Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Market Segmentation, Pricing, Product Brands and Branding, Retail Marketing.

Description: The early darling of fizzy water is losing ground to big soda, and shareholders are questioning its management.


Date: Aug 22, 2019


Questions for discussion:

  • Summarize the reasons for growth in this sector in terms of changing consumer behaviors.
  • Explain the positioning of the brands mentioned in this report.