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Fat Tax Case

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Fat Tax Case
The great sugar battle: are more fat taxes on the way?
1. The beverage industry is under attack from activists, government bodies, legislators, scientists, and other. What do these stakeholders associate with soft drinks? List as many descriptors, images, feeling, judgments, and people until you have exhausted your list. you may have ideas, images, attributes, associated with some of the associates (Example; obese teens-high healthcare cost).
1) Activists: Supporters will say the fat tax is good for people’s health, and support government to do the fat tax. However, opponent will say it is not fair to customers and beverage companies. Because, it means customers need to pay more for the soft drink, and beverage companies also need to pay
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Should the local government (cities, states) get involved or should companies who make these brands work together to solve the industry "brand" problem? Provide the rationale and potential consequences for your choice. How might any given company use this situation as an opportunity to create a new sub-category of beverages that could make soft drinks less relevant to a particular target segment?
(1) Rational: Government should give the companies some help to build the brand to solve the fat tax problem. If government wants to focus on fat tax, it must to support beverage companies. Because the fat tax affect the income of companies, and these companies must complaint the fat tax. In order to avoid some debates, government must to perform its responsibility and obligation. In addition, companies also need to work together to help each other to reduce the losses, and develop new style beverage to save company’s brand and customers. Potential: Brand is a long-term thing need to be operation, and every company needs its brand to stand longer to get income. Therefore, it is a kind of future goal or a long project to develop and create products for beverage companies when they are facing the effect of tax fat. This is not only an opportunity but also a challenge, so how to get help from government or how to work together with others are very
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It should be noted that value must be examined from the point of view of the customer. Some forms of customer value: The marketing process involves ways that value can be created for the customer. Form utility involves the idea that the product is made available to the consumer in some form that is more useful than any commodities that are used to create it. The marketing vs. the selling concept: Two approaches to marketing exist. The traditional selling concept emphasizes selling existing products. The philosophy here is that if a product is not selling, more aggressive measures must be taken to sell it—e.g., cutting price, advertising more, or hiring more aggressive sales-people. When the soft drink’s tax is increase, it means less people would like to buy it. Therefore, more and more new sub-categories need to be launched and face to market. Then, it is a great opportunity for some beverage companies to produce new products.
Fighting the fat

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