Introduction

• Market structure is the focus real-world competition. Market structure refers to the
physical characteristics of the market within which firms interact. Market structure
involves the number of firms in the market and the barriers to entry. Perfect competition,
with an infinite number of firms, and monopoly, with a single firm, are polar opposites.
Monopolistic competition and oligopoly lie between these two extremes. Monopolistic
competition is a market structure in which there are many firms selling differentiated
products.There are few barriers to entry.

Characteristics of Monopolistic Competition

Four distinguishing characteristics:
1. Many sellers that do not take into account rivals’ reactions
2. Product differentiation where the goods that are sold aren’t homogenous
3. Multiple dimensions of competition make it harder to analyze a specific industry, but
these methods of competition f*ollow the same two decision rules as price competition
4. Ease of entry of new firms in the long run because there are no significant barriers to
entry
What is Monopolistic Competition? Monopolistic competition is a market structure in which:
• There are a large number of firms
 • The products produced by the different firms are differentiated
• Entry and exit occur easily

The four distinguishing characteristics of monopolistic competition are:

• Many sellers- When there are many sellers, they do not take into account rivals’
reactions.The existence of many sellers makes collusion
difficult.Monopolistically competitive firms act independently.
• Differentiated products- The “many sellers” characteristic gives monopolistic
competition its competitive aspect.Product differentiation gives monopolistic
competition its monopolistic aspect. Differentiation exists so long as advertising
convinces buyers that it exists. Firms will continue to advertise as long as the
marginal benefits of advertising exceed its marginal costs.
• Multiple dimensions of competition - One dimension of competition is product
differentiation. Another is competing on perceived quality. Competitive
advertising is another. Others include service and distribution outlets.
• Easy entry of new firms in the long run - There are no significant barriers to entry.
Barriers to entry prevent competitive pressures.Ease of entry limits long-run
profit.

Coke vs Pepsi
 This war of horrible proportions has caused the deaths of many innocent cans caught in the
crossfire.
The Five Hundred-Years Cola Wars (AKA The Coke-Pepsi Battles) is a conflict that has
been on-going since the early 1500s, severely hampering the cola industry and, in the process,
bringing in many outside forces to the conflict. Primarily between giants Pepsi and Coca-
Cola (and their allies), the war has been somewhat evenly matched, and (as of 2006) there
appears to be no clear-cut leader, meaning that the conflict will probably go on for another few
years (thus leading to the theory that it will last a total of 500 years).

Contents
[hide]

 1 Beginnings
 2 The War
 3 Revival of conflict
 4 The Conflict Today
 5 Casualties (thus far)
 6 See Also
Beginnings
The beginning of these cola wars can be traced back to the year 1914,when the conflict erupted
on the market between colas Pepsi and Coca-Cola.
Tensions between the two factions were already strained: both groups had been competing for
years for the market of soft drink consumers on Mars, specifically in Southeastern Europe
(where both drinks originated). However, by 1914, both sides were willing to make pieces out of
each other, and Pepsi's cousin Crystal Pepsi decided to go to the territories of Coke on a
goodwill trip.
However, evil forces were lurking to disrupt the happiness. As Crystal Pepsi was riding to the
imperial palace in Fizzistand, Coca-Cola, a deranged and fanatical Coke nationalist by the name
of Mello Yello jumped out of a packed crowd, shook the Crystal Pepsi, and caused it to explode,
spritzing the entire crowd with soda. The Mello Yello was quickly apprehended, but despite
being convicted of colacide and being decarbonated, this wasn't enough to please the Pepsi
nation. A week after the incident, Pepsi and ally Mountain Dew declared war on Coca-Cola, who
(along with ally Sprite) declared war on those two nations.
The War

"The Great Shaking:" The assassination of Crystal Pepsi by Mello Yello that lead to the war
beginning. This is an artists depiction by a pro-Pepsi painter, showing Crystal as the beacon of
light and color in the world. This was followed by the killing of New Coke some years later by a
pro-Pepsi assassin.
In the early years of the war, the conflict was resigned to bitter, stalemated battles between the
two sides. Neither group could gain any ground on each other as territories kept being conquered
and re-conquered. Then, in 1517, the Pepsi nation began attacking neutral nations in an attempt
to stop what they perceived as a threat to help the enemy. This policy led to attacks on
representatives of the Jolt Cola nation, and after one of their diplomatic ships was sunk, Jolt
declared war on the "unholy, ungodlike, and overly steroid-abused" Pepsi nation.
This event in the war signaled a turn of power and a great benefit for the Coke side, especially
after their ally Mr. Pibb was forced to withdraw from the conflict due to a civil war inside their
own nation between factions arguing that were arguing who should choose to drink them: the
drink or people. Within a year, Coke had gained the upper hand, but there was soon a stalling of
the fighting (with the Coke side having the upper hand).
After the stall, the war became more concentrated on propaganda as both sides looked for ways
to gain a new advantage. Horribly offensive advertisements were hurled at each side (such as
Pepsi's claims that Coke caused acne and impotence, or Coke's claim that Oscar Wilde supported
Pepsi- thus making it incredibly evil). Both sides also attempted to gain new allies in the
struggle, especially with RC Cola, a long-standing neutral nation. However, RC stayed clear of
the conflict, mainly because nobody really cared about the nation and they knew it.
Revival of conflict
By 1938, Pepsi's efforts paid off as former Coke ally Dr. Pepper, frustrated with Coke's efforts to
keep it from occupying the nation of Tab Cola, switched and became an ally of Pepsi. In late
1939, this new alliance began the conflict anew with an unmitigated attack on the neutral nation
of Shasta, thus leading the Coke allies (complete with the finally stable former Mr. Pibb (now
known as "Pibb Xtra") to re-attack the Pepsi alliance. Jolt, who originally had quit the conflict,
reemerged after being ambushed in a naval attack by Pepsi ally Sam's Choice.
After another few years of battle, the conflict once again stalled, this time with both sides more
or less evenly split. The conflict once again resorted to propaganda, this time simply trying to
break the morality of the other side, leading to what many have dubbed the Cold War (after the
condition best suited to enjoy soft drinks). However, with the invention of the
MEGA ICE CUBE (which, if dropped onto a cola nation, could cause catastrophic spilling and
loss of life), many fear that if conflicts were to resume, it could mean the complete destruction of
the cola world. Furthermore, internal struggle within Pibb Xtra has led that nation (while not
sided with Pepsi) to act as a third party in the battle, usually against all sides and keeping much
of their business to themselves.
Since the active conflict last halted, there have been many flare-ups of conflict, but no outright
reprisal of battle.
Some of the "flare-ups:"

