For example, in Essentials of Management, "convenience stores have been aggressive in pressuring alternative beverage producers and food distributors for low prices and lower costs." 'location ". The convenience store primarily sold two to four alternative beverage brands to those offered by Pepsi or Coca-Cola, and required sellers to pay an annual location fee in exchange for providing bottle liners on a cooler shelf. “Food and beverage distributors typically allow alternative beverage producers to negotiate positioning fees and possible discounts directly with store shoppers, according to Essentials Strategic Management.” (p. 267) In 2010, Pepsi Co was the fourth largest food and beverage company in the world, with 2009 revenue of $43 billion according to Essentials Strategic Management.