vendredi 5 octobre 2012


The global soft drink market is large at approximately US$ 410 billion. In volume terms, the market  size is   estimated at 72 billion cases. US is the largest soft drink market and accounts for approximately 23%  of global volumes.  In terms of per capita consumption, US is ranked third behind UAE and Mexico. 

The beverage US market is dynamic and highly diversified. The choice that is offered to consumers is impressive and local consumption represents 43% of the global market in 2010, it could exceed $ 127 billion by 2015.

This segment is dominated by Coca-Cola & PepsiCoCoca-Cola, PepsiCo, Dr Pepper/Seven Up (Cadbury Schweppes), Cott Corporation, National Beverageand grew of 6% in volume terms between 1997 and 2002.

Thanks to aggressive commercial offers, marketing and communication within companies, this market has been able to enter the top consumer package goods ranking.  It is one of the leading agribusiness segment.

The U.S. market for beverage is divided into 4 categories: the Carbonated or sparkling drinks market , the sports and energy drinks market, the bottled water market and the juice market.

lundi 1 octobre 2012


Who has never dreamed of a soft drink fresh bottle under the sun?

As you know, the market of soft drinks has been growing during past few years to arrive to a high level of competitiveness. You can find so many varieties that you can’t decide what is the best choice…fresh? Diet? Natural? Flavored?
But wherever you go,  it’s impossible to avoid the two major actors of the market: Coca Cola VS PepsiCo. Their Parent brands, Coke and Pepsi, deliver a battle to be the customer’s most loyal brand.

Our aim in this blog is to compare the two brands and their evolution, to show you how they has differentiated their positioning through effective marketing strategies

First, it seems essential to start by analyzing the soft drink market and the consumer behavior, before comparing these two iconic and worldwide brands.