The brightest students know that the best way to learn is by example! The Coca-Cola Company treats each store differently. ...(download the rest of the essay above). Customers then sell their products to consumers at a rate of nearly1.6 billion servings a day. Today, you can find Coca-Cola in virtually every part of the world. Diet Coke: Diet Coke was born in 1982 and quickly became the No. July 24, 2016 / duuyuuu. According to Coca-Cola, the company is reducing the amount of advertising that targets children who are younger than 12.
- These factors are as follows. According to its official website (2009), Coca-Cola Company says that it is proud to be the longest continuous corporate partner of the Olympic Games. As all the products are non-alcohol and everyone can drink, Coca-Cola targets the whole market rather than and particular segment of the population. The company also claims that innovation is at the heart of everything they do and it is one of the reasons why they success. The company heavily invested lots of money to advertise the products from one country to another. There are 4 type of Market segmentation which are most commonly used. Part of the decision process relied on the invention of aspartame, which is regarded as a superior sweetener to saccharine with less side effects (Patrick and Thomas, 1992). Available from: [Accessed 10-12-20]. The website is funded by adverts which cover the cost of our hosting and domain renewal. McGraw-Hill Education. If you use part of this page in your own work, you need to provide a citation, as follows: Essay Sauce, An analysis of market segmentation of the coca-cola company. Creating a successful market segmentation targeting and positioning of coca cola strategy will grow your brand awareness. However, despite displaying clear terms on our sites, sometimes users scan work that is not their own and this can result in content being uploaded that should not have been. Coca-Cola Company had to carefully consider releasing a diet product line due to fears of weakening the brand. To know what their customers need, Coca-Cola uses the consumer segmentation criteria and market into different groups: behavioural, psychographic and profile. However, despite aims to reach consumers’ desire, there was an interesting problem came out from its positioning. Market Segmentation of (FMCG): 1- Geographic Segmentation: This is segmenting a geographic landmass into sub sets. MARKET SEGMENTATION AND POSITIONING IN COCA-COLA - Free download as Word Doc (.doc), PDF File (.pdf) or read online for free. For instance, if companies want to run success business, they must know how to dissolve in different culture. On the other hand, Coca-Cola becomes a successful company and earns great revenue, using its internal and external marketing strategies to overcome most of the other competitors. Gender 4. Coca Cola 's Market Segmentation 1905 Words | 8 Pages. This is more common in different age groups where the young generation seek different kinds of satisfaction and feelings from use a product as compared to the old generation. July 24, 2016 July 24, 2016 / duuyuuu. The Coca-Cola Company is a global business that operates on a local scale in every community where they do business. Many marketers believe that behavioral variables-occasions, benefits, user status, usage rate, loyalty status, buyerreadiness stage, and attitudeare the best starting points for the construction of market segments. The company is in a good position to capture the market of any new drink categories. This gives people more options to choose what they want, especially for those people who do not like to drink with too much sugar but water, so diet coke is not the only option for those people anymore. positioning) and external challenges waiting for it to achieve, for example, Pepsi is one of the closet competitors and purchases similar products. I walk you through the persona of Phillipe, a consumer target for the brand who lives a happy and fun lifestyle, much like the brand identity Coca-Cola is hoping to convey. This page of the essay has 2229 words. Analyze of Market Segmentation of Coca-Cola Individuals with different product requirements have heterogeneous needs. All bottling partners work closely with customers – grocery stores, restaurants, street vendors, convenience stores, movie theaters and amusement parks, among many others – to execute localized strategies developed in partnership with the Company. The Coca-Cola Company. Introduction. This falls in undifferentiated marketing. Long Range Planning, 29(6), 797-811, Patrick, B and Thomas,R. Available in the following flavours: Black Cherry Cola Vanilla, Cola, Cola Green Tea, Cola Lemon, Cola Lemon Lime, Cola Lime, Cola Orange and Cola Raspberry. Coke is “The real thing” and unique. Established in 1886, The Coca-Cola Company operates in more than 200 countries and markets nearly 500 brands and more than 3,000 beverage products. Avaliable at, Datta, Y. Cross-cultural consumption: global markets, local realities. Coca-Cola has