声动活泼·2025-09-24 09:04Core Viewpoint - Elliott Management has urged PepsiCo to follow Coca-Cola's lead in divesting its bottling operations, which are crucial to the beverage business [2][3] Group 1: Historical Context of Bottling Operations - The bottling business emerged as a solution to early distribution challenges faced by Coca-Cola, which initially sold only syrup to local soda fountains [4] - By 1919, Coca-Cola's bottling network had expanded to 1,200 plants, significantly increasing syrup revenue [4] - PepsiCo adopted a similar bottling strategy, inspired by Coca-Cola's model, to facilitate its own growth [4] Group 2: Advantages of the Bottling Model - The bottling model allows beverage companies to avoid heavy capital investments in manufacturing and logistics, as these responsibilities are managed by bottlers [5] - Local bottlers can leverage regional resources and market knowledge, accelerating product distribution [5][6] Group 3: International Expansion and Partnerships - Both Coca-Cola and PepsiCo replicated their bottling strategies internationally, forming partnerships with local bottlers to enhance market penetration [6][7] - Coca-Cola's return to China involved collaborations with local firms like COFCO and Swire, while Pepsi initially attempted to maintain full control over its bottling operations [7] Group 4: Tensions Between Companies and Bottlers - There exists a tension between beverage companies and bottlers regarding pricing strategies, as companies prefer a "low-margin, high-volume" approach while bottlers seek higher prices to improve their margins [8] - New product launches often create friction, as bottlers face additional costs for production line adjustments and marketing efforts [8] Group 5: Market Dynamics and Competitive Strategies - The rise of large retail chains like Walmart has shifted the dynamics, with PepsiCo gaining an advantage by negotiating directly with retailers, while Coca-Cola had to reform its bottling network to maintain competitiveness [9][10] - Coca-Cola has restructured its bottling network by acquiring stakes in bottlers and supporting larger regional bottlers, while PepsiCo continues to maintain direct control over its bottling operations [10]