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    Continente: The relaunch of private label soft drinks

    Ferrer, Jordi ; Nueno, José Luis ; Villanueva, Julian

    English , Spanish

    • Reference: M-1049-E

    • Year: 1994

    • Number of pages: 27

    • Geographic Setting: España

    • Publication Date: Apr 1, 1998

    • Source: IESE (España)

    • Type of Document: Case

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    Description

    The private label department at Continente wants to relaunch its soft drinks line, which has a very low market share in its category. Lladó, area manager for private label beverages, has received an interesting offer from Cott and is fancing a number of decisions regarding the possible change of supplier and the marketing mix for the relaunch.

    Keywords

    Brands Consumption Distribution Marketing