REPORT

REPORT
for
COCA COLA
ZERO SUGAR

GROUP 4
CONTENTS
INTRODUCTION

KEY FINDINGS &

CONCLUSIONS

RECOMMENDATION
 Business Problem
INTRODUCTION Research Objectives
Research Methodology
BUSINESS PROBLEM
Coca-Cola (also known as Coke) is a soft
drink trademark registered in 1893 in the
United States. Up to now, Coca-Cola is
considered a powerful empire in the beverage
industry with its prestige and worldwide
presence. With the orientation to become a
comprehensive, consumer-oriented beverage
company, the company is constantly
improving and providing a variety of quality
and diversified beverages.
 BUSINESS PROBLEM
Coca-Cola’s carbonated beverage is extremely popular in
daily life. This drink stimulates the taste buds, enhances the
flavor of the dishes, and helps in better digestion. However,
the rise of obesity and related health problems makes
consumers want to cut down on sugar and look for better
drinks for their health. Therefore, in 2018, Coca-Cola
launched the Coke Zero product using Sucralose sugar,
which helps the body absorb only 27% sugar. However, the
number of products sold is not much and Coke Zero's sales
have tended to decline in recent times, down by 2.9% in
2020 compared to 2019. Coke Zero is not popular with
consumers because it does not keep the original taste of
Coca-Cola.
 BUSINESS PROBLEM
To meet the needs of consumers and increase sales
in 2022, Coca-Cola has researched and developed the
Coca-Cola Zero Sugar concept to keep the taste as
close to Coca-Cola Classic as possible. Therefore,
Coca-Cola wanted to conduct a study to get more
information about customers and their reviews and
reactions to the new concept. From there decide on
the problem:
“How does Coca-Cola satisfy the needs of
customers and is there any chance to develop
products from the Coca-Cola Zero Sugar concept?
RESEARCH OBJECTIVES Coca-Cola wants to understand more deeply
consumer behavior and explore the factors that
influence their decision to buy or not to buy carbonated
beverage products.
Coca-Cola also wants to understand the unmet needs
and dissatisfaction of consumers, especially users of
the diet Coca-Cola carbonated beverage.
Coca-Cola wanted to know consumer reviews and
reactions to the new Coca-Cola Zero Sugar concept,
exploring the impact of this change on their perceptions
and attitudes towards their brand choice. On that basis,
Coca-Cola hopes to develop new product ideas to meet
the needs and expectations of customers.
RESEARCH METHODOLOGY Research method: Qualitative Research
Data collection method:
We will send a screening questionnaire to conduct group division via
class group chat. The data of this study will be collected through the
Focus Group discussion that will take place at 13:20, room A.710 of the
University of Economics and Law.
Focus Group is used to:
To understand customer desires more deeply for existing Coca Cola
Zero Sugar products.
To learn and evaluate customers' attitudes towards product quality
(taste, calories,...). In Focus Groups, we use qualitative research to
explore a customer's conception of a sugar-free carbonated soft drink,
listen to customer comments on an existing product, come up with a
new concept, and observe what customers think of it, whether
customers will be ready to use the product when the concept is
launched.
 The reason we chose Focus Group: This method requires respondents to
RESEARCH METHODOLOGY discuss the same issue together, so that we will collect the most
objective and diverse data from customers.
Population: Students in Marketing Research class - Class ID: 221MA1001 -
University of Economics and Law.
Target respondents: Both men and women aged 19-22, interested in
Carbonated Beverage products.
Group dividing way: Respondents (N=21 people) are divided into 4 groups
according to their recent usage behavior.
User 1 (5 people): Respondents do not use carbonated soft drinks (CSD)
for the last 3 months.
User 2 (5 people): Respondents use dietary CSD of Coca Cola most for
the last 3 months.
User 3 (6 people): Respondents use dietary CSD of other brand more
than Coca Cola for the last 3 months.
User 4 (5 people): Respondents who are CSD users but have not used
dietary CSD for the last 3 months.
KEY FINDINGS

