These categories that differ from soft drink consumption

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The Coca-Cola Company (TCCC) is one of the world's largest global brands. Soft drink consumption has been on the decline for over 10 years. Responding to consumption and social trends, TCCC has purchased Honest Tea, 50% of Green Mountain Brewing - Keurig and Fairlife Milk. Fairlife Milk and Honest Tea have extended TCCC's product mix into two growing segments, Ready-to-Drink Tea and Premium Milk. What are the benefits sought by consumers in both of these categories that differ from soft drink consumption? Do you believe either of these brands can command a large share of their category like Coke has in the soft drink market? Why or why not?

Reference no: EM132169820

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