Analyze Coke’s continuous brand building efforts in the carbonated beverages Segment
Assignment Solutions, Case study Answer sheets Project Report and Thesis contact aravind.banakar@gmail.com www.mbacasestudyanswers.com ARAVIND – 09901366442 – 09902787224 Marketing Management Case Studies CASE STUDY (20 Marks) The changing attitudes of consumers towards healthier lifestyles and the subsequent decline in the CSD consumption during the 1990s led the soft drinks manufacturers to push noncarbonated beverages too. Not to be left behind, over a century old beverage maker Coca-Cola Inc., having the world’s most ubiquitous brand ‘Coca-Cola’ began to concentrate on the noncarbonated beverages segment since the end of 1990s. It began offering a diversified range of products like coffee, tea, health drinks, sport drinks, juices, bottled water etc., under various brand names. Even though Coca-Cola has a strong brand name, it has not extended the ‘Coca-Cola’ brand to its nonabrogated beverages and is promoting these beverages under different brand names. Thi...