The core of product marketing is "how to fall in love with customers", how to use marketing strategies to make customers fall in love with their products. Among the current marketing methods, point marketing has proved to be one of the effective means to effectively retain customers and enhance consumer stickiness.
PepsiCo, which has a large audience and is known as "Happy Water", had a period of business difficulties before it sold well worldwide. At that time, in order to increase revenue and recover the disadvantage, Pepsi Cola launched a point marketing campaign. Pepsi's point marketing is not like a supermarket small fight, but the points meet the standard for products, discounts! It actually launched the promise of points for fighters!
This world-shocking marketing event occurred 20 years ago, when Pepsi Launched a points marketing advertisement in 1996: as long as the cumulative points reached 7 million, you can exchange for a 30 million DOLLAR fighter jet!
As soon as Pepsi Cola's marketing advertisement came out, the industry was shocked and consumers were in an uproar. Some people think Pepsi is a humorous advertisement, some people think it's true. There must be speculators under the heavy money, so a young man named Renard really saved enough points through the efforts of everyone. This seemingly difficult goal can be achieved as long as there are enough people.
Later, when Renard went to PepsiCo to collect the prize, he was rejected. PepsiCo reason: This is just a humorous advertisement, it treats everyone as a fool, Pepsi Cola is just fooled through, and finally no responsibility is borne?
<h1 class="pgc-h-arrow-right" data-track="2" > Pepsi's "big joke"</h1>
I believe that when you buy drinks every day, you more or less see the statement of points redemption on the bottle sticker, some of which are points in exchange for a bottle of drink, when we spend recharge online, there are similar activities, and each recharge will save a certain number of points. If the accumulation of points reaches a certain level, it can be exchanged for equivalent products.
This form of point marketing is very common, but the value of rewards is generally not too high, like Pepsi's reward for exchanging fighters, which is really exaggerated, and many people don't believe it. But it was big international companies like PepsiCo that made that promise. Their "Fairy Happy Water" sells well all over the world, and it is impossible to beat the swollen face and fill the fat, right?
As of this year, PepsiCo has been selling well in China for 40 years, and in the early 1990s, There were PepsiCo companies in Shanghai, Guilin, Sichuan, Chongqing and other places.
As one of the world's top 500 companies, PepsiCo has the hard power to complete a prize of 30 million US dollars. A young man in the United States took this advertisement seriously, and he mobilized his friends to work together to save points. Such a grand prize, Renard is naturally willing to come up with some principal, he cobbled together a principal of 700,000 US dollars. Finally bought enough drinks and saved enough points.
Renard gleefully went to Pepsico and asked them to fulfill their promise to claim the prize, but was refused. They claim it's just a joke. Renard was suddenly depressed, I have taken out all my wealth, are you kidding me? Renard was furious and took Pepsi to court.
The final verdict did not satisfy Renard, as he had only gotten his principal back and had no other form of compensation. Later, Pepsi's advertising and marketing changed its form, saying that it was 700 million points to change the fighter. Pepsi's exaggerated marketing gimmicks were full of fraud, but also complete fraud, and finally the White House came out with an announcement: Under normal circumstances, warplanes are impossible to transfer to ordinary people.
In the 1990s, the population of the Philippines grew rapidly, and the market here became more and more active, and the beverage market was unprecedented. At that time, although the Philippines was developing slowly and the economy was sluggish, there was still money to buy drinks. At that time, in order to seize the beverage market in the Philippines, Pepsi Cola started a marketing campaign.
They printed numbers on the cap of a Pepsi bottle. Different numbers correspond to different reward values, ranging from small rewards to rewards of up to $40,000. The product printed with the numbers was originally provided by PepsiCo, but one of the suppliers who boxed it was a factory that did something bad with good intentions.
They directly printed 800,000 bottles of Coke with the number "349", a bottle of $40,000 reward, that 800,000 bottles is $32 billion. The huge mistakes of supplier companies caused a shock, and their beverage market share in the Philippines suddenly reached 24.9%. Just as the majority of Filipino consumers were expecting huge rewards, PepsiCo realized that it had made a mistake.
They rushed to provide a clarification and explanation, and made a bottle of $18 compensation. But the anger of the majority of consumers did not subside, and they gathered to protest at PepsiCo. The police began a crackdown for order, which resulted in increasingly fierce confrontations between the two sides and bloodshed. In the end, it caused 2 deaths and 6 injuries.
The United States is a rule of law society, in 1911 introduced a provision to restrict advertising fraud, so Pepsi Marketing Points for fighters, is there no knowledge of the law, or do you know that you can't do it?
Pepsi's points exchange for fighter marketing events is too exaggerated. PepsiCo is a company with a strong legal department, so ignore other U.S. laws? Or is it that as long as it is profitable, they have no bottom line in advertising marketing?
Too many companies refuse to deliver on promises under the name of just humorous ads. Nowadays, advertising and marketing are emerging in an endless stream, such as the previous Foyuan is a clear example. One by one, women wearing cheongsams that outline the curves of their beautiful figures appear in Buddhist halls to sell tea and other products, marketing in this form of soft pornography, which shows the low bottom line of today's advertising.
Fortunately, now that Foyuan has been criticized, the platform has also taken the initiative to ban relevant advertising posts, so that Foyuan has not begun to flood. Renard can't get the fighter reward, on the one hand, the regulations restrict individuals from owning the fighter, and on the other hand, Pepsi Doesn't want to pay.
Whether in the past or today, the exaggerated marketing case of Pepsi's points redemption fighter is also unique. Fortunately, our country will not see such a strange, exaggerated advertising marketing. Without government restrictions on capital, their disorderly expansion would really have serious consequences. Perhaps the exchange of points for airplanes is not an exaggeration, in short, it is quite necessary to impose capital restrictions, but the consequences are serious.