Case Activity: Coca$-$Cola

Coca$-$Cola is one of the best$-$known brands in the world. Its mission, $"$To refresh the world...To inspire moments of optimism and happiness...To create value and make a difference" speaks to the benefits Coca$-$Cola wishes to provide its customers.

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 CocaCola Freestyle machines.