Comparison of Coca Cola and Pepsi Essay

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Comparison of Coca Cola and Pepsi

Coca-Cola and Pepsi are the two greatest competitors in the soft drink industry. A brief introduction and history of the two companies will provide a basis for understanding how the companies have come to be where they are today and how they run their companies. The company structure of each will also be briefly explained to provide an understanding of how management style is impacted.

Marketing and Advertising
The marketing skills that these companies possess are the reason both Coca-Cola and Pepsi are so successful. Our research will provide an in-depth look at the marketing tactics that these companies use and how they compare to each other. The use of new technologies, forecasting, advertising,
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Caleb Bradham, a New Bern, N.C. druggist who first formulated the beverage, founded Pepsi-Cola at the turn of the century. Today, Brand Pepsi, Diet Pepsi, Pepsi-One, Mountain Dew, Slice, and Mug account for nearly one-third of total soft drink sales in the United States, a consumer market totaling about $56 billion. The Pepsi-Cola Company is the world’s second largest beverage company. Pepsi-Cola beverages are available in about 170 countries. Pepsi also makes and markets ready-to-drink iced teas and coffees via joint ventures with Lipton and Starbucks.
PepsiCo, Inc. consists of: Pepsi-Cola Company, Frito-Lay Company, and Tropicana Products, Inc., the world's largest marketer and producer of branded juices. Donald M. Kendell, President and CEO of Pepsi-Cola, and Herman W. Lay, Chairman and CEO of Frito-Lay founded PepsiCo, Inc. in 1965 through the merger of the two companies. Tropicana was acquired in 1998.
Television commercials for Coke and Pepsi bombard us with images of youth and beauty, fun and pleasure, family togetherness, and patriotism. Oh, and by the way, they make soft drinks too! Clearly, the “cola wars” have little to do with colas. They are wars of marketing and advertising.
In the beginning Coca-Cola wanted three things: A Coke sign on every corner, bottles of Coke in every store, and put a Coke within an arm’s reach of every possible customer.
However, Coca-Cola needed to focus on

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