Table of Contents

I. INTRODUCTION........................................................................................................................ 3
1. Short profile of that product ................................................................................................... 3
2. Target customer and target market ........................................................................................ 3
2.1 Target customers................................................................................................................ 3
2.2 Target market .................................................................................................................... 4
3. Aims ......................................................................................................................................... 4
3.1. Personal factors ................................................................................................................. 4
3.2. Psychological factors ......................................................................................................... 7
3.3 Social factors ...................................................................................................................... 9
3.4. Culture factors ................................................................................................................ 10
II. ANALYSIS OF THE CURRENT 4PS MARKETING STRATEGY...................................... 11
1. Product................................................................................................................................... 11
2. Place ....................................................................................................................................... 14
3. Promotion .............................................................................................................................. 15
4. Price ....................................................................................................................................... 21
III. SUGGESTIONS AND CONCLUSION .................................................................................. 24
1. Strengths: ............................................................................................................................... 24
2. Weaknesses: ........................................................................................................................... 24
3. Recommendations.................................................................................................................. 24
4. Conclusion.............................................................................................................................. 25
IV. REFERENCES........................................................................................................................ 25

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I. INTRODUCTION

1. Short profile of that product

The Coca Cola Company (NYSE: KO) is an American multinational beverage corporation,

founded in 1886 with products sold in more than 200 countries and territories.

The brand portfolio includes Coca Cola, Sprite, Fanta, and other carbonated soft drinks. Coca

Cola's hydration, sports, coffee, and tea brands include Dasani, smart water, Vitaminwater, Topo

Chico, Powerade, Costa, Georgia, Gold Peak, Ayataka, and Body Armor. Plant-based nutrition, juice,

milk, and beverage brands include Minute Maid, Simply, naive, Del Valle, fair life, and AdeS.

The purpose of the company is “Refresh the world. Make a difference.”

Mission: The plan for Coca Cola starts with a long-term goal. It outlines the company's

mission and serves as the yardstick by which Coca Cola evaluates its deeds and choices. to revitalize

the world; to elicit feelings of hope and happiness; to add value and change things.

Vision: To revitalize the body and mind, and develop brands and beverage options that

people adore. And carried out in a way that makes people's lives, our community, and our planet more

sacred as well as a more sustainable business and shared future.

2. Target customer and target market

2.1 Target customers

Coca Cola takes every customer as a target, but the most potential is the age group from 10 to

35 years old, they are the young consumers that Coca Cola has targeted since its establishment and

development until now. People over 40 years old, care a lot about their own health and do not like to

drink carbonated soft drinks. Therefore, the company has launched the line of diet Coca Cola (Diet

Coke).

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 2.2 Target market

Coca Cola's target market is very broad because it meets the needs of many different types of

consumers. It does not target a specific customer segment but adjusts its marketing strategy by

developing new products that are tailored to customer needs. Like Coca Light for dieters and health-

conscious customers. Coca Cola has also expanded its products to non-carbonated drinks to target

people who do not like to drink these beverages such as Minute Maid juice, Nutriboost fruit milk, etc.

3. Aims

3.1. Personal factors

a, Age

Gen X: This generation of people looks to Coca Cola as a revitalizing beverage. Coca Cola

uses a variety of media, including print, television, live mail, and the internet, to target this

population.

Health items are particularly appealing to Generation Xers. Therefore, the corporation has

been able to project a positive image in the eyes of this generation while still maintaining a youthful,

energetic vibe thanks to the introduction of Diet Coke as a decent drink.

Gen Y: Due to their very short attention spans, middle-aged subjects are tough to target

audiences to impress. Their preferred content is likewise chosen with great care. They merely drink

Coca Cola to slake their thirst; they are not brand devotees. Businesses frequently utilize emotional

advertising with a justifiable goal in order to connect with consumers. For instance, Coca Cola will

always be there to share wonderful times with your family.

Gen Z: Gen Z is more interested in diversity, novelty, inspiration, stories, and social

responsibility, which strengthens the bond between a business and its community, as opposed to

earlier generations who were more concerned with product quality. It is clear that Coca Cola is one of

the companies that frequently introduce high-profile social responsibility programs in an effort to

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"nourish" and "delight" customers, particularly children who are going to grow up and take on the role

of the family's financial "pillar."

Personalization Strategy campaigns: The marketing campaign "printing names on coke

cans" Refers to successful marketing campaigns that can not fail to mention this campaign.

