旺旺英語Lesson 12Soft Drink Wars: the Next Battle 軟飲料戰：下一次戰爭The reformulation of Coke has given the feuding cola giants a chance to go at each other again.可口可樂的重新配方為長期不和的可樂巨頭提供了一個新開戰的機會。But Coca-Cola and PepsiCo are spoiling for yet another fight, and this time theyre picking on the little guys: non-cola makers like Seven-Up and Dr Pepper.By Monci Jo Williams 但是可口可樂和百事可樂一心想進行另一場戰斗，這一次它們選中了小企業：“七喜”和“佩拍博士”。In the U.S. soft drink industry, where 1% of the market is worth $ 300 million in retail sales, Coca-Cola and PepsiCo dont wage mere market share battles. They fight holy wars. These days the fighting is on two fronts. One is on the vast plains of the cola business, where the reformulation of Coke has Pepsi on the defensive. The other is in the back alleys of the smaller, non-cola market. Until now these have been dominated by other companies. As growth of high-calorie colas slows, however, Coca-Cola and PepsiCo are invading new territory.在美國的軟飲料行業，1的市場份額就意味著3億美元的零售額，可口可樂公司和百事可樂公司進行的不僅僅是爭奪市場份額的斗爭，他們進行的是“圣戰”。目前他們的斗爭有兩條戰線。一條是可樂生意的廣闊戰場，在這兒可口可樂的重新配方使百事處于守勢。另一條戰線是在較小的非可樂市場的后巷里。迄今為止，這些市場仍被其他公司所支配。由于高熱量可樂的增長緩慢，可口可樂公司和百事可樂公司計劃入侵新的領域。Coca-Cola is moving in with two new products: Cherry Coke, a canned version of the old soda fountain favorite, and Minute Maid Orange Soda, which contains orange juice. Pepsis new product is Slice, a lemon-lime soft drink that also contains fruit juice. If these products live up to their early performance in test marketsa big ifthey could produce $ 3 billion a year in retail sales. The skirmishes between the cola giants will precipitate a battle for supermarket shelf space and for the loyalty of battlers. The big guys will press bottlers to drop competing brands to make way for their new products.可口可樂憑著兩種新產品投入了戰斗：一種叫做“櫻桃可樂”，是原來的冷飲柜的寵兒的罐裝版，另一種叫做“小少女桔子汽水”，含有桔子汁。百事的新產品是“斯來思”，它也是一種包含果汁的檸檬酸橙軟飲料。如果這些產品能夠達到早期在試銷市場的表現這是個值得疑問的“如果”他們在零售方面每年就能產出30億美元來。可樂巨人之間的小沖突就會升級為一場為爭奪超市貨架空間和瓶裝商忠心的戰役。這兩個巨商將迫使瓶裝商們放棄與之競爭的品牌，以便為他們的新產品讓道。Its too early to tell how the reincarnated Coke is selling, since many bottlers are still working off old inventories. But the company isnt leaving much to chance. Coca-Cola will back new coke with more than $ 70 million of advertising this year, vs. the $ 50 million or so PepsiCo will spend on its flagship brand. Over the long term, however, many industry analysts believe the Coke reformulation will do little to dramatically change either Cokes or Pepsis market share. Says Joseph Doyle Harris Upham brokerage firm in New York: “Twelve months from now, well look back and see new Coke as a nonevent.” In all its variations, Coke holds about 29% of the U.S. market, Pepsi 23%.現在判斷新可口可樂產品的銷售情況還為時過早，因為許多經銷商還在銷售存貨，但是公司不會聽任其命運。今年可口可樂公司會用7千多萬美元的廣告費來支持新可樂，而百事可樂公司也將花大約5千萬美元為自己的旗艦商標作廣告。然而，從長遠來看，許多行業分析家認為，可口可樂的重新配方幾乎不會給可口可樂或百事可樂的市場份額帶來巨大的變化。紐約的Harris Upham經濟業聯號的Joseph Doyle說，“從現在起12個月后，我們再回頭看，會發現可口可樂其實很令人掃興。”