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Other Papers on :Marketing Dissertations

P/M/340. UK soft drink market and consumers' buyer behaviour

(2004, 4000 words)

The paper reports on the UK soft-drink market concentrating on the marketing mix related to flavoured milk drinks, particularly 'Tango Strange Soda'. Key market drivers and trends in soft-drink consumption are outlined. Primary research (interviews) in a focus group of target consumers is performed with the aim of studying the buyers' attitudes and behaviour. Marketing recommendations about the product, its promotion, price and distribution (place) are presented.
 
   
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