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Case
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Reference no. 501-060-1
Subject category: Marketing
Authors: A Mukund
Published by: IBS Center for Management Research
Published in: 2001
Length: 10 pages
Data source: Published sources

Abstract

When the cola giants, Pepsi and Coke, entered the Indian market, they brought with them the cola wars that had become part of global folklore. This case study details the various battles fought in India by the two rivals with its focus on the publicity campaigns where the two sought to steal each other''s fizz. The case also outlines battles fought on other fronts - conflicts with bottles, product modifications, attempts to steal the rival''s employees and other mini wars. On the whole, the case attempts to provide a comprehensive perspective regarding the dimensions of the cola wars and the direction in which they are heading. The case is designed to make students think about the nuances of the cola wars in India. The students should essentially be able to understand the mechanics of comparative advertising besides understanding its merits and demerits. The case is engineered to enable the tutor to establish the importance of marketing warfare in a highly competitive market. The case is intended for MBA/PGDBM level students for their Marketing Fundamentals curriculum and electives, like Promotional Practices, and Strategic Marketing etc.
Location:
Industry:
Size:
International
Other setting(s):
1970-2000

About

Abstract

When the cola giants, Pepsi and Coke, entered the Indian market, they brought with them the cola wars that had become part of global folklore. This case study details the various battles fought in India by the two rivals with its focus on the publicity campaigns where the two sought to steal each other''s fizz. The case also outlines battles fought on other fronts - conflicts with bottles, product modifications, attempts to steal the rival''s employees and other mini wars. On the whole, the case attempts to provide a comprehensive perspective regarding the dimensions of the cola wars and the direction in which they are heading. The case is designed to make students think about the nuances of the cola wars in India. The students should essentially be able to understand the mechanics of comparative advertising besides understanding its merits and demerits. The case is engineered to enable the tutor to establish the importance of marketing warfare in a highly competitive market. The case is intended for MBA/PGDBM level students for their Marketing Fundamentals curriculum and electives, like Promotional Practices, and Strategic Marketing etc.

Settings

Location:
Industry:
Size:
International
Other setting(s):
1970-2000

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