Since the 1980s, the Coca-Cola Company and PepsiCo Inc. have engaged in marketing wars that have rocked the soft-drinks industry making other brands almost inexistent. Today, this war has escalated further after PepsiCo recently recruited Santa Claus, the symbol that Coca-Cola has used for more than eighty years, for its most recent U.S. advertising campaign (Roberts, 2011).
The company has also been forced to increase its marketing advertising by 30 per cent in 2011 after it was beaten by Coca Cola and Diet Coke; Coke recorded 1.6 billion sales and 927 sales of its regular soda and diet soda, respectively. Pepsi on the other hand, had sold just 892 million cases. This is just one of the ways of how Coke has been a leader in the marketing wars, popularly known as the cola wars (AP, 2011).
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