segmentation of coca cola

SEGMENTATION,TARGETING AND POSITIONING OF COCA-COLA COMPANY

AGENDA

A.Analysis

1.Marketing Mix of Coca-cola and Pepsi

2.Market Segmentation of Coca-Cola and Pepsi

3.Targeting Strategy of Coca-Cola

4.Positioning

B.Conclusion

Coca Cola uses free publicity as a promotional method such as sponsoring the Olympic Games and FIFA World Cup.

1.Marketing Mix of Coca-Cola and Pepsi

3.Targeting Strategy of Coca Cola

-Positioning of PepsiCo

Pepsi's positioning statement is; "To new generation, those who want the best taste in drinks , Pepsi is a cold drink which gave the best taste, low fat in a reasonable spending. "

Coca Cola targets different segments with different advertisement and product. Primary market of Coca Cola is younger people in the age bracket of 12-25 with people from 25-40 comprising of secondary market. Cola products are targeted towards people who want strong flavors, while diet cola and its variants are targeted towards the sub segment that is health conscious.

4.Positionining of Coca-Cola

-Coca Cola usually targets a single point in own slogans: "Happiness"

-In their each images and adds, we see that cheerful people are happy by drinking Coca Cola.

• Product
• Price
• Place
• Promotion

B.CONCLUSION

-Marketing mix has key role to achieve marketing objectives.

-Companies need to understand importance of segmentation and targeting.

-Best segmentation way for the Coca-Cola Company can be possible with combination of variables.

-Coca-Cola's place in people's mind depends on how company wants to be perceived.

-Market Segmentation of Pepsi

Segmentation variables Data

Demographics

-Age 14-30+

-Gender Male & Female

-Family size 1-2, 3-4, 5+

-Family life cycle Married and unmarried

Psychographic

-Social class Middle class, Upper class

-Lifestyle Actualizes, fulfilled, believer

Behavioral

-Occasion Parties, Birthdays, Sports and regular

occasions

-Benefits Quality, Taste

-User status First time user

-Loyalty status Strong

-Readiness stage Aware and Interested

-Psychographic Segment

-Demographic Segment

-Behavioral Segment

Coca Cola consumers can be segmented according to the occasions when they develop a need and purchase a product.

• Occasions

-Diet coke-for people want healthier lifestyle

-PowerAde-who needs energy and interested in sports

-Real Gold-for busy people in workforce

ex:in summer times, Coca-Cola emphasizes ‘feeling relieved’

• Benefit Sought

Some people drink coke to quench thirsty while others drink to refresh or getting energy.

• Age

-Youth (10-19 years),

-Young Adult (20-24 years),

-Adult (25-35 years)

• Gender

• Family size

-different bottle size

2.Market segmentation of Coca-Cola

-Geographic segment

-Eurasia and Africa

-Europe

-Latin America

-North America

-Asia Pacific

-Bottling Investment

-Fruktime-Russia and Ukraine

-Minute Maid Pulpy Super Milky-China