If you ask marketers behind a bever...

If you ask marketers behind a beverage brand extension what ultimately makes their yield a success, the first priority is meeting a consumer ne Simple, right? guilty Today's consumers have more options than to the end of time before and they are trained to workshop for new and innovative performances However, most product introductions, whether modern or extensions, fail miserably in the face of fierce competition.

"In the past 10 years, there has been an explosion of variety," expositions John Clevenger, executive consultant at Euro RSCG Meridian, Westport, Conn a company specializing in category management and shaping business types for companies. "[Marketers] have