We know that commercial brands can produce very different results in various regions worldwide, and what better example than the beverage industry? The global carbonated beverage market, divided into various subcategories, is predicted to generate around $412.5 billion in revenue by 2023.

Brands like Coca-Cola and Pepsi hold the largest market share but face threats from a new generation of savvy consumers. Millennials, Gen Z, and even older consumers are more aware of the risks of sugar consumption and the environmental impacts of this industry. However, within every challenge lies an opportunity. How does the beverage industry stay updated and relevant amidst changing consumer behaviors?

By utilizing consumer insights!

In our growing digital world, innovative companies create a complete picture of their consumers through infrastructure that allows them to be heard. The days of traditional market research haven’t ended but are now enhanced by real-time data insights. In this post, we will use Coca-Cola, the world’s largest carbonated beverage company, as an example.

Pay attention to the various ways they use campaigns to collect consumer insights and identify emerging trends. Coca-Cola markets and sells its products in over 200 countries, but despite developing a global and universal image over 127 years, this brand, like any other, needs to respond to different regional preferences such as taste, calorie count, sugar content, consumer behavior, and of course, competition.

To understand the changing preferences of consumers, one of their innovative responses to these challenges is the reinvention of the beverage dispenser. Initially introduced in 2009 as a functional beverage dispenser, the Coca-Cola Freestyle 9100 machine has recently been introduced. This machine includes optical and motion sensors, Bluetooth technology, real-time cloud connectivity, and most importantly, artificial intelligence (AI). John McCarthy, an early pioneer in artificial intelligence, defined AI as “the science of making machines that are capable of performing tasks that require human intelligence.” This may include understanding language, translating content between languages, recognizing elements in images and speech, or making decisions. This means that the data from the beverage dispenser can be processed in real-time to analyze purchasing decisions.

Each machine analyzes consumer data in real-time and responds to improve the customer experience in various ways. The AI algorithm enables each location to use its machine to promote unique beverages and popular flavors relevant to its consumers. AI also allows these machines to adapt to the “mode” of their environment. For example, in gyms, the display focuses on functional beverages, promoting water and healthier drinks. Machines in shopping centers display cheerful and colorful beverages, while those in hospitals have a more functional appearance.

In 2017, consumer data from Freestyle machines indicated significant consumption of Sprite and cherry flavors. Therefore, Coca-Cola introduced Sprite Cherry and Sprite Cherry Zero products in stores. This was the first permanent product that emerged from Freestyle machine data.

Coca-Cola believes that the element of choice and customization will endure, contrary to popular belief. In February 2019, they introduced a new combination of classics as Orange Vanilla Coke and Orange Vanilla Coke Zero. This was the first new Coca-Cola product created in almost a decade and was also suspected to be AI-driven. Following increased health and fitness awareness and rising sales of diet drinks, the Freestyle 9100 machine was adapted to 117 low-calorie/no-calorie options and 130 caffeine-free options.

The latest marketing campaign produced with the Freestyle 9100 machine was the first “Make Your Mix” contest. This contest invited fans and consumers to create a winning custom blend and receive a $10,000 prize. This type of marketing campaign helped Coca-Cola increase its online brand presence and share of voice. The goal was to encourage a broad audience of consumers rather than targeting specific tribes.

Coca-Cola’s continuous innovation, like its latest adoption of AI, keeps it as the largest beverage company in the world. They know that every local market has specific consumer preferences in terms of taste, sugar content, calorie count, and consumption, and they respond to this challenge with a reverse sales strategy.

Contrary to traditional linear methods of collecting consumer data, Coca-Cola has optimized its production and sales processes. Beverage dispensers have become real-time market research sources, allowing them to identify opportunities and weaknesses before they hit the shelves. As consumer preferences evolve, successful brands continuously innovate to stay one step ahead. The use of AI in Freestyle beverage dispensers has created a significant shift in how Coca-Cola interacts with its consumers. These machines not only serve beverages but also collect and analyze consumer data to help the brand improve products and user experiences.

One reason for Coca-Cola’s success is their ability to customize products based on data collected by Freestyle machines. These machines enable Coca-Cola to respond more precisely to consumer preferences and launch new products that align with customer needs. As a result, Coca-Cola has been able to confidently introduce new products to the market, as these products are created based on actual consumer data. This approach not only increases customer satisfaction but also helps the brand remain competitive in the market.

The Optimized Quality Research Company helps businesses better understand customer needs and behaviors by collecting and analyzing data. This company uses various methods such as surveys, focus groups, sales data analysis, and market trend studies to obtain useful information about the target market and competitors. By leveraging this information, companies can make better strategic decisions, improve their products and services, and ultimately increase customer satisfaction. To contact Optimized Quality Research, please email info@behinekavan.com or call 021-43904332.

Coca-Cola’s success in the global carbonated beverage market results from continuous innovations and intelligent use of consumer data. Through Freestyle machines and marketing campaigns, Coca-Cola has managed to establish close connections with its consumers and create new products based on their actual needs. Ultimately, Coca-Cola has shown that using technology and consumer data can continuously succeed in the competitive carbonated beverage market. This approach not only increases customer satisfaction but also helps the brand remain a leader in the beverage industry.