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Case Title:

Ready-to-Drink Market - The New Growth Engine

Publication Year : 2004

Authors: B N Renuka Prasad & Christoph Zacharias

Industry: Beverages

Region:USA

Case Code: MKS0006

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
Currently, in the realm of non-alcoholic drinks, consumers spend more money on carbonated soft drinks. The non-alcoholic sector is centred on the fight between Cola war principals, Coke and Pepsi. Major players in carbonated beverages such as Coke and Pepsi have been facing slow growth in carbonated drinks. With this popular fight topping out, the industry's giants looked at new flavours and non-carbonated beverages for growth. Ready-to-Drink (RTD) beverages represent another emerging trendy end of the beverage market.

Pedagogical Objectives:

  • To discuss the reasons behind the foray of Coke, Pepsi and others into the up-and-coming RTD market.

Keywords : Ready-to-drink, Coca-Cola, Nestle, Pepsi, Starbucks, Coffee, Tea, Vending machines, Marketing Strategies Case Study, Lipton, Nescafe, Nestea, Beverage Partners Worldwide, Non-alcohol drinks, Frappuccino, Coca-Cola and Nestle refreshments

Contents:

  • The Background
  • The Emerging Ready-To-Drink (RTD) Market
  • Conclusion

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