Fresh-Cola Inc. is a manufacturer of carbonated drinks that packages its products in bottles, cans, and 12-pack cartons. A standard 12-pack carton of these drinks can neither fit conveniently in the standard-size refrigerator shelf nor can the drinks be easily dispensed from the carton. Fresh-Cola introduces a new design called "the refrigerator pack." The refrigerator pack is designed to fit easily on a standard refrigerator shelf and dispenses one can at a time. With its new refrigerator pack, Fresh-Cola: has failed to consider its consumers' needs in making its packaging decisions. is using packaging as a part of its product differentiation strategy. is using a brand extension strategy for market development. is implementing a cost leadership strategy in the market for carbonated drinks.
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