Coke’s water bomb: What are the important segmentation variables for the water market in the UK?

Please watch the media ‘Coke’s water bomb’ (and/or use the article) and answer the discussion questions below.

1. What are the important segmentation variables for the water market in the UK?
2. What segments exist for bottled water?
3. What segment(s) did they target?
4. What mistake(s) did Coca-Cola make in the UK?

Please limit your response to between 750–1,000 words, be academic on universities level and include external

references in support of your comments. (References all together at least six.)

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