successfully segmented its market in different products. Brand Portforlios. The Market Segmentation of Coca Cola Coca cola serves its product using mass market techniques. Executives from the Coca Cola Company describe middle-class teens as the brands core consumers, and this demographic is expected to expand worldwide, with over a billion teenagers in the world and a 50 percent increase in the middle-class from prior decades. You can view our. 2008/2009 Sustainability Review. Created in Atlanta, Georgia, by Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage by mixing Coca-Cola syrup with carbonated water. Though the company is earning good profit, innovation is still one of the important strategies to gain more wealth. Yes! Marital Status 6. One brand likes targeting a segment of people that wants to shine bright, speak louder another brand targets people who want to be happy for just a moment. European Management Journal, 10(3), 277-285, Jennifer, L. A. Market Segmentation of Coca-Cola Introduction. However, the market segmentation of coke would include; geographic segmentation, demographic segmentation, … NOAA Hurricane Forecast Maps Are Often Misinterpreted — Here's How to Read Them. We've got thousands of real essay examples for you to use as inspiration for your own work, all free to access and download. To what extent is the narration in Lolita more concerned with the aesthetics of writing rather than plot? These products include sparkling and still beverages, such as waters, 100 percent juices and juice drinks, teas, coffees, sports drinks and energy drinks. Overall, in 2013, still beverages performed better than sparkling beverages across all the segments except for Europe. The large bulk of associations use this …show more content… Market Segmentation of FMCG chosen product Coca Cola: Segmentation: Coca-Cola is known for its great taste of drink, its one of the biggest companies that produce soft drinks. Generally, comparing with old generation, Coca-Cola seems more popular in the younger groups. 2 pages, 580 words. For instance, according to Madden (2007), Diet Coke and Coke Zero (see Appendix B), although Diet Coke is not only aimed to sell to women on purpose, 80% of Diet Coke sales are to female customers. It is very convenience to buy them everywhere for parties or any functions. In today’s ever-changing global climate market segmentation can help an organization achieve its mission, vision, and goals. Furthermore, the company follows the mass marketing strategy. Bloomberg BusinessWeek reports that people are drinking more soda than ever before thanks to key markets in Latin America and Asia Pacific, while demand in North America and Europe is a little more shaky. Furthermore, the report discusses the targeting and positioning of Coca-Cola Company, it also provides the market for the organization is segmented for the company. An organization’s market segmentation as well can help its profitability and … Once they had decided the market segment they wanted to target and compete in, they clearly developed a picture of that targeted market segment and properly defined their products as part of their positioning strategy. They have designed their positioning strategy so as to draw an effective picture of their products offered for their customer. Diet coke) (Patrick and Thomas, 1992). The report aims to analyze the market segmentation for one of the world’s strongest brands Coca-Cola and talks about the different market segmentation variables by theories and practices in the company. Available at: , Datamonitor. Moreover, the corporation (partnership) strategy and implementation provides a brief overview of Coca-Cola Company’s operation, targeting and positioning in the drink industry. Yes! Coca-Cola has a countrywide network of product distribution but the company segments more in urban and suburban areas as compared to rural areas. (cited in Jennifer, 1997). The company has a vast portfolio of drinks, beverages, waters, juice, teas, coffees, energy and sports drinks which they products, distribute, market and license all over the world. EssaySauce.com is a free resource for students, providing thousands of example essays to help them complete their college and university coursework. The positioning strategy used by Coca-Cola has allowed them to paint a suitable image of themselves in the mind of their customers as the only “Real One”. (1992). Filed Under: Essays Tagged With: Branding, Coca-Cola. EssaySauce.com is a completely free resource for students.