把所有產品都算在內，可口可樂占美國市場的29，而百事占23%。The companys new formula was designed partly to keep Cokes sales growing overseas. Compared with Americans, who guzzle more soda than water, the rest of the world is still in the sipping stage. Coca-Colas goal is to kick up its slowing growth rate outside the U.S. from about 3% a year to 10%. Company executives think a less filling, more “guzzleable” new Coke will help.可口可樂設計新配方的部分原因是為了保持可口可樂在海外銷售的增長。和喝汽水比水還多的美國人相比，世界其他地區的人們簡直仍處在“小口順飲”階段。可口可樂的目標是把美國之外減慢的增長率從一年3%提高到10。該公司的經管人員認為，一種不太“灌人”、更易“狂飲”的新型可樂將會起到預期作用。Domestically, sales of soft drinks have been bubbling along nicely. They grew 6% last year, vs. 2% to 3% a few years ago. But the cola makers may experience more growing pains. At least with the high-calorie colas that account for half of all sales (diet colas hold about 12%). Baby-boomers are showing a strong preference for healthier, less fattening drinks as they ageeverything from diet soda to bottled water to fruit juice. For example, according to Beverage World, an industry magazine, fruit juice and fruit drink sales have grown from $ 1.2 billion in 1976 to $ 8.4 billion last year. John Costello, senior vice president of marketing and sales for Pepsi-Cola USA, thinks the popularity of fruit juices can be captured in new soft drink products such as Slice. “We want to take the vitality of the juice market and put it into soft drinks,” says Costello.在國內，軟飲料的銷售一直不錯。去年它們增長了6，而幾年前只有2到3。但是可樂制造商也許會經歷更多的成長的煩惱，至少在高熱量可樂方面，它占總銷售額的一半（營養可樂占12）。生育高峰期出生的人隨著年齡的增長，表現出對有利健康、不易發胖的飲料的強烈的喜愛所有一切，從營養汽水到瓶裝水到果汁。例如，根據行業雜志飲料界的報告，果汁和水果飲料的銷售額已由1976年的12億美元增長到去年的84億美元。美國百事可樂營銷部的副經理John Costello認為，果汁受歡迎的特點可以被運用到像“斯來思”這樣的新型軟飲料產品當中。Costello說，“我們想汲取果汁市場的活力，把它注入到軟飲料中。”Even without the new products from Coca-Cola and PepsiCo, the non-cola field is crowded. Indeed, with so many regional and national brands out there, it is sometimes hard to keep track of who owns what and whos competing with whom. But essentially the non-cola market can be divided into four segments: lemon-lime sodas, which account for about 12% of soft drink sales and include Philip Morris, 7 Up and Coca-Colas Sprite; orange sodas (4% of sales), which include R.J. Reynoldss Sunkist and Procter & Gambles Crush; mixers (2%), which include ginger ale, club soda, and tonic water and, finally, the Pepper category (7%), dominated by Dr Pepper, a non-cola drink based on a mixture of fruit flavors.即使沒有可口可樂公司和百事可樂公司的新產品，非可樂市場也是很擁擠的。的確，那兒有那么多的地方品牌和國家品牌，有時很難弄清哪種品牌屬于哪家公司、誰在和誰競爭。但是，非可樂市場基本上可以分為四部分：占軟飲料銷售額12的檸檬酸橙汽水，其中包括“菲利普?莫里斯”、“七喜”和可口可樂公司的“雪碧”；桔子汽水（占總銷售額的4%），包括R.J.雷諾茲的“浴光”和寶潔公司的“迷戀”；調和飲料(2），包括姜汁淡啤酒、俱樂部汽水和滋補水；最后一類是佩拍類，其中主要產品是“佩拍博士”，這是一種把數種水果味道混合在一起的非可樂飲料。