.
, - . , .. .
70- . , . ( , Dandy - .. . .)
8. 935
, , , .
Dandy , , -. , , , .
1977 . Dandy , 60 . : 80% Hollywood, Kraft/General foods, 7% Dandy Stimorol. Dandy , Stimorol .
, Hollywood, Dandy. Dandy, , Stimorol . , , , .
1. Dandy .
2. Dandy , .
3. Dandy (.. )? 4
4. , ( 2 3) Dandy?
5. Dandy , .
6. : - Dandy . Stimorol Dandy. , , .
|
|
936
II
8.3. Source Perrier
50-60- ., , . , , . , 1980 . 65 . , . . , . , 1976 . 3,5 . Perrier , 1 . 23 . , , .
70- . Source Perrier, , . , , , . 1972 . Poland Spring, , . Perrier - - .
Source Perrier , Levi Stauss . *- 10 ., , . Pernor 70% 19751976 . ( Poland Spring) , . Great Waters of France .
Perrier . -
8. 937
. Miller Brewing, Lite, . ( ) , , - . , , . , Perrier, , , .
|
|
, , . 75% r , , , , . , , , . Perrier , , . , .
, , , , . , , , . Perrier .
Great Waters of France 1977 . Perrier . , , , . , , Perrier Coca-Cola Pepsi Cola, 45% . , , .
938
II.
Schweppes, , ( 1% . , , .
, -, . . 1976 . 189 .; % , , ( , , ). 20% , . , . ( ) ( 50% ), .
|
|
Source 70 . , , . 1976 . IS . , .
, , . 30%, - 50% - . , 2?,6& 22,6% . . , -
8. £39
, . , Pernor , : .
Great Waters of France , . 40 . : -, - -, . , . , , , 218 . .., , 1903 ., 400 , Cola . , , , . , , , . Joyce Beverage Management 55 . . . , .
|
|
(1 6,5 , . , , , , . . , . : -, , , : , .
, , -
940
.
, . . , , . , .
, Pcrrier . , , , .
1980 . 200 . , . 1979 . ; ,- , , , . , , . , , , . Deer Park Nestle , 3540%. Hincley and Schmitt Premier , . : , . Canada Dry, , . 104 ,
1980 . , -& . Pcrrier 1980 . , - - ( - ) ( ). / 28,1 1979 . 12,1 1982 . Perricr 1980 . -< 1976 . Poland Springs. Poland Spring 1976 . 1
8. *, 941
. , , 6% - Poland Springs J980 . 10 . , 1982 . 11 %. , Perrier , Perrier, - , .
|
|
1982 . Perrier : , , , . , , , 30 . ., , , .
1982. Perrier Lindt Chocolate, 1983 . Bonne Maman, . Perrier 1 1,5 . . 1984 . 15 5 . 1985 . Perrier , , , .
, , . 80- . 1520% , , . , - . , , 1986 . 50 . , . 1985 . Perrier , , . 1988 . Perrier
:
I. , , .
942
II.
2. .
, Coca-Cola, Pepsico, Anheuser-Busch
Suntory, ,
.
3. (,
) , .
4. Perrier,
. , , Rambosa
, Eau Canada Sparcal,
, ,
, Heart of Tuscany
,
.
Perrier , . : Perrier Calistoga, Oasis WaterBTexace Zephyr Hill . Perrier ( 500 .) Arrowhead, . .
1990 . Perrier , . -, - , , , , -, : - , , , . Perrier 5,7% > 44,8% , 1990 . 42%. Evian BSN . , Perrier, ; 18,2% , , 396,
, - Perrier , -
8 943
. , , 35% , . : Badoit BSN 1990 .
1991 . Perrier . , , . , . Perrier VoWic -trex , . , .
1. Source Perrier
.
2.
Source Perrier?
3. () Source Perrier ( ).
4. Source Perrier ( ).
5. Source Perrier ( ).
6. Source Perrier (
)?
7. Source Perrier ( ).
8. Perrier , , ?
9. Perrier , ?
10. , Perrier?
11. Perrier ^, ?
944
II.
12. Source Perricr
( )?
13. Source Perricr
?
8.4. Park
1988 . Park () . Park , Coutraulds , , . Park Coutraulds Moygashel . 1984 . Pa rk . 60 .., , , . 1994 . 130 . .
Park , , , , , . Park - , 80% . - , . , .
80- . . , 50%. 80- . 20%. Park , . ( , -> > -1 Tesco, Sainsbury Asda, - .