Table of Content
| Page No.
| Problem Statement
| Probable Solutions
| Development of Key Decision Criteria
| Contingency Plan
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 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. One solution to increasing market share is carefully follow consumer wants full fill the consumers’ needs. The next step is to take fast action to develop a product that meets the requirements for that particular region. Both companies cannot just sell one product; if they do they will not succeed. Pepsi have to always be creating and updating their marketing plans and products. The company must be willing to accommodate ‘target markets’. Gaining market share occurs when the company stays one-step ahead of the competition by knowing what the consumer wants. My recommendation is to make sure the company is always doing market research. This way they are able to get as much feedback as possible from consumers.
While Coke was creating more market channels using their brand image and spreading their retail stores, Pepsi failed to cope up with Coke in these sectors to stay on top in the business and stick on the second place after all their efforts.
Pepsi, to gain the business control over the beverage industry can come up with various ideas....
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