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On a theme that I have talked about many times before, you'll never be cheaper than coke or ketchup.

Coke and ketchup have been around for ever. They are established empires which will never be broken (not any time soon anyway) they are too strong, too rich, too embedded in the establishment. If you decide to bring out a cola drink now you will never beat Coca Cola. That's not to say that you shouldn't bring out one, if you brought out something entirely differently packaged, different tasting which was much more expensive then there is a market for that and it will do extremely well.

If you race to the bottom for the cheapest with Coca Cola you will lose.

If you differentiate yourself entirely from the huge organisational structures that exist elsewhere then there will be a market to live and exist in happiness and prosperity.

*For Coca Cola read dental corporate.