Ep. 186 – How to Internationally Communicate a Global Brand, with Wendy Zheng, PhD Product Development Scientist at Coca-Cola

Coca-Cola has probably the most ubiquitous and well-known branding in the entire world but they need scientists to do it. Scientists that help innovate in multiple countries

Wendy Zhang is one of those scientists who works on Coke products to bring them internationally. She works with teams from China and Japan to get innovative coke products onto the market while still maintaining that delicious coke brand.

Learn about the interesting nuances in communicating internationally and the different techniques to understand flavors and customs when bringing product to different nations.

You’ll also get perspective on the value of a PhD and an MBA, because Wendy has her PhD and is getting her MBA after work. Another fun part about this episode is Coke’s initiative on sustainability.

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Show Notes

Where is Coke?: We operate in 200+ countries with over 700,000 people Coke owns: Core sparkling (coke products, Fanta, Sprite, Minute mAde, Monster, Honest Tea, Odwalla, Suja, Zico, etc) STA- Short Term Assignment. I had an Opportunity in Shanghai When someone asks what you do for a living, what do you do?: I make coca-cola products They ask oh cool but then they ask – What do you need to develop? 5 flavors of diet coke Orange Vanilla Coke What products do you work on?: All coca-cola trademark We have multiple R+D satellites all over the world US and UK have different perceptions on chocolate. Is that the same with other products? Peach we eat in the US is different from the peach in Japan What’s the difference between working in China vs the US?: Access to consumers How much autonomy is in Coca Cola?: Not that much Did you know you were going to work in food science?: No. But I got in via college entrance exam. I wanted to do a foreign language job but was put in food science. As I studied more, the more interested I was in food. What’s fundamentally different between US and China?: China is more competitive and focuses more on multiple-choice. US is more focused on critical thinking? For PhD, I’m supposed to solve a specific problem but the training is about focusing on curiosity and gives you the method of solving a problem Why did you get your MBA?: I’ve always been interested in the business side. Though I’ve always been in the technical side, I don’t know how people sell products. An MBA really helps me connect the dots. Most companies have financial aid to get advanced degrees Is it hard to balance your MBA and your job?: Yes, after work at 5 or 6 pm, and then 3 hours of class, and then you have to read 30-40 pages of case studies. What are some tips on improving the product development process?: Understand the whole business. Food Safety, food chemistry, and sensory, know all of this. Be involved, and understand the trends Who do you follow for trends?: BevNet, Food and Beverage, and a lot of suppliers. We have access to Mintel and Nielsen Where do ideas happen?: Depends on the project. Some come from marketing, the science projects are from R+D Why does your food job rock?: I have the opportunity to work in one of the biggest brands in the world Coca Cola Japan What’s a popular product in Japan?: clear products such as milk tea, beer, coffee, and transparent coke (Coca Cola Clear) What type of food trends and technology is really exciting?: High-pressure processing. My dream is to work on a product that does that. HPP is the alternative Retort What is the biggest challenge the food industry needs to face?: packaging. The food industry has to use packaging Coca Cola’s Word without Waste Sustainability Report What in the food industry would you like to know more about?: Consumers are hard to predict and how do you understand them better? Coca Cola is an indulgence Anyone who inspired you to get into food: My advisors from graduate schools Favorite Kitchen Item: Phillips Pasta machine Favorite Food: Cheese! I’ve just started to get into cheese Gary Danko Any advice for anyone who wants to get into the food industry: Understand yourself and what you’re good at Where can we find you for advice?: LinkedIn

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