CONCLUSIONS
 Demand for carbonated soft
CONSUMER BEHAVIOR
drinks.
ABOUT CARBONATED
Factors affecting to the decision
of buying carbonated beverage
SOFT DRINKS products.
 1. DEMAND FOR CARBONATED SOFT DRINKS

USER 1:
When asking the respondents of group 1 what kind of drinks they usually drink at
home and outside. They answered that they often drink water because it is
available, with no calories; or smoothies or juices because they have many
nutrients, supplement energy, and can be made at home. When going out, their
drink selection is largely the same as at home because they are more interested in
healthier drinks such as smoothies and juices. In some cases, they also use other
drinks such as milk tea, and soft drinks, but not much.
When in a good mood or gathering with friends, The drink choice of the
respondents may be influenced by the person accompanying them and the
circumstances and nature of the gathering. If they go to a milk tea shop, they will
drink milk tea, if they go to a cafe, you will drink coffee, and if they go to a party,
they will drink beer.
 1. DEMAND FOR CARBONATED SOFT DRINKS

USER 1:
They choose juices, smoothies because these kinds of drinks have many nutrients,
can be made at home, are safe as well as good for health. Most respondents think
that gas water is not good for health, causing some diseases. Moreover, they said
that drinking gas water can cause discomfort in the neck, only refreshing at first
but after a while, you will feel more thirsty.

The drinking behavior of group 1 tended to choose products that are low
in calories, high in nutrients, healthy and can be made at home.
Respondents of group 1 thought that carbonated soft drinks were harmful
to health and were less likely to use carbonated water products regularly
in the future.
 1. DEMAND FOR CARBONATED SOFT DRINKS

USER 2:
When asked the respondents of group 2 about the types of drinks that they usually
use when inside and outside. They replied that: “When at home, they often drink
water and tea to benefit their health. When going out, they will drink ready-made
coffee, soft drinks (Sting, Number one, C2, ..), milk tea because it's different, they
don't have time and they also want to hang out with friends. "
When in a good mood or gathering with friends, some people answer that it
depends on the situation. If you go to milktea-house, you will drink milk tea, if you
go cafe, you will drink coffee, and if you go to a party, you will drink beer. Because
for each gathering,there will be different spaces to suit the situation, health and
emotions at that time and in those shops will serve certain drinks, so the choice will
be limited.
Another answer is drinking soft drinks such as Fanta, Coca, Sprite,... because they
help digestion faster, feeling more refreshing.
 1. DEMAND FOR CARBONATED SOFT DRINKS
USER 2:
The rest of the opinions are that if they go to eat fried chicken in Texas, they will drink
Coca zero, because there is only diet here, and choose to have a healthy eating
habit, stay healthy.
Almost all respondents choose to use Coca Zero on occasions of eating hot pot,
buffet, BBQ,... because it can help them reduce the heat and spicy of food, as well as
help them feel delicious and easy to digest. They choose Coca Zero over other soft
drinks because it will not make them absorb too many calories in one meal.
Others said because Coca Zero is a new and trending product, widely introduced, so
drink it and experience it.
And others say because they eat too much unhealthy food, and make them gain
weight, then Coca Zero is a good choice for them when they feel like drinking soft
drinks but not gaining weight.

In group 2, most people will influence their choice of buying soft drinks
because of their taste and gas. Some are because of prices and current trends.
 1. DEMAND FOR CARBONATED SOFT DRINKS

USER 3:
When at home, school, and work, most respondents choose to use water and juice
instead of other types to save money. When going out, gathering friends, people will
have 2 options: carbonated soft drinks and milk tea, but the frequency of using
carbonated soft drinks is more.
When it is hot and need to feel cool, the majority of respondents choose diet gas soft
drinks instead of the usual ones because they are very concerned about calories
and sweetness when using the product.

In group 3, most respondents tend to use filtered water and only use diet

soft drinks when necessary because most people are already concerned

about their health.

