Taking a view at the carbonated soft drinks industry, one can see why this is very necessary for Coca Cola. The industry is ripe with local and multinational brands offering more or less the same type of products to the market at usually the same prices. Slight differences in terms of cola, orange, lemon, diet and fruit juice categories arises but they can effectively be said to be interchangeable for the broader market, except possibly the health conscious ones (Walsh 2002).
This therefore shows the need for such marketing measures to be employed by the company. This can be seen more apparently by the amount of research conducted in the carbonated soft drinks sector. One inIrelandshows that the industry consists of 178 brands which are operated by 13 firms with more than 40 product characteristics.
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