Abstract

The case traces the evolution of the carbonated soft drink industry. It describes the emergence of two global majors – Coca Cola Company and PepsiCo. It describes the proliferation of brands of each of the two majors. While Coke, Diet Coke, Sprite, and Fanta belong to Coca Cola Company; Pepsi, Diet Pepsi, Mountain Dew, 7 Up, and Mirinda belong to PepsiCo. The case also describes the local Indian brands – Thums Up and Limca. Many of the soft drink brands have a high brand value and the case describes the role of advertising in building brand equity. The case traces the evolution of advertising over the years globally as well as in India. It engages with the tension between localization and standardization of advertising. It invites students to discuss the role of advertising in building the brand in an emerging market such as India.

Learning Objective

The case can be used to teach “Image advertising” and “Cultural advertising.” The case invites students to debate the role of advertising in building the demand. It allows examination of the relationship between global and local advertising. It allows students to understand the various decisions that need to be taken for arriving at a creative strategy for a brand. It can be used in the elective course on “Marketing Communications” or “Advertising” to students who have undergone the core course on Marketing; and in executive education to teach the module of “Marketing Communications.”