 1. DEMAND FOR CARBONATED SOFT DRINKS

USER 4:
For respondents belonging to group 4, in school, they have used water, milk tea, soft
drinks such as Sting, Coca cola, Pepsi, C2,… because when they go to the canteen,
they have numerous options to consider so their decisions depend on their
emotions and weather.
However, when they are at home, they consume water the most because water is
available in their home and they think drinking enough water is good for their
health.
When gathering with their friends or having a party, the majority of respondents
choose beers to be the main beverage because they think that alcohol plays an
important role in parties and gatherings with friends which can help the parties
become more fun and exciting. About 2 - 3 respondents choose soft drinks like
Sting, Coca because they think carbonated drinks help ease digestion. Another
reason is that some people can not consume alcoholic beverages, soft drinks will
be the best option.
 1. DEMAND FOR CARBONATED SOFT DRINKS

USER 4:

All of the respondents usually use soft drinks when they eat BBQ, hotpot,... because
in these kinds of situations, they want something which could help them not to be
full and also stimulate the taste buds. They agree that soft drinks are the best
option for doing the best on this function.
Some respondents also use soft drinks when they feel thirsty and do need
something cold.

The demand for carbonated water of group 4 is a kind of drink in the

party which helps them digest easier. They often use carbonated

water when going out, going to school, or going to work.

2. FACTORS AFFECTING TO THE DECISION OF BUYING CARBONATED

BEVERAGE PRODUCTS

USER 1:
There are many reasons why they do not use carbonated soft drinks.
Firstly, carbonated soft drinks are harmful to health
Secondly, they contain many calories, causing weight gain.
Thirdly, carbonated water causes discomfort when drinking because of burning in
the neck and belching.
Finally, the alternatives come in a wider variety of flavors and varieties.
2. FACTORS AFFECTING TO THE DECISION OF BUYING CARBONATED

BEVERAGE PRODUCTS
USER 2:
Some people use Coca Cola soft drinks because they have more gas than other soft
drinks. And some people rely on taste, they think that Coca Cola has a good taste
when used. There is also an opinion that the price is reasonable, so it will be a first
choice when using this product. And another opinion also said that they tried the
experience because of the big marketing, which boosted their psychology.
About “Why they choose Coca Zero without using other brands such as Pepsi zero
calories, 7Up zero calories”, some respondents said that Coca has a reasonable
price. Others think that the big marketing boost they try it, then finding that it tastes
quite similar to the original version, but it is healthy, trusting to use, so they are afraid
to use other brands.

In group 2, most people will influence their choice of buying soft drinks
because of their taste and gas. Some are because of prices and current trends.
2. FACTORS AFFECTING TO THE DECISION OF BUYING CARBONATED

BEVERAGE PRODUCTS

USER 3:
The first reason is that all of respondents of group 3 attracted to the more eye-
catching appearance of Pepsi than Coca Cola and they also use Pepsi (Pepsi in
particular) when watching the Rap Viet program, they feel trendy when using the
product.
Other company's diet soft drinks taste less sweet than the original, have more
flavors to choose from. On the contrary, they say Coca Cola diet tastes sweeter
than the original and have few choices.

In group 3, respondents tend to use carbonated soft drinks according to

ads in their favorite program, which has many flavors to be able to change

their taste. In particular, all of this groups 'respondent want dietary soft

drinks to be less sweet than the original.

2. FACTORS AFFECTING TO THE DECISION OF BUYING CARBONATED

BEVERAGE PRODUCTS

USER 4:
For carbonated drinks: Respondents mostly choose soft drinks based on flavor and
preference.
If they love coca cola brand, they just use the coca’ products
They don't use too sweet carbonated water products like sting, coca cola
However, some respondents select them spontaneously and depending on their
emotion.
For diet carbonated drinks: When mentioning diet carbonated water, almost all
respondents immediately think about a soft drink that does not contain sugar.
However, a respondent said that it is not reliable and reasonable because she finds it
difficult to lose weight when using soft drinks. In addition, Some respondents think
that diet carbonated water is so strange.

Flavor and brand are two key elements that affect consumer behavior.
THE ABILITY TO MEET THE

NEEDS OF CONSUMERS OF
Regular carbonated soft drinks
CARBONATED SOFT
Dietary carbonated soft drinks
DRINKS
 1. REGULAR CARBONATED SOFT DRINKS

USER 1:
The respondents do not like carbonated soft drinks because this kind of drinks
cause discomfort in users’ necks; it is not good for your health and especially, it is
not diverse in taste.

