Customer Insight of Coca-Cola

As a marketing analyst might say, even a big company, such as Coca-Cola, needs to differentiate its products. Coca launched “Coca light”, and successively introduced “Coca zero” to soft drink market. They are coming for woman and man respectively, as Coca light seems to be more diet with lower carbon tax, and Coca zero sounds cool and extreme simultaneously. However, according to its own marketing survey, the original favor is still the best hit.

Pepsi, the second share owner of soft drink market, knows that the golden rule to follow customers, that is, it started the Pepsi Refresh program to focus on the young group, which boosted to be one of the most potential customers in this market. Then, let’s change the slide to Coca Cola, how could it maintain the top place?! Coca Cola knows well about customers for sure. The image of Coca Cola is cool, and just good to drink. The advertisements are always catchy and creative, like the animation one with the polar bear and his friends drinking Coca Cola and dancing. And another, a king of a trial somewhere faraway, and he gave Coca Cola a try, and then he went excited and surprised to make some funny moves. They keep conveying the spirit of cool, nothing but cool.

Nobody would refuse to be one of the cool. So, they don’t need so-called customized products. They are willing to pay for a red-and-black drink, just for a cool shot inside and a cool style outside.