KevinBaetslé–AlexeiPetrici

ARTEVELDEUNIVERSITYCOLLEGEGHENT

COCA-COLASURVEY

2015

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1 SUMMARY

Coca-Colaisaglobalandverypopularcompany.Coca-Cola’sbeveragesareextremelypopularallovertheworld.Inthissurveywetrytodeterminewhat’ssopopularaboutCoca-Colaandtheirproducts.AlsowetrytoinvestigatewhatproductsofCoca-Colaareamongthefavorites.Wehad31reactionsonoursurveyaboutCoca-Cola,amixofgenders,mostofthoseparticipantswereyoungadults(18-25).MostoftheparticipantsdrinkCoca-Coladailyandweekly,spendingestimated€1-10onCoca-Colaproductsinthattimeinterval.AlotofparticipantsstayloyaltotheoriginalCoca-Coladrink,butCoca-ColaLightisastrongfavoriteaswell.OtherpopulardrinksareSprite,Fanta&Chaudfontaine.Coca-ColaZeroisn’taspopularasoriginallythought.ThefactthatCoca-Coladrinksaretastyandrefreshingmakesmostoftheparticipantsloyaltothebrand.AlsobasicallyalloftheparticipantsbelievethatCoca-Cola’smarketingcampaignsareverysuccessful.ThemainconcernaboutCoca-ColaandtheirproductsisthatCoca-Colahasanunhealthyimage.Coca-Cola’sproductsincludetoomuchsugarandarefatteningaccordingtoourparticipants.

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2 TABLEOFCONTENT

Content

1 Summary....................................................................................................................2

2 TableofContent.........................................................................................................3

3 Introduction................................................................................................................4

4 SurveyResults............................................................................................................54.1 Gender:MaleorFemale?...............................................................................................54.2 Ageofthepeoplereactedtothesurvey..........................................................................54.3 FrequencyofdrinkingCoca-Cola.....................................................................................64.4 AmountofmoneyspentonCoca-Colaproductsweekly..................................................64.5 WhattheparticipantlikesinCoca-Colaproducts............................................................74.6 WhetherCoca-Colaishealthyornot...............................................................................74.7 WhetherCoca-Colaisfatteningornot............................................................................84.8 Coca-Cola’sproductportfoliopreference........................................................................84.9 Levelofsatisfaction........................................................................................................94.10 HowdoestheparticipantfeelaboutCoca-Colaproducts?...............................................94.11 Whethertheparticipantprefersbottledorcanneddrinks............................................104.12 MainconcernaboutCoca-Cola......................................................................................104.13 OpinionaboutCoca-Cola’smarketingcampaigns..........................................................114.14 DeterminewhatmakestheparticipantloyaltoCoca-Colaproducts..............................114.15 PersonalsuggestionaboutwhattheparticipantwouldchangeaboutCoca-Cola...........12

5 Conclusion................................................................................................................135.1 MainConclusion...........................................................................................................135.2 WhathaveIlearnedfromthisassignment?..................................................................13

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3 INTRODUCTION

ForthisassignmentweusedGoogleFormstocreateanonlinesurveyaboutCoca-Cola.(https://docs.google.com/forms/d/1zLJ3l9BLHOKvSYywtxvvVFzD95XIFUpEELCVXlTYHqU/viewform)WechosetocreateanonlinesurveyaboutCoca-ColabecausewealsochoseforCoca-ColaascompanyinourInternationalStrategyassignment.SoitwasquiteobviousandhandythatwemadeasurveybasedonCoca-Cola’sproductsandweweretryingtoanalyzetheopiniononCoca-Colaproducts.Thereare15differentquestionsinthissurvey• Areyoumaleorfemale?• Howoldareyou?• HowoftendoyoudrinkCoca-Cola?• HowmuchdoyouspendperweekonCoca-Colaproducts?• WhatdoyoulikethemostaboutCoca-Cola?• DoyouthinkCoca-Colaishealthy?• DoyouthinkCoca-Colaisfattening?• WhichoneoftheCoca-Colaproductsdoyouprefer?• AreyousatisfiedwiththequalityofCoca-Colaproducts?• HowdoyoufeelabouttheproductsofCoca-Cola?• Doyoupreferbottleddrinksorcanneddrinks?• What’syourmainconcernaboutCoca-Colaproducts?• HowdoyoufeelaboutCoca-Cola’smarketingcampaigns?• WhatmakesyouloyaltoCoca-Cola?• WhatwouldyouchangeaboutCoca-Cola?After2weeks,wehad31reactionsonthesurvey,makingitaverybroadanddifferent.Wecreateddiagramsandgraphstomakesurethere’sacleardifferencebetweentheanswersonthequestions.AllthiswasdoneusingMicrosoftExcel.

