20% in 1991, to 20.4 % in 1994 ("Coca Cola still..." 1995). Over all, Coca Cola has captured 41.3% of the total soft drink market for 1993, (Market Share Reporter, 1995), with total sales over $13 million (Hoover's, 1995).
Pepsi-Cola's rise to prominence in the beverage industry has not been so steady and straightforward as Coke. The original owner/operator of Pepsi-Cola, Caleb D. Bradham lost control of his company in 1923, when the price of sugar dropped. The Loft Candy Company eventually took over Pepsi in the 30s, and over the next two decades scored a number of marketing coups. In the middle of the Depression, Pepsi doubled the size of its bottles, while keeping the price the same. In 1939 Pepsi introduced the worlds first radio jingle, "Pepsi-Cola hits the spot...," and in 1948 Pepsi started to produce drinks in cans (Hoover's, 1995).
Beginning in the mid 60s Pepsi began to diversify, by bu
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