Paper Summary:

This paper presents an overview of the ongoing struggle between Pepsi-Cola and Coca-Cola to dominate the marketplace. The author describes the marketing and advertising campaigns adopted by both companies and the ensuing results.

From the Paper:

"One of the largest areas of penetration that the two companies have achieved is in competition for exclusive sales rights on college campuses. Under one contract, Pennsylvania State University accepted $14-million for a 12-year contract to make Pepsi-Cola the exclusive soft drink sold on campus. In the fierce competition for college rights, Coca-Cola and PepsiCo are expected to spend over $600 million per year for exclusive rights on various campuses. (Van der Werf A41)
"Universities and colleges now often ask for payments in the form of gifts to scholarship funds or projects to renovate buildings or build new ones, hoping to tap various corporate accounts and increase their receipts, although such tactics raise concerns about colleges tying themselves too closely to sponsors. Schools have also sought increases in commissions they receive for on-campus soft-drink sales, sometimes going from 15 percent to 65 percent. Despite concerns about potentially alienating sources of public funding, and questions about university ethics and consistency with teaching about free-market economics while awarding monopoly contracts, cash-starved public universities are the key targets of major companies seeking high-profile schools been the most aggressive at seeking corporate support. The biggest single soft-drink contract is a $28-million, 10-year contract between Coca-Cola and the University of Minnesota. The University of Illinois at Chicago won a deal from Pepsi paying the school some $6.5-million over l0 years. (Van der Werf A41-42; Marcus 12)"

Sample of Sources Used:

• "The cola wars continue to bubble on campus." Maclean's. 112(11): 49 (Mar. 15, 1999
• Ducmanis, Ingrid. "School Districts Face a Soda Pop Backlash." Instructor. 110(1): 9 (Aug. 2000).
• Freeman, Laurie. "Pepsi, Coke pop send lesser foes scurrying." Advertising Age. 68(39): s30 (Sep. 29, 1997
• Hein, Kenneth. "Big Ban on Campus For Coke Products." Brandweek, 46(45): 4 (Dec. 12, 2005).
• "Lost in Translation," Writing, 22(1): 20-21 (1999).

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