Although Coca-Cola and PepsiCos new fruit juice sodas will compete with each other, they are more likely to steal market share from all those other drinks already on supermarket shelves. Slice, a lemon-lime soda that actually contains four juiceswhite grape, pear, lemon, and limeposes a challenge both to 7 Up, the No. 1 lemon-lime soda (4.4%) and sprite. Based on its performance in test markets, industry analysts say Slice could grab 3% to 4% of the U.S. market.雖然可口可樂公司和百事有限公司的新果汁汽水將互相競爭，但它們更有可能從所有那些已經擺上超市貨架的其他飲料手中竊取市場份額。“斯來思”，一種檸檬酸橙汽水，實際上包含了4種果汁白葡萄汁、梨汁、檸檬汁和酸橙汁，它對頭號檸檬酸橙汽水“七喜”(4. 4）還有“雪碧”都形成了挑戰。根據它在試銷市場上的銷售情況，行業分析家認為，“斯來思”可能會占領美國軟飲料市場的3到4的份額。Coca-Cola seems determined that Slices sales wont come at the expense of Sprite. This year the company hiked Sprites advertising budget to $ 40 million, and boosted sales 25% in the first three months. Seven-Up, on the other hand, still seems to be searching for a defense. It is distributing more consumer coupons and giving bottlers bigger discounts, but has also unimaginatively returned to its 17-year-old “uncola” advertising theme. Says Jesse Meyers, publisher of Beverage Digest. “Its raining out there, and Seven-Up hasnt put up an umbrella.”可口可樂公司似乎下定決心，不能用犧牲“雪碧”來換取“斯來思”的銷售額。今年，該公司把“雪碧”的廣告費猛增到4千萬美元，在第一季度，使其銷售額比去年同期增長了25緯。另一方面，“七喜”似乎仍在尋求防御。它分發更多的贈券，給經銷商打更大的折扣，但它也無趣地又回到已沿用了17年的廣告主題“非可樂”。飲料文摘的出版商Jesse Meryer說，“外面正在下雨，七喜卻還沒有撐起傘。”Coca-Colas advance into orange soda is bad news for Sunkist, which holds a 1.5% share of the soft drink market, and Crush (around 1%) Coca-Cola began testing Minute Maid Orange Soda in Canada last summer. Some analysts think it will quickly challenge Sunkist as the top-selling orange drink.可口可樂向桔子汽水進軍對占軟飲料市場1. 5的“浴光”和1的“迷戀”來說都是壞消息。去年，可口可樂公司開始在加拿大試銷“小少女”桔子汽水。一些分析家認為它很快就會作為最暢銷的柑桔飲料挑戰“浴光”。The sleeper among the products might turn out to be Cherry Coke, which contains no fruit juice at all. Emanuel Goldman, a beverage analyst with Montgomery Securities in San Francisco, says Cherry Coke has captured shares of 4% to 8% in test markets. The drink probably wont do as well when it is rolled out nationally, since consumer coupons and price promotions have been helping it along. But Goldman believes Cherry Coke could eventually displace Dr pepper as the nations fifth-best-selling soft drink.諸產品中出人意料的成功者可能會是“櫻桃可樂”，它根本不含果汁。舊金山Montgomery證券的飲料分析家Emanuel Goldman說，“櫻桃可樂”在試銷市場上占了4到8的份額。在全國鋪開銷售時，它的銷售情況也許不會那么好，因為在試銷時消費贈券和價格促銷起了一定作用。但是Goldman相信“櫻桃可樂”最終會取代“佩拍博士”，成為該國排名第五的暢銷飲料。Even if consumers swill the new sodas by the liter in test markets, however Coca-Cola and PepsiCo still face a struggle in persuading bottlers across the nation to take the products. One of the biggest battles in the soda wars, in fact, may not be for drinkers but for bottlers. Bottlers have a symbiotic but occasionally fractious relationship with the syrup makers. Although Coke and Pepsi own some of their own bottling companies, most bottlers are still independent. They do the bulk of their business selling colas, counting on Dr Pepper, Sunkist, and other non-colas to fill out their line. But because exclusive contracts with the syrup makers prevent bottlers from distributing competing brands, the cola giants must persuade them to drop established products to take on Slice or Minute Maid Orange Soda.