Outline
• Meaning of “cola wars”
• History of “cola wars”
• Recent cola war
• Third market player in “cola market”
Summary
The following report informs about brand wars between Coca-Cola Company and PepsiCo Incorporated. It gives a brief analysis of this conflict and shows how it is developing. It also forecasts possible future of this conflict and shows which aspects will influence its development. This report summarizes the facts and figures, which side of this conflict is better in selling its products.
Introduction
I had to consider several auxiliary views to determine right conclusions. The cola market is very sensitive and every brand war influences it very notably. That was the reason why I have chosen this topic – cola war between Pepsi and Coca-Cola is so big that it affects not only cola market, but also the whole world market. My report is divided into several parts – developmental (historical), analytical (Coca-Cola vs. Pepsi) and competitive (possible rivals of Pepsi and Coke).
Meaning of “cola wars”
Cola war is a typical example of “brand wars”. “Brand war” means a war between two or more companies (in fact their brands) in order to be better and more successful in the market. The definition of “cola wars” could be “a campaign of mutually-targeted TV advertisements and marketing campaigns” and it is usually connected with two biggest coke companies – Coca-Cola Company and PepsiCo Incorporated.
History of “cola wars”
Its boom was in the 80s and 90s. The 90s can we describe as an era of Coca-Cola. Pepsi was doing badly, because its value in the stock market was less than a half of Coca-Cola´s. However, the chance for Pepsi was lying in different area of drinks industry. Pepsi discovered that consumers were moving to noncarbonated products. Consequently, Pepsi made its first bottled water, “Aquafina”, which became number one in the American market. Coca-Cola´s reaction was obvious. They also invented new bottled water called Dasani....