The case traces the evolution of carbonated soft drinks. He describes the appearance of the two global giants - Coca Cola Company and PepsiCo. He describes the distribution of each of the two brands of specialties. While Coke, Diet Coke, Sprite, Fanta and owned Coca Cola Company, Pepsi, Diet Pepsi, Mountain Dew, Mirinda and 7 Up owns PepsiCo. The case also describes the local Indian brands - Thums Up and Limca. Many of the soft drink brands have high brand value and the case describes the role of advertising in shaping brand. The case traces the evolution of advertising for many years globally and in India. It deals with the tension between localization and standardization of advertising. He invites students to discuss the role of advertising in building brand in emerging markets such as India. "Hide
by Seema Gupta Source: Indian Institute of Management, Bangalore 18 pages. Publication Date: November 1, 2012. Prod. #: IMB387-PDF-ENG
