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Most recently Coca-Cola has decided to enter the growing Indian market for energy drinks. The competition in this market is fierce with established firms including

Most recently Coca-Cola has decided to enter the growing Indian

market for energy drinks. The competition in this market is fierce

with established firms including Red Bull and Sobe. With its new brand

Burn, Coke initially targeted alternative distribution channels such as

pubs, bars, and gyms rather than large retail outlets such as

supermarkets. Comment on this strategy

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