Coca Cola vs Pepsi: Background

Topics: Scientific method, Research, Management, Quantitative research, Qualitative research, Science / Pages: 8 (1918 words) / Published: Apr 22nd, 2013
Research Proposal

|Student Number: |

PROVISIONAL TITLE

|Coca Cola Vs Pepsi: how a competitive brand proliferation has determined their dominance in the global soft drink industry? |

BACKGROUND

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|It is not a foreign notion that both Coca Cola and Pepsi have been competing with one another in the global soft drinks industry for many years. From the |
|early stages, of both the drink brands development from 1910, when Pepsi took on Coca Cola in the American carbonated drinks market franchising 24 |
|states[1]. Too the current day in which Coca Cola this year celebrated, 84 years of being the official sponsors of the Olympic Games. As well as Pepsi |
|wining the bid for sponsorship of the Superbowl halftime show once more; with last year’s show being viewed by an estimated 114 million globally.[2] |
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|Their soda war has been raging for over a century. When Caleb Bradham created Pepsi in 1898, Coca Cola had already been incorporated for 6 years by Asa |
|Candler who purchased John S Pembertons Coke recipe, and was selling a million gallons a year. By the time Pepsi had franchised 24 states; Coca Cola had |
|established bottling plants in Cuba, Canada and Panama and understood the power of advertising. Ploughing large amounts of profits into marketing with |
|D’Archy Advertising Company. Over the next 20 years Pepsi suffers two bankruptcies the first in 1923, the start of World War I (WWI). When government |
|policies on sugar rationing



References: |1. |Mark Pendegrast (2000). For God, Country and Coca Cola: The Definitive History of the World’s Most Popular Soft | | |Drink |2. |Stoddard (1997). Pepsi: 100 Years. US: General Publishing Group U.S. 1-208. | |3 |4. |J. C. Louis and Harvey Z. Yazijian. (1980). The Cola Wars: The Story of the Global Corporate Battle Between the | | |Coca-Cola Company and Pepsico, Inc |5. |Dubé, Jean-Pierre. (2005). Product differentiation and mergers in the carbonated soft drink industry. Product | | |differentiation and mergers in the carbonated soft drink industry [1] Kim Bhasin. (02/11/2011). COKE VS. PEPSI: The Amazing Story Behind The Infamous Cola Wars. Available: http://www.businessinsider.com/soda-wars-coca-cola-pepsi-history-infographic-2011-11?op=1. Last accessed 04/11/2012. [2] Sports Illustrated. (2012). Pepsi named Super Bowl halftime show sponsor. Available: http://sportsillustrated.cnn.com/2012/football/nfl/07/24/pepsi-super-bowl-halftime-show.ap/index.html. Last accessed 04/11/2012. [3] Coca Cola. (2012). History of the Coca Cola Company - Coca Cola GB. Available: http://www.coca-cola.co.uk/about-us/history-of-coca-cola-2000-now.html. Last accessed 04/11/2012. [4] Pepsi Co. (2012). Brands. Available: http://www.pepsico.com/Brands.html. Last accessed 04/11/2012. [5] Lewis, Helen. (2009). Global market review of functional soft drinks - forecasts to 2014: Market values and volumes for global functional soft drinks. Global market review of functional soft drinks - forecasts. 1 (1), 4-14. [7] Dubé, Jean-Pierre. (2005). Product differentiation and mergers in the carbonated soft drink industry. Product differentiation and mergers in the carbonated soft drink industry. Journal of economics and management strategy 14 (4), 879-904. [8]Muris, Timothy J; Scheffman, David T; Spiller, Pablo T. (1992). Strategy and transaction costs - the organization of distribution in the carbonated soft drink industry. Journal of economics and management strategy. 1 (1), 83-128. [9] Jansen, Jos. (2011). On competition and the strategic management of intellectual property in oligopoly. Journal of economics and management strategy. 20 (4), 1043-1072. [10] Mark Pendegrast (2000). For God, Country and Coca Cola: The Definitive History of the World’s Most Popular Soft Drink. 2nd ed. US: TEXERE (Thomson Corporation). ix-621. [11] Bob Stoddard (1997). Pepsi: 100 Years. US: General Publishing Group U.S.. 1-208. [12] J. C. Louis and Harvey Z. Yazijian. (1980). The Cola Wars: The Story of the Global Corporate Battle Between the Coca-Cola Company and Pepsico, Inc. Business History Review. 55 (04), 386-590. [13] Independent. (2012). Lord Coe sparks confusion and anger over Olympics sponsorship row . Available: Bob Stoddard (1997). Pepsi: 100 Years. US: General Publishing Group U.S. 1-208. Last accessed 04/11/1990.

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