即使在試銷市場上消費者成升地暢飲這些新型汽水，可口可樂和百事可樂仍面臨一場斗爭來勸說全國的經銷商接受這些產品。事實上，汽水戰爭中最大的斗爭也許不是爭奪飲用者而是爭奪經銷商。經銷商和漿汁制造商之間有一種共生的但有時又很難駕馭的關系。雖然可口可樂和百事可樂都有自己的經銷公司，但是大多數的經銷公司仍然是獨立的。他們的主要業務是銷售可樂，此外還靠“佩拍博士”、“浴光”及其他非可樂飲料來補充生意。但由于獨家經銷合同禁止經銷商銷售競爭品牌的產品，可樂巨頭們必須說服經銷商放棄已經確定了地位的產品，以接受“斯來思”和“小少女”柑桔汽水。The bottlers may no to along. Much of the expense of introducing a new productblitzing consumers with coupons and offering deep discounts to retailers to get the product on the shelvesis borne by the bottler. He is reluctant to walk away from his investment in an existing brand to pony up for something new. That may be especially so in the case of the fruit juice sodas. Because syrups made with juices are more expensive than other syrups, Coca-Cola and PepsiCo will be charging bottlers more for them. But to boost Slices sales, bottlers are discounting the drink. If they cant get the price up and keep it up, PepsiCos new product will be less profitable to them than regular soft drinks that hold smaller market shares.經銷商也許不會同意。因為引進一種新產品的大部分費用包括對消費者發起贈券攻勢、給零售商大打折扣以使產品擺上貨架都是由經銷商承擔的。他不愿放棄對現有品牌的投資，而去為某種新品掏錢。這對果汁汽水尤其如此。由于用果汁制成的漿汁比其他漿汁要貴，可口可樂和百事可樂公司將會為此索要更高的價錢。但是為了促進“斯來思”的銷售，經銷商們正在給該飲料打折。如果他們不能使價格回升并維持其價，百事公司的新產品對他們來說，將沒有占市場份額較小的常規軟飲料利潤大。Contractual conflicts could hurt some new brands more than others. Minute Maid Orange Soda appears to face more trouble than Slice, since half of Coca-Colas bottlers are pledged to distribute Sunkist or Crush; only 22% of PepsiCos bottlers handle Slices head-to-head competitor, 7 Up. Cherry Coke may have the easiest time. It will compete with Dr Pepper, for which Coca-Cola bottlers do more than 40% of the distribution. But Dr Pepper has told Coke bottlers that it doesnt see the new soda as a direct competitor, so they dont have to worry about losing the Pepper franchise if they take on the new drink. Is Dr Pepper being generous? Hardly. The company apparently fears that if Coke bottlers are forced to choose between Cherry Coke and Dr Pepper, they will let the doctor take a walk.合同沖突對于一些新品牌的傷害可能比另一些要大。“小少女”柑桔汽水好像要比“斯來思”面臨更多的麻煩，因為可口可樂一半的經銷商都承諾要銷售“浴光”或“迷戀”；百事公司僅有22的經銷商銷售“斯來思”的死對頭“七喜”。“櫻桃可樂”的日子也許過得最容易，它將和“佩拍博士”競爭，而后者40的產品是由可口可樂公司的經銷商銷售的。但是“佩拍博士”已經告訴可口可樂的經銷商，他不認為這種新的汽水會是一名直接競爭者，所以如果經銷商們答應銷售“櫻桃可樂”，也不必擔心會失去佩拍的經銷權。“佩拍博士”大度嗎？不。該公司顯然擔心，如果可樂的瓶裝商們被迫在“櫻桃可樂”和“佩拍博士”間作出選擇，那么走人的將會是“博士”。