There couldn’t be any category where
two competitors hate each other more than in the carbonated beverages world,
with Coke and Pepsi perennially at war.
For over a century Coke and Pepsi
have been at each other’s throats in a constant struggle for a bigger piece of
the billion-dollar soda market. Along the way the companies have picked up a
slew of loyalists and fans, adamant that their cola reigns supreme in the
battle between the two cola giants.
The Coke-Pepsi battle is no holds
barred, and involves intrigue, espionage, market-place battles, discounts,
schemes, contests, advertising, etc, all targeted to get the consumer to choose
one over the other.
Yet, even with the stakes so high,
the two majors magically find agreement on one aspect: the price of the
product.
Nowhere in the world is there a wide
gap in the price of the two cola brands. If one raises the price, the other
will take advantage of the higher market share – only for a short while. Then,
it’ll follow the leader, and raise the price to bring parity with the rival,
and begin enjoying the higher margin at a reduced market share. If one drops
the price and sacrifices margin for share, the other will follow suit shortly.
In theory, all that one has to do to
win the war is to keep dropping the price and keep eroding margins with
increased market share as the benefit.
Why doesn’t this happen?
Because both agree that there is a
limit to war – and that a price war will be one in which both Coke and Pepsi
will be doomed.
So is the case with the India and Pakistan.
They compete for market share, staring eyeball to eyeball every day in the
battle for more Nuclear Weapons, for power, arrogance and self centered
politics. Millions of people falling the poverty line each year in the two
countries and more budgets are being allocated to Defense spending
And if one country promises ‘x’
increase in the Defense budget, the other introduces ‘y’, a comparable
equivalent.
This might seem to be a healthy
competition for the time being, as long as both the countries can continue to
survive.
Right now, what they’re doing is the
equivalent of a mad spending on stocking more and more Nuclear Bombs. By their
willingness to pay an uneconomical and unviable price to acquire voters,
they’re reaching a stage where market share is everything — and a scenario
where both could be doomed as the business, the business of politics, will
become unviable to them.
If they were to learn from the Cola
majors, they need to agree that there are some stances and decisions which they
ought not to fight over. This needs to be the defined bottom-line in their
continuing war against each other – they should not sink below this level as
they seem to be close to doing so till this day.
Carry on, and both are doomed.
The writing is already on the wall –
this war is costing them both dearly.