The Coke Pepsi Rivalry

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG002 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Advertising and Promotion
Case Length : 9 Pages
Period : 1997-2001
Pub Date : 2001
Teaching Note : Available
Organization : Coca Cola India Ltd Pepsi India Ltd
Industry : Food, Beverages and Tobacco
Countries : India


When the cola giants, Pepsi and Coke, entered the Indian market, they brought with them the cola wars that had become part of global folklore. This case study details the various battles fought in India by the two rivals with its focus on the publicity campaigns where the two sought to steal each other's fizz.

The case also outlines battles fought on other fronts - conflicts with bottles, product modifications, attempts to steal the rival's employees and other mini wars. On the whole, the case attempts to provide a comprehensive perspective regarding the dimensions of the cola wars and the direction in which they are heading.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


Marketing Warfare, Comparative Advertising


  Page No.
Pepsi vs. Coke 1
The Players 2
The Rivalry on Various Fronts 2
I -Bottling 2
II -Advertising 3
III -Product Launches 5
IV -Poaching 6
V -Other Fronts 6
Is The Rivalry Healthy? 8


Pepsi, Coke, Indian market, cola wars, global folklore, India, publicity campaigns, fizz, conflicts, bottles, product modifications, comprehensive perspective, cola wars, comparative advertising, merits, demerits, marketing warfare, competitive market

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