 Conflict arose in 1961 over Pibb's attempts to persuade a neutral nation named Fanta to join
their side, providing them with mega ice cubes that they personally delivered to their small
island nation located just off the coast of the Jolt Cola nation. This led to Jolt declaring that
they would consider launching an all-out assault on Pibb. Fortunately, taking a hint, Pibb
retracted their cubes, and the crisis was averted.
 A conflict started in 1964 between two alcoholic nations: Bacardi and Vodka. It is widely
rumored that Pepsi started this conflict to draw in Coke nations and Pibb Xtra so they could
end up damaging each other. This somewhat worked, as the two groups intervened with Coke
on the side of Bacardi and Pibb Xtra on the side of Vodka. However, many people in the
Coke nations felt that this was only a vain attempt to include alcohol in their country, so the
citizens protested. Coke eventually caved in to these protests and withdrew in 1975, thus
leading to Vodka's victory and suppression of Bacardi supporters for over twenty-five years.
The Conflict Today
While still in stalemate on the battle field, the propaganda launched by the Coke and Pepsi
nations (Pibb Xtra dissolved in the early 1990s and returned to the Coke side as Mr. Pibb.) have
been extremely damning since the early 1980s, with the wars now aiming
towards television advertising. Both sides have seen increases in numbers, but not to the degree
that one group has gained the upper hand.
Nobody knows what the future holds for the conflict, but a sooth-sayer named Pop Marley made
a prediction shortly before his death in 1982. In this, he said he had seen into the future and seen
that the third-world soda nations (such as Fanta, Canada Dry, and others) would rise up early in
the twenty-first century, band together, and defeat both the Coke and Pepsi nations, thus leading
to a complete shift in the balance of nature. While Marley was believed to have been
on drugs when he said this, it has gained a good deal of study into its potential. It remains to be
seen if this will, in fact, come true.
EditCasualties (thus far)
The Coke Nations

 Coca-Cola Classic: 4,000,000

 New Coca-cola: 1,000,000 - Conquered by pepsi
 Coca-Cola Zero: 0 (Only calories kill)
 Sprite: 3,000,000
 Mr. Pibb/Pibb Xtra: 20,000,000 (not counting those killed by genocidal leader "Ginger Ale"
Stalin from 1924-1953)
 Jolt: 3,000,000
 Dr. Pepper (1914-1938): 1,000,000

The Pepsi Nations

 Pepsi: 5,000,000
 Mountain Dew: 7,000,000
 Dr. Pepper (1938-present): 6,000,000
 Mug Root Beer: 2,000,000
 Sierra Mist: N/A (joined during propaganda era in 2003)
 Sam's Choice: 1,000,000

Coke Vs. Pepsi Case Study

Control of market share is the key issue in this case study. The situation is both Coke and Pepsi are trying
to gain market share in this beverage market, which is valued at over $30 billion a year (98). Just how is
this done in such a competitive market is the underlying issue. The facts are that each company is
coming up with new products and ideas in order to increase their market share. The creativity and
effectiveness of each company's marketing strategy will ultimately determine the winner with respect to
sales, profits, and customer loyalty (98). Not only are these two companies constructing new ways to
sell Coke and Pepsi, but they are also thinking of ways in which to increase market share in other
beverage categories. Although the goal of both companies are exactly the same, the two companies rely
on somewhat different marketing strategies (98). Pepsi has always taken the lead in developing new
products, but Coke soon learned their lesson and started to do the same. Coke hired marketing
executives with good track records (98). Coke also implemented cross training of managers so it would
be more difficult for cliques to form within the company (98). On the other hand, Pepsi has always taken
more risks, acted rapidly, and was always developing new advertising ideas. Both companies have also
relied on finding new markets, especially in foreign countries. In the foreign markets, Coke has been
more successful than Pepsi. For example, in Eastern Europe, Pepsi has relied on a barter system that
proved to fail. However, in certain countries that allow direct comparison, Pepsi has beat Coke. In
foreign markets, both companies have followed the marketing concept by offering products that meet
consumer needs (99) in order to gain market share. For instance, in certain countries, consumers
wanted a soft drink that was low in sugar, yet did not have a diet taste or image (99). Pepsi responded
by developing Pepsi Max. These companies in trying to capture market share have relied on the
development of new products. In some cases the products have been successful. However, at other
times the new products have failed. For Coke, changing their original formula and introducing it as “New
Coke” was a major failure. The new formula hurt Coke as consumers requested Classic Cokes’ return.
Pepsi has also had its share of failures. Some of their failures included: Pepsi Light, Pepsi Free, Pepsi AM,
and Crystal Pepsi. One solution to increasing market share is to carefully follow consumer wants in each
country. 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. They
have to always be creating and updating their marketing plans and products. The companies must be
willing to accommodate their “target markets”. Gaining market share occurs when a 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. Next, analyze this data as fast as possible, and then develop the new product
based upon this data. Once the product is developed, get it to the marketplace quickly. Time is a very
critical factor. In my opinion, with all of these factors taken into consideration any company should give
any company a good jump on market share.

