Market Research for Diet Coke

Market Research for Diet Coke
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Abstract
Food and beverage companies usually focus on their objectives. Many companies in this sector have established trends in the production of consumer-centric brands. This shift in focus results from the change in consumer demand and the rise of a competitive environment, which imposes diverse challenges in increasing revenue and sales. Consumer preferences in the beverage market have changed, with many seeking natural products. Lifestyle change is evident in clients in recent years. Investigations show how the sale of soft drinks has reduced in the US (Crowl, 2018). The reduction results from consumer concerns and proffering products with associated health benefits. Most clients are concerned that sugary soft drinks cause diseases such as diabetes and obesity, leading to a significant drop in these products' sales.
Market Research for Diet Coke
Food and beverage companies are rushing to capitalize on consumer demand in the market. It is important to note that companies' relevance and dominance accrue from their ability to compete effectively and retain clients (Ghose & Lowengart, 2001). The latest store sales of carbonated and sugary beverages decreased by 2% in the United States (US). On the other hand, the sale of natural drinks and water rose significantly. The Coca-Cola Company, through the president, mentioned that transforming its business strategy to become a total beverage company by giving consumers drinks they prefer (The Coca-Cola Company, 2017). The change in consumer preference has led to beverage companies producing less sugar or sugar-free drinks.
The carbonated drink industry is very dynamic in the food and beverage sector. The marketing of carbonated drinks has evolved over the past years because of innovations from manufacturing companies. Notably, carbonated drinks with high sugar content have recorded a decrease in sales compared to sugarless beverages. Arguably, this has been caused by the marketing strategies of diet soda. According to (ConscienHealth, n.d.), consumer beverage tastes change, with many settling for healthier options. Diet soda, for instance, is marketed as an alternative to reduce weight and is recommended for people who have diabetes. Change in consumer taste and the competitive nature of the carbonated drink industry make companies adopt a ‘one brand’ global marketing strategy (Thompson, 2013). According to Kotler, Keller, Brady, Goodman, and Hansen (2012), the brand image consists of knowledge and belief (cognitive) towards brand attribute, brand usage consequence, and...