The soft drink industry has competitors and the main competitors are Coca-Cola and Pepsi Companies. This industry deals with the mass distribution of soft drinks to vast environments that pose marketing challenges that it has to deal with. Developing the soft drinks brands perhaps is the most important step in the success of the product because Coca-Cola and Pepsi were majorly emanated as a product that stood out of the crowd as distinct brands. A good brand is the cornerstone of marketing and Coca-Cola and Pepsi are no exception. It is definitely a way of life. Coca-Cola is a brand that relies on entirely word of mouth or buzz marketing strategy when brand ambassadors or those who have used the product before making people come in and begin to use the product. Making a product to be accepted fully in the market takes a long time and requires long-term investment. Coca-Cola and Pepsi became a way of life when most people began to start their attachment to the brand. To do the companies started by targeting hot spots such as families, parties, communities, and pop star joints to create brand visibility and then made the product look hard to get brand so that people could have that urge to have it. Coca-cola specifically had a specific set of features that made it look nice a way of life rather than a product it had good sets of features benefits and good consistent attributes to the buyers or target market and it had that quality. Good advertising through the use of sponsoring events and the youth culture like extreme events the product had a large following especially with the youth who longed to be associated with the brand young men from the age of 18 – 29 wanted a share of the fund and the Olympic. Industry players, Coca-Cola and Pepsi through vigorous advertising realized that he had to develop a new culture by making the product available to most people who liked it in times. He made it a style rather than a product and made it part of the people. This was done through sponsoring youth events, pop culture events, and because he used the idea of participation where most of the participants had one on one experience with the products, there was their development of the brands that had great persuasive power and value in the marketplace. The industry players also concentrate on the packaging of soft drinks into cheaper means thus increasing profitability. They have also improved in innovation and brand diversification as the key to beating product challenges and once Coca-Cola or Pepsi identified its major challenges it had to ascertain its characteristics and specify strategic, objectives look at its strengths and weaknesses, reaction patterns, and ways to react to these challenges to overcome them. For example, to keep profits, the two competitors monitored the competitor’s expansion plans, size, and other factors and decided to plan and game plan to counter the challenges. Coca-Cola and Pepsi continued to defend their market share by continuously expanding their total market size and defended their product against rival attacks. This competition has had a negative effect on the profitability of the competitors. The quality of the product and the