- Coca-Cola serves its products using mass market technique. Updated November 28, 2020. According to the Coca-Cola official website (www.thecoca-colacompany.com), the company is growing very fast with its expanding, 92,400 worldwide employees are being employed to work for it (The Coca-Cola Company, 2009). Available in the following flavours: Cola, Cola Green Tea, Cola Lemon, Cola Lemon Lime, Cola Lime, Cola Orange and Cola Raspberry. What Is the Geographic Market Segmentation of the Coca Cola Company? 3 in sales of bottle water (The Coca-Cola Company, 2009), Coca-Cola uses the same strategy to market and formula it’s business: “One sight, one sound, one sell” (David, 1996). for students : all the ingredients of a good essay, Home » Marketing essays » An analysis of market segmentation of the coca-cola company. Coca-Cola was introduced in 1886, patented in 1887, registered as a trademark in 1893 and by 1895 it was being sold in every state and territory in the United States. Coca-Cola continues to expand their customers through investing new products, keeps innovating and pursuit to get better results for its business in order to catch their loyal customers throughout the world. Students can use our free essays as examples to write their own. A brand or an industry, if any one of them want a long-term sustainable development, a force that can not be ignored is to expand the market demand for the younger generation. Coca-Cola is the biggest non-technology company in the world. This strategy enables the company to divide a large market into subsets based on distinct characteristics, need and wants. Coca-Cola Zero has been one of the most successful product launches in the company’s history. (2001). (2001) claims that the positioning and strategy are being used in same condition in all countries and it shows a global image of fun, good times and enjoyments. Coca-Cola has virtually a selecting for everyone on the planet, other than those who naturally prefer Pepsi over Coke. A Refinement of Porter’s Strategies. Segmentation Targeting Positioning 2. Hays, C. (2004). Coca Cola has been successful in blending its products according to the geographic, demographic, behavioral and psychographic segmentation strategies. As of September 2008, Coca-Cola Zero is available in more than 100 countries. Please note that the above text is only a preview of this essay. EssaySauce.com has thousands of great essay examples for students to use as inspiration when writing their own essays. Some common variables of demographic segmentsare 1. As everyone knows, the Coca-Cola Company (see Appendix A) is a well-known big drinks manufacturer with over one hundred year. In this case, although the company is running a good business, there are still some other internal (e.g. Updated July 16, 2020 Coca-Cola is a huge company which has implemented millions of marketing tactics and researched all the market to find out its specific target market. Coca Cola Market Segmentation In: Business and Management Submitted By rbtnt Words 541 Pages 3. Through their position… As with most luxury item brands the Coca Cola Company sells the majority of its products in the developed world, with approximately 21 percent of it's beverages sold in North America, around 29 percent in Latin America and around 14 percent in Europe. (The Coca-Cola Company, 2008), On the other hand, Warren et al. In 2008, the company launched more than 700 new products globally, which was including more than 160 low or no-calorie beverage options (The Coca-Cola Company, 2009). p4, The Coca-Cola Company. EssaySauce.com is a completely free resource for students. Coca Cola 's Market Segmentation. Occupation For example, a company Victoria’s Secret deals in designing and marketing women lingerie and beauty … Market segments help the company to improve their products and services, knowing what their customers need and innovate new sectors. Global marketing management: a European perspective. (1997). Using different market strategies and dividing the market segments to help the company to gain more profits. Market Segmentation: An Integrated Framework. 1 sugar-free drink in diet-conscious America. This was completed by the year end of 2007. Market segmentation is one of the oldest marketing trick in the books. They markets the products selling into different or more than one market (e.g. An analysis of market segmentation of the coca-cola company. A COVID-19 Prophecy: Did Nostradamus Have a Prediction About This Apocalyptic Year? ©2020 Essay Sauce / Terms of use / Content policy / Privacy policy. Created with young adults in mind, this soft drink is sweetened with a blend of aspartame and acesulfame potassium (Ace K). Coca-Cola Zero: Coca-Cola Zero offers Coca-Cola taste with zero calories. It creates global reach with local focus because of the strength of the Coca-Cola system, which comprises the company and its bottling partners – more than 300 worldwide. The Coca-Cola Company operates its business in multiple geographic areas such as Eurasia & Africa, Europe, Latin America, North America and Pacific. Harvard Business Review , 87-98. Coca-Cola creates value to its customers and with good performance to convince people to buy their products. Truth and Power at the Coca-Cola Company. For example, diet coke is not just market segmentation, it concerns with the value chain on purchasing Coca-Cola (see Appendix B) and Diet Coke in economic differences with purchasing, production cost, as well as marketing functional support cost (Peter, 1987). Behavioral segmentation In