Coca cola segmentation (

Introducing Coca-cola� 02. Usage of marketing segmentation� 03. Geographic segmentation� 04. Demographic segmentation� 05. Psychographic segmentation� 06. Behavioral segmentation� 07. Targeted segments of Coca-cola� 08. Product positioning� 09. Conclusion� 10. Preferences�

1. Coca cola marketing segmentation Assignment 02 Second year Second semester W.M.Ishara priyanath bandara 01. Introducing Coca cola 02. Usage of marketing segmentation 03. Geographic segmentation 04. Demographic segmentation 05. Psychographic segmentation 06. Behavioral segmentation 07. Targeted segments of Coca cola 08. Product positioning 09. Conclusion 10. Preferences 1

2. Coca cola. The coca cola company is a non alcoholic beverage company in the world. And one of the world’s most recognizable brands. It is home to more than 500 beverage brands , including four of the top five soft drinks : Coca cola , Diet coke , Fanta and Sprite. In addition to soft drinks , it market water , enhanced water and Sports drinks , Juice drinks, Dairy and Plant based beverages , Ready-to-drink teas , coffees and energy drinks. With the world’s largest beverage distribution system , Coca cola reaches thirsty consumers in more than 200 countries. Nearly 70% of its sale comes from outside the US. Head quarter in Atlanta , Georgia , United states. 2

3. The usage of market segmentation. . Market segmentation is the practice of dividing customers in to groups of potential buyers that have similar preferences and buying habits. As opposed to mass marketing , in which the company offers the same product to the market , in targeted marketing a specific group of customers is the focus of marketing efforts. In other words , targeted marketing is matching marketing efforts to the needs of a specific market segment. 3

4. Geographic segmentation. Geographic segmentation involves segmenting the audience based on the nations , regions or customer’s location. Coca cola segments its products country wise and region wise . The most important things are the taste and quality. According to the income level of people in countries , Coca cola introduced their products in various tastes. 4

5. Example 01 :- Third world countries are given low quality and taste . Example 02 :- Through the price remains constant in all parts , the brands very according to the weather of In Hongkhong , during summer season Coca-Cola has a unique brand cold “ Frozen coke “ 5

6. Demographic segmentation. “ Demographic segmentation involves dividing the market in to smaller categories based on demographic factors such as Age , Gender or Occupation “ Coke segments the small children introducing tastes like Vanilla , Lime and Cherry . They focus children from 4-12. ii. Oasis juice is made for the younger working adults , between the ages of 20-30 6

7. iii. . Diet coke targets adults between 30-50 , who are help conscious but want the taste. iv. Coca cola zero targets diabetic people. V. . PowerAde sport drink and Coca cola energy targets athletes. Vi. In regard to family size the company servers its in deferent bottles sizes from 200ml to 2l. 7

8. Psychographic segmentation. “ In psychographic segmentation , Coca cola buyers are separated in to deferent groups on the basis of life style , personality or attitudes “ By considering psychographic sub variables Coca cola uses deferent packs for deferent consumers. Example 01 :- Coca cola offers their beverages with returnable glass bottles for the consumers having very simple life style. On the other hand , the same company offers Coke tins for the consumers having very luxury lifestyle. Example 02 :- “ Real gold “ targets busy people in offices. 8

9. Behavioral segmentation. 01 According to the behavioral patterns such as rate of usage , benefits sought or readiness to purchase the company has segmented the market. Example :- Coca cola introduces special prices with some beverages. In here , the customers who are seeking benefits are targeted. 9

10. Targeted segments of Coca cola. Coca cola targets deferent segments with deferent adds. Primary market of Coca cola is younger people in the age bracket 10-25 with people from 25-40 comprising of secondary market. Cola products target towards people who want strong flavor , while Diet cola and its are targeting “ Health conscious “ Coca cola uses non-cola beverages to target the health conscious segment of the market . Some of the products such as Sprite specially targets teens and college going youth , while others such as Limca is targeting young working population. 10

11. Product positioning. “ Positioning means the activity of making position or image in the minds of customers “ By following same product positioning strategies , Coca cola has become as the well known solution for thirsty. Following positioning strategies can be identified with Coca cola. Positioning by product attributes or benefits. Coca cola - Taste the feeling Positioning by product user. Coca cola zero - For diabetic people PowerAde - For athletes 11

12. Conclusion. “ The Coca cola company is boosting the market and business and market share globally. The company has continuously gained more profits through the usage of deferent marketing strategies and market segmentations. “ Through segmentations , the company has managed to ensure continues , customer satisfaction by providing goods that meet all the social classes. Sales wise , the company has continuously experienced increasing sales by increasing the benefits derived from each segment for their products “ 12

13. Preferences www.coca-cola.com www.coca-colacompany.com 13

14. Thank you 14