Prueba

Food and drink companies
Before you read

Does the way a soft drinks company advertise its products encourage you to buy them?

The way beverage companies publicize their products, in some cases if you are encouraging to buy, and that such advertising is quite attractive and innovative, and thus creates a kind of desire or anxiety to acquire the product. Considering the type of drink isbeing promoted and components you have, better yet, perhaps ejm. Advertising out of the drink POWERADE (jurisdiction of GATORADE) and intense publicity being generated great expectations that have so far made ​​a remarkable acceptance by the consumer, and everything is very healthy and helps restore energy for some physical exhaustion.

Do you think people prefer to buy 'healthy' drinks these days?Why ( not)?

I think now people prefer to drink healthy beverages as these essentially provide energy and can contribute significantly to a positive energy balance and maintain a healthy lifestyle, reduce your intake or switch to products with too many chemicals components as sugars, sweeteners can cause complications in the lives of people by disease (obesity, gastritis etc.).

ReadingRead the article from the Financial Times and answer the questions.

Marketing: Investors adapt to consumer trends

When the world's biggest soft drink company starts changing its marketing tactics, investors should ask why. Coca-Cola, which has traditionally promoted itself via the Coke brand, using slogans such as 'Coke is it', now wants to inform consumers that Coke is not the only drink itsells. Its most recent campaign, called 'Make every drop count', says: 'You've always known us as Coca-Cola, the soft drink. Now it's time you knew us as Coca-Cola the company.'

The television, print and Internet advertisements in the UK come at a time when consumers are ditching foods and drinks that are perceived as unhealthy (such 20 as sugary fizzy drinks and salty crisps) for products thatappear to offer some kind of health benefit.

Coke is using the new campaign to impress upon consumers the fact that it sells all kinds of drinks, including bottled water, juices and teas. The campaign is important for the company, because it risks losing money if it does not sell the kinds of drinks consumers now want to buy.

Analysts say that growing demand for healthier kinds of foods anddrinks is not a fashion, but a long-term trend that increasingly affects corporate profits. Companies which benefit are those that already produce the kinds of products consumers want, or companies that are taking steps to adapt existing products. These include Danone, the French company, as well as Swiss food company Nestle, which has made nutritional foods a core strategic focus.

Companiesthat do not meet consumer needs are suffering. In March, Asda took the juice drink Sunny D (previously known as Sunny Delight) off its shelves after finding its customers did not want to buy it.

1. Number the paragraph summaries in the correct order.

Two of the summaries are not used.

a) Companies need to change, as healthy foods are here to stay.
b) Coke needs to inform customersabout its whole product range.
c) Unfortunately, if companies do not change, they will find it very difficult to survive.
d) If customers fail to recognize Coke's whole range of products, the company will face financial problems.
e) Advertisements for healthy products are very popular.
f) The campaign is well timed, as people want more healthy products?
g) Many companies arebenefiting from a bigger market share.

ANSWER

f) The campaign is well timed, as people want more healthy products?
b) Coke needs to inform customers about its whole product range.
d) If customers fail to recognize Coke's whole range of products, the company will face financial problems.
g) Many companies are benefiting from a bigger market share.
c) Unfortunately, if companies do not...