The Coca-Cola Co’s sales broadly grew with the overall HW market in 2016.Given the continuous slow performance of Diet Coke and Coca-Cola Zero the company launched Coca-Cola Zero Sugar, testing the offerings in a few markets. The company is moving towards a category cluster and has a clear strategy of how to develop and market premium and affordable brands in different markets. The forthcoming VEB overseas expansion will positively influence its small-scale acquisition and a diverse HW portfolio
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