A rewritten version of an earlier case by Michael E. By 1985 those figures had shot up to 72m and 57m, respectively. The case considers whether Coke's and Pepsi's era of sustained growth and profitability was coming to a close or whether this apparent slowdown was just another blip in the course of a century of enviable performance. In 1975 Coca-Cola spent around 25m on advertising and PepsiCo some 18m. CSD consumption dropped for two consecutive years and worldwide shipments slowed for both Coke and Pepsi.
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This cozy situation was threatened in the late 1990s, however, when U.S. Early 90's TV Commercial From The Pepsi Coca Cola Wars Showing Retirement Home Being Delivered Pepsi And Partying Versus Coca-Cola Being Delivered To A Colle. and worldwide CSD consumption consistently rose. In a "carefully waged competitive struggle," from 1975 to 1995 both Coke and Pepsi had achieved average annual growth of around 10% as both U.S. World War I, he was left with an overpriced sugar inventory and Pepsi-Cola went.
The most intense battles of the cola wars were fought over the $60 billion industry in the United States, where the average American consumes 53 gallons of carbonated soft drinks (CSD) per year. Learn about Pepsis iconic marketing strategy and advertising campaigns. For over a century, Coca-Cola and Pepsi-Cola had vied for the "throat share" of the world's beverage market. famous for the rivalry between them, which is typically known as the cola wars. Coke and Pepsi are both expanding their product lineups and increasing their ad spending to attract more consumers.
They looked to emerging international markets to fuel growth and broaden their brand portfolios to include noncarbonated beverages like tea, juice, sports drinks, and bottled water. Coca Cola and Pepsi control the global non-alcoholic beverage industry. Both firms also began to modify their bottling, pricing, and brand strategies.
New challenges of the 21st century included boosting flagging domestic cola sales and finding new revenue streams. Examines the industry structure and competitive strategy of Coca-cola and Pepsi over 100 years of rivalry.
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