Its hard to gauge a bottlers loyalty. Cokes biggest bottler is John T. Lupton, chairman of JTL Corp., a $ 700-million-a-year Chattanooga company. Lupton also bottles Sunkist, but ask him if hes willing to drop it so he can take on Coca-Colas Minute Maid, and hell tell you, “Ill be glad to. All Coca-Cola has to do is give me a product thats competitive in price and quality, and Ill take it hands down.” But not Charles Millard, chairman of the $ 600-million-a-year Coca-Cola Bottling Co. of New York, Cokes second-largest customer. Even though Coke owns 31% of his company, Millard says he will stick with Sunkist. “They have made a big investment in this market and in our business,” he says. “ The smart bottlers will leave the dance with the girl they came with.”一個經銷商是否忠誠很難斷定。可口可樂的最大經銷商是JTI公司的董事長John T. Luptono該公司位于Chattanooga,年產值為7億美元。Lupton同時也包裝“浴光”，但如果問他是否愿意放棄該品牌，以便接手可口可樂的“小少女”，他會告訴你，“我將很高興那樣做。只要可口可樂可以給我一種在價格和質量上都很有競爭力的產品，這樣我比較容易接受它。”但是位于紐約年產值6億美元的可口可樂的第二大經銷公司的董事長Charles Millard卻不那么認為，即使可口可樂擁有它31的股份，Millard表示還是會堅持銷售“浴光”。“他們對市場和我們的生意的投資很大，”他說，“精明的經銷商們會和他們選擇的產品一直在一起。”HOLDOUTS LIKE MILLARD are likely to become targets of all-out sales campaigns. The hard sell wont come until later this year, since Coca-Cola is still in test markets with Minute Maid Orange Soda and Cherry Coke, and Pepsi is concentrating on distributing Slice through bottlers who have no conflict. But when the push does start, says a soft drink company executive, “Things are going to get very, very interesting.”像Millard這樣的堅持者可能會成為大規模銷售戰役爭奪的對象。由于可口可樂的“小少女”和“櫻桃可樂”仍處于試銷階段，百事公司也正集中精力通過沒有沖突的經銷商來銷售“斯來思”，艱苦的銷售戰要到今年晚些時候才會出現。但是，當進攻真正開始時，一位軟飲料公司的經管人員說，“事情會變得非常非常地有趣。”To convince bottlers that the new products can match or exceed the sales of existing brands without heavy discounting or couponing, Coca-Cola and PepsiCo will have to cut back on special promotion, then ply the bottlers with the resulting sales data. But their most useful tactic will be to offer the bottlers generous cooperative advertising deals on the new sodas, and extra money to promote the old ones. Bottlers may come in for a little arm-twisting as well. “Its often very subtle,” says an industry executive who prefers not to be named. “The Coca-Cola representative will say, That decision is not going to sit very well in Atlanta or something like that.”為了使經銷商們相信，新產品不用大打折扣和發放贈券就可以比得上或者超過現有品牌的銷售額，可口可樂和百事可樂將不得不減少特殊促銷手段，然后不斷向經銷商提供因此而產生的銷售數據。但是他們最有效的戰術是就新產品向經銷商們提供慷慨的廣告合作，而就老產品給予額外的促銷費用。經銷商們也許還會遭受些壓力，“壓力通常非常微妙，”一個不愿公開姓名的企業經管人員說，“可口可樂公司的代表會說那個決定在亞特蘭大將不會被通過或一些類似的話。”If companies cant get their products distributed nationwide, marketing them will be more expensive. Buying local advertising is simply more costly than purchasing network spots. Brian Dyson, president of Coca-Cola USA, says that it generally doesnt pay to advertise nationally until a new product is in about 80% of the country. Costello of PepsiCowhose Slice has been rolled out to 70% of the countrysays Pepsi is willing to settle for the smaller profits that will result from partial distribution. Analysts believe thats because PepsiCo doesnt think it can persuade bottlers to dump 7 Up. Coca-Cola seems more confident about unseating Sunkist and Crush. If Coke proceeds beyond test markets with Minute Maid, Dysons goal will be to distribute the drink across the country.