Coca-Cola: The Battle on Non-carbonated Front
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Code : COM0037
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Region : USA
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Growing Importance of Non-Carbonated Drinks In the 1980s, sales were fueled by a demand for diet drinks, but in the 1990s the demand began to lean towards non-carbonated drinks like fruit juices, bottled water and milk beverages. As a result, between 1990 and 2000, the share of carbonated beverages fell from 71.3% to 60.5%... Coke's Strategies for Non-Carbonated Brands Coca-Cola had witnessed an average annual growth of 18% during its glorious days between 1980s and 1990s. For years, the company had inculcated a simple business model of building out an expansive bottling network around the world, and then pushing its four core brands—Coke, Diet Coke, Sprite, and Fanta—through this network... Multiplicity of Challanges On the non-carbonated front, the company had to face various challenges. Planet Java and Mad River failed to show desired results as bottlers refused to embrace these products. The independent bottlers had long preferred products with high volumes and simple plastic packaging that allowed them to run their production lines at full tilt —and products such as Planet Java and Mad River offered neither... |
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