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4 SURVEYRESULTS

4.1 GENDER:MALEORFEMALE?

Outofour31reactions,16werefemalewhereas15weremale.Anicebalancedresponseonthesurvey.4.2 AGEOFTHEPEOPLEREACTEDTOTHESURVEY

Anobviouslyyoungercrowd(age0–25)respondedtothesurvey,withafewexceptions.

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4.3 FREQUENCYOFDRINKINGCOCA-COLA

MostoftheparticipantsofthesurveydrinkCoca-Colaproductsdailyorweekly.32,3%oftheparticipantsdrinkCoca-Colaproductsdaily,38,7%oftheparticipantsadmittheydrinkCoca-Colaproductsweekly,whereas25,8%oftheparticipantsadmittedtheydon’tdrinkCoca-Colaproductsatall.4.4 AMOUNTOFMONEYSPENTONCOCA-COLAPRODUCTSWEEKLY

Amassiveamountoftheparticipants(60%)spendaround€1-5weeklyonCoca-Colaproducts.26,7%admittedtheyspendaround€6-10onCoca-Colaproductsweekly.

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4.5 WHATTHEPARTICIPANTLIKESINCOCA-COLAPRODUCTS

AnopenquestionaboutCoca-Cola.Remarkableisthatmostoftheparticipantsrespondabouttheflavor&tasteofCoca-Colaproducts.AfewrespondedtheylikedtheadvertisementsuchasthefamousChristmascommercials.4.6 WHETHERCOCA-COLAISHEALTHYORNOT

Over80%oftheparticipantsrespondedthattheyfeelCoca-Colaproductsareunhealthy.ThatmeansthatmostofthoseparticipantsreactingtheydrinkCoca-Colaproductsdaily/weeklyknowabouttheunhealthinessofCoca-ColaproductsbutstillproceedtodrinkCoca-Colaproducts.

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4.7 WHETHERCOCA-COLAISFATTENINGORNOT

Againanobviousamountofparticipants(67,7%)thinkCoca-Colaproductsarefattening,linkingthemtoobesities.4.8 COCA-COLA’SPRODUCTPORTFOLIOPREFERENCE

AlotofCoca-Colaproductsarelikedbymanypeople,sointhisquestionwetrytodeterminewhichoneoftheproductsarethemostpopular.Theresultsareprettyequalonmostproducts.Coca-ColaZeroistheclear‘loser’inoursurvey,only2participantspreferredCoca-ColaZero.TheclassicCoca-Colaistheclear‘winner’ofoursurvey,9oftheparticipantsprefertheoriginalproductoveralltheothers.AlsoCoca-ColaLightisaclearfavoriteinoursurvey.

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4.9 LEVELOFSATISFACTION

Only3participantsweren’tsatisfiedwithCoca-Colaproducts.28oftheparticipantsweresatisfiedwithCoca-Colaproducts.AsmentionedinlikenessofCoca-Colaquestionabove(question4.5),alotoftheparticipantsliketheflavor&tasteofCoca-Colaproducts.Quenchingtheirthirst.4.10 HOWDOESTHEPARTICIPANTFEELABOUTCOCA-COLAPRODUCTS?

