Consumer Insights in the Digital Age: Coca-Cola’s Innovative Responses in the Era of Healthy Beverages

Abstract

Under the background of the digital age, consumers are more concerned about the health of beverages, and traditional carbonated beverages such as Coca-Cola are facing great challenges. Based on Coca-Cola’s global market positioning and strategy, this paper analyzes the brand’s digital transformation and innovative marketing strategies in the context of health trends. The research first Outlines the brand history and market share of Coca-Cola, and uses SWOT, PESTEL, 4C model and other tools to carry out indicator analysis. In addition, this paper discusses the initiatives Coca-Cola has taken to meet changing consumer preferences in product innovation, digital marketing, and sustainability. In addition, the key suggestions for the future development of Coca-Cola to adapt to the health trend include accelerating the market layout of health drinks.