Case Activity: Coca$-$Cola

Coca$-$Cola conducts extensive marketing research with customers. In $2018$ the company released four new flavors of Diet Coke after testing more than $30$ new flavors with Millennials. Diet Coke senior brand manager Melissa Schwartz said, $"$We hope to bring new fans into the Diet Coke family with these new flavors, but also to encourage those who have either never tried Diet Coke or lost touch with the brand to give it a try."

Coca$-$Cola also recognizes that consumers are increasingly looking for healthier options than soda. As a result, the company has acquired brands such as Fairlife, Honest Tea, Dasani, Simply, Minute Maid, and more. The company recognizes that it has separate but distinct target markets for each of these drink brands.

In addition, Coca$-$Cola is making sustainability a business priority through its World Without Waste and Water Stewardship efforts. The company is working toward a goal of having $100$ percent recyclable packaging by $2025,$ uses PlantBottle packaging, and introduced a BYOB $($Bring Your Own Bottle$)$ initiative using the Coca$-$Cola Freestyle machines.

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Coca$-$Cola's efforts in sustainability and recyclable packaging illustrate the importance of

socially responsible marketing

using marketing in nonprofit organizations

balancing customer costs and benefits

having a production orientation

While Coca$-$Cola advertises its products, it recognizes