PepsiCo v Coke--Juice or Cola Essay by Master Researcher

PepsiCo v Coke--Juice or Cola
A look into why PepsiCo has been able to dominate Coke, its primary competitor, in total overall sales.
# 88603 | 900 words | 2 sources | 2006 | US
Published on Dec 01, 2006 in Business (Companies) , Business (Marketing)

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This paper discusses PepsiCo and its incisive marketing strategies that have led it to dominate its primary competitor, Coke, in total overall sales. PepsiCo has utilized a strategy of acquisition and smart product line extensions that have anticipated major cultural and social shifts in the beverage and snack industry. Led by its snack division, Frito-Lay, PepsiCo has forced Coke to be reactive and perpetually trying to catch up.

From the Paper:

"PepsiCo, outside of the cola segment, has come to dominate is primary competitor, Coke, in a way that Coke never did during the height of its own dominance. Much of PepsiCo's success has been, as some analysts point out, due to a willingness to move out of its traditional market segments, either through organic growth or acquisition, and introduce new products that seem to capture the cultural zeitgeist of the moment: To capitalize on the growing market for New Age herbally enhanced beverages...the company acquired SoBe Beverages for $370 million in 2001...the company has extended the brand with such offerings as the energy drink SoBe No Fear, SoBe Synergy targeted at the school-aged market with 50% juice, and SoBe Fuerte, aimed at the Hispanic market.(Brady par.2) The brilliance of PepsiCo's marketing strategies is all the more..."

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