It's easy to forget, with news media obsessed with stories involving death and destruction, that Pakistan and India remain important emerging markets poised for growth. Pakistan, with 175 million people, is larger than many Asian countries attracting FDI, so it's only natural that companies are beginning to pay closer attention to it. Coke and Pepsi are always early entrants into emerging markets, but in Pakistan Pepsi had an early-mover advantage, with 80% market share in the late 1990's. Coke has now set its sights on conquering Pepsi. There's tremendous room for growth -- Pakistan's per-capita consumption of Coke is 15 bottles per year, while in Mexico (Coke's top per-capita market), it's a whopping 665 bottles per head.
Coke, Pepsi Grab for Pakistani Market Share - WSJ.com
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