Coke & pepsi

This week’s case discussion is comprised of 4 components: a video case history of Coca Cola and Pepsi Cola in their early stages of becoming global brands, a more recent (2007) case history of both brands in India, an updated news article about Pepsi in India, and a narrated Power Point Presentation illustrating product homologation and product adaptation.

Although this video is very dated, it contains some very interesting examples of early international marketing approaches by Coca Cola and by Pepsi Cola and some of the challenges that they faced at that time.

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The written case history describes in detail the market entry of the same two now global consumer product companies, PepsiCo and Coca-Cola Corporation into a Big Emerging Market (BEM): INDIA. It traces the history of the challenges encountered by these two companies in the developing country environment of India from the late 1980’s to approximately 2007. Emphasis is placed on lessons learned by the two companies as they adjusted to competing in an unfamiliar and rapidly-changing environment. The news article provides a more recent (2010)perspective. Currently, we are used to having so many imported products to choose from, and we take for granted that US products are exported around the world. After viewing the video as many times as you wish, and reading the case and the article, there are discussion topics for you to choose and post your responses. Make certain that you also view the power point presentation included in the corresponding module. It shows photos of soda cans from different markets and the differences in labeling, as well as can sizes and shapes, and discusses the concept of product homologation. I have been collecting these cans for the past 5 or 6 years from my travels,and have also received valuable contributions from my students such as the Pepsi cans from Kuwait.

Once you have read/viewed and studied the case discussion materials, located in the corresponding module,there are different topics posted for you in the group discussion forum.

Discussion Topic 1: Describe the Pepsi/Soviet counter trade agreement established in 1973 as presented in the video case. Why was this agreement considered to be historic?

Discussion Topic 2: According to the video case, why was Diet Coke not successful in Japan? (Although not mentioned, this was also true in other countries). What did the company do to adapt to consumer preferences in order to become successful?
Discussion Topic 4: Provide your comments about the Coke & Pepsi Soda Can PowerPoint presentation. Was there anything that you found to be especially interesting? Unusual? Any key learning?


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