The National Health Service Report

2033 Words9 Pages
1. Introduction In 2015, the National Health Service report a rapid rate of increase in the prevalence of obesity, cardiovascular diseases, and type II diabetes across the country (Public Health England, 2015). Data currently shows that 25.6% of the adult population, are currently classified as obese, attributing this rise from 10.6% in 1993 to increase sedimentary lifestyle (Public Health England, 2015). Subsequent work by Egger et al., (2013) identified a critical catalyst for current UK obesity rates, linked to the high consumption of carbonated soft drinks and sugary fruit drinks. Coca-Cola Great Britain (CCGB), is the largest manufacturer, distributor, and marketer of non-alcoholic beverage in the UK, employing 4000 people and operating out of 13 locations (Odell, 2015). CCGB currently produce 19 brands and 96 different products, UK sales rates of 4 billion bottles and cans per year. Which has aided in CCGB achievement as the market leaders and cemented their presence as one of the most globally recognisable products. (Jorgensen, 1994). In 2015, Coca-Cola unveiled a new retail marketing strategy, entitled “the One Brand” strategy, designed to address growing concerns towards Coca Cola’s products, caused by the worldwide debate on sugar and its links to global obesity (Roderick, 2016). 1.1 Research Aim The aim of this report is to apply theoretical frameworks to examine the changes in consumer behaviour and attitudes towards Coca-Cola Great Britain (CCGB) “One
Open Document