Examples Of Market Segmentation Of Coca Cola

The Coca Cola Company is a American beverage company, incorporated on September 5, 1919. The company licenses and markets more than 500 non alcoholic beverage brands, primarily sparkling beverages such as Coca Cola, Diet Coke and Fanta. The company is best known for its flagship product Coca Cola, invented in 1886 in Columbus, Georgia. Cola Cola is a carbonated soft drink sold in stores, restaurants and vending machines throughout the world. Coca Cola has been registered as Coke (a registered trademark of the Coca Cola Company) and is recognised instantly around the world and sold in more than 100 countries.

Coca Cola Company is an American beverage manufacturing corporation in which it is taking care of the manufacturing, marketing and retailing of their non alcoholic beverage and syrup products throughout the world. Coca-cola company was started by a pharmacist whose name is John Stith Pemberton in 1889 in Columbus, Georgia it is now a multi-billion corporation operating in nearly 200 countries with its main headquarters in Atlanta, Georgia (www.coca-cola.co.uk/about-us/our-business). Although the company is best known for its most popular product “Coca Cola”, an aerated non-alcoholic cold beverage, but it offers around 500 brands all over the globe. (Pendergrast, 2000).

The target market for Coca cola is very widespread as it satisfies the needs for many different consumers, ranging from the healthy diet awareness through Diet Coke to the average human through its best-selling drink regular Coke. Coca Cola doesn’t target a specific segment but adapt its marketing strategy by developing new products.

The Coca-Cola organization has made exemplary strides mainly to offer a variety of products to its clients even with the competitive nature of the market. Consumers’ choice gets based on the brand aspect in which the organization wins most customers' heart against its rivals. Even though a significant number of people deny cases to having inclination picking between Coca-Cola items or its rivals', many have a strong desire in some way. Many inclines toward Coca-Cola products since the organization has more than hundred years of history and predictable brand image. This picture is engraved in a lot of people subsequently end up purchasing their beverages. It is out rightly conspicuous in the company’s high market share in the field of soft drinks.

The Coca-Cola Company owns or licences nearly 400 brands in non-alcoholic beverages serving consumers in over 200 countries.

Another important weakness is that the company’s products are seen as a major cause of obesity. (Melser, 2013) The beverage sales are affected by various factors including change in trends and preferences. Recently, beverage sales have fallen because of people’s increased preference for the health drinks. Around the world, obesity is a major problem and the Coca Cola products are seen as a major cause of obesity. As people are getting health conscious they are moving towards low calorie healthy drinks. This affects coca cola’s profitability and popularity. However, the brand can overcome this situation by increasing the number of low calorie products in its brand portfolio. It will need to add more healthy choices for its customers in its product portfolio.

The market segmentation process takes into account what consumers are looking for in order to solve a particular problem that they are having or a need that they posses (Best, 2013). Therefore, it is important to first understand “the various customer needs that drive product consideration and performance” (Best, 2013, p. 157). This means that customers have to be placed into “needs-based-segments.” In order to do this demographics, usage behaviors and psychographics that separate each group have to be understood (Best, 2013). Knowing how each group is different from the other aids marketers in distinguishing what the segments are. Overall, “Needs-based segmentation provides the basic guidelines for product positioning strategies and marketing communications” (Best, 2013, p. 157). It is after the market is appropriately segmented that a suitable marketing strategy can be developed in order to attract the specific segments of customers.

The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of nonalcoholic beverage concentrates and syrups, which is headquartered in Atlanta, Georgia. The company began its’ rise to stardom with the flagship product, Coca Cola. The tasty drink was created by pharmacist John Stith Pemberton on May 8th, 1886. The formula and brand were purchased by Asa Griggs Candler in 1889 and incorporated in 1889. Along with the original product, better known as Coke, the corporation offers more than 500 brands in over 200 countries. In the early 1900’s, Coca-Cola began to globalize.

Market segmentation is a subsist of group of consumer who share a common needs in a market segmentation, where as those customer share similar character in a same segment. Segmentation is a most important necessary idea in marketing sector where as company vary widely in their skills to serve various kinds of consumers. Therefore, instead of making attempts to contend in an complete market, firms should segment the market. Through the method of market segmentation, organisation can established this elements where as they can will identify serve best.

Coca-Cola Company released its new product in early September 2014 called Coca-Cola Life and with it, launched a marketing campaign in order to promote it and raise awareness of the customers. Coca-Cola Life is aimed at adults and the aim of the product is to tackle obesity with lower sugar and calorie levels. The packaging is changed to green which is much different from the typical red colour of Coca-Cola’s main product. In order to analyse this marketing event, relevance to marketing, issues to marketing and key players need to be identified in order to cover all the aspects of the marketing event.

The Ansoff Matrix is a growing strategy that offers the best strategy for development by evaluating the level of risk; consider whether to look for development through existing or new items in existing or new market.

Coca-Cola is a soft drink that is carbonate, which is produced by The Coca-Cola Company of Georgia and Atlanta, which is frequently simplified and referred to as “Coke”. The Coca-Cola Company has existed since 1944, March 27th. The Coca-Cola Company has introduced other soft drinks under the Coca-Cola Company such as Diet Coke, Coca-Cola Zero, Coca-Cola Cherry, Coca-Cola Vanilla and the company furthermore introduced unique versions containing lime, coffee and lemon. Coca-Cola is served and drank worldwide, it is reported that Coca-Cola products exist in more than 200 countries globally witch consumers who consume over 1.8 Billion Coco-Cola beverage servings daily. Coca-Cola or “Coke” Is renowned for its strong brand status, it is rumoured to be the world’s most valuable brand. Coca-Cola beverages come in different packages and can be conveniently found anywhere, In Restaurants , Office Buildings, Vending Machines, “Spaza Shops”, Street Vender’s, Markets and shops rather than its competitors.

Coca Cola Company is the world’s leading soft drinks, operates in more than 200 countries and sells 400 brands of non-alcoholic beverages in beverages industry. Coca Cola is also the most valuable brand in the world and world’s largest manufacturer and distributor. Coca Cola is a globally recognized and known successful company. The Coca Cola was founded on May of 1886. As late as the 1990s, Coca Cola was one of the most respected and impressive companies in the world, known as a very successful and most impressive management team (Nasdaq, 2014). Since 1998, the Coca Cola Company has been tackling with internal weaknesses, imperfection, and external risks and threats uncertainty.

Coca-Cola uses a standardization and segmentation market strategy. Coca-Cola has drinks for all types of markets. Their target market is everyone depending on the product. For example, Coke target market is 15-25 and 40 and up. Diet Coke and Coke Zero is targeted for age group from 30-50 who are conscious about their health. Diet Coke for women and Coke Zero targeted for men (Hill et al., 2014). Powerade targets athletes between the ages 13-27 and Minute Maid targets between the ages of 1-10 years old and 40 and up (Elbaz et al., 2011).

Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves over 1.7 billion servings each day.[4]