This marketing campaign has created a strong trend among young people in just a short time. With

the help of social media, Coca Cola has achieved a lot of success. More than expected, this marketing

campaign has been a huge success with the participation of millions of Australians. Coca consumption

after the campaign increased by 7% compared to before the campaign. The effectiveness of attracting

media is 18 million views on social networking sites. 378,000 bottles of coca were produced with

their own names printed on the bottles, and 76,000 models of the bottles were created and shared on

Facebook. This has caused traffic to Coca Cola's fan page to increase by 87%. A very high number

compared to before. The most successful thing Coca Cola has achieved through this campaign is the

change in attitudes of young Australians about the Coca Cola brand.

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 b, Income

Coca Cola's potential customers have very diverse income levels: medium, average or high.

Coca Cola offers its products with a variety of designs, sizes, packaging, and prices to be able to suit

the consumer needs of customers.

Low income: individuals can purchase tiny, returnable glass bottles (5.000 VND /300ml )

Average income: no need to return the plastic bottle (1 bottle of 600ml Coca Cola costs about 6.000-

10.000 VND)

High income: buy cans (1 can of Coca Cola 330ml costs about 8.000VND)

c, Gender

Overall, Coca Cola appeals to both men and women, but there are definite distinctions in

tastes and preferences between the sexes. Many women enjoy drinking Coca-Light. Advertising and

product design both exhibit this. Red and white, which look more feminine, are the two key colors

used in Coca-product Light's design. Products under this brand's Coca-Zero have a rich flavor that

appeals to guys.

d, Lifestyle

This company has attracted many potential customers who lead healthy lifestyles and care

about their health thanks to the introduction of new healthy product lines.

Those who value their taste and preference for soft drinks make up the final group of potential

customers. This is the target market that Coca Cola constantly pursues and concentrates on cultivating

relationships with.

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3.2. Psychological factors

a, Perception:

Impressive brand image: The Coca Cola brand

name is simple to remember and pronounce. White letters

on a red background or red letters on a white backdrop

make up the iconic Coca Cola brand logo. The contrast of

red and white is striking, draws attention, and most

importantly shows the brand's commitment to a passionate

and active lifestyle. The packaging for the products is

made with vibrant, appealing colors. Customers' memories

of Coca-drinks Cola's flavors have their own distinctive

qualities.

Unique Shape: The gourd-shaped kola beads, which designers initially believed to be an

ingredient in the drink, were used as the inspiration for the Coca Cola bottle's contours and ridges.

b, Motivation:

Customers may obtain an active lifestyle and a sense of the good life thanks to Coca Cola. By

repeatedly exposing people to it through its advertisements in various media and locations, awareness

is increased. Coca Cola suppliers could showcase their products in a visually appealing location as a

persuasive tactic to persuade consumers who demand convenience. Price and value: When choosing

between Coca Cola, alternatives, or other competing items, people frequently take price into account.

Regarding advertising: Additionally, customers take into account this indirect advantage when

deciding what they want. Due to the consumers' increased willingness to purchase the product,

effective advertising can boost sales volume.

During the 2012 Super Bowl XLVI football season, the polar bear became a mascot in Coca

Cola's advertising campaigns. The company estimates that 60% of the 111 million Super Bowl

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viewers will use a second screen when watching the game. Therefore, two white bears with the ability

to interact will join everyone to enjoy the match. A bear cheers for the New York Giants, and a bear

supports the New England Patriots. Spectators are encouraged to visit the

“www.CokePolarBowl.com” website where they can watch the polar bears react to the match next to

the TV screen such as: cheering when the home team scores, shaking their heads sighing, relaxing

during the mid-match break... "The Polar Bowl" is an explosive campaign with 9 million curious

social media users checking out what the polar bears are doing. After the tournament, Coca Cola will

provide videos from the Polar Bowl for consumers to tweet to share on various digital channels.

c, Belief attitude personality

Pepsi is positioned as a drink for young people, for active, young people at events, and

parties, while Coke is familiar with the historic brand image and strives for classic, family values.

d, Learning and Memory

Coca Cola is marketed as a beverage with sugar and caffeine that makes consumers feel more

awake and relaxed. Not merely a drink to cool off, it is also for people who seek comfort and

refreshment. Only the term "OK" is more well-known worldwide than Coke as a result. Coca Cola

makes its brand appear to be closely associated with people's lives via media including movies, music,

and sports.

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3.3 Social factors

a, Family

Buyer behavior is strongly influenced by family members. For instance, children love sugary

drinks like Coca Cola, but their parents are aware that sugar is bad for them. Parents should buy Coca

Cola for teenagers to stay them happy or can choose a healthier alternative. Therefore, Coca Cola has

created communication campaigns to increase brand awareness among families.

