PARAPHRASE LẠI NÈ

I. Executive summary

The Coca-Cola Company is the world's top soft drink manufacturer, with operations in
over 200 countries and ownership or licensing of over 500 nonalcoholic beverage
trademarks (Cutelo, 2018).

This paper will analyze how Coca cola company connects with its customers’
personality, values and lifestyle and beliefs by using 4Ps (marketing mix).

II. Introduction:

A. The Coca-Cola’s Background:

The Coca-Cola Company is a brand that manufactures and put up for sale a wide range of
sugary beverages. Asa Candler established it in 1892 after purchasing the intellectual
property of Cola formula from its inventor – John Pemberton. The corporation is
headquartered in Atlanta, Georgia, and is one of the biggest worldwide brands for drinks,
which distributes in over 200 countries (Chua et al., 2020).

The long and fascinating history of Coca-Cola Company when experiencing 2 World
Wars, economic crisis, and changes in customers tastes, trends, etc. as time passing by.
The corporation has unstoppably dedicated to innovation, marketing, and product’s
quality. Its goods and name have been familiar with everyone all over the world (Cutelo,
2018).

Coca-Cola was first introduced as a pharmaceutical in 1886 and advertised as a tonic,

remedy for headaches, weariness, and even impotence. The original ingredients of this
drink were extracted from the coca leaf and the kola nut, which produced a trace of
cocaine and caffeine (Tamony, 1969). The cocaine was said to be removed from the
recipe in 1903, and Coca is now made by a secret combination of natural colors, caramel
color, high fructose corn syrup or cane sugar, and carbonated water (Ellertson, 1996).

Coca-Cola has become a symbol of American culture and changed the shape of beverage
market (Bekimbetova et al., 2021). With only two colors (red for background, white for
unique curving writing), this icon of Coca-Cola Company has become one of the world’s
most recognizable identity. Having been available for several years, this brand has also
launched numerous other famous beverages, for instance, Fanta, Sprite, and Minute Maid
juices (Kauppinen‐Räisänen, 2014).
Nowadays, The Coca-Cola Company keeps on developing and extending the variety and
quality to satisfy the different requirements and tastes of people worldwide. The firm
aims to sustainability and social responsibility, it spends a big amount of money in
projects to decrease its detrimental impacts on the environment, health promotion of
consumers and support communities across the world. Coca-Cola Corporation is a real
worldwide symbol and tribute to the power of invention, marketing, and quality.

B.Missions
Coca Cola identified their missions are:
 To refresh the world - in mind, body and spirit.
 To inspire moments of optimism - through our brands and actions.
 To create value and make a difference everywhere we engage.

C.Vision
To achieve above missions, Coca Cola Company has developed a set of goals, which they
will work with their bottlers to deliver:
 Profit: Maximising return to shareholders, while being mindful of our overall
responsibilities
 People: Being a great place to work, where people are inspired to be the best they
can be
 Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and
satisfy people's desires and needs
 Partners: Nurturing a winning network of partners and building mutual loyalty
 Planet: Being a responsible global citizen that makes a difference
 Productivity: Be a highly effective, lean and fast-moving organisation
D.Values
Coca Cola shared values that they are guided by are:
 Leadership
 Passion
 Integrity
 Accountability
 Collaboration
 Innovation
 Quality

III. Customer Persona:

A. Personality of Coca-Cola Customers

One of the key personality traits of Coca-Cola customers is extroversion, which is

characterized by sociability, outgoingness, and a preference for stimulation. Studies have
shown that individuals who like sugary drinks like Coca-Cola tend to be more
extroverted than those who prefer bitter drinks. For example, people who preferred sweet
drinks were more likely to be sociable and outgoing than those who preferred bitter
drinks (Jenatton and Morales, 2020). This leads to the conclusion that Coca-Cola
customers might be attached to the brand’s message of sharing and togetherness, as it
aligns with their extroverted personality traits.

