Coca-Cola challenges Pepsi's dominance in Pakistan

07/20/2010 | Wall Street Journal, The

Coca-Cola is a relative upstart in Pakistan, where Pepsi enjoys an 80% market share as recently as the late 1990s. But Coca-Cola is winning back younger Pakistani consumers with an inventive marketing campaign that includes sponsorship of the music show "Coke Studio," while also implementing new quality-control measures with bottlers.

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