MARKETING STRATEGIES OF A MULTINATIONAL BEVERAGE COMPANY FACING THE DECREASE IN SOFT DRINK CONSUMPTION

Abstract

The global soft drink market is a niche that prompts the interest of several groups, which is made possible by the concentration of few "players" and low power of differentiation in an environment where competition for space is fierce. Understanding the consumer's decision-making process along with marketing strategies on products with hedonic values are essentials for targeting and building a company to ensure the expected. The present work aims to understand the consumer impact against the marketing's strategies used by the Atlanta soft drink's Company due the exponential decrease in sugar consumption. And, in addition, to understand how the multinational, the focus of this study, has adapted to maintain its market share in the context of non-alcoholic beverages with healthy appeal. By virtue of the objectives and characteristics of this work, descriptive exploratory research was applied directly to the consumer. Statistically, the results confirmed the strength of the company as well as the realization of the need to adapt its products such as expand its portfolio in the face the new consumer's habits, as a strategy of consolidation in the market with new alternatives as opposed to the soft drinks and products with high sugar index.