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An indication that Coke is in this phase is the fact that sales levels are beginning to decline and growth is leveling off (text book). According to Beverage Digest, Coca Cola Classic lost 0.7% of their market share in 2004 and sold 3.0% few cases in that same year. Another indicator is that Coca Cola is making major investment decisions concerning the product's future...
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Another indicator is that Coca Cola is making major investment decisions concerning the product's future. According to their 2004 Annual Report, Coca Cola is permanently increasing their budget for marketing and innovation from $350 million to $400 million, of which $123 million is for Coca Cola Classic (RDS Table Base)...
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