5. How can Pepsi and Coke confront the issues of water use in the manufacture of their products? How can they defuse further boycotts or demonstrations against their products? How effective are activist groups like the one that launched the campaign in California? Should Coke address the group directly or just let the furor subside?

6. Which of the two companies do you think has better long-term prospects for success in India?

7. What lessons can each company draw from its Indian experience as it contemplates entry into other Big Emerging Markets?

8. Comment on the decision of both Pepsi and Coke to enter the bottled water market instead of continuing to focus on their core productscarbonated beverages and cola-based drinks in particular.

9. Recently Coca-Cola has decided to enter the growing Indian market for energy drinks. The competition in this market is fierce with established firms including Red Bull and Sobe. With its new brand Burn, Coke initially targeted alternative distribution channels such as pubs, bars, and gyms rather than large retail outlets such as supermarkets. Comment on this strategy