The most typical is the 'Share-a-Coke' campaign launched in 2015. The campaign aims to increase the

revenue of the business in the summer and stir up the world of young people, making them "more

talk, more consume". In the campaign, the brand connects with the audience on a super-personal level

by calling out customers and people around them by name to draw attention to this product. The

company's logo appears on the bottles of 590ml Coca Cola bottles that have been replaced with 250 of

the most popular names in each country. We can see common names appearing on Coca Cola bottles

such as Jack, Jame, Emma, and Maria, ... or in Vietnam with names like Linh, Mai, Tuan, and Tung,...

Nguoi. Consumers are encouraged to share these soft drinks with friends and family. The campaign

was a resounding success with more than 500,000 images with the hashtag #ShareaCoke being

shared. As of September 2015, more than 6 million virtual coke bottles have been shared by its

customers. In addition, through this campaign, Coca Cola has added nearly 25 million followers on

Facebook.

About the “Recipes for Great Meals” campaign. In this campaign, Coca Cola has published many

recipes and cooking video tutorials for various occasions, be it a picnic, or a family party,... It

considers itself an integral part of a great meal, together with family and delicious food.

b, Role and status

A person's consumption behavior is influenced by the role and status they hold in society

(Consumer Behavior Buying, Having, and Being - Solomon). Coca Cola products are researched and

made per this criterion. For instance, Maaza - may be a drink mainly aimed toward children, Sprite is

9
geared toward teenagers, Thumbs Up is geared toward young adventurous people, and Minute Maid -

is a drink for ladies.

c, Reference group

These groups influence consumer behavior, attitudes, and decisions toward a brand because

individuals within the same group tend to share similar preferences (Consumer Behavior Buying,

Having, and Being - Solomon). This group includes family, club, school, family or group of friends,

etc. Coca Cola uses the concept of potential reference groups in advertising to influence consumer

behavior, by the way, to describe Coca Cola as widely consumed at any time, anywhere like schools,

companies, within the fields with farmers, ...

3.4. Culture factors

a, Culture

The culture of Southerners within the US where the Coca Cola brand was formed is extremely

loyal to the old brand and can't accept a changed recipe the problem of subcultures also arises. This

can be the culture within the larger culture (Consumer Behavior Buying, Having, and Being -

Solomon). This refers to people that have formed a habit which will drink Coca Cola after each meal

and a small change within the recipe will change the taste and they will stop consuming that product.

For example, Coca Cola is incredibly confident about the research results and therefore the potential

of recent products. Therefore, they stopped producing the initial Coke to specialize in New Coke. But

New Coke did not meet the requirements of some segments of the market. As a result, consumers

don't seem to be very interested, even boycotting this new product of dope.

b, Subculture

Coca Cola has penetrated many cultures around the world like China, Japan, India, and

Vietnam,...Its influence can be seen in movies, TV shows, vending machines on every corner, and

countless advertisements in magazines, banners, or on social media. In the Americas, Coca Cola has

become part of local food and religious practices. In 1970s Mexico, religious associations replaced

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rum with Coca Cola to support the eradication of growing alcoholism (Nagata, Barg, Valeggia, &

Bream, 2011).

c, Social class

Treat every customer as a target, but Coca Cola divides them into segments counting on age,

family size, and income. In terms of age, Coca Cola targets adolescents from 10 to 35 years old, who

are pupils, students, and young workers. Therefore, Coca Cola has invited brand ambassadors who are

idols loved by tykes around the world like BTS, Taylor Swift,...

In addition, this beverage company also seeks contracts from universities and other

organizations to be easily accessible to students. In 2017, Coca Cola Vietnam cooperated with

Foreign Trade University to arrange the competition “Greenovation Challenge” with the message

“Save a bottle. Shape our future”. The foremost important purpose is to seek out practical solutions to

protecting the environment - a controversy that's receiving plenty of attention from the community.

With products for dieters, Coca Cola targets people in their forties and fifties, people with

diabetes, etc. Additionally, it offers its products in a variety of sizes and a range of costs, making it

accessible to students, families, and also social classes.