Mostoftheparticipants(38,7%)wereoverallcontentaboutCoca-Colaproducts,29%oftheparticipantswereundecidedbetweenthetwocriteria(whetherCoca-ColaisunhealthyorCoca-Colaproductsareamazingintermsoftaste,flavor,marketing,…)

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4.11 WHETHERTHEPARTICIPANTPREFERSBOTTLEDORCANNEDDRINKS

64,5%oftheparticipantprefersbottleddrinkswhereas35,5%preferredcanneddrinks.Bottleddrinksareeasiertotakealong,asyoucanclosethemafterdrinking.Thecanneddrinksareforshort-term,mostlydrankalongameal.4.12 MAINCONCERNABOUTCOCA-COLA

AclearconcernaboutCoca-Colaproductsisthattheyareunhealthy,addictiveandcontaintoomuchsugar.Coca-ColacontainscaffeinewhichcouldexplaintheaddictiveaspectofCoca-Colaproducts.It’snosecretthatCoca-Colausesalotofunhealthysugarsintheirproducts,butrecentlyCoca-ColatriedtosubstitutetheirfactoredsugarswithahealthierreplacementsweetenernamedStevia.AlsoverystrikingisthatzeroparticipantsareconcernedaboutthequalityofCoca-Cola.

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4.13 OPINIONABOUTCOCA-COLA’SMARKETINGCAMPAIGNS

Coca-Cola’smarketingcampaignshavealwaysbeenveryattractive,spontaneousandextremelypopular.Asmentionedbefore,Coca-Cola’sChristmascommercialsfeaturingSantaClause,deer,polarbears,…areveryrecognizedbyanyage.Soitdoesn’tsurpriseusthatmostparticipantslikeCoca-Cola’smarketingcampaigns.4.14 DETERMINEWHATMAKESTHEPARTICIPANTLOYALTOCOCA-COLAPRODUCTS

Coca-Cola’stasteisverygoodtomostofourparticipants,since56,7%oftheparticipantsisloyaltoCoca-Cola’staste.Alsothequalityisagainaplusfortheparticipants.

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4.15 PERSONALSUGGESTIONABOUTWHATTHEPARTICIPANTWOULDCHANGEABOUTCOCA-COLA

Thelastquestionofoursurveyisanopenquestion.WeaskedtheparticipantiftheywouldchangeanythingaboutCoca-Cola.AlotofthoseparticipantsisconcernedabouttheamountofsugarusedinCoca-Colaproducts.

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5 CONCLUSION

5.1 MAINCONCLUSION

MostoftheparticipantsofthissurveydrinkCoca-Colaproductsdailyandweekly.Mostofthemspendestimated€1-10onCoca-Colaproductsinthistimeinterval.What’sverystrikingisthatmostoftheparticipantsfeelCoca-Colaisunhealthyandcontainstoomuchsugar,butstillbuyanddrinkCoca-Colaproducts.ThemostpopularproductofCoca-ColaistheiroriginaldrinkCoca-Cola,butCoca-ColaLightandotherproductssuchasSprite,FantaandChaudfontaineareverymuchlikedbyourparticipants.MostoftheparticipantslikeCoca-Cola’stasteandremainloyaltothebrandbecauseoftheirrefreshingtasteandflavor.Coca-Cola’smarketingcampaignsareextremelypopularandlikedbytheparticipants.Themainsuggestiongivenbytheparticipants,isthatCoca-Colaproducesdrinkswithlesssugarandashealthyaspossible.5.2 WHATHAVEILEARNEDFROMTHISASSIGNMENT?

Coca-Colaisaworldwideknownbrand,IknewmostoftheparticipantswouldrespondthattheydrinkCoca-Cola.I’velearnedthatCoca-Colahasanunhealthyimage,evenmoreunhealthierthanIimagined.Coca-Colashouldbeactivelyworkingonamorehealthierimage.