Coke and Pepsi: from Global to Indian Advertising

Case Solution

Seema Gupta
Indian Institute of Management-Bangalore ()

The case tracks the evolution of the carbonated soft drink industry. It describes the origins of the two great world companies Coca Cola Company and PepsiCo. Describe the brand distribution of the two largest. While Coke, Diet Coke, Sprite and Fanta belong to the Coca Cola Company; Pepsi, Diet Pepsi, Mountain Dew, 7 Up, and Mirinda are part of PepsiCo. The case also describes local Indian brands Thums Up and Limca. Many of the soft drink brands have high brand equity and the case describes the role of advertising in building brand equity. The case tracks the evolution of advertising over the years both globally and in India. It’s about the tension between localization and the standardization of advertising. Invite students to discuss the role of advertising in brand building in an emerging market like India.

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