For years, PepsiCo has been Coca Cola main competition. This major competition led to a series of marketing campaigns since the 1980s; the Cola Wars. Today, Pepsi has been brought down to third place behind Coca Cola and Diet Coke, Diet Coke out-sold Pepsi in 2010. Coca Cola sold 1.6 Billion cases of its regular soda, while Pepsi sold only 892 Million cases. ("As soft drink sales fall, Diet Coke passes Pepsi", 2011)
Local competition includes Kik Cola, a relatively new brand in the Sri Lanka market, Shaa Cola a previous brand which did not last in the competitive market.
"The rivalry between Coca-Cola and Pepsi is legendary. Although the feud really heated up with the Pepsi Challenge in 1975 —which prompted Coca-Cola's horrific New Coke debacle — the brands have been fighting each other for more than a century." Kim Bhasin, (2011)
Details on competition from Pepsi – (Appendix 7)
5.2Dr Pepper - Dr Pepper Snapple Group
Dr Pepper is Coke's third largest competitor with a market share of about 6.3%. Details on Dr Pepper and its marketing – (Appendix 8)
6.0Product - Coca Cola (Coke)
A product is "a bundle of attributes (benefits) that a seller offers the potential buyer to satisfy buyer's needs and wants" (McColl-Kennedy & Kiel, 2000).
Coke is the flagship brand of the company's over 500 brands. It is a sweet, carbonated soft drink with its unique caffeine flavor sold in stores, restaurants and vending machines. The Coca-Cola Company has, on occasion to suit various sub-segments, introduced other cola drinks under the Coke brand name. The most common of these is Diet Coke, with others including Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Cherry, Coca, Coca-Cola Vanilla, and special versions with lemon, lime or coffee.
Coke can be classified as a Fast Moving Consumer Good (FMCG); "Products such as weekly grocery items which are consumed in a single use or on a few usage...