USER 2:
Most people like soft drinks because of their taste, gas. This causes a feeling of
stimulation, easy to digest. In addition, many brands such as Coca, Pepsi will have
big, long-standing and prestigious brands. The price is suitable for all ages. Not only
that, other soft drink brands are very invested in advertising campaigns, they
always come up with unique ideas, stimulate customers and have wide coverage
throughout the region to reach all customer types.
 1. REGULAR CARBONATED SOFT DRINKS

USER 2:
However, there are still things that they don't like such as the design, which is still
quite fixed and not innovative. High calories are harmful to health, leading to
diseases, commonly obesity and diabetes, which are believed to be the main
reasons why they underestimate carbonated beverage products.

People like soft drinks because of reasonable prices, good taste, reputable
brands, eye-catching advertisements. But there are also things not to like
the old design and too many calories cause all kinds of diseases. So they
rate the average level of meeting needs.
 1. REGULAR CARBONATED SOFT DRINKS

USER 3:
Majority of respondents choose products with reputable brands so they are quite
satisfied with the quality of the product.
However, all of this groups' respondent said that most of the causes of obesity are
the use of carbonated soft drinks, so they are still less satisfied because the
calories as well as the amount of sugar in the product is too much.

Most people are gradually concerned about the calories and sugar in
the product, they are tending to reduce the use of conventional
carbonated soft drinks.
 1. REGULAR CARBONATED SOFT DRINKS

USER 4:
Respondents like soft drinks because they are suitable for parties, a wide range of
products with a lot of price→ They can choose for certain occasions with certain
products. Brands that produce soft drinks often have a reputation, quality
assurance so that they can assured when using these products
However, soft drinks products often contain many colorants, chemical sugars, and
chemical substances that are not good for your health. They also contain a lot of
gas so that when they drink without ice, it's quite hard to drink. Moreover, if they
open the lid, it will not taste the same flavor after a while, so they do not find it
delicious anymore.
 2. DIETARY CARBONATED SOFT DRINKS

USER 1:
When they hear about diet carbonated soft drinks, they have some ideas such as:
Fewer calories, less sugar, lower risk of health-related problems
The title attracts customers' attention, a method to advertise but not guarantee
the product is true or not.
May cause some misunderstanding about the harmfulness of carbonated soft
drinks, leading consumers to think that the product is not harmful at all anymore
where carbonated soft drinks are inherently not good for health even if it is
reduced. sugar or not?
There is no confidence in the safety and effectiveness of the product
Most of respondents want to try it because of the new idea and how they want to
experience the new taste of the product, different from the old version
The minority of respondents do not intend to try it because they are not
interested and have no need for carbonated products in general and diet gas in
particular.
 2. DIETARY CARBONATED SOFT DRINKS
USER 2:
It is said that they imagine running chicken without fat, because it is associated
with losing weight when drinking this product. Some other opinions are that it will
be bland without sugar. And others are also harmful but also have the advantage
for a healthy body.
Respondents love the zero calories soft drink they are using because it tastes like
the original, feels healthier, has less harm than the original carbonated soft drink, is
reasonably priced, easy to drink and use. But besides that, respondents also gave
opinions about dislike. The reason is because of the pale taste, those who are fond
of sweets will not be able to drink it; nothing is guaranteed to have the effect of
calories as advertised; expect even lower prices.

Dietary carbonated soft drinks meet part of the user's needs in terms of taste,
less harmful than normal soft drinks, but there are also things that cannot be
met as quality assurance, taste pale due to not using sugar, rated as average.
 2. DIETARY CARBONATED SOFT DRINKS

USER 3:
When it comes to diet carbonated soft drinks, since this is considered similar to the
diet food, those respondents all focus on price.
This groups' respondents like the product they are using because the quality of
products is the same as the advertisement, the product can help them refresh
quickly and give them a clear sense of how much sugar the product is reduced,
more elegant than the original versions.