Market Share of Coke vs. Pepsi

International Share:
Coke is considered to be the market leader on international basis. It occupies 80% market share
worldwide, while Pepsi has 20% share.
Share in Pakistan
Coke is having 35% market share while Pepsi is having 65% Market share in Pakistan this is due
to some reasons. Whereas in Gujranwala, Coke is having 49% market share and Pepsi is having
51% market share. This rate shows that Pepsi is having more market share than Coke in Pakistan.

It’s summertime and same old rivalry has resurfaced- “Coca Cola Vs Pepsi”! It’s been decades since
these Cold drink giants are fighting over Indian cold drink market share. First it was cold drink, then the
fight extended for other sections like energy drinks, healthy snacks, namkeensetc. But I’m here to
compare the strategies of both of these Colas and put forward my views and what should or shouldn’t
work for any of these Cola giants-
Advertisements:

It started with Fanta’s Holi ad for Coke, where Genelia De Souza was seen in a retro look. The ad was
fresh and sent a clear message. For some reasons I had not been a Fan of Cola ads but this was unique
and cool.

Just after this ad Coke’s another ad appeared on screens promoting Coca Cola and featuring Imran Khan.
This ad really takes all the points away for its brilliant execution- be it the concept, the background score
or the super cute looks of both Imran and the western lady.

Pepsi also started showing its new “Ranbir Kapoor” ad on TV, but with the same ‘Youngistan’ concept. I
didn’t like it, ad is good but concept is too cliché now for Pepsi. The ad concept worked earlier as it was
new and Coke didn’t have anything competitive.

Coke wins this ad war as for now. Let’s see how these two promote another products in time to come.
Products:
It was Pepsi first which understood varied needs of Indian taste and introduced various India centric
products like ‘Kukure’ and ‘Lays with Indian flavours’ . On the other hand Coca Cola considered India as a
regional outpost until last year, but after the economy toppled else where they should take India
seriously from now on.
Now there are two other sections where they both are competing- energy drinks and Lemon
water/mango juice/other juice. Pepsi entered into market with ‘Nimbooz’ which was success, and hence
Coke is planning to launch ‘Minute Maid Nimbu Fresh’ this year. But in Mango drinks they both have
strong market presence, ‘Mazaa’ and ‘Slice’ compete with Parle’s ‘Frooti’ in this segment.
Coke is also launched its energy drink ‘Burn’ last year to enter into the Rs 250 crore energy drinks
market. This whole thing proves that Coke is finally getting its act right to become the number 1
Beverage player in India.
Brand Value:
Indira Nooyi has made tremendous efforts to make ‘Pepsi’ a brand for young generation in India. From
sponsoring Cricket World Cups to hiring young Brand Ambassadors and making youth specific slogans,
they have done a lot to make ‘Pepsi’ a true brand.

Coke on the other hand is still confused how to promote a single brand. They actually fail to unite
brands like ‘Thums Up’ and ‘Coca Cola’ and these brands actually compete with each other. Coke needs
to do a lot more to make people brand its other successful products like ‘Pulpy Orange’ . Until that
happens Coke will struggle in India.
This is my point of view. Do you also think that Coke lags behind Pepsi in India? And do you think that
Coke will be able to become a market leader in India in longer run?

Capturing the market is the main issue facing any company and when it comes to Beverage market, it
becomes more intense because there are just two players and they are fighting strongly to capture each
others market and don't have any other option.

Both Coke and Pepsi are trying to gain market share in this beverage market, which is valued at over $30
billion a year. Just how is this done in such a competitive market is the underlying issue.

The facts are that each company is coming up with new products and ideas in order to increase their
market share. Pepsi has always taken the lead in developing new products, but Coke soon learned their
lesson and started to do the same. Coke hired marketing executives with good track records (98). Coke
also implemented cross training of managers so it would be more difficult for cliques to form within the
company

The creativity and effectiveness of each company's marketing strategy will ultimately determine the
winner with respect to sales, profits, and customer loyalty.
These two companies are constructing new ways to sell Coke and Pepsi, but they are also thinking of
ways in which to increase market share in other beverage categories. Although the goal of both
companies are exactly the same, the two companies rely on somewhat different marketing strategies.

Pepsi has always taken more risks, acted rapidly, and was always developing new advertising ideas. Both
companies have also relied on finding new markets, especially in foreign countries. In the foreign
markets, Coke has been more successful than Pepsi. For example, in Eastern Europe, Pepsi has relied on
a barter system that proved to fail. However, in certain countries that allow direct comparison, Pepsi has
beat Coke. In foreign markets, both companies have followed the marketing concept by offering
products that meet consumer needs in order to gain market share. For instance, in certain countries,
consumers wanted a soft drink that was low in sugar, yet did not have a diet taste or image. Pepsi
responded by developing Pepsi Max.

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. They have to
always be creating and updating their marketing plans and products. The companies must be willing to
accommodate their “target markets”.

Gaining market share occurs when a 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. Next, analyze this
data as fast as possible, and then develop the new product based upon this data. Once the product is
developed, get it to the marketplace quickly. Time is a very critical factor. In my opinion, with all of these
factors taken into consideration any company should give any company a good jump on market share.

