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As the market for beverages continues to fragment and brand extensions grow, brands are jockeying for position on store shelves and competing for consumers' attention in social media.
While plenty of beverage purchase decisions are impulse buys, it's not just about engaging consumers at the point of purchase. Marketers are working to increase their connections with consumers prepurchase. This report examines how brands are using social and mobile to strengthen the connection from awareness to conversion, and whether mobile can be an effective tool to keep consumers from detouring along the path to purchase.
The beverage aisle offers consumers a vast array of choices—carbonated or still; diet; teas, fruit juices and fruit-flavored teas; caffeine-free or super-caffeinated energy drinks; vitamin-enhanced water, or just plain H20—and the products have proliferated as consumer demand has increased.
Carbonated soft drinks—the largest players in the beverage category, as well as the flagship products for the largest beverage producers, The Coca-Cola Co. and PepsiCo—have been facing an onslaught of scrutiny from health advocates in recent years and have experienced sales declines. Meanwhile, juices, energy drinks, bottled teas and enhanced waters have increased their market share.
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