"Cola Wars Continue: Coke and Pepsi in 2010" is a case study that analyses the intense
competition between Coca-Cola and PepsiCo in the carbonated soft drinks (CSD) industry. The
case focuses on the companies' marketing strategies, product portfolios, and competitive
actions such as mergers and acquisitions, price competition, and product innovations made by
them.
Coca-Cola and PepsiCo followed several strategies in order to maintain their dominance in the
carbonated soft drinks (CSD) market. Some of the key strategies followed by each company are:
Coca-Cola:

Diversification of product portfolio: Coca-Cola expanded its product portfolio to include
healthier beverage options such as sports drinks, juices, and teas.

Global expansion: Coca-Cola invested in expanding its operations globally, particularly in
emerging markets where the demand for soft drinks was growing.

Brand building: Coca-Cola invested heavily in advertising and promotion to build strong
brand recognition and customer loyalty.
PepsiCo:

Diversification of product portfolio: Similar to Coca-Cola, PepsiCo also expanded its
product portfolio to include healthier beverage options such as sports drinks, juices, and
teas.

Price competition: PepsiCo engaged in price competition with Coca-Cola, offering lower
prices for its products to gain market share.

Mergers and Acquisitions: PepsiCo pursued mergers and acquisitions as a way to expand
its product portfolio and gain access to new markets.
Both companies also engaged in product innovations and marketing campaigns to stay ahead of
the competition. However, both companies faced challenges such as changing consumer
preferences towards healthier beverages and declining demand for sugary drinks. The
strategies followed by each company were aimed at addressing these challenges and
maintaining their dominance in the market.
By 2010, both companies had a long history of rivalry, with Coca-Cola having a slight edge in
market share. However, the CSD market was facing challenges such as changing consumer
preferences towards healthier beverages and a declining market for sugary drinks. The case
concludes by asking the question of how the two companies will adapt to these challenges and
maintain their dominance in the industry.