Tuesday, April 14, 2015

Submitted By: Shiza Khalid Mubeen

Course: BBA 2nd
Course Title: Principles of Marketing
Assigned By: Maam Samia Kulsoom
Topics: Market Target Strategy and Market
Segmentation of COCA COLA

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Tuesday, April 14, 2015

Market Target
Strategy of COCA COLA the
Beverages Co.

Coca Cola Company is the worlds leading manufacturer,

marketer, and distributor of soft beverages.

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Coca Cola uses Differentiated targeting strategy which

means that the company has more than single, well- defined,
market segment. It develops a marketing mix for each of the
segments. Coca Cola has more than 400 different products line,
total of 3,500 product mix.

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Tuesday, April 14, 2015

Market Segmentation of COCA COLA

Geographic Segmentation
Coca Cola has drinks that targets different age groups, ethnic
groups, sexes, lifestyles, etc.:

- Oasis- Juice made for the younger working

adults, between the ages of 20-30. The product is available in
different flavors (berry, lemon, and orange tangerine). Its
mostly popular in Britain and Ireland.
Climate- Coca Colas consumption in the summer is 60% than
40% in the winter; therefore, the company's sales are higher in
the summer. It also focuses in hot area in the world.

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Tuesday, April 14, 2015

Demographic Segmentation
-Age- 15-25 years old and 40 plus.
-Gender- targets both genders with wide variety drinks.
-Income- segments different income level. for example, by
packaging: for low level income the company is selling
returnable glass bottle; for high level income, the company is
selling coke in tins.
- Coca Cola Zero- targets teens that don't want calories but want
the taste.
- Diet Coca Cola- targets adults, between 30-50 who are health
conscious but want the taste.
- Powerade- sport drink, targets athletes between 13-27 ages.
- Minute Maide- targets kids and adults from 1 year to 10 and 40
plus. Its convenience to carry. It targets parents that want their
children to drink healthier drinks.

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Tuesday, April 14, 2015

Psychographics Segmentation
People who are brand conscious will not drink beverages of less
known brands. They will try to show their status by drinking
Coca-Cola.
The level of education is another factor that the company is
paying attention to. In a high percentage education, the company
can use advertisements to convey the company massage.
Because Coca Cola is a recognized world brand, people will
drink it without hesitation.
Coca Cola designed to satisfy the consumers needs. The
company is able to provide drinks for many different target
markets: ages, sexes, and etc. The products are sold to diverse
population all around the world.
Coca Cola products are purchased by different classes, but
mainly by middle to high level class.

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Behavioral Segmentation
Behavioral segmentation contains occasions as parties, benefits
as taste loyal customers and new users.

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Competitive Advantages of COCA COLA

Market Leadership. Coca-Cola FEMSA is the largest franchise bottler
of Coca-Cola trademark beverages in the world.
Business partnerships. Coca-Cola is working together with The CocaCola Company to develop more advanced joint business models to
continue exploring and participating in new lines of beverages,
extending existing product lines and effectively advertising and
marketing our products
Strong brand portfolio. The company offers a powerful and wide
portfolio of beverages to its customers and consumers, and continuously
explores promising beverage categories to capture growth in its different
markets.
Collaborative customer relationships. As an organization, Coca-Cola
continually looks to deepen its customer relationships. Our company is
working closely with its largest clients to develop stronger multi-faceted
relationships.
Channel Marketing. In order to provide more dynamic and specialized
marketing of our products, our strategy is to classify our markets and
develop targeted efforts for each consumer segment or distribution
channel.

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Multi-Segmentation (Differentiated). We have been implementing a

multi-segmentation (differentiated) strategy in the majority of our
markets.
Client Value Management. We have been transforming our commercial
models to focus on our customers value potential using a value-based
segmentation approach to capture the industrys potential.
Go-to-market strategies. We continuously evaluate our distribution
model in order to fit with the local dynamics of the marketplace and
analyze the way we go to market, recognizing different service needs
from our customers
Flexible sales and distribution models. We use several sales and
distribution models depending on market, geographic conditions and the
customers profile.
Full Operating Potential. More with less is a key part of the Coca-Cola
corporate culture.
Managerial expertise. We focus on management quality as a key
element of our growth strategy and remain committed to fostering the
development of quality management at all levels
Sustainable Development. Sustainable development is an important
pillar of our Companys strategy. We continually develop programs that
ensure the creation of social and economic value by fostering the quality
of life of our employees, promoting a culture of health and well-being,
supporting our surrounding communities and minimizing our operations
environmental impact.

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