II. ANALYSIS OF THE CURRENT 4PS

MARKETING STRATEGY

1. Product

The Coca Cola Company has a variety of products. With more than 3500 products sold in

more than 200 countries around the world. The company's flagship product, Coca Cola is one of the

most popular and valued brands globally. Coca Cola has 6 main categories: There are about 500

drinks that make up these categories - the most popular are Coca Cola, Sprite, Fanta, and Dasani. And

Highline product line “Drinks, Carbonated drinks, Water and Hydration, Fruit juice, Milk and plants,

Coffee and Beverages Refreshing”

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 The shape of the iconic Coca Cola bottle was inspired by the curves and grooves of the

gourd-shaped cocoa bean, an ingredient the designers originally thought was included in the product

(The Coca Cola Company, 2022). One of the most famous shapes in the world is the iconic folds of

the Coca Cola bottle. Renowned for its classic design and described by renowned industrial designer,

Raymond Loewy as the “perfect liquid packaging,” the bottle has been hailed in art, music, and

advertising.

Its products come in different sizes and shapes which help customers to choose the right

amount of drink. All its bottles and cans are 100% recyclable.

For example, its core product Coke is sold in 200ml, 500ml, 1 liter, 1.5 liter, and 2-liter bottles in

cans, glass, and plastic bottles.

Logos & brand names

Coca Cola's signature brand logo has white letters on a red background or red letters on a

white background. The strong contrasting colors in Coca Cola's brand image convey an impressive

brand identity to the customers. Red and white stand out, showing the brand promoting passion and an

active lifestyle. The taste of Coca Cola is a special factor that sets it apart from others, especially

Pepsi. Coca Cola carbonated drink flavor with a unique production formula exclusively for customers.

The senses made by Coca Cola have put the impressive brand image of Coca Cola in the minds of

customers.

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 Over time, the brand always finds ways to stylize and refresh the logo to match the aesthetic

trends of the times. The way Coca Cola uses its logo in its marketing strategy has been imprinted in

the minds of people around the world for more than 100 years.

According to Hofstede's Cultural Dimensions, Coca-

Cola products gradually move towards Collectivism,

putting the interests of the collective first and therefore

purchasing decisions are also affected. With packaging,

Coca Cola started distributing the bottles as combo packs

of 6 bottles to encourage customers to buy drinks for

their families.

Brand name - Coke: concise, easy to pronounce, and easy to remember.

Coca-Cola products are in the not-so-expensive product category, so they will be in Experiential in

the Hierarchies of Effects by ABC Model. Here customers will: affect - behavior - cognition. With a

variety of eye-catching designs and different flavors, immediately evoke emotions from users from

the product itself or on the advertisement. They are curious and intrigued by the product which leads

to buying behavior. Finally, the process of cognition, they have belief in the product.

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 Also the top brand, Coca Cola clearly offers various options such as classic, diet, paleo, and

sugar-free options so that customers can easily identify the product. Coca Cola, Sprite, and Fanta have

large market shares in their respective segments but their growth rates have almost stagnated. As a

result, they generate huge amounts of cash for the company. Hourly maids have a high market share

and a good growth rate. Its net sales for 2021 are $38.66 billion (Ridder, 2022).

2. Place

Coca-Cola has a wise stimulus selection factor- position distribution with coverage Coca-Cola

is the most loved brand and is available almost everywhere in the world. Coca-Cola's distribution

systems follow the distribution model of fast moving consumer goods (FMCG). Coke's efficient

distribution network has almost wiped out the small and medium-sized points of sale in the market…

Coca cola's distribution strategy has hit the right mind of customers if their products are not popular in

stores. At grocery stores or supermarkets, customers will have the psychology of choosing other

substitute products because according to Maslow's hierarchy of needs, (carbonated beverage products

standing at the bottom of the pyramid are physiological needs, such as eat, drinks, wear, sleep ...) so

customers can easily choose other alternative products. In the long run, the Heuristic(by the

psychologists Amos Tversky and Daniel Kahneman) is broken down and replaced by other soda

products

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 Moreover, at the point of purchase coca cola always creates favourable places with the main

colour of red and white trade dress characteristic associated with its brand. This attracts the greater

attention of customers with the association with specific companies. According to research (Source

Oberlo) red has the effect of stimulating the pituitary gland, increasing the heart rate, causing people

to breathe quickly, aggressively and more powerful and easier to make purchasing decisions. And the

point of purchase of Coca cola always has a brilliant red and white color that attracts everyone's eyes,

especially young people and children.

3. Promotion

In fact, The Coca Cola Company spends about $4 billion annually on advertising (Ridder,

2022). Coca Cola sets the standard for advertising and branding. Coca Cola's promotional strategy

focuses on active marketing through advertising campaigns using media such as television, online

advertising, print press, sponsorship, etc.

