Regarding Cola Wars Case 2010 - What factors caused Coke's lead over Pepsi to dwindle over the years? Think about product issues, pricing, dristribution and advertising and how pepsi may have out-strategized them on these dimensions. how can coke effectively grow the non carbonate segment of the business? what can be done to raise the brand loyalty of bottled water consumers? what direction(s) should coke go in now to achieve growth?