Answer to Question #148084 in Management for Thor

Question

Oza has established several successful products in the competitive beverage industry. Why has he been able to achieve this success when large organizations with more resources, such as Coca Cola and Pepsi, are forced to buy these new successful brands?

Answer 1

How Oza has achieved Success

Oza gained much insight regarding consumer purchase power when he was working under the umbrella of Coca-Cola. Besides, he considered the psychological, cultural, individual, and social factors that contribute to consumer purchase power, thus being able to regulate the amount of sugar contained in his drinks. Oza used both intangible and tangible product attributes for his benefit, based on the knowledge that he had acquired from Coca-Cola Company. He started marketing his products by applying a strategy that is opposite of how other big companies do. Oza used Jennifer Aniston as the endorser of the products that he made without any charges since he opted for equity. That is how he managed to rise in the beverage industry.