Research Paper on:
Cola Wars; Marketing Case Study of Coca-Cola and Pepsi

Unformatted Sample Text from the Research Paper:
cola, has remained the same for many years and the dominance has been gained with the use of aggressive and innovative marketing. Campaigns such as Coca-Colas its the real thing  and more recently advertisements such as holidays are coming with the use of the polar bears and the read Coca-cola and Pepsis the Pepsi generation have been marketing campaigns that  reached iconic status which were able to create strong international brand images and positive associations with the brand. Coca-Cola had some advantages, the iconic design of the bottle gave  the product a more unique and instantly recognisable image, Pepsi has competed fiercely, but for the standard cola drink has remained in second place. However it was Pepsi that undertook  the first brand extension and may be argued as taking the first mover advantage in the diet cola segment. The marketing has given the companies the dominant position, back  up by the product itself, this is emphasised by the drop in sales when, in 1985, Coca-Cola developed a new formula for coke, which was not appeared by the consumers.  The company quickly reversed the decisions going back to classic coke. The companies also managed to gain many retail outlets, often using incentives such as the provision fridge units and  in store promotional materials. Distribution of the bottled, caned and the concentrates for sale across all types of outlet increased the availability and exposure to the consumers. Looking at  all these factors it appears that 3 of the 4 Ps are all in place, there is the product, the placement and the promotion, the market is also highly competitive  so it is also fair to assume that the price is competitive and pitched at the right level. However despite these factors there is still a struggle. The main problem