Respectively introduced in the year 1886 and 1903, both Coca-Cola and Pepsi were rivals each other
trying to dominate the carbonated soft drink market. Both brands were undergoing global
advertisement war through print ads and video ads, trying to stay on top of each other.
Pepsi

Type Cola

Manufacturer PepsiCo.

Country of origin United States

Introduced 1898 (as Brad's Drink)

June 16, 1903 (as Pepsi-Cola)
1961 (as Pepsi)

Related products Coca-Cola

7 Up
Irn Bru
 Cola Turka
Big Cola

Website pepsi.com

Nutrition facts

Serving size 12 fl oz (355 ml)

Servings per container 1

Amount per serving

Calories 150[1] Calories from fat 0

% Daily value*

Total fat 0 g 0%

Saturated fat 0 g 0%

Trans fat 0 g

Cholesterol 0 mg 0%

Sodium 15 mg 1%

Potassium 0 mg 0%

Total carbohydrate 41 g 14%

Dietary fiber 0 g 0%

Sugars 41 g

Protein 0 g

Vitamin A 0% Vitamin C 0%
 Calcium 0% Iron 0%

*Percent daily values are based on a 2,000-

calorie diet. Your daily values may be higher
or lower depending on your calorie needs.

Pepsi (stylized in lowercase as pepsi) is a carbonated soft drink that is produced and
manufactured by PepsiCo. Invented in 1898 and introduced as "Brad's Drink", it was later
renamed as Pepsi-Cola on June 16, 1903.

Contents
[hide]

 1 History
 2 Pepsi-Cola trademark
 3 Rise
 4 Niche marketing
 5 Marketing
o 5.1 Rivalry with Coca-Cola
o 5.2 Slogans
o 5.3 Pepsiman
 6 Variants
 7 Ingredients
 8 See also
 9 References
 10 Further reading
 11 External links
]History

The pharmacy of Caleb Bradham, with a Pepsi dispenser, as portrayed in a New Bern exhibition
in the Historical Museum of Bern.
Pepsi was first introduced as "Brad's Drink" in New Bern, North Carolina, United States, in 1898
by Caleb Bradham, who made it at his home where the drink was sold. It was later labeled Pepsi
Cola, named after the digestive enzyme pepsin and kola nuts used in the recipe.[2] Bradham
sought to create a fountain drink that was delicious and would aid in digestion and boost
energy.[3]
In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore to a rented warehouse.
That year, Bradham sold 7,968 gallons of syrup. The next year, Pepsi was sold in six-ounce
bottles, and sales increased to 19,848 gallons. In 1909, automobile race pioneer Barney
Oldfield was the first celebrity to endorse Pepsi-Cola, describing it as "A bully drink...refreshing,
invigorating, a fine bracer before a race." The advertising theme "Delicious and Healthful" was
then used over the next two decades.[4] In 1926, Pepsi received its first logo redesign since the
original design of 1905. In 1929, the logo was changed again.
In 1931, at the depth of the Great Depression, the Pepsi-Cola Company entered bankruptcy - in
large part due to financial losses incurred by speculating on wildly fluctuating sugar prices as a
result of World War I. Assets were sold and Roy C. Megargel bought the Pepsi
trademark.[5] Eight years later, the company went bankrupt again. Pepsi's assets were then
purchased by Charles Guth, the President of Loft Inc. Loft was a candy manufacturer with retail
stores that contained soda fountains. He sought to replace Coca-Cola at his stores' fountains after
Coke refused to give him a discount on syrup. Guth then had Loft's chemists reformulate the
Pepsi-Cola syrup formula.
On three separate occasions between 1922 and 1933, the Coca-Cola Company was offered the
opportunity to purchase the Pepsi-Cola company and it declined on each occasion.[6]
[edit]Pepsi-Cola trademark

The original stylized Pepsi-Cola logo

The second stylized Pepsi-Cola logo

The original trademark application for Pepsi-Cola was filed on September 23, 1902 with
registration approved on June 16, 1903. In the application's statement, Caleb Bradham describes
the trademark as an, "arbitrary hyphenated word "PEPSI-COLA," and indicated that the mark
was in continuous use for his business since August 1, 1901. The Pepsi-Cola's description is a
flavoring-syrup for soda water. The trademark expired on April 15, 1994.
A second Pepsi-Cola trademark is on record with the USPTO. The application date submitted by
Caleb Bradham for the second trademark is Saturday, April 15, 1905 with the successful
registration date of April 15, 1906, over three years after the original date. Curiously, in this
application, Caleb Bradham states that the trademark had been continuously used in his business
"and those from whom title is derived since in the 1905 application the description submitted to
the USPTO was for a tonic beverage. The federal status for the 1905 trademark is registered and
renewed and is owned by Pepsico, Inc. of Purchase, New York.
[edit]Rise
During the Great Depression, Pepsi gained popularity following the introduction in 1936 of a 12-
ounce bottle. Initially priced at 10 cents, sales were slow, but when the price was slashed to five
cents, sales increased substantially. With a radio advertising campaign featuring
the jingle "Pepsi-Cola hits the spot / Twelve full ounces, that's a lot / Twice as much for a nickel,
too / Pepsi-Cola is the drink for you," arranged in such a way that the jingle never ends. Pepsi
encouraged price-watching consumers to switch, obliquely referring to the Coca-Cola standard
of six ounces per bottle for the price of five cents (a nickel), instead of the 12 ounces Pepsi sold
at the same price.[7] Coming at a time of economic crisis, the campaign succeeded in boosting
Pepsi's status. From 1936 to 1938, Pepsi-Cola's profits doubled.[8]
Pepsi's success under Guth came while the Loft Candy business was faltering. Since he had
initially used Loft's finances and facilities to establish the new Pepsi success, the near-bankrupt
Loft Company sued Guth for possession of the Pepsi-Cola company. A long legal battle, Guth v.
Loft, then ensued, with the case reaching the Delaware Supreme Court and ultimately ending in a
loss for Guth.
[editNiche marketing

