Coca-Cola Russia Market Analysis: Northwest Region Shows Potential for New Soft Drink Launch

Based on the market data provided, it would be advisable to launch the new soft drink category in the Northwest region. This region has the highest value share at 30.0, indicating that consumers are willing to pay more for Coca-Cola products. Although the volume share has decreased by 0.6, this may be due to competition from other beverage companies or a shift in consumer preferences. Launching a new soft drink category may help Coca-Cola regain some of its market share in the region. Additionally, the Moscow region and the Southern region both have high value shares, but the volume shares have remained relatively constant, suggesting that there may be less room for growth in these regions. The Central region and Ural region have lower value and volume shares, while the Sibera&FE region has a lower volume share and a moderate value share increase. Therefore, the Northwest region appears to be the most promising region for launching a new soft drink category in Russia in 2017.