The Influence of Healthy Consumption Trend on Coca-Cola Marketing Strategy

Yiying Zhang

2025

Abstract

The Coca-Cola Company was established in 1886 and it ranks among the leading companies that deal with the production of brands of beverages which include more than 200 brands that are sold in more than 200 countries. Through such strategies as product differentiation, sustainability, and innovation, the company has continued to remain relevant in the market. However, the health effects of its tremendously popular sweetened products have been an issue, hence it has responded with non-sweet products like Coca-Cola Zero Sugar and Diet Coke. For environmental concerns, the company has focused on programs such as “World without Waste”, in recycling, and other efforts that have been made towards sustainability. However, the organisation has some threats such as competition, changing consumer awareness regarding health and obesity, and regulations. It should grow its products with health benefits, increase focus on sustainability, embrace e-commerce, and partner with wellness companies. These aspects and the subsequent strategies of Coca-Cola to enter the emerging markets reveal the corporate intentions to maintain its dominant market position while adapting to the new-age consumer and ecological imperatives.

Paper Citation

in Harvard Style

Zhang Y. (2025). The Influence of Healthy Consumption Trend on Coca-Cola Marketing Strategy. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 68-73. DOI: 10.5220/0014074100004942

in Bibtex Style

@conference{apmm25,
author={Yiying Zhang},
title={The Influence of Healthy Consumption Trend on Coca-Cola Marketing Strategy},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={68-73},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014074100004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - The Influence of Healthy Consumption Trend on Coca-Cola Marketing Strategy
SN - 978-989-758-791-7
AU - Zhang Y.
PY - 2025
SP - 68
EP - 73
DO - 10.5220/0014074100004942
PB - SciTePress