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STP Coca-Cola Marketing

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Jessie Dumas

on 26 April 2017

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Transcript of STP Coca-Cola Marketing

Coca-Cola Case Study
Team 1: Jessie Dumas, Yiwen Zhang, Chandler Delisle, Shyheim Major, and Morgan Stump
Demographics and Psychographics
Age, Gender, Lifestyle and Self-Concept

Caffeine-free coke
Diet Coke
Coke Zero increased sales by 1/3
Coke Freestyle machine - 10%

Coca-Cola Case Study
Micro-marketing or One-to-One
Engaged and energized
"Share a Coke" campaign
"Coca-Cola Life" (Argentina)
Coca-Cola V. Pepsi
Net Income
Coca-Cola: 8,584
Pepsi: 6,740
Coca-Cola is the #1 beverage company in the world, with Pepsi following behind at #3
Coca-Cola Roadmap
To refresh the world
To inspire moments of optimism and happiness
To create value and make a difference

People, Portfolio, Partners, Planet, Profit, Productivity

Leadership, Collaboration, Integrity, Accountability, Passion, Diversity, and Quality
Case Study Questions

1. Which types of segmentation strategies does Coca-Cola use to categorize the cola beverage market?

2. Are these types effective in this market? Provide support for your answer.

Geographic Segmentation
Demographic Segmentation
Psychographic Segmentation
Behavioral Segmentation
Occasion Segmentation
Loyalty Segmentation

Geographic Segmentation
Psychographic Segmentation
Behavioral Segmentation
Demographic Segmentation
What is Positioning?
Customers' needs and wants
Understanding of what the product does
Customer benefits received from product
Benefits provided by competitors
6 Important Steps
Determine the consumers' perceptions and evaluations of the product or service in relation to competitors
Identify the markets ideal points and size
Select position
Monitoring the positioning strategy
Identify competitors positions
Determine consumer preferences
People are brand conscious.
They will show their status by drinking Coca-Cola.
The company can use advertisements to convey the company massage.
Because Coca-Cola is a recognized world brand, people will drink it without hesitatation.

Occasion Segmentation
Family size for sharing 330ml can for individual servings
Loyalty Segmentation
Sometimes you can get prize when you buy Coca-Cola
You may find your name on the package
15-25 years old and 40+
Target both genders with wide variety drinks
Coca-Cola Life
Coca-Cola Differences Around the World
Sample Segment
Asia, Africa, North America, Sourth America, Antarctica, Europe, and Australia
Within U.S.
Pacific, Mountain, Central, South, Mid-Atlantic, and northeast
Areas within the region
state, city, neighborhoods, zip codes.
Mexican bottles add cane sugar instead of corn syrup
4-methylimidazole content of Coca-cola (formed in the browning of certain foods)
Sugar content of Coca-cola (330ml can) The US - 35g
Coca-Cola Life
Customer Perception
Energy, Refreshment, Joy, and Positive Living
Market's Ideal Points and Size
Launched in Argentina and Chile
Young families
Suggests that its good for your life
Fresh Market
"Better For You"
Healthier Option
Monitoriing Position Strategy
Taste changes
years to perfect Recipe
Competitors Position
Pepsi True
Bitter After taste
Dr. Pepper Snapple Group
Experimenting with Stevia as well
Full transcript