Product differentiation is beneficial for the Cola Company in the current era. This is grounded in modern marketing theory as well. It is important because in modern business, the “big picture” needs to be focused on at all levels (Tip the Scales in Your Favor 2009).
One needs to understand the foundation of what makes a product truly successful and then manipulate strategic marketing principles according to it. This is in accordance with the view that to sustain a good level of differentiation against substitute products in the market, the product must keep some competitive advantage for itself, preferably on multiple levels. This requires a careful analysis of the four P’s of marketing as they are known and formulating a combination of them such that an advantage for the product can be achieved.
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