New CSD brands proliferated in the 1980. Coke introduced 11 new products, including Caffeine-
Free Coke (1983) and Cherry Coke (1985). Pepsi introduced 13 products,including Lemon-Lime Slice
(1984) and Caffeine-Free Pepsi-Cola (1987). The number of packaging types and sizes also increased
dramatically, and the battle for shelf space in supermarkets and other stores became fierce. By the late
1980, Coke and Pepsi each offered more than 10 major brands and 17 or more container types The
struggle for market share Intensified, and retail price discounting became the norm.Consumers grew
accustomed to such discounts