Why is not Pepsi the world’s most consumed soft drink? A strategic analysis of the cola wars
Di Francesco, Claudia (A.A. 2024/2025) Why is not Pepsi the world’s most consumed soft drink? A strategic analysis of the cola wars. Tesi di Laurea in Marketing, Luiss Guido Carli, relatore Maria Giovanna Devetag, pp. 38. [Bachelor's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
The story of Coca-Cola. The rebirth with Candler. The distribution. The Contour bottle. The dissemination. Second world war. The birth of Pepsi. The initial difficulties. The rebirth. International development. Pepsi during the great wars. Cola wars. The origins of rivalry. Pepsi's challenger strategy. Direct advertising wars and provocations (1980–2000). Globalization and portfolio differentiation (2000–today). Coca-Cola Company Portfolio Diversification. PepsiCo portfolio diversification. Marketing campaign comparison. The first back-and-forth campaign between Coca-Cola and Pepsi: the direct comparison of the years 30. “The Pepsi generation” and Coca-Cola's response. Pepsi challenge. 1982–1985: “taste of a new generation” and “coke is it!”. 1984–1990: the celebrity era and the spectacularizing of cola war. Aggressive comparison spots in the 90s: irony, provocation and direct competition. Coca-Cola and Pepsi marketing campaigns in the 2000s.
References
Bibliografia: pp. 36-38.
| Thesis Type: | Bachelor's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Bachelor's Degree Programs > Bachelor's Degree Program in Economics and Business, English language (L-33) |
| Chair: | Marketing |
| Thesis Supervisor: | Devetag, Maria Giovanna |
| Academic Year: | 2024/2025 |
| Session: | Extraordinary |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 08 Sep 2026 10:11 |
| Last Modified: | 08 Sep 2026 10:11 |
| URI: | https://tesi.luiss.it/id/eprint/46736 |
Downloads
Downloads per month over past year
Repository Staff Only
 |
View Item |