Coca Cola also airs television advertisements in many national languages around the world.

Coca Cola started the "Taste the Feeling" campaign in India in March 2016, with the intention of

15
reminding people of the joy and happiness that Coke brings to their lives. Coca Cola has evolved into

a mass market product that is expected to be available anywhere, anytime. Investing in sustainable

products is one of their ethical missions. Coca Cola promotes advertising campaigns to touch the

emotions of viewers with the main theme of Happiness.

The messages that Coca Cola brings are very close, authentic, respecting traditional values

and personalizing, connecting, happy and loving.

Simplicity: Campaigns such as "Enjoy", "You can't beat the feeling", "Happiness"

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 Personalization: “localizing positioning for the global market”: the “Share a Coke”

campaign was successful and expanded to more than 50 countries.

Campaign messages are customized according to the culture and language of each locality and

country

Socialization: Coca Cola took advantage of this and created profiles on all reputable Social

Media platforms.

Besides television and outdoor advertising campaigns, Coca Cola has expanded its advertising on

several social media channels. Since digital marketing is one of the more modern ways to advertise

products, corporate social media accounts are used to connect with followers and fans as well as

attract customer participation.

Facebook: 109 billion followers, and millions of likes and comments on each post

Youtube:3.37 million subscribers and a series of viral clips

Twitter: 3 million followers and over 270,000 tweets. dope has been hard at work responding

to @mentions in fan tweets. This strategy helps to create close relationships and effectively

convey the brand's message.

Pinterest: a collection of images associated with the brand. The photographs displayed don't

seem to be necessarily posted for advertising purposes but are for entertainment and fun. With

this strategy, the corporation encourages people to interact with the brand and appear on the

brand's official social profiles.

Snapchat: Starting in 2015, Coke has seen a marked increase in engagement on Snapchat.

Their trick is to tailor their ads to the messaging apps and user demographics.

Specifically, on their official YouTube account, there are more than 1,250 promotional videos

that customers can watch.

Popular Advertising Campaigns: The Hilltop Campaign (1971): using vintage imagery. On

a hilltop in Italy, a gaggle of individuals, irrespective of coloring or race, held a standard Coca Cola

17
bottle and sang together "I want to show the planet to sing". At the time of its release, the song

became a second icon of the brand and was played on radio stations across the U.S. (Operation

Hilltop, 1971)

"Holidays Are Coming" (1995-present)

"Polar Bowl"

"Share Coke" campaign: launched in 2014 by the company and Coca Cola as one of their techniques

to increase sales. Coca Cola has replaced the distinctive Coca Cola name on coca bottles with the

most popular names. The Coca Cola text has been reduced to a smaller font at the top that says share a

coca cola with (one of 250 chosen names). The rest of the trademark is the same so that consumers

can still identify the product as coca cola. Consumers are also seen as an opportunity to create virtual

labels online with their names on them. Virtual stickers can be shared with family and friends online.

Create buzz through personalization, personalization can have a shared appeal. A coke bottle with

your name on it could be something you want to show others. Inexpensive personalization tools for

consumers

In particular, in the US, individualism with ego is important, self-belief is really promoted

(Hofstede's Cultural Dimensions). Everyone has their own voice, so the “Share a Coke” campaign is

a campaign that emphasizes their individual colors and the fact that they have their own products.

18
 The share a coke campaign quickly created a global viral wave. Customers enjoy when they have

their own symbols on specific products that are their names. This further confirms that Coca Cola

understands very well the buying behavior of customers through the individual characteristics

integrated on the product.

Social media plays a huge role in the success of the campaign. When people succeed in finding

their name on a bottle, they are encouraged to share their findings on social media using the hashtag

#ShareaCoke. This sharing acts as an organic means to spread brand awareness across social media

platforms. Friends will take turns searching for their name, enjoying a Coca-Cola product, and they

will be more inclined to interact with the brand, and so on.

The main lesson learned from the success of Coca's "Share a Coke" campaign: people love

personalized products when it's not expected. For Coca to have a bottle printed with someone's name

on it makes that person feel special and appreciated. Of course consumers will take the extra step of

searching for products with their name on, and while they're at it, they'll buy bottles for their friends,

and why not post pictures on Instagram? The campaign created an organic domino effect that helped

the campaign gain traction and significantly reduced sales for Coca.

Sponsorship

Coca Cola participates in the following major sponsorship events like American Idol, BET

Network, NASCAR, NBA, NCAA, Olympic Games, FIFA tournament, etc.

