Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Market Segmentation, Marketing Strategy, Product Brands and Branding.

Description: Coca-Cola announced Monday it has bought full control of sports drink maker Bodyarmor for $5.6 billion, making it the company’s largest brand acquisition to date.

Source: – video report

Date: Nov 01, 2021


Questions for discussion:

  • Why is Coca Cola buying this company?
  • How does it fit with plans for greater growth and diversification of brands and products?
  • Do you think this acquisition will cannibalize other brands owned by the company?