Cola Wars Case Study

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The cola wars are a series of mutually-targeted television advertisements and marketing campaigns since the 1980s between soft drink producers, and long time rivals, The Coca-Cola Company and PepsiCo. The battle between the two dominant brands intensified to such an extent that the term “Cola wars” was used to describe the feud. Each employed numerous advertising and marketing campaigns to outdo the other.
US soft-drinks market as the major players, Coke and Pepsi Offered product that look same and also the taste. But Coke and pepsi kept rejuvenating the market throught product modification and pricing etc.
The only way to gain competition advantages is to fight it out in the marketplace. This modus operandi was followed in the indian markets as well with Coke and Pepsi resorting to more innovative tactics to generate consumer interest
He companies were trying to increase the whole market pie, as the market shares war seemed to get nowhere. Boths of the companies came out with contradictory market share figures as per surveys conducted by their respective agencies.
August 2010, Pepsi claimed to have increased its market share for the first five month 2010 to 53% from 50.3% and Coke increased its share in the market to 60% in the same period, from 58%.
Riverly between Coke and Pepsi had ceased t0 generated sustained public interest . They added that it was all just a lot of noise to hard sell a product that had no inherent merit
Comparative Advertisment
Product advertising
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