Word: pepsi
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Dates: during 1990-1999
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Jones has shown his flagrant disregard for the league and its rules. He signed huge contracts with Pepsi and Nike in direct violation of league policy...
...that nothing added value more than the magic cola itself. He boosted Coke by stripping it down to its trademark. When he took over, Coke had flat growth and unprofitable businesses--ranging from shrimp farming to wine--that were draining the company's cash, not to mention a serious Pepsi challenge. On his watch, Coke's stock-market value rose from $4 billion to some $150 billion. Goizueta himself became a billionaire through his Coke stockholdings...
During Goizueta's tenure, Coke won the cola wars going away. In the $54 billion carbonated-beverage business, Coke owns 43% of the domestic market, to Pepsi's 31%. Coke has captured 48% of the world market, while Pepsi lags with 22%, estimates Beverage Digest. Goizueta, a globalist, has pushed sales hard outside the U.S. Coke gets 71% of its revenue abroad, while Pepsi generates more than 70% in the U.S. Last year PepsiCo's sales rose 5%, to $31.6 billion, but its earnings fell 28%, to $1.1 billion. Hindered by a strong dollar, which hurts foreign sales, Coke...
Coke has played kick the can with the big "Project Blue" global campaign that Pepsi launched last year, grabbing Pepsi strongholds like Russia and India. Goizueta orchestrated one of the cola war's most outrageous raids--buying half of Pepsi's Venezuelan bottler and grabbing a dominant market share almost overnight. "The conclusion is obvious," he told TIME shortly afterward. "Our system has terrific momentum...
...goal of gulping 50% of the U.S. market by 2001. The plan is to make this conspicuous brand ubiquitous by putting a Coke vending machine or retail point within arm's length of every consumer. Those market-share points are going to become harder to swallow, though. Coke and Pepsi lay out about $2 billion annually in soft-drink promotion worldwide, and spent an ugly summer in a nonstop price war. Moreover, Pepsi has its own formidable general in Roger Enrico, as well as a new game plan. Enrico recently spun off Pepsi's capital-consuming restaurant division to focus...