1940s advertisement specifically targeting African Americans

Walter Mack was named the new President of Pepsi-Cola and guided the company through the
1940s. Mack, who supported progressive causes, noticed that the company's strategy of using
advertising for a general audience either ignored African Americans or used ethnic stereotypes in
portraying blacks. He realized African Americans were an untapped niche market and that Pepsi
stood to gain market share by targeting its advertising directly towards them.[9] To this end, he
hired Hennan Smith, an advertising executive "from the Negro newspaper field"[10] to lead an all-
black sales team, which had to be cut due to the onset of World War II. In 1947, Mack resumed
his efforts, hiring Edward F. Boyd to lead a twelve-man team. They came up with advertising
portraying black Americans in a positive light, such as one with a smiling mother holding a six
pack of Pepsi while her son (a young Ron Brown, who grew up to be Secretary of
Commerce)[11] reaches up for one. Another ad campaign, titled "Leaders in Their Fields",
profiled twenty prominent African Americans such as Nobel Peace Prize winner Ralph
Bunche and photographer Gordon Parks.
Boyd also led a sales team composed entirely of blacks around the country to promote
Pepsi. Racial segregation and Jim Crow laws were still in place throughout much of the U.S.;
Boyd's team faced a great deal of discrimination as a result,[10] from insults by Pepsi co-workers
to threats by the Ku Klux Klan.[11] On the other hand, they were able to useracism as a selling
point, attacking Coke's reluctance to hire blacks and support by the chairman of Coke for
segregationist Governor of Georgia Herman Talmadge.[9] As a result, Pepsi's market share as
compared to Coke's shot up dramatically. After the sales team visited Chicago, Pepsi's share in
the city overtook that of Coke for the first time.[9]
This focus on the market for black people caused some consternation within the company and
among its affiliates. They did not want to seem focused on black customers for
fearwhite customers would be pushed away.[9] In a meeting at the Waldorf-Astoria Hotel, Mack
tried to assuage the 500 bottlers in attendance by pandering to them, saying, "We don't want it to
become known as a nigger drink."[12] After Mack left the company in 1950, support for the black
sales team faded and it was cut.
[edit]Marketing
Pepsi logo (1970-) In 1987, the font was modified slightly to a more rounded version which was
used until 1991. This logo is now used for Pepsi Throwback