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 Specifically, dope designs products for social classes:

American Idol: Coca Cola officially sponsored the foremost unique and famous broadcast,

American Idol, for 13 years.

Olympic Games: Starting in 1928 with the Amsterdam Olympic Games, Coca Cola is now

celebrating 90 years of cooperation with the Olympics.

NASCAR: Coca Cola has been a long-term sponsor of the National Association of Automobile

Shareholders (NASCAR).

20
 Coca Cola is additionally one of the oldest FIFA partners for a protracted time. The

partnership has been extended until 2030 (FIFA, 2022). The aim of the partnership is to support a

range of events organized by FIFA globally, including the FIFA Youth, Women's, and Men's

Tournaments, which is able to undoubtedly enhance the visibility of the event's more Coca Cola

products.

Coca Cola sponsors many other sporting events like baseball games similarly as cultural

gatherings like art shows. It also sponsors many non-sporting events, like children's charities et al.

4. Price

For the Price strategy (price), Coca Cola follows the principle of 2nd degree price

discrimination. That is, discrimination volume-consumption, which occurs when firms offer different

prices for different quantities of sales. Here wholesalers and customers will benefit from buying in

bulk due to lower costs and buy in bulk, wholesalers and retailers will get more percentage discount.

(Source Navee.Asia)

21
 Moreover, the Strategy price of Coca Cola which has pursued 3P and 3A pricing strategies to

gain an advantage and best serve Coca Cola's target customers and consumers.

Strategy 3A

Affordability: Coca Cola's selling price is guaranteed to be suitable for all audiences, anyone can

afford it.

Availability: consumers always buy Coca Cola whenever they are

Acceptability: Coca Cola make customers love and accept the product, and feel happy when using

the product.

Based on Statista:

22
 Coca cola always leads in terms of consumption even though there are many brands of soft

drinks on the market every year

That's why, despite the variety of products on the market such as (Red Bull, Tetra Pak, Keurig

Dr Pepper, PepsiCo and Soylent.) Customers who always remember coca cola Consumer inertia (The

tendency of some customers to buy). or continue to purchase a product, even if superior options exist).

According to our survey of over 100 people about the choice of carbonated drinks, up to 91% of them

choose coca cola.

After using coca cola, it also helps them to feel refreshed and alert and focused just like the 3A

strategy we just mentioned. And only about 9% of users experience discomfort and nausea. This is

inevitable because everyone's taste is different and nothing can satisfy the 8 billion people on earth.

23
III. SUGGESTIONS AND CONCLUSION

1. Strengths
Coca Cola has a strong global marketing strategy with multiple campaigns critical to the brand's

success. The brand's unique positioning and distribution network offer loyalty, high discounts to

retailers and wholesalers. Coca Cola's image is always renewed to suit a variety of audiences.

2. Weaknesses
Direct competition with Pepsi, continues to create a divide between user preferences (The battle

has never been answered between fans of the two brands). Not to mention, all Sodas have adverse

effects on the health of consumers, increasing the risk of diabetes related diseases, including the

famous zero sugar line of Sodas for people to eat. Diet Coke Zero is a sugar-free beverage. However,

the sugar substitutes it contains may not be a good choice for people looking to reduce their diabetes

risk.

In a 14-year study of 66118 women, scientists observed that drinking artificially sweetened

beverages was associated with an increased risk of type 2 diabetes.(See and Naar, 2022).

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3. Recommendations
Based on our research results, we make some suggestions.

Although coca cola products are easy to find in the market, some new lines such as Coca cola

Zero Sugar and Coca cola Light… have not really been widely sold in the market. Therefore, Coca-

Cola should have priority strategies for new product lines to be present at many grocery stores,

supermarkets, or convenience stores so that consumers can conveniently buy the line products they

love.

"Shake of coke" is one of the viral camps around the world that creates huge sales for Coca Cola

as well as affirms its own identity for customers. But besides that, there are many campaigns of the

company that are not widely responded like "Turn it up" series with less than 150 thousand views on

youtube, the reach of this campaign is quite low compared to similar campaigns. Therefore, Coca

Cola needs to pay attention to the target audience of the campaign to create more successful

campaigns in the future.

4. Conclusion
In the Soda industry, the fact that Coca Cola is always at the top of the mind of many customers

is due to the company's accurate calculation when it is always learning about the market and customer

psychological behavior when they make decisions when purchasing. Understanding and analyzing

factors related to consumer buying behavior in each country is the key to helping Coca Cola always

lead in sales as well as customer interest in the brand.

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