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

Description: Soft, hard or energetic, it’s still the beverage industry. But these days it’s getting harder to pigeonhole the players, who keep crossing lanes.


Date: Jan 13, 2022


Questions for discussion:

  • Create a concept map to show the relative positioning of these products and brands.
  • Do you think the consumer is becoming confused?
  • What would you advise these players?