Cola Wars Continue - Coke and Pepsi in 2010

Takeaway from the class discussions as applied to the Cola Wars Continue - Coke and Pepsi in 2010 case.

Cola Wars Continue - Coke and Pepsi in 2010 7 Class Discussion 1. Pepsi was a step behind CocaCola. [Reactive vs. Proactive] 2. Pepsi and Coke getting new lines such as Fanta, Mountain Dew, Etc. [Variation] 3. Sought a bottled water market. 4. In 1980. Coke switched from sugar to high fructose corn syrup. [Deter quality > Mexican Coke] 5. Pepsi and CocaCola rivalry helped both companies be better companies and innovate. [Constructive Conict] 6. Trends affect Coke and Pepsi negatively at times. 7. Pepsi worked to diversify into snack foods. [Pair Distribution Channels] 8. Coke was smart to follow American soldiers abroad and make an international presence by symbolizing patriotism. [Bottle figure] 9. Coca-Cola was formulated in 1886 by a pharmacist in Atlanta, GA. Pepsi-Cola was invented in 1893 also by a pharmacist. [American Dream] 10 11 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23 24 t0 . Pepsi and Coke were established by the pharmacist John Pemberton and Caleb Bradham. . Coke should have expanded offerings to include food. Pepsi liking competition from CocaCola. Coke and Pepsi concentrate produces 72% of the U.S. market. Pepsi challenge. [Cola wars. .. No longer blind tests] 1977 7 John Sculley and marketing guru 7 President of PepsiCo Coke and Pepsi created their own bottling plants, then bought them back. [Reyes Bottling] [ Liability Divested] CDA (customer development agreement) with national retailers. [Strategic Alliances] \"Soda tax\" on sugar drinks. 20% tax to cut the calorie intake from sugary drinks. Coke wanted to heavily market their products in stores and advertising. Coke originally contained cocaine and kola nut extractor caffeine. Hence the name \"CocaCola.\" 1Sl to market usually has an advantage. Pepsi non-CSD. Coke Controls the international market. CSD bottlers are the one who is losing the most from the Cola war. . Marketing can be a useful weapon against competitors (Pepsi surpassed Coke and nearly destroyed them.) . The CSD consumption started to decline dramatically in the 2000s, which made it difficult for both enterprises generate high annual revenues