Introduction
The company of the case study, Warren Soft Drinks Ltd., is operating in the soft drinks industry, making carbonated drinks, mineral waters and still concentrates. Although it is the management's intention to use strong branding as part of their marketing, it is unlikely that they will be able to measure against the mega-brands of Coca-Cola and Pepsi in the carbonated drinks market. Competition is fierce there, not only between these two brands but also between a wide range of cost-led brands, especially private ones.
From the case study, it becomes evident that WSD Ltd. has c…
