The Cola Wars in Venezuela
One of the greatest marketing stories in 1996 was when the Cisneros Group switched over from bottling Pepsi Cola to Coca Cola in Venezuela during the summer. Prevously, Venezuela was the only South Ameican country in which Pepsi Cola had an ascendancy over Coca Cola. The Los Medios y Mercados de Latinoamérica study shows what happened: study shows what happened:
% OF PERSONS 12-64 WHO DRANK COLA
WITHIN THE PAST WEEK IN VENEZUELA
| YEAR | % WHO DRANK PEPSI COLA | % WHO DRANK COCA COLA |
| Fourth Quarter, 1995 | 70.4% | 21.5% |
| Fourth Quarter, 1996 | 15.5% |
50.5% |
(Source: Audits & Surveys Worldwide, Los Medios y Mercados de Latinoamerica 1995 & 1996)
Such are the swings of fortune...
(posted by Roland Soong on 2/25/97)
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