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Coca Cola Vs Pepsi In the 1950s 1960s and early 1970s Coca cola outsold Pepsi two to one But by the mid 1970s Coca Cola dropped its sales from 13 percent to 2 percent annually On the other hand Pepsi market share increase from 6 to 14 because of its ad campaign of the Pepsi Generation and the comparative taste test And then it increased again to 179 percent after coca-cola conducted its own taste tests Few advantages that coca cola has against Pepsi are it has twice as many vending machines dominated fountains more shelf space and competitively priced Although Coca cola were outspending Pepsi in advertisement by 100 million and it was not as effective as Pepsis advertisement campaign of Pepsi Generation During this down slope Coca Cola chairman J Paul Austin retired and is replaced by Roberto Goizueta And in late 1970s and early 1980s Coca Cola introduced a new sweeter flavor of coke It cost them 4million just for the taste testing After they felt that the taste testing went well in favor of the new flavor they took the original taste off the market It resulted on angry customers Coke is an American symbol and as a long time friend that had suddenly betrayed them Thus on July 1985 Coke brought back the original taste and pursued two-cola strategy by selling the new flavor in addition to the original one By 1988 Coke had 40 of the domestic market of soft drink sellers to 31 for Pepsi On the other hand Pepsis super-bottler Baesas CEO Charles Beach managed to increase market share in the Buenos Aires metro area from almost 0 to 34 Thus he vigorously expanded to Chile Uruguay and mostly in Brazil This effort was beat by Coca Cola when Gorzueta managed to use his Latin-America background to influence Argentina president to reduce the tax on cola from 24 to 4 Thus by early 1996 Beach was
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