even a fanta is referred to as a coke in SA, often by township residnts - pepsi just can't seem to break that brand recognition and dominance.

To add to their woes, their current tv ad is possibly the most patronising, insulting piece of shyte i've seen in a long time.

DOMINANCE AND HABIT...

It looks much like that toyota yaris one

I also keep expecting to see the Yaris appearing in the new Pepsi Max ad space.

The Coca Cola brand logo is well-established wherever you go. I think that PEPSI can do the same: strategically place their logo BIG and make the public aware that the PEPSI brand is here to stay. Dare for more BIGGER BRAND AWARENESS, outdoor and indoor… the AD-MAN.

...and Coke stayed. With no competition and a big international budget, Coke were able to firmly entrench themselves. KFC was the same. And even though McDonald's and chicken fast-food chains have done well, KFC is still the most successful fast-food chain in SA.

Ignore the above opinions.

I work in the beverage sector, so I can guide you in the right direction;

(1) Pepsico is a larger company than Coca-Cola, only because the largest share it has are in chips (Fritolay etc.) they quitely achieved this dominance while coke aimed to own softdrinks

(2) Pepsi worldwide, does pretty damn well, they've lost ground only by burning their fingers with celebrity endorsements

(3) In SA, they're coming up big time second time around...check the media, Pepsi Max is flying off shelves.

Sure, they're coming up fast in 2nd place... in a race that has only 2 major players...?

Personally, I prefer Coke because of the taste - I've always found Pepsi tastes more like Diet Coke. Branding has nothing to do with it.

You say you buy Coke because of the taste, have you ever had a Coke in another country - there is a taste difference which means you would be buying a brand not a specific taste. Also, Coke lost its market share in the US because they started with various Coke flavours (Classic & Cherry Coke) and this confused their "loyal" users more that anything else. You will thus find a 50-50 market share in the US between Coke and Pepsi. Still convinced that your buying a specific taste and not just a brand?

Hi I work for a company that would like to engage Pepsi and increase their share in the market place. I think that by endorsing any indegenous activities they can break into the market. by endorsing history rather than imposing a beckham, in their advertising campaigns. what do you think?

pepsi will never dominate the brandsphere in south africa, for the same reason no other automotive brand can come close to toyota.. brand inculcation.. these brands are etched in the psyche of the south african consumer... and it'll stay stuck..

when other companies bounced because of apartheid.. these cats stayed and handled their business.. and slowly but surely ambushed us mentally..

i admit i'm inlove with the AVENSIS and i drink Coke..

I think that they need to establish a market segment and stick to it, instead of trying to compete on equal terms with Coke. They should start from the bottom in the South African market regardless of their international status. I am not a Pepsi fan or consumer but their new max Ad is killa man, at least for me.

I live in Overport, Durban. We have a huge contingent of Pakistani and Indian nationals living and owning businesses in the area.

Pepsi is a very popular drink with these guys. I am convinced the next market segment to latch on to Pepsi is our South Africans of Indian descent and our South Africans of Arabic descent.

People, coke is a very well acquired taste. It just tastes better that Pepsi on any day. Yes, pepsi are not advertising enough or.... or.. or... but the truth is, coke has been around, we have acquired a taste for it and anything else just wont cut it. Pepsis pricing strategy just goes to further edge in peoples minds that its second best... deal with it. try making an Irish man drink coke...

So some of the comments above are wrong. It more about habit and what is in your face isn't it.

That is strange, as you know and I know that they taste different. I can tell the difference. Where did you find those facts?

Thank you for all the replies. They were much appreciated. I am looking for more factual information though, like maybe someone in the industry. PLZ email me with any websites or information.

When Pepsi Cola CC decided to leave SA because of USA disinvestment of SA, a local company - Concourse Consultant CC was established to import the syrup needed to make the soft drinks. A couple of franchises were opened and stayed in operation. Windhoek as eg ... but they didnt want to spend the big bucks to compete with Coke. World wide Pepsi is a stronger company than Coke, (check the east and middle east - there the relation to Pepsi - Coke is oposite to SA... and the number of people is hugely difference.)

There was also a story/rumour that Pepsi couldn't establish itself in SA the seocnd time around because of the fridges and fridge space - the fact that Coke owned all the fridges in shops, meant that there was no space for Pepsi's product, which led to it's down fall - you may want to research that too as to whether it was a fact or a rumour??

I heard some rumour about Coca Cola bought all the 1,25l bottles for a lifetime supply so Pepsi lost that whole market and could only secure using 2litre bottles. Sorry don't have all the info. Is that a tactical strategy or monopoly from Coca Cola?

Pepsi left the country during the Era we dare not speak about... they came back under the new gonvernment and low and belhold, it was mis-managed and the big cheese on the top abused the dydtem, forcing Pepsi america to pull it out of the country... That is that