Coca-Cola
The Coca-Cola Company is a leading global beverage company, offering a wide range of products, including soft drinks, water, sports drinks, coffee, tea, and plant-based beverages, in over 200 countries. With a mission to refresh the world and make a difference, it focuses on reducing sugar, innovating new products, and promoting sustainability to benefit people, communities, and the planet.
Understanding Consumer Desires: Coca-Cola’s strategy in competitive Asian Markets
Coca-Cola faced the need to make key decisions regarding its brands in highly competitive and complex markets such as those in Asia. Specifically, the company sought to gain a deeper understanding of consumer preferences, desires, and needs in these regions, particularly concerning its no-sugar soft drinks like Coca-Cola Zero and others. The goal was to uncover the most relevant insights into consumer behaviour to identify opportunities and drive relevance for the category, thereby boosting the growth of Coca-Cola’s brands in several African and Southeast Asian markets.
What we did
- Brand Equity Study
- U&A Research
- Innovation test
Industry
- FMCG
Strategic insights to increase brand relevance in new markets
Solution
We deployed our Tags® methodology to conduct a series of global studies in key markets across Africa and Southeast Asia. The studies aimed to gain a deeper understanding of consumer preferences within the soft drink category and deliver actionable insights for Coca-Cola brands. Through a combination of qualitative and quantitative approaches, the research explored:
- The prevalence of lapsers, current users, and intenders for no-sugar soft drinks
- Key triggers and barriers to consumption
- The emotional context and moments when consumers choose no-sugar beverages
- Preferred packaging types, sizes, and price points for specific consumption occasions
- Consumer perceptions of sweeteners in Coca-Cola products
Results
Our study provided Coca-Cola with an in-depth understanding of consumer attitudes and behaviours, specifically regarding Coca-Cola Zero and other no-sugar soft drinks. Based on the insights gathered, Relevance shared strategic recommendations, including:
- Ideal packaging types, sizes, and price points tailored to different consumption occasions
- Drivers of consumption, both rational and emotional
- Refining the brand DNA for the no-sugar soft drink category, aligned with consumer desires
- Clear insights into how consumers perceive sweeteners in beverages