
If it can't be short, no matter how good the advertisement is, it will be useless. If the advertisement lasts more than one minute, the money it will cost will definitely make a big company feel like vomiting blood!
What's more, it was still rated as too long! How long is it?
"Bring it to me and take a look!" Fang Zhenghua ordered