behavioral segmentation, Coca Cola buyers are divided into groups on the basis of their knowledge of, attitude toward, use of, or response to a product. Warren, J.K and Bodo, B.S. My case brand Coca-Cola is one of the most successful firms in terms of market segmentation. Source: The Coca-Cola Company (2009). Income 5. Different new products and packages could attract people to buy. With its high reputation and strong brand image, Coca-Cola Company changed its original name Coke with New Coke in 1985, and, the company also aims to give their customers better taste (Datta, 1996). Segmentation helps the brand to define the appropriate products for specific customer group; Coca Cola doesn’t target a specific segment but adapts its marketing strategy by developing new products.Similarly it uses mix of undifferentiated & mass marketing strategies as well as niche marketing for certain products in order to drive sales in the competitive market. Coca-Cola has being positioned with a low/no tech product, and “it’s flavored, carbonated, sweetened water in a plastic, glass and metal container”(Warren et al., 2001). Market segmentation is the process of differentiation a total market into subgroups consisting of people who demand similar products. Soft Drink “Pouring Rights”: Marketing Empty Calories. with the European launch of Jianchi, a new drink inspired by the ancient principles of traditional Chinese wisdom (The Coca-Cola Company, 2009)). In 1899, The Coca-Cola Company began franchised bottling operations in the United States. Age 2. An organization’s market segmentation as well can help its profitability and … Despite an enormous landmass the developing Africa and Eurasia areas account for around 15 percent of sales and Asia Pacific for the final 21 percent. All of our essays are donated in exchange for a free plagiarism scan on one of our partner sites. Coca-Cola knows people from different culture, using its innovation to mix different cultures and flavours together to make new product (e.g. Being the biggest manufacturer, distributor and marketer of non-alcoholic beverage industry, the Coca-Cola Company has been running successful business with its franchising model in the world. Coca Cola Market Segmentation. CEO Compensation and America's Growing Economic Divide. Source: The Coca-Cola Company. Geographic segmentation calls for dividing the market into different geographical units such as regions, cities, or neighborhood. Especially they put vending machines in schools to gain more profit. Because of its strong brand, it not only makes and delivers their products around the world, but also markets the non-alcoholic beverage concentrates and syrups. 3 soft drink in the world. (2009). Generally speaking, although the company focus on whole population in the world, young generation is the target marketed of the company and they also want to show their products with full of youth and energy to their customers. Coca Cola has more than 400 different products line, total of 3,500 product mix. 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 Put into perspective, that’s roughly the same size as their total business in the Philippines, one of their top 15 markets. By Staff Writer Last Updated Mar 25, 2020 6:03:26 AM ET As with most luxury item brands the Coca Cola Company sells the majority of its products in the developed world, with approximately 21 percent of it's beverages sold in North America, around 29 percent in Latin America and around 14 percent in Europe. The company has done a research for male customers and it shows men are also interesting in low-calorie drink but they just not accept to drink Diet Coke because they might think it’s designed for women. Strategic Management Journal, 8(1), 93-101. This essay was submitted to us by a student in order to help you with your studies. Prentice-Hall, Inc. David, J and John, F. (2009). Foundations of Marketing. Known as Coca-Cola light in some countries, it’s now the No. According to the Economic Times “Segmentation allows a seller to closely tailor his product to the needs, desires, uses and paying ability of customers. The market segmentation tactics of many brands differ very drastically and especially for Coca-cola and Pepsi. Coca-Cola’s Market Power and Segmentation Targeting Positioning. Journal of Marketing Research, 34(3), 347-356, Joseph B.F. James O’C and Richard, R. (1993). (Madden, 2007, cited in David and John, 2009). Another market segmentation option available to Coca-Cola Company is segmentation based on benefit sought (Perner, 2010). (1996). Meanwhile, Coca-Cola also manages its business in more than 200 countries. Coca Cola uses "Multisegment" targeting strategy which means that the company has more than single, well- defined, market segment. “A Coca-Cola official said that his company would “continue to be very aggressive and proactive” in going after school business” (Marion, 2000). You can view our terms of use here. A brand or an industry, if any one of them want a long-term sustainable development, a force that can not be ignored is to expand the market demand for the younger generation. Coca-Cola: Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the world. 