Another mentioned personality trait among Coca-Cola customers is agreeableness. This

trait is characterized by kindness, empathy, and a desire to get along with others. A
survey by YouGov found that Coca-Cola customers value happiness and positivity more
than any other soft drink brand (Nguyen and Nguyen, 2015). The survey asked
participants to rate their agreements related to brand values, such as “I want to surround
myself with people who make me happy" and "I believe in the power of positivity."
Coca-Cola customers were significantly likely to agree with these statements than
customers of other soft drink brands, giving a point that they value enjoyment and
positivity in their lives. This comes up with the brand’s message of being happy and
optimistic, which related to the agreeable personality of its clients.

Furthermore, studies have found that Coca-Cola customers also tend to be open-minded.
Openness is a personality trait that is characterized by a willingness to try new things,
think creatively, and be open to new experiences. In a study published in the Journal of
Consumer Psychology, researchers found that individuals who preferred sweet drinks like
Coca-Cola tended to be more open to new experiences than those who preferred bitter
drinks (Litt and Shiv, 2012). This aligns with Coca-Cola messaging of creativity and
innovation, which may resonate with the open-minded personality traits of its customers.

B. Values of Coca-Cola customers

Coca Cola’s customers are often drawn to the brand’s products because they think that a
good way to connect with the others. The brand’s visual ads of feature images of groups
of people enjoying Coca Cola products together, emphasizing the idea of Coca Cola as
social lubricant that brings people together. Its products are often drunk at social
gathering occasion or events, such as parties, camping’s, barbecues, etc. Revealing the
tendency that the customers might value spending time with their beloved ones and
consume Coca Cola products as a way to enhance those experiences.

Coca Cola’s goods are introduced as refreshing and energizing, making them a popular
choice for people who fancy doing physical activities and sports. The brand has been a
long-term sponsor of major sporting events like the Olympics and the FIFA World Cup.
Coca Cola’s consumers may value an active lifestyle and see the brand’s products are
made for staying hydrated and focused during workout or busy days at work. However, it
should be noted that some critics have raised concerns about the big amount of sugar
content in the brand’s products and their potential negative impacts on health and
wellness.

While Coca Cola's customers may enjoy the brand's products as part of a social or active
lifestyle, they also value balance and moderation. Many Coca Cola clients may not
consume the brand’s products everyday but use them as a treat for special occasions.
Coca Cola’s customers may also be aware of the vital role of a healthy diet and may
prioritize nutrition and wellness alongside their enjoyment of the brand’s products. Some
customers may also be interested in low or zero-calorie options like Diet Coke or Coke
Zero.

Coca Cola is an iconic brand that has been around for over a century, and many of its
customers may value tradition and the emotional connections. The brands have been
available as a part of cultural and personality with many customers and their happy
memories since childhood. Coca Cola is recognized as a symbol of American culture and
innovation. The brand has also maintained a consistent visual identity over the years,
with its classic red and white logo and iconic glass bottle.

C. Lifestyle of Coca-Cola Customers

The lifestyle of Coca-Cola customers is diverse and varied, but the brand has successfully
promoted its products to appeal to consumers who are social, active, value-oriented, and
culturally diverse.

One aspect of Coca-Cola's customer lifestyle is socializing and having fun. The brand has
a long history of associating its products with social events and celebrations. Coca-Cola's
"Taste the Feeling" campaign, launched in 2016, featured images of people enjoying
Coca-Cola at social events like parties, concerts, and sports games. According to a survey
conducted by Statista in 2020, 43% of consumers in the United States associate Coca-
Cola with having fun with friends (Sung and Lee, 2020).

Another lifestyle characteristic of Coca-Cola customers is being active and adventurous.

Coca-Cola has a strong presence in the sports industry and has sponsored several events
and athletes around the world. The brand has been an official sponsor of the Olympic
Games since 1928 and has also sponsored the FIFA World Cup, UEFA Euro, and various
other sporting events. According to a survey conducted by YouGov in 2021, 30% of
consumers in the United States associate Coca-Cola with sports and physical activity
(Borah et al., 2022).

Coca-Cola customers also tend to be value-oriented. The brand has been successful in
appealing to budget-conscious consumers by offering promotions and discounts. For
example, Coca-Cola often runs "buy one, get one free" promotions or discounts on multi-
packs of its products. According to a survey conducted by Statista in 2020, 42% of
consumers in the United States associate Coca-Cola with being affordable (Grgić, 2020).

