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Segmentation, Targeting and Positioning - Five examples

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by

Tony Ackland

on 3 January 2016

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Transcript of Segmentation, Targeting and Positioning - Five examples

Segmentation, Targeting and Positioning - Five examples
You're worse on weed #stonersloth
Revenue: $9.5b
236 warehouses, 65 format stores, 33 trade centres, 3 frame & truss centres across Australia & NZ
38,000 employees
Multiple Products
Media Networks
Parks and Resorts
Consumer Products and Interactive Media
Broadcast, cable, radio, publishing and digital businesses
Family travel and leisure experiences
Toys, apps, apparel, books and games
Studio Entertainment
Movies, music & stage plays
Family
Teen
Broad appeal sci-fi
Strong female lead
Favorites from the original episodes
New villans
African-american co-star
Strong female lead
Founded 1923
Revenues of $48b
180,000 employees
Franchise purchased in 2012 for $4b
Annual merchandise sales of $2-3b
First new film in 12 years
Coca cola Amital
11 Soft drink brands
2 Sports and Energy
5 Dairy & Juice
37 Alcohol brands
1 Food brand
Founded 1886
1.6 billion drinks consumed per day, "Coke" being 78% of that
Revenue $46b
129,000 employees
Franchised distribution system - produces syrup onsold to bottlers
Tony Ackland
Dec 2015

Top athletes, students, busy professionals and travelers
Brand ambassadors
"Be at your best and have fun"
Positioning - revitalizes body and mind
Bibliography:

Walt Disney Company

https://thewaltdisneycompany.com/
https://en.wikipedia.org/wiki/List_of_assets_owned_by_Disney
http://www.hollywoodreporter.com/news/disney-buy-lucasfilm-405-billion-384448
https://blog.kissmetrics.com/create-freakishly-loyal-customers/
http://www.slideshare.net/AMortellier/disney-case-study-esc-clermont
https://www.marketingweek.com/brands/the-walt-disney-company/

Coca Cola

https://www.ccamatil.com/
https://www.coca-cola.com.au/cokelife
https://www.happiness.coca-cola.com/uk/en/coca-cola/coca-cola-life/
https://www.marketingweek.com/2015/10/13/coke-life-one-year-on-sales-success-or-marketing-gimmick/
http://www.news.com.au/finance/business/tough-times-for-coke-and-pepsi-as-us-sales-of-soft-drinks-decline-for-10th-year/news-story/de97273c284b453cabf0f6e52e816b79
http://www.smh.com.au/business/retail/cocacola-life-falling-short-of-sales-expectations-20150526-gh9uhd.html
http://thenewdaily.com.au/news/2015/03/31/coke-life-launch/

Bunnings Warehouse:

http://www.bunnings.com.au/our-services/in-store
http://www.theaustralian.com.au/business/opinion/john-durie/bunnings-room-to-grow/news-story/4d7a89e19506ca8c7ebf69e09017901f?=
https://www.businessnews.com.au/article/Analysis-Bunnings-market-strategy
http://thenewdaily.com.au/news/2015/05/31/bunnings-prices-designed-nail-customers/

NSW Dept of Premier and Cabinet

http://www.dpc.nsw.gov.au/about/about_the_department
http://www.stonersloth.com.au/
https://www.facebook.com/stonersloth/
https://newmatilda.com/2015/12/18/the-nsw-government-is-trying-to-make-a-sloth-go-viral-to-stop-kids-smoking-weed/
https://ncpic.org.au/news/releases/december/stoner-sloth-campaign/

Redbull GmbH

http://energydrink-au.redbull.com/
http://www.slideshare.net/ApurvaKavishwar/redbull-marketing-strategy
http://mashable.com/2012/12/19/red-bull-content-marketing/
http://www.sellingpower.com/content/article/index.php?i=1181&ia=9278/the-powerful-sales-strategy-behind-red-bull&page=1

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