Coke and Pepsi
Page length: 21
References Used: 8
Price: 208.95
Summary: Introduction: Currently, Coke and Pepsi are experiencing the effects of the public’s growing indifference to colas (Kramer, 1999). It seems consumers are interested and willing to try one, or several, of the increasing non-carbonated beverages on the market (Howard, 1999). Even David Goldman, a Montgomery Security Beverage analyst, says, "It is safe to say that colas have had their heyday. Today’s consumer is looking for something different, be it an iced tea or water (Kramer, 1999)."
The present challenge to Coke and Pepsi appears to be bigger that ever before, for now the market has gone beyond the cola wars via the ever-widening selection of carbonated and non-carbonated beverage options.
This paper will take a look at the long and competitive history that Coke and Pepsi have shared, as well as discuss their different marketing and advertising approaches (the failures, as well as the successes). A SWOT analysis will be offered, but as implied prior, one must keep in mind that the war between Coke and Pepsi is beginning to seriously include some other players/competition.
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