Consumers who prefer the diet version must be really less sweet as its
name because when using dietary product, the taste remains unchanged
from the original, making them not feel the difference. Along with that, the
price must be reasonable with the age that most use carbonated soft
drinks is 19-22 years old.
 2. DIETARY CARBONATED SOFT DRINKS

USER 4:
Respondents are not dieters so they think they do not need to diet carbonated
water. Almost all opinions are that if people are dieters, they will not select to
consume soft drinks, even zero-sugar soft drinks. In addition, sometimes it is fine for
dieters to drink 1 - 2 bottles, they do not need to choose zero-sugar products.
Respondents use water, ionic salt water, electrolyzed water, some kind of juices
instead of zero-sugar soft drinks. They think these kinds of products are similar to
zero-sugar soft drinks because they do not contain a lot of sugar and can provide
some nutrition and easy-to-digest substances.
They feel that the current soft drink market is exuberant for them because they can
use soft drinks when they want. In case they need some beverages which are
healthier, they can choose the kinds of beverages mentioned above.
 Consumer reviews and

CHECK OUT THE NEW

reactions to the concept
CONCEPT Potential and ideas to

improve the concept

1. CONSUMER REVIEWS AND REACTIONS TO THE CONCEPT

USER 1: RESPONDENTS RATED

Appeal: The title attracts customers' attention, the respondents were impressed with
the idea of carbonated soft drinks but for dieters
Believability: The majority of respondents are still concerned about how effective
the product really is. They are afraid that it is just a marketing strategy while the
product has not changed from the old version.
Relevance: The idea is effective because it both keeps the taste of consumers
unchanged, and is suitable for customers who want to drink carbonated drinks but
with fewer calories.
Purchase intent: About 40% say they will use the product because of its novelty, if
they find that the sweetness is reduced but still retain the original taste, they will use
it more often. The remaining 60% do not intend to use the product
Uniqueness: the idea is not entirely new, but there is a special thing that despite
reducing the amount of sugar a lot, it still retains the original taste.
1. CONSUMER REVIEWS AND REACTIONS TO THE CONCEPT

USER 1:
This concept remind them of 2 products: Pepsi no calories and Coke without sugar.
Most of respondents were impressed with this concept because of the idea of "diet
carbonated water"
The other respondents keep their opinions neutral because they don't care about
carbonated drinks

USER 2:
Most people find it interesting, they suggest that it should be tried for people with
obesity, sugar disorders, and should not be tried for people with a sweet tooth
because of its pale, brackish taste.
Some people doubt the quality assurance, “Is it true that there are no calories?”.
There are also some opinions that this concept is not good enough to change the
habit of using carbonated soft drinks, you can try it but don't use it often.
1. CONSUMER REVIEWS AND REACTIONS TO THE CONCEPT

USER 2:
The concept is reminiscent of ginger tea for dieters, zero-calorie Pepsi (Have a good
health promotion and product was launched before Coca Zero), and diet sugar.
The majority of respondents are impressed with the concept and want to use it.
Because they want to try it out, they want to use a replacement product for regular
carbonated soft drinks, they want to ensure my health, but they still can use soft
drinks. There is a part of respondents who are not very interested because they are
still afraid of the quality and taste of the product.
RESPONDENTS RATED
Appeal: Capable of attracting customers with healthy properties (No calories), is a
new product
Believability: People are still apprehensive about quality assurance. They do not
believe there will be no calories and still have a sweet taste, “If there are no calories,
what ingredient does that taste come from?”.
1. CONSUMER REVIEWS AND REACTIONS TO THE CONCEPT

USER 2:
Purchase intent: Most people will want to try and buy the product but still want the
lower price.
Relevance: The product meets everyone's requirements quite well, especially for
those who want to lose weight, eat healthy but prefer to use carbonated soft drinks.
Uniqueness: Given that the product is more improved in terms of sweetness, no
calories are used to avoid harmful diseases.

The majority of respondents want to use it because it is interesting for the

benefit of zero calories, which helps them a lot in health problems. But they

also do not meet their needs due to the taste being quite bland and difficult

to drink and the quality is not guaranteed.