Pepsi logo (2003–2008). Pepsi Wild Cherry and Pepsi ONE continued to use this design through
March 2010. This logo is still in use in India and other international markets. The original
version had the Pepsi wording on the top left of the Pepsi Globe. In 2007, the Pepsi wording was
moved to the bottom of the globe.
From the 1930s through the late 1950s, "Pepsi-Cola Hits The Spot" was the most commonly
used slogan in the days of old radio, classic motion pictures, and later television. Its jingle
(conceived in the days when Pepsi cost only five cents) was used in many different forms with
different lyrics.
With the rise of radio, Pepsi utilized the services of a young, up-and-coming actress named Polly
Bergen to promote products, oftentimes lending her singing talents to the classic "...Hits The
Spot" jingle.
Through the intervening decades, there have been many different Pepsi theme songs sung on
television by a variety of artists, from Joanie Summers to The Jacksons to Britney Spears.
(See Slogans)
In 1975, Pepsi introduced the Pepsi Challenge marketing campaign where PepsiCo set up a blind
tasting between Pepsi-Cola and rival Coca-Cola. During these blind taste tests the majority of
participants picked Pepsi as the better tasting of the two soft drinks. PepsiCo took great
advantage of the campaign with television commercials reporting the results to the public.[13]
In 1976 Pepsi, RKO Bottlers in Toledo, Ohio hired the first female Pepsi salesperson, Denise
Muck, to coincide with the United States bicentennial celebration.
In 1996, PepsiCo launched the highly successful Pepsi Stuff marketing strategy. By 2002, the
strategy was cited by Promo Magazine as one of 16 "Ageless Wonders" that "helped redefine
promotion marketing."[14]
In 2007, PepsiCo redesigned their cans for the fourteenth time, and for the first time, included
more than thirty different backgrounds on each can, introducing a new background every three
weeks.[15] One of their background designs includes a string of repetitive numbers, "73774". This
is a numerical expression from a telephone keypad of the word "Pepsi."
In late 2008, Pepsi overhauled their entire brand, simultaneously introducing a new logo and
a minimalist label design. The redesign was comparable to Coca-Cola's earlier simplification of
their can and bottle designs. Also in 2008 Pepsi teamed up with Google/YouTube to produce the
first daily entertainment show on Youtube, Poptub. This daily show deals with pop culture,
internet viral videos, and celebrity gossip. Poptub is updated daily from Pepsi.
In 2009, "Bring Home the Cup," changed to "Team Up and Bring Home the Cup." The new
installment of the campaign asks for team involvement and an advocate to submit content on
behalf of their team for the chance to have the Stanley Cup delivered to the team's hometown
by Mark Messier.
Pepsi has official sponsorship deals with three of the four major North American professional
sports leagues: the National Football League, National Hockey League and Major League
Baseball. Pepsi also sponsors Major League Soccer. It also has the naming rights to the Pepsi
Center, an indoor sports facility inDenver, Colorado.
Pepsi also has sponsorship deals in international cricket teams. The Pakistan cricket team is one
of the teams that the brand sponsors. The team wears the Pepsi logo on the front of their test and
ODI test match clothing.
On July 6, 2009, Pepsi announced it would make a $1 billion investment in Russia over three
years, bringing the total Pepsi investment in the country to $4 billion.[16]
In July 2009, Pepsi started marketing itself as Pecsi in Argentina in response to its name being
mispronounced by 25% of the population and as a way to connect more with all of the
population.[17]
In October 2008, Pepsi announced that it would be redesigning its logo and re-branding many of
its products by early 2009. In 2009, Pepsi, Diet Pepsi andPepsi Max began using all lower-case
fonts for name brands, and Diet Pepsi Max was re-branded as Pepsi Max. The brand's blue and
red globe trademarkbecame a series of "smiles," with the central white band arcing at different
angles depending on the product until 2010. Pepsi released this logo in U.S. in late 2008, and
later it was released in 2009 in Canada (the first country outside of the United States for Pepsi's
new logo), Brazil, Bolivia, Guatemala, Nicaragua, Honduras, El Salvador, Colombia, Argentina,
Puerto Rico, Costa Rica, Panama, Chile, Dominican Republic, the Philippines and Australia. In
the rest of the world the new logo has been released in 2010. The old logo is still used in several
markets internationally, and has been phased out most recently in Franceand Mexico. The UK
started to use the new Pepsi logo on cans in an order different from the US can. In mid-2010, all
Pepsi variants, regular, diet, and Pepsi Max, have started using only the medium-sized "smile"
Pepsi Globe.
Pepsi and Pepsi Max cans and bottles in Australia now carry the localized version of the new
Pepsi Logo. The word Pepsi and the logo are in the new style, while the word "Max" is still in
the previous style. Pepsi Wild Cherry finally received the 2008 Pepsi design in March 2010.
In 2011, for New York Fashion Week, Diet Pepsi introduced a "skinny" can that is taller and has
been described as a "sassier" version of the traditional can that Pepsi says was made in
"celebration of beautiful, confident women." The company's equating of "skinny" and "beautiful"
and "confident" is drawing criticism from brand critics, consumers who do not back the "skinny
is better" ethos, and the National Eating Disorders Association, which said that it takes offense to
the can and the company's "thoughtless and irresponsible" comments. PepsiCo Inc. is a Fashion
Week sponsor. This new can was made available to consumers nationwide in March.[18]
In April 2011, Pepsi announced that customers will be able to buy a complete stranger a soda at a
new "social" vending machine, and even record a video that the stranger would see when they
pick up the gift.[citation needed]
In May 2011, the week before Memorial Day, Pepsi launched a limited edition flavor called
"Memorial Day Pepsi", with blueberry and cherry flavors added to the cola.
[edit]Rivalry with Coca-Cola
Main article: Cola Wars
According to Consumer Reports, in the 1970s, the rivalry continued to heat up the market. Pepsi
conducted blind taste tests in stores, in what was called the "Pepsi Challenge". These tests
suggested that more consumers preferred the taste of Pepsi (which is believed to have
more lemon oil, and less orange oil, and uses vanillin rather than vanilla) to Coke. The sales of
Pepsi started to climb, and Pepsi kicked off the "Challenge" across the nation. This became
known as the "Cola Wars".
In 1985,The Coca-Cola Company, amid much publicity, changed its formula. The theory has
been advanced that New Coke, as the reformulated drink came to be known, was invented
specifically in response to the Pepsi Challenge. However, a consumer backlash led to Coca-Cola
quickly reintroducing the original formula as Coke "Classic".
According to Beverage Digest's 2008 report on carbonated soft drinks, PepsiCo's U.S. market
share is 30.8 percent, while The Coca-Cola Company's is 42.7 percent.[19] Coca-Cola outsells
Pepsi in most parts of the U.S., notable exceptions being central Appalachia, North Dakota,
and Utah. In the city of Buffalo, New York, Pepsi outsells Coca-Cola by a two-to-one margin.[20]
Overall, Coca-Cola continues to outsell Pepsi in almost all areas of the world. However,
exceptions include India; Saudi Arabia; Pakistan (Pepsi has been a dominant sponsor of
the Pakistan cricket team since the 1990s); the Dominican Republic; Guatemala the Canadian
provinces of Quebec, Newfoundland and Labrador, Nova Scotia, and Prince Edward Island;
and Northern Ontario.[21]
Pepsi had long been the drink of Canadian Francophones and it continues to hold its dominance
by relying on local Québécois celebrities (especially Claude Meunier, of La Petite Vie fame) to
sell its product.[22] PepsiCo used the slogan "here, it's Pepsi" (Ici, c'est Pepsi) to answer to Coca-
cola publicity "Everywhere in the world, it's Coke" (Partout dans le monde, c'est Coke).
By most accounts, Coca-Cola was India's leading soft drink until 1977 when it left India after a
new government ordered The Coca-Cola Company to turn over its secret formula for Coke and
dilute its stake in its Indian unit as required by the Foreign Exchange Regulation Act (FERA). In
1988, PepsiCo gained entry to India by creating a joint venture with the Punjab government-
owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This joint venture
marketed and sold Lehar Pepsi until 1991 when the use of foreign brands was allowed; PepsiCo
bought out its partners and ended the joint venture in 1994. In 1993, The Coca-Cola Company
returned in pursuance of India's Liberalization policy.[23] In 2005, The Coca-Cola Company and
PepsiCo together held 95% market share of soft-drink sales in India. Coca-Cola India's market
share was 52.5%.[24]
In Russia, Pepsi initially had a larger market share than Coke but it was undercut once the Cold
War ended. In 1972, PepsiCo company struck a barter agreement with the then government of
theSoviet Union, in which PepsiCo was granted exportation and Western marketing rights
to Stolichnaya vodka in exchange for importation and Soviet marketing of Pepsi-
Cola.[25] [26] This exchange led to Pepsi-Cola being the first foreign product sanctioned for sale in
the U.S.S.R.[27]
Reminiscent of the way that Coca-Cola became a cultural icon and its global spread spawned
words like "coca colonization", Pepsi-Cola and its relation to the Soviet system turned it into an
icon. In the early 1990s, the term "Pepsi-stroika" began appearing as a pun on "perestroika", the
reform policy of the Soviet Union under Mikhail Gorbachev. Critics viewed the policy as a lot of
fizz without substance and as an attempt to usher in Western products in deals there with the old
elites. Pepsi, as one of the first American products in the Soviet Union, became a symbol of that
relationship and the Soviet policy.[28] This was reflected in Russian author Victor Pelevin's book
"Generation P".
In 1989, Billy Joel mentioned the rivalry between the two companies in the song "We Didn't
Start The Fire". The line "Rock & Roll and Cola Wars" refers to Pepsi and Coke's usage of
various musicians in their advertising campaigns. Coke used Paula Abdul, while Pepsi
used Michael Jackson. They then continued to try to get other musicians to advertise their
beverages.
In 1992, following the dissolution of the Soviet Union, Coca-Cola was introduced to the Russian
market. As it came to be associated with the new system, and Pepsi to the old, Coca-Cola rapidly
captured a significant market share that might otherwise have required years to achieve. By July
2005, Coca-Cola enjoyed a market share of 19.4 percent, followed by Pepsi with 13 percent.[29]
Pepsi did not sell soft drinks in Israel until 1991. Many Israelis and some American Jewish
organizations attributed Pepsi's previous reluctance to do battle to the Arab boycott. Pepsi, which
has a large and lucrative business in the Arab world, denied that, saying that economic, rather
than political, reasons kept it out of Israel.[30]
[edit]Slogans

