... distributing multi-brands for bottlers is a threat in term of increased cost. 3. For Coke and Pepsi, threat may also come from other relatively big players, such as Cadbury, who maintains a good brand portfolio. So the wars are not only constrained for the two giants, but also take in new players. Marketing Strategy: Segmentation, Target Markets and Positioning Marketing FTP has been ... appearances and contemporary product packaging, to sell their product, whereas Coca-Cola's realistic approach has placed them at the top of the soft drink industry. When Pepsi's "blind taste tests" comm...

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