Nowadays, Coca-Cola and Pepsi will instantaneously jump in consumers’ mind when talking about soft drinks market worldwide. Carbonated soft drinks (CSD) has played an important role in securing the major revenue in soft drink market, until a global health and fitness trend changed consumer preferences around 1990s. This trend led to a prosperous emergence of low calorie and non-carbonated drinks around the globe, which brought both cola giants to shift their targeted sales into emerging markets to maintain a sustainable profitability and growth. Therefore, the different approaches of Coco-Cola and Pepsi secure their home front while expanding their sales in the emerging markets are left to consider. How were their performances and would it be a more strategic way to triumph the goal in the future?
Prevailing Advertising Strategies and Success of Coca-Cola and Pepsi
Created in 1886, Coca-Cola ranks one of the most famous soft drink brands in the world, its dominant presence has prevailed in both developed and developing countries, held nearly half of market share in the global CSD market. Following Coca-Cola, Pepsi-Cola was created in 1898, with the initial statement to cure dyspepsia. PepsiCo Inc. was later founded and acquired several snack and fast food companies that grew vigorously through the twentieth century.
I. Different Product Portfolios of Coca-Cola and Pepsi
With a well-strategized brand objective focusing on satisfying all the needs and occasions to every…