 1939–1950: "Twice as Much for a Nickel"

 1950: "More Bounce to the Ounce"
 1950–1957: "Any Weather is Pepsi Weather"
 1957–1958: "Say Pepsi, Please"
 1958–1960: "Be Sociable, Have a Pepsi"
 1961–1964: "Now Its Pepsi for Those Who Think Young" (jingle sung by Joanie Sommers)
 1964–1967: "Come Alive, You're in the Pepsi Generation" (jingle sung by Joanie Sommers)
 1967–1969: "(Taste that beats the others cold) Pepsi Pours It On".
 1969–1975: "You've Got a Lot to Live, and Pepsi's Got a Lot to Give"
 1975–1977: "Have a Pepsi Day"
 1977–1980: "Join the Pepsi People (Feeling Free)"
 1980–1981: "Catch That Pepsi Spirit" (David Lucas, composer)
 1981–1983: "Pepsi's got your taste for life"
 1983: "Its cheaper than Coke!"
 1983–1984: "Pepsi Now! Take the Challenge!"
 1984–1991: "Pepsi. The Choice of a New Generation" (commercial with Michael
Jackson and The Jacksons, featuring the Pepsi version of "Billie Jean", "Bad" and "Black or
White". "Black of White"'s was promoting the Dangerous World Tour.)
 1984–1988: "Diet Pepsi. The Choice of a New Generation"
 1988–1989: "Diet Pepsi. The Taste That's Generations Ahead"
 1989–1990: "Diet Pepsi. The Right One"
 1989–1992: "Diet Pepsi. The Taste That Beats Diet Coke"
 1986–1987: "We've Got the Taste" (commercial with Tina Turner)
 1987–1990: "Pepsi's Cool" (commercial with Michael Jackson, featuring Pepsi version
of Bad)
 1990–1991: "You got the right one Baby UH HUH" (sung by Ray Charles for Diet Pepsi)
 1990–1991: "Yehi hai right choice Baby UH HUH" (Hindi - meaning "This is the right
choice Baby UH HUH") (India)
 1991–1992: "Gotta Have It"/"Chill Out"
 1992–1993: "Be Young, Have Fun, Drink Pepsi"
 1993–1994: "Right Now" (Van Halen song for the Crystal Pepsi advertisement)
 1994–1995: "Double Dutch Bus" (Pepsi song sung by Brad Bentz)
 1995: "Nothing Else is a Pepsi"
 1995–1996: "Drink Pepsi. Get Stuff." Pepsi Stuff campaign
 1996–1997: "Pepsi: There's nothing official about it" (During the Wills World Cup (cricket)
held in India/Pakistan/Sri Lanka)
 1997–1998: "Generation Next" (with the Spice Girls)
 1998–1999: "Its the cola" (100th anniversary commercial)
 1999–2000: "For Those Who Think Young"/"The Joy of Pepsi-Cola" (commercial
with Britney Spears/commercial with Mary J. Blige)
 1999–2006: "Yeh Dil Maange More!" (Hindi - meaning "This heart asks for more") (India)
 2003: "Its the Cola"/"Dare for More" (Pepsi Commercial)
 2006–2007: "Why You Doggin' Me"/"Taste the one that's forever young" (Mary J. Blige)
 2007–2008: "More Happy"/"Taste the once that's forever young" (Michael Alexander)
 2000–present: "pepsi ye pyaas heh bari" ((Urdu) meaning "There is a lot of thrist"
(Pakistan))
 2008: "Pepsi Stuff" Super Bowl Commercial (Justin Timberlake)
 2008: "Рepsi is #1" Тv commercial (Luke Rosin)
 2008–present: "Something For Everyone"
 2009–present: "Refresh Everything"/"Every Generation Refreshes the World"
 2009–present: "Yeh hai youngistaan meri jaan" (Hindi - meaning "This is our young country
my baby")
 2009–present: "My Pepsi My Way"(India)
 2009–present: "Refresca tu Mundo" (Spanish - meaning "Refresh your world") (Spanish
Spoken countries in Latin America)
 2010–present: "Every Pepsi Refreshes The World"
 2010–present "Pepsi. Sarap Magbago." (Philippines - meaning "Its nice to change")
 2010–2011 "Badal Do Zamana" (Urdu - meaning "Change The World" by CALL)(Pakistan)
 2010–present: "Pode ser bom, pode ser muito bom, pode ser Pepsi" (Can be good, can be
very good, can be Pepsi) - Brazil
 2011–present: "Change the game" (Bangladesh, India for the 2011 Cricket World Cup)
 2011–present "Dunya Hai Dil Walon Ki" (Pakistan-meaning World is For Lovers by Ali
Zafar)
 2011–present "Ici, c'est Pepsi" (Québec-meaning Here, it's pepsi
[edit]Pepsiman
Pepsiman is an official Pepsi mascot from Pepsi's Japanese corporate branch. The design of the
Pepsiman character is attributed to Canadian comic book artist Travis Charest, created sometime
around the mid 1990s. Pepsiman took on three different outfits, each one representing the current
style of the Pepsi can in distribution. Twelve commercials were created featuring the character.
His role in the advertisements is to appear with Pepsi to thirsty people or people craving soda.
Pepsiman happens to appear at just the right time with the product. After delivering the beverage,
sometimes Pepsiman would encounter a difficult and action oriented situation which would
result in injury.
In 1996, Sega-AM2 released the Sega Saturn version of their arcade fighting game Fighting
Vipers. In this game Pepsiman was included as a special character, with his specialty listed as
being the ability to "quench one's thirst". He does not appear in any other version or sequel. In
1999, KID developed a video game for the PlayStation entitled Pepsiman. As the titular
character, the player runs, skateboards, rolls, and stumbles through various areas, avoiding
dangers and collecting cans of Pepsi all while trying to reach a thirsty person as in the
commercials.
[edit]Variants
Main article: List of Pepsi variations
[edit]Ingredients
In the United States, Pepsi is made with carbonated water, high fructose corn syrup, caramel
color, sugar, Phosphoric acid, caffeine, citric acid and natural flavors. A can of Pepsi (12 fl
ounces) has 41 grams of carbohydrates (all from sugar), 30 mg of sodium, 0 grams of fat,
0 grams of protein, 38 mg of caffeine and 150 calories.[31][32] The caffeine-free Pepsi-Cola
contains the same ingredients but without the caffeine.
The original Pepsi-Cola recipe was available from documents filed with the court at the time that
the Pepsi-Cola Company went bankrupt in 1929. The original formula contained neither cola nor
caffeine.[citation needed]
 COMPANY OVERVIEW-PEPSICO
International company -offered convenient snacks, foods and beverages.Pepsi made first
appearanceappearance in the world in 1890.
‡World headquarter - New York Asia's headquarter - Hong Kong
Indian headquarter - Gurgaon, Haryana.
‡PepsiCo entered India in 1989.
‡43 bottling plant, company owned -16 and franchisee owned- 27
‡Market capital =107.19bn US $
‡REVENUES = 39.00BN US $
‡EMPLOYEES = 198000