Another lifestyle characteristic of Coca-Cola customers is being culturally diverse. Coca-

Cola has a strong global presence and has launched advertising campaigns that reflect the
local culture and values in different countries. For example, in India, Coca-Cola launched
a campaign that celebrated the country's diversity and unity. The campaign featured
different religions and ethnicities and emphasized the idea of togetherness and unity.
According to a survey conducted by Statista in 2020, 27% of consumers in the United
States associate Coca-Cola with being inclusive (Greenthal et al., 2022).

D. Beliefs of Coca-Cola Customers

One of the most important beliefs among Coca-Cola customers is their perception of the
beverage as a refreshing and enjoyable drink that can be consumed on many occasions.
This belief is evident from Coca-Cola's marketing efforts, which often focus on the
sensory experience of drinking the beverage. For example, Coca-Cola's "Taste the
Feeling" campaign emphasizes the emotional experience of drinking Coca-Cola and
positions the beverage as a source of pleasure and satisfaction. A survey conducted by
Coca-Cola in 2019 found that 69% of global consumers view Coca-Cola as a refreshing
beverage, and 64% view it as a treat or reward. Additionally, a study by YouGov found
that Coca-Cola is one of the most popular soft drinks in the world, with a positive
perception among consumers for its taste and refreshing qualities (Tien et al., 2019).

Another important belief among Coca-Cola customers is their connection to the brand's
history and tradition. This belief is evident in Coca-Cola's branding and advertising,
which often feature the brand's vintage logo and imagery. For example, Coca-Cola's
"Share a Coke" campaign features personalized bottles with names that are commonly
associated with past generations, such as "Grandpa" and "Nana." A survey conducted by
Coca-Cola in 2019 found that 54% of global consumers view Coca-Cola as a brand with
a rich heritage and history. Additionally, a study by Mintel found that consumers who are
over the age of 55 are more likely to consume Coca-Cola than younger consumers,
suggesting that the brand's history and nostalgia are more appealing to older generations
(Rodriguez, 2020).

Last but not least, Coca-Cola customers also tend to believe that the brand is committed
to social responsibility and sustainability. This belief is evident in Coca-Cola's
sustainability initiatives, which include goals to reduce the company's carbon footprint,
conserve water resources, and promote recycling. Additionally, Coca-Cola has
implemented several community outreach programs, such as its 5by20 program, which
aims to empower 5 million women entrepreneurs by 2020. A survey conducted by
YouGov in 2020 found that 52% of U.S. consumers view Coca-Cola as a socially
responsible brand. Additionally, a study by Nielsen found that consumers are
increasingly prioritizing sustainability in their purchasing decisions, with 73% of global
consumers willing to pay more for sustainable products (Mohr et al., 2022).

IV. Marketing Mix:

A. Product

Personality:

The packaging and branding strategy further reinforce the brand's personality. The red
and white color scheme, along with the classic font and distinctive shape of the bottles
and cans, are easy to recognize and feel familiar. The brand also introduces limited
edition packaging designs and promotions from time to time, which appeals to customers
with an adventurous and playful personality.

Values:

Coca-Cola offers a range of products and packaging sizes that includes editions for
different occasions and group sizes. For instance, the brand offers multi-packs of bottles
and cans, even larger sizes such as the 1.25 liter bottle, which are a good idea for sharing
with friends and family. This reflects the brand's value of spending time with loved ones
and enjoying shared experiences. Additionally, Coca-Cola offers low-calorie and sugar-
free options for customers who prioritize health state treatment. The brand has introduced
a range of low-calorie and sugar-free products, such as Coca-Cola Zero Sugar and Diet
Coke, that offer the same great taste as the classic product but with fewer calories and
less sugar. This reflects the brand's value of promoting health and wellness among its
customers.

Lifestyle:

Coca-Cola recognizes that many consumers prioritize health and fitness, and the brand
has tailored its product portfolio to serve to this lifestyle. Powerade is a sports drink that
is created to provide hydration and energy for athletes and fitness enthusiasts. It contains
electrolytes and carbohydrates that are important for sustained physical activities, making
it become a popular choice among active consumers. In addition to its product offerings,
Coca-Cola has also taken part in numerous sports organizations and events to promote its
products and encourage active lifestyles. For example, the brand has sponsored the
Olympic Games, FIFA World Cup, and other major sports events. These partnerships
help to build the brand's reputation as a supporter for healthy and active lifestyles, and its
marketing campaigns often feature active people like runners, hikers, or soccer players.

