Analysis Of Coca-Cola Amatir

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their most impressionable age. The industry is therefore not likely to grow as long as the existing stigma around their negative side-effects exists.

Frucor’s main rival company, Coca-Cola Amatil, has responded to these health concerns by releasing “Coca-Cola Life” which uses stevia; a plant based and apparently “healthier” alternative to sugar. The launch of the drink was followed with a barrage of good press, which claim “the beverage contains 17 grams of sugar per 250 millilitre can, which is 18 per cent of a person 's recommended daily sugar intake, while regular Coca-Cola contains 29 per cent of a person 's recommended daily intake” (Van Benyen, 2015). Innovative steps such as these need to be adopted by the Mountain Dew brand in order to stay marketable in an industry with a changing standard and an evolving consumer.
Competitor analysis
Frucor’s’ main competitor in the New Zealand marketplace is Coca-Cola Amatil (CCA). The two brands that are most substitutable for Mountain Dew are Sprite and Lift+; Sprite sells on the soft-drink market and Lift+ on the energy drinks market. There are also indirect competitors such as Six-Barrel Soda, whose size is not significant enough to take customer from Mountain Dew, but will prevent them from returning
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They specialise in unique and niche flavours such as “celery tonic, sarsaparilla, raspberry & lemon, coffee, salted cucumber & Mint (sugar free) and a limited edition that is changed seasonally.” They are self-described as “an independent company producing weird, wonderful, handmade, all-natural soft drinks” which markets well to the health conscious consumer. Most of Six-Barrel’s products are sold in glass bottles; a recyclable material which does not contribute to landfills like highly disposable plastic bottles do; perfect for those worried of the effects of global warming. A boutique brand is unlikely to steal customers from Mountain Dew,

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