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Marber et al 2012 stated that during 2008 olympics

Marber et al. (2012) stated that during 2008 Olympics, Coca-Cola's prime target was the young consumer and they did many marketing activities targeting this segment like virtual reality Olympic games, online games, advertisements using NBA superstars Yao Ming and LeBron James. However, in the Dasani case, Coca-Cola did not have a prime target like health-oriented people. For me it was more of a mass marketing.

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