Traditionally, Pepsi held the lead in Hungary with a strategy of putting the infrastructure in place, upgrading it, and then marketing to the consumer.
Pepsi plans to invest $115 million, which includes acquiring FAU, an Eastern European bottler. Because of this, Pepsi will have greater control over distribution and quality. In May of 1993, Pepsi introduced Pepsi Light and had outdoor and television advertising blitzes.
Coca Cola, on the other hand, introduced Coke Light in the beginning of 1993, but did not mention its product name during the first few weeks of promotional advertising. Coca-Cola's strategy was to advertise internationally for Central Europe. Hungarians saw the 'Always Coca-Cola' commercials, along with the rest of the world, in April 1993.
In 1992, Coca-Cola led Pepsi. In addition, Coca-Cola participates in counter trade agreements with Hungary. Coca-Cola trades its concentrate for glass bottles, which are exported and then sold to bottlers.
Pepsi plans to invest $115 million, which includes acquiring FAU, an Eastern European bottler. Because of this, Pepsi will have greater control over distribution and quality. In May of 1993, Pepsi introduced Pepsi Light and had outdoor and television advertising blitzes.
Coca Cola, on the other hand, introduced Coke Light in the beginning of 1993, but did not mention its product name during the first few weeks of promotional advertising. Coca-Cola's strategy was to advertise internationally for Central Europe. Hungarians saw the 'Always Coca-Cola' commercials, along with the rest of the world, in April 1993.
In 1992, Coca-Cola led Pepsi. In addition, Coca-Cola participates in counter trade agreements with Hungary. Coca-Cola trades its concentrate for glass bottles, which are exported and then sold to bottlers.