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Coca-Cola to change strategy for Georgia brand

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After Georgia, the tea and coffee brand of Coca-Cola, failed to meet the sales targets, the parent company is planning to change the strategy for marketing this brand. Sources say the company will not market Georgia as a mass brand. Georgia Gold, the top-end coffee label, will compete against the products offered by Café Coffee Day, Costa Coffee and Barista.

Coca-Cola will not do any additional promotion of the Georgia tea brand. The company will also not increase the number of vending machines through which Georgia tea and coffee are offered.

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