Super Bowl Domination

Chapter 319 Overall Planning
Whether it is Nike or Pepsi, these top brands often need a comprehensive layout -

Carry out long-term planning for commercial promotion from the geographical and temporal perspectives.

This is a big chess game.

Since around 2012, PepsiCo has set its sights on the entire competitive sports market and has begun competing against its old rival Coca-Cola.

In April 2015, Coca-Cola and the NBA ended their -year partnership, and Pepsi-Cola stabbed its old rival in the back and won the NBA's exclusive sponsorship contract, which also marked that the main sponsors of the four major North American leagues were all replaced by Pepsi-Cola.

NFL for football, MLB for baseball, NHL for ice hockey and NBA for basketball.

PepsiCo's penetration of competitive sports throughout North America has reached a new peak, and they currently have countless superstar spokespersons:
Messi. Robin van Persie. Aguero. David Luiz. Wilshere. Ramos. Kompany. Salah. Mario Gomez.

Etc., etc.

Not only does Pepsi have a large number of superstars, it also uses an increasingly younger marketing strategy to firmly grasp the new generation market for comprehensive promotion.

Instead, Coca-Cola, which was once at the forefront of young trends, began to promote retro culture, and the two major competitors began to adopt different promotional strategies.

Among them, the NFL is a crucial step in Pepsi's marketing.

In 2012, PepsiCo and the league signed a ten-year partnership agreement, which not only exclusively sponsored league events, but also exclusively sponsored the Super Bowl halftime show.

There is no doubt that it is an honor for any player to be favored by Pepsi, like a ticket to board the Galactic Battleship.

However, Donald did not let the popularity go to his head.

PepsiCo is making an overall plan for its own business empire, and Donald is also making an overall plan to build Levi's brand image. Each of them has his own calculations.

Of course, Levi can sign a contract with Pepsi and cleverly use the current momentum to fight for a higher contract number. Donald is confident in his negotiation ability; but such a Levi is just another medal of Pepsi, there is nothing special about him, and he can be abandoned and replaced at any time.

In the long run, Levi's brand image and market value will suffer a blow.

This is also the biggest difference between facing Nike and facing other brands. After all, two months have passed, and Levi's position and situation are slightly different.

Therefore, from now on, Donald must lay a solid foundation step by step, not act too hastily or seek quick success. They need a clear plan and strategy, which is the only way to prevent traffic from becoming a bubble.

Donald looked at Stanley.

Stanley was slightly stunned. This was a sudden attack that he was not prepared for.

Logically speaking, if Pepsi is willing to extend an olive branch, the rookie should be grateful and rush to sign. Even if it is Najo, it is not just that the number on the check is not enough. As long as the number is big enough, everything is not a problem. This is also the ultimate magic weapon that Pepsi has used to suppress Coca-Cola in the past few years.

Once the money is paid, everything will be easy.

So, what Stanley has been considering is what price they should offer.

However, the meeting opened in a completely unexpected way.

After much thought, Stanley demonstrated Pepsi's decisiveness and courage. He did not continue to seize the initiative from a high position, but instead gave up the initiative by retreating in order to advance.

"So, what is the image of Levi in ​​your eyes?"

Indirectly, Stanley was admitting that Pepsi had not thought of this level; but he didn't mind being open to the possibility and listening to Donald's suggestions.

Such a cooperative attitude immediately opened up the situation.

Donald turned and looked at Levi.

“A dreamer.”

"Look at the labels on him. Each label is a burden and an obstacle. Ordinary people might have given up long ago, but he persisted."

"In fact, it's more than just persistence. He has completed an incredible journey and made people believe that dreams can really come true."

Stanley raised his chin slightly, with a thoughtful look in his eyes. Unexpectedly, Levi spoke up, with a smile on his face, "I also know that public image is just a kind of packaging, there is no need to take it seriously, but I swear, I have nothing to do with the person in Donald's eyes."

The atmosphere immediately became relaxed.

There was a hint of helplessness in Donald's eyes, but he did not stop Levi.

Stanley looked at Levi with interest, "Oh, nothing at all?"

Levi shrugged slightly, "Well, maybe a little."

Stanley: “Haha.”

Levi said calmly, "Let's be realistic. I didn't expect to play football, and I didn't expect to enter the professional league. This is different from my life plan."

This is the truth. At least before Levi traveled through time, football had nothing to do with the original owner.

“Maybe, in your opinion, I am creating miracles and making history, but in my opinion, I am just the first person to accomplish this.”

"Since I can do it, I believe there are many more number twenty-threes out there who can do it too."

More of a pioneer than a dreamer.

But never underestimate the courage, determination, perseverance and action of the pioneers. The difficulty of breaking through obstacles and opening up a new path is far beyond imagination.

Stanley admitted that before meeting Levi, he had no extra thoughts, it was purely business as usual, they were eager to sign a contract with Levi, but that was all -

A rising star of tomorrow.

There are so many of these in the world of competitive sports that it’s hard to count them all.

Especially in the era of social networks, even the smallest things come to us like watermelons. We are becoming more and more fond of making a fuss, more and more impetuous, more and more exaggerated, and more and more greasy. We are talking about geniuses, once-in-a-century events, and saviors. Language has completely lost its original meaning.

Three exclamation marks are not enough to express shock, five exclamation marks are the basic operation.

There is no doubt that Pepsi wanted to sign Levi. When football and the Asian market collided, it was a gold mine that should not be missed; but Stanley didn't think there was anything special about Levi.

until now.

Stanley looked at Levi with an interested gleam in his eyes. "Is that so? I thought professional players always believed that they were unique, always believed that they could change history, and always believed that they were irreplaceable. For example—"

Stanley looked at Donald.

Donald answered without hesitation, "Brady."

Stanley smiled, "Yeah, Brady."

In a sense, the competitiveness of professional players is the same as the narcissism of actors. It is a professional ability. Even if they are usually gentle, they must show fighting spirit and passion when they step on the court.

It is very difficult for a good guy to become the champion. Most of the superstars who have achieved brilliant success are killers.

Confidence, fighting spirit, and competitiveness.

This is the epitaph of a champion.

Levi shrugged lightly and gave a relaxed smile, "Are you talking about Michael Jordan?"

Jordan: I have never offended you!

Brady: ??? Why was I ignored again?
But Stanley and Donald understood immediately and both smiled.

When it comes to narcissism and competitiveness, Mr. Jordan is truly one of the best.

(End of this chapter)