Beliefs:
Coca-Cola has made a significant commitment to sustainable packaging, recognizing the
impact that its products can have on the environment. The company has implemented
several initiatives to reduce waste and encourage people to use recycled materials in its
packaging. One example is the PlantBottle, which is made partially from renewable
plant-based materials. This reduces the use of petroleum-based plastics and has a lower
carbon footprint compared to traditional plastic bottles. Coca-Cola has also introduced
smaller and more lightweight bottles and cans, which require less materials and energy
for production and transportation. This resonate with customers who value ethical and
responsible business practices and are conscious about the impact of their choices have
on the environment.

B. Promotion

Personality:

Coca-Cola is the gold standard for advertising and its branding strategy, which is
centered on aggressive marketing via ad campaigns via media channels such as
television, internet advertisements, print media, sponsorships, and so on. For example,
the brand may provide a discount on a six-pack of Coca-Cola cans or award rewards to
customers who purchase a particular number of Coca-Cola products at supermarkets,
convenience shops, or retailers. In addition, Coca-Cola's personality in terms of
promotion is that of a fun and engaging brand. The company uses various marketing
campaigns that are designed to appeal to people of all ages, from its iconic "Share a
Coke" campaign to its ads featuring celebrities and athletes and many others like “Love
Story”, “Taste the Feeling” is considered an extension of the company’s previous slogan
“Open Happiness”, “London campaign at the 2012 Olympic”, “ThatsGold”
to celebrate the Rio Olympics 2016, “Super Bowl” and “We do”. Generally speaking,
Coca-Cola's personality in promoting is one of accessibility, affordability, and fun,
making it a highly recognizable and beloved brand worldwide.

Values:
The competition is tight in the soda industry, thus most companies spend a huge amount
of money to fund several advertisements and other promotional initiatives. In 2016,
Coca-Cola recorded a marketing expenditure of $4 billion which increased to $4.1 billion
in 2018.

In addition, in 2016, the firm launched the Taste the Feeling promotional campaign, a
significant shift from its previous marketing strategy. Coca-Cola has boosted its
advertising across a variety of social media platforms, in addition to television and
outdoor campaigns. Because digital marketing is a relatively new means of product
promotion, the company's social media profiles are utilized to connect with followers and
fans as well as to engage customers. Customers may view over 1,250 promotional videos
on the company's official YouTube account. As competition heats up, Coca-Cola plans to
improve its industry image through social media.

Honestly, Coca-Cola has also been committed to social responsibility, which has helped
to build a positive image of the company. The company has been involved in various
initiatives, such as environmental sustainability and community development, which have
helped to create a positive image of the company.

Lifestyles:

Coca-Cola supports a variety of events, including American Idol, BET Network,

NASCAR, NBA, NCAA, Olympic Games, and FIFA World Cup. Besides, the brand has
used a youthful lifestyle in its advertising campaigns to appeal to young people. The
company has used music, fashion, and popular culture in its advertising campaigns to
create an image of fun and excitement. Moreover, Coca-Cola also participates in reunions
of all families and friends, which has promoted a family-oriented lifestyle in its
advertising campaigns by enjoying Coke together in their picnics and barbecues, to create
an image of togetherness and happiness.

Beliefs:

While digital marketing has undoubtedly played a key part in modern marketing, Coca-
Cola has also been consistent with its promotional endeavors in marketing strategy over
the years. They never stray from the core and universal message they convey to their
clients, which is a pleasure. The corporation performs several campaigns but never
forgets to embed the underlying idea throughout the company's history in each ad. Aside
from basic promotional advertisements, Coca-Cola invests in corporate social
responsibility and sustainability in order to establish a sustainable production network
and supply chain. Coca-Cola has incorporated its core beliefs into its promotion strategies
to create a strong brand image that is recognized and loved around the world. The
company has been successful in creating an emotional connection with its customers by
promoting beliefs that resonate with them on a personal level.

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