Coca-Cola: The Battle on Non-carbonated Front



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Code : COM0037

Year : 2004

Industry : Beverages

Region : USA

Teaching Note:Available

Structured Assignment :Available
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Abstract: The light of the increase in public's health consciousness in the 1990s, coupled with the mounting concerns regarding the harmful effects of carbonated soft drinks, non-carbonated beverages and bottled water markets grew in leaps and bounds.

Coca-Cola was a mute witness to the stagnating growth of its carbonated beverages market while its non-carbonated segment started contributing significantly to its growth.

Pedagogical Objectives:

  • To discuss the strategies adopted by Coca-Cola to move into the non-carbonated arena after decades of focusing exclusively on carbonated drinks.

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    Keywords : Global beverage market; Carbonated beverages market; Growth of non-carbonated beverages market; Diet drinks; Coca-Cola's strategies for non-carbonated brands; Bottled water market; Pepsi's non-carbonated brands; Competitive Strategies Case Study; Dasani; Coca-Cola's 'project mother'; Coca-Cola's promotional efforts of non-carbonated brands; Coca-Cola's challenges in the non-carbonated market; Top non-alcoholic beverage makers in the world; Coca-Cola's future plan for growth

    Contents :
    » Growing Importance of Non-Carbonated Drinks
    » Coke's Strategies for Non-Carbonated Brands
    » Multiplicity of Challanges


    Case Introduction >>


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