Any ideas as to how Coke has tried to maintain its market share and will it continue to do so in the growing

Question

Any ideas as to how Coke has tried to maintain its market share and will it continue to do so in the growing

market of healthier beverages than the sugary drinks ? What adds to the complexity of the simple product life cycle and rethinking the cradle to grave inevitability? How do brand extensions and carbon footprint enter the PLC equation?

Marketing