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The new RTD (ready to drink) fruit alcohol beverage will cater to social needs (perception of a social, fun drink with a sense of belonging within peer consumer groups). Coca-cola has always targeted several segments of market according to its products and it satisfies the needs for many different consumers, ranging from the healthy diet consciousness through Diet Coke to the average human through its best selling drink regular Coke
Base Descriptor Justification
Geographic Region Consumers in regional/rural areas of Australia consume 50% more alcohol than city people (Salvation Army, Alcohol Awareness Survey 2003)...
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