1. CONSUMER REVIEWS AND REACTIONS TO THE CONCEPT

USER 3:
2/6 of respondents feel that the concept is too faded not new enough to attract
consumers to use new products. There is an opinion that the concept is not reliable
enough because they think that a product without sugar cannot be the same as
the original.
The rest of respondents want to give it a try because they're curious to see how a
sugar-free product tastes like the original.
The concept is reminiscent of Pepsi's product because it has a high level of
recognition on the market.
RESPONDENTS RATED
Appeal: Able to attract customers with the novelty of "sugar-free – original taste"
and safe for health.
Believability: People don't really trust the quality of flavor enhancers (dietary sugars)
in products.
Innovativeness: There's only a little newness.
1. CONSUMER REVIEWS AND REACTIONS TO THE CONCEPT
USER 3:
Purchase intent: The main factor for people to decide to buy is the price, the price is
lower than the product they are using.
Relevance: The concept is not suitable for group 3 because they want the diet
product must to be less sweet than the original.
Uniqueness: The product has an improvement in ingredients but still ensures the
quality of taste.
Value: The product brings high value in terms of spirit and health to consumers,
when they want to use carbonated soft drinks to refresh but do not affect their
health.

Only a few respondents want to try the product because they

want to determine if it really tastes close to the original.
1. CONSUMER REVIEWS AND REACTIONS TO THE CONCEPT

USER 4:
After reading the concept, almost all respondents feel that it is exciting and they
want to try it immediately. They think of some well-known soft drink brands in the
world such as Coca Cola, Pepsi, especially Pepsi zero calor. Some aspects that
affect respondents to try the product in concept are it is not familiar to them and
also does not cause diarrhea. They think that a soft drink product that does not
contain sugar but retains the original flavor is very impressive. They do think that
when eliminating sugar from original products, the flavor with be change.
1. CONSUMER REVIEWS AND REACTIONS TO THE CONCEPT

USER 4:
RESPONDENTS RATED
Believability: Some respondents have doubts that this concept is not reality. In their
mind, it is impossible to retain the original flavor when it does not contain sugar.
They think that sugar is a mandatory ingredient to create the flavor that is currently
in the market.
Relevance: Respondents believe that consumers who fear contracting diabetes but
would like to drink soft drinks can use this product. Some opinions are that
glycorrhea patients will not use soft drinks. In contrast, in some cases, a respondent
thinks that glycorrhea patients may like to use soft drinks.
Purchase intent: Without price, all respondents are willing to try this concept with a
price that is similar to the current zero-sugar products.
 2. POTENTIAL AND IDEAS TO IMPROVE THE CONCEPT
USER 1:
The majority of respondents agree that the concept meets their need for a low
calories drink. Others said that concepts meet 70% of the needs because they need
a clear demonstration of the real effectiveness of the product. Some respondents
keep their opinions neutral because they don't care about carbonated water
products.
All respondents have increased confidence in the product's true effectiveness
because coca cola is a big and reputable brand. The price of the product is also at
an acceptable level and is similar to the price of other products on the market.

Provide clearer information about the level of sugar and calories in the

product, the information is certified so that consumers can rest assured to

use and trust the effectiveness of the product.

USER 2:
Some people think that drinking soft drinks is inherently not good, so they cannot
rate 5/5 with a 5-point scale.
 2. POTENTIAL AND IDEAS TO IMPROVE THE CONCEPT
USER 2:
When it comes to soft drinks only, there are different opinions. There are comments
for 4/5 because they do not like sweets, if in case you have to drink soft drinks, only
choose Coca zero. There is also an opinion of 2/5 because it is unsavory to be used
and there is no guarantee of zero calories.
Most people find the price quite high, they want the prices should be only 9,000 -
10,000 VND for a 300ml can, and prefer to buy in bulk.
Most people are of the opinion that improving the concept is to be more detailed
about the ingredients and have a quality assurance certificate on the calorie-free
issue.
Respondents do not want to pay an amount higher than 10,000VND for the
use of the product, they do not appreciate the product and do not use it too
much. There are a number of suggestions made to improve the concept of
specifying ingredients and needing a commitment to the issue of zero
calories, the amount of sweet ingredients.
 2. POTENTIAL AND IDEAS TO IMPROVE THE CONCEPT

USER 3:
The ability to meet the needs of this concept is not high. But when users know that
this brand is Coca Cola, they consider it because they think that this is also a
reputable and long-standing brand in the market.
Respondents think that the price of this product is quite high compared to other
competing brands, if the price is equal or lower, it will be considered.
Respondents' concept improvement idea: Most people want a clear proof of the
quality tested components of reputable departments.

