Currently, the global scale of beverage category has reached approximately $600 billion, and it is growing at a rate of 4%-5%. Coca-Cola knows that increasing profitability should start with optimizing the beverage category. But the real problem is that consumers seem to be more willing to pay for the most classic Coca-Cola. So, after Coke Energy encountered Waterloo, Coca-Cola is facing a huge challenge in the increasingly differentiated beverage market.
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