Marketing Coca-Cola

Passing through Atlanta, Coca-Cola's home town, I noticed this vending machine chock full of the company's sodas, waters, and juices. The Cherry Coke caught my eye. This traditional favorite was introduced 33 years ago, and now comes in regular plus zero sugar versions.

What also caught my eye is the recent news that Coca-Cola is launching an "alcopop" beverage in Japan. The new beverage is a low-alcohol drink designed specifically for that market. In fact, Coke experiments with up to 100 new products in Japan every year, gearing its marketing to consumers who enjoy variety and eagerly snap up limited-edition and limited-time (seasonal) products.

Tempting variety-seekers is a wise strategy for mature markets. The company's recent financial results show that fizzy-drink sales are flat, but water, tea, and coffee beverages are scoring well with consumers.

To reignite interest in sodas, Coke is introducing different flavors like peach and raspberry Coke in America. Extensive marketing research showed the appeal of these "vintage" varieties so reminiscent of local flavors mixed up by soda jerks behind the soda fountains of a bygone era. The company is also adding varieties like Coca-Cola Zero Sugar Peach in UK and beyond.

Watch for more new products as Coke continues to be guided by its 2020 mission of refreshing the world, inspiring happiness and optimism, and creating value.