Taking on Goliath: it's tough to unseat King Coke, but Pepsi's strategic initiatives may change the playing field. (Pepsi Cola's marketing move against Coca-Cola Co): An article from: Food Processing

This digital document is an article from Food Processing, published by Putman Media, Inc. on September 1, 1997. The length of the article is 3078 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: Coca-Cola is the leading in the business but with a 51.1% international market share in 1996 Pepsi is continually making marketing moves that would counter Coke's success. Pepsi's marketing techniques include establishing support of its fountain business from foodservice chains and shifting to a blue packaging. It has also found a hitherto undeveloped markets such as India and China. Pepsi's effort is still inadequate as it has only gained 15.2% of the international market.

Citation Details
Title: Taking on Goliath: it's tough to unseat King Coke, but Pepsi's strategic initiatives may change the playing field. (Pepsi Cola's marketing move against Coca-Cola Co)
Author: Mary Ellen Kuhn
Publication:Food Processing (Magazine/Journal)
Date: September 1, 1997
Publisher: Putman Media, Inc.
Volume: v58 Issue: n9 Page: p22(7)

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