如果公司不能在全國范圍內銷售自己的產品，銷售它們的費用就會更高。購買地方廣告比購買廣播網的插播廣告更為昂貴。美國可口可樂公司總裁Brian Dyson說，如果一種新產品不能在全國80%的地區里銷售，那么在全國范圍內做廣告將得不償失。百事可樂的“斯來思”已經銷往全國70的地區，該公司的Costello說，百事公司愿意接受局部地區銷售帶來的較低的利潤。分析家們認為這是因為百事公司覺得它不能說服經銷商們拋棄“七喜”。而可口可樂似乎對擠垮“浴光”和“迷戀”更有信心。如果可口可樂的“小少女”能走出試銷市場，Dyson的目標是將它銷往全國。The battle to unseat smaller brands, dominate niches, and shove competing products out of distribution will be costly and exhausting, and could go on for years. But the large companies will surely squeeze into every market they can, hoping it will be worth the pinch.擠垮小品牌，占據合適地位以及把競爭產品擠出分銷渠道的斗爭將既費錢又費力，而且會持續數年。但是大公司肯定會擠進它能爭取到的每一寸市場，希望它值得一拼。-From Fortune. June 24, 1985摘自1985年6月24日財富reformulation/ / n.重新配方feuding/ / a.仇恨的；長期不和的；爭吵be spoiling for/ / 一心想；切望guy/ gai/ n.（口語）家伙wage/ weidV/ v.進行alley/ 5Ali/ n.小巷；小街calorie/ 5kAlEri/ n.卡路里（熱量單位）minute/ 5minit, mai5nju:t/ a.微小的lime/ laim/ n.酸橙live up to/ / 符合；達到skirmish/ 5skE:miF/ n.（軍事）小規模戰斗；小沖突precipitate/ pri5sipiteit/ v.促成；促使.加快brand/ brAnd/ n.（商品的）牌子；商標reincarnate/ ri:in5kB:neit/ v.賦予（靈魂）以新的形體advertising/ 5AdvEtaiziN/ n.（總稱）廣告；宣傳brokerage/ 5broukEridV/ n.掮客業務；經紀業guzzle/ 5gQzl/ v.狂飲soda/ 5sEudE/ n.蘇打水；汽水sip/ sip/ v.小口地喝；抿bubble/ 5bQbl/ n.（口）沸騰；汩汩地流diet/ 5daiEt/ n.平常營養；減肥baby-boomers/ / 生育高峰期出生的人beverage/ 5bevEridV/ n.飲料vitality/ vai5tAliti/ n.生命力；生機track/ trAk/ n.蹤跡keep track of/ / 看清；跟上.的進展segment/ 5segmEnt/ n.部分quench/ kwentF/ v.消除siphon/ 5saifEn/ v.抽取；分出ale/ eil/ n.（原義為）淡色啤酒flavor/ 5fleivE/ n.味道pose/ pEuz/ v.提出（挑戰）hike/ haik/ v.（急劇地）提高；上升coupon/ 5ku:pRn/ n.（附在商品上的）贈貨劵sleeper/ / n.（口）出乎意料的成功者security/ si5kjuEriti/ n.有價證劵promotion/ prE5mEuFEn/ n.推銷行動swill/ swil/ v.大口地喝liter/ 5li:tE/ n.升（容量單位）symbiotic/ simbai5Rtik/ a.共生的fractious/ 5frAkFEs/ a.煩躁的；難駕馭的syrup/ 5sirEp/ n.糖漿fill out/ / 湊齊；補齊blitz/ blits/ v.（用閃電式行動）攻擊pony up/ / （美俚）付清pledge/ pledV/ v.使保證franchise/ 5frAntFaiz/ n.特許經銷權gauge/ geidV/ v.測量；判定holdout/ 5houldaut/ n.拒不合作者ply/ plai/ v.不斷提供tactic/ 5tAktik/ n.戰術；手段deal/ di:l/ n.協議；交易come in for/ / 受到；遭到；得到arm-twisting/ 5a:m5twistiN/ n.（口）強迫；壓力do a little arm-twisting / / 略施壓力subtle/ 5sQbtl/ a.微妙的executive/ ig5zekjutiv/ n.業務經理人員settle for/ / 勉強接受unseat/ 5Qn5si:t/ v.使退位；使下臺proceed/ prE5si:d/ v.進行；開展niche/ naitF/ n.（原意為）壁龕；合適的地位1. retail sales2. on the defensive3. Until now these have been dominated by other companies.4. If these products live up to their early performance in test markets 5. to make way for their new products6. many bottlers are still working off old inventories.7. its flagship brand8. Harris Upham brokerage firm9. Coke holds about 29% of the U.S. market, Pepsi 23% .10. Company executives11. But essentially the non-cola market can be divided into four segments:12. Although Coca-Cola a