2 in sales of sports drinks and No. Coca cola utilizes both internal and external marketing strategies to gain a competitive advantage over its competitors becoming a successful company with great earnings. Diet Coke is the drink for people who want no calories, but plenty of taste. (2008). (2009). What Is the Geographic Market Segmentation of the Coca Cola Company. It is obviously that the company has a long partnership with the Olympic Games since 1928 (The Coca-Cola Company, 2009). But this does not mean that Coca-Cola does not have its differentiation strategy to overcome the whole market. Despite health-conscious consumers often turning away from sugary beverages, the Coca Cola company still enjoys billions of dollars in sales each year. Lin Lin200653621Page 9. Sparkling beverage volumes have been declining over the past few years. Coca-Cola has been using its marketing mix to prove their success business. 1.2. The Coca-Cola Company aims to focus on market and work smart. The company has four of the world’s top five nonalcoholic sparkling beverage brands: Coca-Cola, Diet Coke, Sprite and Fanta. Mass marketing is the approach in which the market addressees all segments of the market as though they are the same (Kaliski, 2007). Tailored Logistics: The Next Advantage. The business operations are divided into the following geographies: Eurasia and Africa, Europe, Latin America, North America and Pacific, as well as their Bottling Investments operating group. In 2007, the company sold nearly 450 million cases globally. Coca-Cola’s Market Power and Segmentation Targeting Positioning. The Coca-Cola Company. Through segmentation, the company has managed to ensure continuous customer satisfaction by providing goods and services that meet all the social classes. Coca-Cola might owe its origins to the United States, but its popularity has made it truly universal. (2009). The company has continuously gained more profits through use of different marketing strategies and market segmentation.
At the beginning of 2007, the company decided to change the operating structure, combining Eurasia and Middle East Division, and the Russia, Ukraine and Belarus Division, and, with the India Division to form the Eurasia operating segment; and combined the China Division and the Japan Division with the remaining former East, South Asia and Pacific Rim operating segment to form the Pacific operation segment. For example, in Japan, Coca-Cola Company segmented its products for customers, not only through their products or favourite choices but also according to the saving needs of logistics and vending machines to bring more convenience and time saving, such as help the billing or regularly delivery (Joseph et al., 1993). There are more than 3,000 beverages and being sold at every store and luncheonette and sports ground across the land (Hays, 2004). Markets in North America and Europe are expected to remain stable despite a fall in the sales of sugary beverages thanks to Coke marketing low-calorie diet products successfully, with many including new natural sweeteners that appeal to consumers who avoid soda. The glorious example we see here is that during the major world championship games, like Football World Cup, Cricket World Cup, etc their major marketing strategy comes to action and the segmentation and targeting becomes more perfect. Random House, Incorporated. (2009). 1905 Words 8 Pages. Its Cola is popular worldwide & is liked by people … David, H. (1996). Geographic segmentation. Different consumer groups seek different things from use of a given product. Pendergrast(1993) states that Coca-Cola are cool and real, and , differentiate Coke from its competitors while Plummer (1995) argues “pepsi being young, exciting and hip and Dr pepper being nonconforming, unique and fun”. Dimensions of Brand Personality. Race 3. As everyone knows, the Coca-Cola Company (see Appendix A) is a well-known big drinks manufacturer with over one hundred year. The reputation is getting stronger and stronger now. Peter, W. (1987). Market Segmentation Market segmentation is dividing market into different groups of buyers who have different needs, characteristics and behaviour. Our MLM social network email marketing plan is a proven success. Download the full version above. Later on, the company invited a new product Coca-Cola Zero, which was targeted at the male market, so the two products are very different in the market position. Been one of the oldest marketing trick in the world and domain renewal the rest of the company! Its innovation to mix different cultures and flavours together to make new product ( e.g and! The best way to learn is by example naturally prefer Pepsi over Coke by rbtnt Words 541 Pages 3 and. Company heavily invested lots of money to advertise the products are non-alcohol and everyone drink. 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