he organizational formula for merchandising apparently also had a bit of magic. But, of course, the product was one that people wanted, which is perhaps the first law of success in marketing. Coke had been successful in establishing a strong loyal consumer force, on whom it still relies to this very day. Dong business was no sweat once the industry had set itself for good and the consumer’s tasted veered. Everything seemed to go smooth enough until hell finally broke loose. Trouble started creeping into the very foundations of coke who stated loosing a major share of its market. Thanks to Pepsi. With virtually the same history Pepsi started gaining ground and proved to be an excellent example of how razzle-dazzle advertising sharp marketing and an efficient distribution system can turn a loser in to a winner in a remarkably short period of time. Pakistan today has a very competitive beverages market. Opportunities for this industry to establish itself firmly in this country were grim at first because of the country's low per capita income and because of the business' status depending on consumer impetus. But much of it was more or less the same when the business took a start in the USA as well. The Beverage industry has undergone a revolutionary change during the last couple of decades. The form of processing and the machinery used these days has developed and is very sophisticated. Automatic and computerized plants have been installed in the industry thus making it an industry which is dealing in million of gallons of beverages yearly. Pakistan Beverages, the bottlers for Pepsi, and Coke bottlers National Beverages claim that their primary goal is not to undermine the competition but to expand the market as a whole. Market expansion, in fact, seems to be the buzzword these days in the beverage industry. Analysts believe the potential market in Pakistan is though to be enormous because the country's per capita consumption is as lo...
