NUST BUUSINESS SCHOOL, ISLAMABAD
STRATEGIES FOR BUILDING A BETTER BRAND IMAGE: A
CASE OF COLA RIVALS IN THE PAKISTANI CONTEXT
Consumer Behavior – Research Paper
12/29/2009
Asma Shamshad – Junaid Manzoor – Sidra Manzoor – Warda Zubair – Zafar A. Khan
1 | P a g e
CONTENTS
Table of Contents
Introduction to Cola Companies ............................................................................................................. 4
Company Profile – PepsiCo Inc................................................................................................................. 4
Company Profile – Coca Cola Company .................................................................................................... 4
Introduction to Cola Wars ....................................................................................................................... 5
Early battles leading to new Coke ............................................................................................................ 5
Introducing a new flavor .......................................................................................................................... 6
Battle shifts to International Markets ..................................................................................................... 6
Pepsi troubles in Brazil ............................................................................................................................ 6
Intrigue in Venezuela ............................................................................................................................... 7
Pepsi’s problems elsewhere in International Markets……………………………………………………………………………7
Coke faces problems in Europe ............................................................................................................... 8
Issues of Contamination .......................................................................................................................... 8
Coca Cola finally acts aggress