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  3. In the battle for the young soda drinkers of China, U.S.-based Pepsi-Cola ma

In the battle for the young soda drinkers of China, U.S.-based Pepsi-Cola ma

游客2024-04-09  36
问题     In the battle for the young soda drinkers of China, U.S.-based Pepsi-Cola may have found a powerful new weapon: young street sellers toting(背负)backpack soda dispensers.
    It may sound trivial, but in China’s teeming(拥挤的)cities, getting cold carbonated drinks into the hands of the young can be a struggle. Vending machines are often out of order, hawkers with pushcarts can’t keep drinks cold enough, and the friendly mom-and-pop comer stores just don’t cut it with teenagers trying to act hip.
    The backpack dispensers are the latest twist in a continuing battle between Pepsi-Cola and rival Coca-Cola for China’s soda drinkers. Since 1996, Pepsi has virtually conceded dominance to Coca-Cola in all but a few international markets. Among the exceptions is China, where Pepsi-Cola believes it can make a last stand by appealing to youth. So far, however, it hasn’t gained much ground. Research firm AC Nielsen says a January survey indicated Coca-Cola had captured 47% of China’s market for carbonated beverages—Sprite and Fanta. Pepsi-Cola’s share lagged well behind at 19%, most of which was due to Pepsi, followed by 7-Up and Mountain Dew. Globally, Coca-Cola had a 51% share of beverage sales last year, compared with 21% for Pepsi-Cola.
    Coca-Cola’s China marketing director in Hong Kong, John Cheung, says his firm tried backpack dispensers in China a few years ago but decided they weren’t paying off because the drinks warmed up too quickly. But Pepsi-Cola’s Tan says the dispensers his company uses—made by U.S.-based Thirst Enders International—keep the rate of warming to a minimum: two degrees an hour on a hot day. With shoppers in Chengdu gulping down the 32 cups in each tank within an hour, the drinks are always cool.
    Cheung admits that another reason for Coca-Cola’s disappointing results was that it picked older, unemployed adults to wear the dispensers, rather than upbeat young people. Pepsi-Cola avoided that mistake by recruiting from universities. "We want people who can be identified by the young customers with selling the drinks," says Tan. "They need to be young, energetic and outgoing."
    Pepsi-Cola also has used the dispensers in the Philippines and Singapore for promotions and sporting events. In China, it may start using them at soccer games—it sponsors the country’s premier league. Tan says he wants to take the packs nationwide "as soon as possible". That will mean convincing bottlers and distributors to stump up $1,000 for each pack.(Under Pepsi-Cola’s arrangements with its local partners, the partners bear the full cost.)
    Coca-Cola’s Cheung admits he’s watching Pepsi-Cola’s gambit(策略)carefully. "If the day comes that the backpack is such a big advantage," he says, "We’ll use them too." [br] According to the third paragraph, the backpack-dispenser approach appeared _____.
选项 A、promising
B、ineffective
C、to work in only few international markets
D、to cause Pepsi to lose more market share
答案 B
解析 第3段第4句及从第5句开始所显示的数据都表明百事公司采用的背包式饮料机策略没有效果，B为本题答案。从第3段首句可知百事可乐公司对背包式饮料机策略寄予了厚望，但该段的数据表明这个策略并没有带来成功，A不正确：C文中没有提及；第3段最后两句对比了两家公司的市场份额，但这并不是使用了背包式饮料机之后的市场份额，D无从说起。
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