Most people do not appreciate this new concept of the product,

everyone assumes that the sugar-free ingredient is just for advertising
to attract tastes. People suggest having a clear and detailed ingredient
list and improved pricing to reach more customers.
 2. POTENTIAL AND IDEAS TO IMPROVE THE CONCEPT
USER 4:
The needs of users will be met as long as they have used zero sugar but are not
satisfied with the flower. Besides that, for those who have never used zero sugar soft
drinks may use it because it has an original flavor, instead of using the original
product and others like before, sometimes they can choose this concept product.
Almost all respondents are willing to pay for this concept product if it is produced as
described. However, they have some doubts about the ability to produce this kind of
product, they expect a commitment from the brand.
They think the idea is simple but enough to satisfy some needs. They also need to
know which ingredient may perfectly substitute sugar to retain the original taste.
With the price 10000 - 12000 VND per can of 300ml, respondents can afford to pay
for it. In contrast, they refused the price of 22000 - 25000 VND per bottle of 1,5l. They
expect the price to be similar to origin or current zero sugar product.

The brand needs to promote this concept and prove that it is impossible to

produce this product as described.

 CONCLUSION
Through survey and focus group discussion, Group 4
found that:
With the non-drinking CSD users for the last 3
months and users using Coca Cola's dietary CSD
most for the last 3 months: They are very aware of
their health. So they care a lot about the
ingredients, portion in CSD. While the non-drinking
users have a bad bias about CSD, which may lead
to many bad effects like weight gain, tooth decay,...
so they decide to use CSD scarcely or never try it...
On the other hand, Coke's dietary users also
understand the cons of CSD, so they consider using
a healthier product of Coca-Cola.
 CONCLUSION
With the CSD users but have not used dietary CSD for
the last 3 months and Respondents use dietary CSD
of other brands more than Coca Cola for the last 3
months: The taste of the drinks is the main factor
which they decide to continue using or not. Besides,
the package of the product alo gets their attention
so that they can compare which brand to use.
Furthermore, when mentioning the dietary CSD,
clients usually think of Pepsi-the most competitor of
Coca than Coca. The reason is Pepsi has made a
perfect campaign when cooperating with BlackPink
for their product: Pepsi non-calo, and gained much
attention. This shows that Coca should advise more
to advertise their dietary product to the clients.
RECOMMEN DATIONS
As listen to customer comments on an existing product, come up with a new concept,
and observe what customers think of it, Group 4 has consider to make the following
recommendations:

TASTE IMPROVEMENT
Adding a special ingredient to fulfill the users’ taste for
dietary CSD. For example: roses sense, apple sense,... but
still remains zero sugar.
Bonus a small fresh fruit package. It’ll help to diversify the
taste and be healthier. This solution should apply to
convenience stores or at super markets first. When clients
buy Coca Zero Sugar retail, the staff will give them a
strawberry or a slice of apple for each can in a small
package, plastic cup.
 MARKETING/APPEARANCE

More advertisment should be promoted so that the

customers can approach the product, understand deeply
about the benefits of Cola Zero Sugar, eliminate the bad
prejudice of soft drinks. Nowadays, we can make use of
many potential social networking platforms to do the
marketing such as Facebook, Tiktok, Instagram,...
Design a better packaging of the product. Most drinks of
Coca are red so this new product Zero sugar should change
into gray. That’ll make it become more attractive and leave
a special impression in the consumer's mind.
Cooperate with famous celebrities like BTS, Ronaldo,... to
spread Coca’s product image more effectively.
THANKS FOR READING
GROUP
GROUP 44