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Both Coca-Cola and Pepsi are Carbonated Soft Drinks (CSD), and it's relevant to talk in this specific market the four major participants involved in the production and distribution of CSDs, because without the perfect exchange between them, this specific market and the soft drinks in general couldn't be so profitable and well managed. So, because Coca-Cola and Pepsi are the major companies operating in the CSD (cola segment of the CSD have a market share between 60% and 70%) market and also in the soft drinks market in general, each big and crucial decision (in terms of prices, promotions, advertisements, etc...
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