What is the common market segmentation found in Europe?

Major competitors when it comes to water are the biggest water brands you can think of in the UK, Evian, Buxton etc. We have made fantastic progress with Glaceau SmartWater and it is now the number 3 water in the UK. We have a huge plan as with all our brands to really go after the main competitor in each category and make sure we are in every outlet to offer the consumer as much choice as possible. We have a focus this year on "Brand Battles", to make sure we are the best or striving to be the best in every sub category within Soft Drinks. In terms of Segmentation in the market, it is something we work well to understand and as it is ever changing we look to adapt with it and win these brand battles in all in environments that consumers can purchase our products in, whether that is in a supermarket to take home, at work, in a bar or restaurant or a lunch time on the go outlet, we look to work in all of these environments on an independent business level as well as a national level.