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In the US, Coca Cola enjoys market share dominance over Pepsi Cola in a ratio of 35:27. Overseas, Coke is even stronger, with Pepsi dominating about 5% of available markets. Coke's advertising expenditures globally are $1.8 Billion per year, whereas Pepsi is spending less than half of that. Moreover, Coca Cola is a global brand, and can deploy all advertising expenses toward a single brand value statement. Pepsi must fragment its promotional spending against a multitude of culturally appropriate messages. Coke's dominance has challenged and frustrated Peps for many decades and, at time, dominated Pepsi's board discussions.
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