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Before the market reached this plateau, Coke and Pepsi were able to maintain high profitability simply because the market kept growing, which allowed for profitable sales growth. They focused their strategies closely around the 4 Ps. They placed their product everywhere, including supermarkets, convenience stores, gas stations, mass retailers, retail super-centers like Wal-Mart, club stores, drug stores, fountain outlets (which includes fast food restaurants), vending machines, and a variety of small groceries stores. Coke was the first cola drink in the word, so they were first to market with this new and novel product ? Pepsi followed shortly thereafter, and the uniqueness of this cola drink relative to other beverages allowed both companies focus on developing these core brands for decades...
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