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Author: Admin | 2025-04-27
Coca Cola is the world’s largest beverage company, with over 500 soft drink brands sold in more than 200 countries. Every day, the world drinks more than 1.9 billion servings of their beverages including Coke, Diet Coke, Fanta, Sprite, Dasani, Powerade, Schweppes, Minute Maid and more.[i]Given the size of its operations, Coca Cola generates a substantial amount of data across its value chain – including sourcing, production, distribution, sales and customer feedback. Over the years, the company has embraced Big Data to drive its business strategic decisions.According to a Forbes article, Coca Cola was one of the first globally recognized brands, outside of the tech sector, to embrace Big Data. In 2012, its chief big data officer, Esat Sezer, said “Social media, mobile applications, cloud computing and e-commerce are combining to give companies like Coca-Cola an unprecedented toolset to change the way they approach IT. Behind all this, big data gives you the intelligence to cap it all off.”More recently, Greg Chambers, global director of digital innovation, has said “AI is the foundation for everything we do. We create intelligent experiences. AI is the kernel that powers that experience.”[ii] It is quite clear that data analytics and AI have been woven into the fabric of Coca Cola.In a world that is increasingly dynamic, with changing customer behavior, Coca Cola is betting on Big Data to remain relevant.How Coca-Cola uses Big Data Coca Cola has been investing extensively in research and development, especially in artificial intelligence, to better leverage the mountain of data it collects from customers all around the world. This effort has helped the firm better understand consumer trends in terms of flavors, and customer’s preference for healthier options in certain regions.In addition, given Coca Cola presence in 200 plus countries with varying customer trends and the rise of innovative brand, it has become increasingly important for the beverage company to understand and track the evolving taste of its customers and introduce a social consciousness to its product offerings.Product development using data analytics and innovative channelsIn 2008, Coca Cola unveiled a new fountain drink machine, which allowed customers to prepare drinks, mixing a variety of flavors, from their smart phone. With smart phones, people can order exact percentages of different mixtures and flavor additions and save them for next time. Based on monitoring data collected from this self-service soft drinks’ fountains, Coca Cola launched Cherry Spirite as a new flavor.Given the prevalence of smart phones and how it has been woven into the fabric of our daily lives, Coca Cola sort to leverage this platform to connect and engage with customers in a deeper way.These freestyle fountain machines, which generated invaluable insights into customer preference, led to launch new
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