Chapter 1642 The birth of Panda sugar-free drink
After Song Ziyan's explanation, these people roughly understood Chen Mo's strategy this time.
This strategic positioning focuses on youth, health, and specializes in the sugar-free beverage market.
New drink named after panda.
Panda Beverage takes "health" as its brand tone and launches a series of drinks with "0 sugar and 0 calories", which is in line with the target group's pursuit of a healthy lifestyle.
As the only brand focusing on healthy drinks currently on the market, Panda has further bound the concept of "0 sugar and 0 calories" to the brand. As the core content strategy of the brand, it will be further expanded at the subsequent marketing level, laying the foundation for the brand in consumers' minds. unique position.
The value positioning is healthy drinks that taste good, look good, and are of good quality.
Panda Beverage uses erythritol to successfully solve the taste problem.
The sweetness of this raw material is 80% that of sucrose, and it is very easy to restore natural sucrose. What's more important is that erythritol contains almost no calories, which means it contains no fat.
Song Ziyan also inserted a strange story in 1955 when sugar capital and fat capital were at war.
At that time, sugar capital spent money on publicity. On the one hand, it was to promote that sugar was beneficial, a panacea, and that eating sugar would not make you fat.
This kind of advertisement has been seen once by everyone in the country.
On the other hand, sugar began to spread the rumor that fat is harmful to people, and that all pots are fat.
At that time, there may be a phenomenon. If you buy sugar, the sugar will be said to be healthy because it contains no fat. If you buy butter, it will be said to be healthy because it has no added sugar.
This is the well-known theory of sugar-oil relativity, the magic perpetual motion machine.
Chen Mo's panda drink contains neither sugar nor fat, which directly rises to another level!
At this time, He Chaoling raised a doubt: "According to my survey and calculations based on public market data, the cost of using erythritol is 100 times higher than that of aspartame."
"So why don't we replace erythritol with aspartame, which costs less?"
Song Ziyan turned to look at Chen Mo and said helplessly: "Mr. Chen, I'm also very confused about this. Why do you insist on using erythritol instead of aspartame?"
"As far as I know, the new sugar-free drinks from Kekou use aspartame."
Chen Mo smiled mysteriously: "This is part of the plan, I will keep it secret from you for the time being."
Erythritol tastes better, but the taste of aspartame, which is 100 times cheaper, is not much different.
To be honest, using aspartame is the most economical and most competitive.
But as a reborn person, Chen Mo knew the fatal flaw of aspartame - it is a carcinogen!
Ten years later, in 2015, aspartame was classified as a "possible carcinogen" by the World Health Organization.
A few years later, it was completely classified as a "carcinogen" and no longer allowed to be used in any food.
Chen Mo has asked Hongmeng Laboratories to contact the World Health Organization and jointly conduct a comprehensive test on aspartame. They can definitely classify this additive as a "carcinogen" 20 years in advance.
Once the opponent uses aspartame, it gives Chen Mo a fatal grip!
This ability to be infinitely close to predicting the future is the benefit of being reborn!
No one can do this except Chen Mo, a reborn person!
…
…
A few more days passed.
Under the operation of the world's top public relations department of Coco-Cola, Coco-Cola's declining reputation is gradually recovering.
Declining sales have also been curbed to a certain extent.
The stock price fell from a peak of 70% to a fall of 64%, and continued to recover as time went by.
That day, James asked the person in charge of the securities department: "What's the situation at Chen Mo's side? Have you withdrawn?"
The person in charge shook his head: "No, and the other party doesn't seem to give up, and keeps increasing the amount of short selling. But the effect is very weak. It can only curb the recovery speed of our stock price, but it can no longer suppress the price."
James sneered and said: "Maybe Chen Mo will manipulate public opinion in the future. It's a pity that he only has these three tricks."
"When our sugar-free series comes out, let alone the falling stock price, I can guarantee that the stock price will skyrocket by at least 20% or more!"
"Chen Mo is just waiting for his position to be blown up!!!"
James's remarks are supported by data.
In fact, the reason why Chen Mo can control public opinion so easily is not only due to Chen Mo's powerful operating methods, but also a large part of Coke itself.
James actually had a premonition that the soft drink market was reaching its peak as early as three years ago.
Because fructose syrup (one of the main sweeteners in Coke) has made a generation fat.
According to data published by authoritative organizations, since the use of fructose syrup, the average weight of Chinese people has increased by 20 pounds, 70% more people have died of diabetes worldwide, and 200 million people are suffering from diabetes.
In fact, even the people themselves have noticed the problems caused by cola and sugar.
The famous stadium in Hegemony must be renovated, otherwise the large number of fans will not be able to seat;
Clothes have to be enlarged, cruise ships have to get enlarged, and even those who are in the funeral industry and sell coffins have to follow suit.
If you keep getting so fat, you will have to sell lofts in your graveyard.
Even the World Health Organization recommends that people must control free sugar below 25g, and a bottle of Coke will last two days.
Under such circumstances, it is a certainty that Coca-Cola will break out into a crisis.
Even if there is no Chen Mo, there will be other people and other things that detonate this "sugar bomb"!
James has always wanted to develop a series of sugar-free drinks, but because the cost of building a new production line is too high, and the profits of the existing production lines are still ridiculously high, shareholders only care about their immediate interests and do not agree and are unwilling to take risks in developing a new series.
Now taking this opportunity, James can just realize the new product dream he has always wanted.
"Chen Mo, Chen Mo, unexpectedly, your operation actually helped me!"
"You'd better keep injecting capital and remain short-selling unswervingly, otherwise if you withdraw and cash out to make money now, I really can't do anything to you!"
James thought to himself.
At this moment, the assistant on the side said: "Boss, the R\u0026D department said that aspartame may have health risks, and suggested that we use erythritol instead."
James immediately retorted: "Do those R\u0026D people understand what cost-effectiveness is?"
"Sugar substitutes have the concept of cost-effectiveness, which is also called price-to-sweetness ratio (it can also be called sweetness-to-price ratio, they both mean the same thing). To put it bluntly, it means how much sweetness I can get by spending the same money."
“Erythritol, let alone aspartame, can’t even beat sucrose. It’s too expensive!
A large part of the reason why our Coca-Cola can survive is because of its low price!
If I want to use it, how can I maintain the huge price advantage? "
Assistant: "But..."
James: "I know what you want to say. Is there any existing law that prohibits the use of aspartame? No?"
Just do it if the law doesn’t prohibit it!
I estimate that aspartame will be banned, at least 10 years from now. By then, we will have already defeated all opponents using erythritol by relying on its huge cost-effectiveness! "
