Coca Cola was invented by an Atlanta pharmacist John Pemberton in 1886. His bookkeeper, Frank Robinson, named the product after two ingredients, coca leaves and Kola Nuts. By 1895 the product was available in all 50 states. By 1916 the Company was sold twice, had over 1000 bottlers, and was publicly traded (Dow Jones, Coke). During World War II, the president of Coke Woodruff said, "every soldier will have access to a 5 cent bottle of coke"(Dow Jones, Coke). The company received government aid to build 64 overseas bottling plants during that time. This is how Coke began its ties with many foreign markets.

me great pleasure to offer Each of you my heartiest congratulations. After 87 years of going eyeball To eyeball, the other guy just blinked. Coca-Cola is withdrawing their product From the market place, and

On July 20, Pepsi announced that they would be purchasing Tropicana juice business from the Seagram's company for 3.3 billion dollars. Tropicana dominates the American chilled orange juice market, holding 42 percent of the market share. They did this to gain positioning in the orange juice market, They will now double the amount a market share captured by Minute Maid. Minute Maid who is owned by the Coca-Cola only holds 19 percent of the market (hays).

The way these two giants battle is by trying to pull consumers back and forth between them by releasing new products. Brand Identity is a very strong force in this industry; it takes a long time to develop brand recognition and customer loyalty. Good recognition is opportunity for market share growth. In 1964 Pepsi Acquired Mountain Dew as a new product to attract more consumers.

Coke called an analyst meeting on September 22 to look at their position, the analyst predict earnings to drop. The price of a share has fallen from July high of $88.93 to $58 and lower. Last year Coke earned two thirds of its profits from overseas. The only upper hand Coke has overseas is they can withstand a hit longer than their smaller foreign competitors, so it can help them create market share. Coke has proven itself many times in that they can operate their business to be profitable in economic hard times. Coca-Colas chairman M. Douglas Ivester said, "we will strengthen our system through this difficult time and make the right decisions for the long term"(Deogun).

One of the biggest mistakes Pepsi ever made was in 1983, when they ignored the pleas by nutrasweet for them to buy their newly approved aspartame sweetener to use in Diet Pepsi. Coca-Cola beat Pepsi to the punch and organized a deal with nutrasweet. This left Pepsi up in the air, while diet Coke pushed their new and better tasting product and gaining market share. After this happened Mr. Enrico Said, "I vow that I will never hang back like that again" (Deogun).

The battle plan to push the new beverage is to avoid the word diet in the add campaigns and on the can. Heavily target the middle aged mail population, hoping they accept the new product. Acquire a celebrity as spokesperson, Cuba Gooding Jr. is the pitchman for the Pepsi One commercials. Have a catchy slogan, Only one has it all. Pepsi is predicting to earn one billion dollars in annual sales (Deogun).

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Approximate Word count = 1991
Approximate Pages = 8 (250 words per page double spaced)