A regional supermarket’s beverage department faces declining revenue. Analysis reveals the decline is specific to sodas, particularly the Value Brand. The case explores revenue trends across beverage categories and soda brands, focusing on price and volume changes. Key insights include stable pricing for Brands A and B, but a significant price reduction for the Value Brand, leading to increased volume but decreased overall revenue. Recommendations center on adjusting the Value Brand’s pricing strategy, improving brand differentiation, and exploring marketing and placement opportunities to reverse the revenue decline trend. The case tests candidates’ ability to analyze segmented data, identify key revenue drivers, and develop structured recommendations using frameworks like the 4P’s of marketing.