COMPANYOVERVIEW-COCA-COLA
International company -offered convenient snacks, foods and beverages.Coca-cola entered
India in 1989.50 bottling plant, company owned -25 and franchisee owned- 25.Coca-Cola
currently offers nearly 400 brands in over 200countries and serves 1.5 billion servings each day.
Interbrand s Global Brand Scorecard for 2008 rankedCoca-Cola the NO.1 Brand in the
World and estimated its brandvalue at $70.45 billionMarket capital =158.19bn US $REVENUES
= 43.00BN US $EMPLOYEES = 125000

Coke Vs. Pepsi Facts

Coke and Pepsi are the two leading brands of beverages that may be classified as
soda, pop or soft drinks. Coke's original name was Coca-Cola and Pepsi's was
Pepsi-Cola.

1. Origins
o Coke and Pepsi were both created before 1900. Coke was invented in Atlanta by
pharmacist John Pemberton in 1886. Pepsi also was created by a pharmacist--
Caleb Bradham from New Bern, North Carolina, in 1898.

Coca-Cola Original Formula

o The original ingredients of Coca-Cola were intended to have health benefits and be
refreshing. Coca-Cola contained coca leaves and kola nuts, known to promote
energy. Coca leaves, from which cocaine derives, was a primary ingredient, but
were fully removed from the formula by 1929.

Pepsi-Cola Formula
o Pepsi-Cola was originally coined "Brad's Drink" in honor of its creator. The premise
of the original formula is the ingredients emulated Pepsin, and digestion aid. It did
not contain kola nut.

Coca-Cola Business Beginnings

o Coca-Cola originally cost 5 cents a glass. An Atlanta businessman secured the
rights to the product by 1891. It was first bottled in a plant in 1894.

Pepsi-Cola Business Beginnings

o Pepsi-Cola bottling started out in Bradham's pharmacy basement. The company
was incorporated in 1905 and the name trademarked in 1906. A bottling plant was
established in 1908.

Coke and Pepsi Now

o Over the years, both companies have seen worldwide expansion of their markets,
which include varying lines of beverages, apparel and paraphernalia with their
respective logos. Both have grown into longstanding global industry leaders.