SEGMENTATION, TARGETING AND POSITIONING OF COCA - COLA

UNIVERSITY OF MANAGEMENT AND TECHNOLOGY

STRATEGIC MARKETING MANAGEMENT
CLASS ACTIVITY

GROUP MEMBERS:
MUHAMMAD UMER SHABBIR
MADEEHA SUBHAN
WAJEEHA MUNIR
 SEGMENTATION, TARGETING AND POSITIONING OF COCA - COLA

SEGMENTATION

Segmentation of the brand is very important to know what their customers want and needs.
Coca-Cola uses the consumer segmentation criteria and markets into different clutches such as
behavioral, psychographic and profile. Coca-Cola creates significance to its customers and with
good performance to persuade people to buy their products Segmentation of the product includes
range of the market in which the brands need to be presented, advanced and achieved their
product. Coca cola has selected Pakistan as its potential market for its brands because of various
opportunities which it identified through R&D for example Pakistan is the world largest country
with respect to its population, cheap labor, availability of variety of specialists and the
accessibility of other beverage industries. Market segments help the company to progress their
products and facilities knowing what their customers need/wants and revolutionize new
divisions. They market the products selling into different or more than one markets. For
example, Coca-Cola has introduced diet coke for the health conscious mass present in the
market.

TARGETING

The core target audience of Coca Cola is teenagers or youth. The target market of Coca-Cola is
not based on gender but the results show that both genders (Male and Female) like this product
and use it equally. Coca Cola considers each customer as a target and a prospective customer.
The target age of Coca-Cola is 12 years and older. It targets both the lower income group and
upper income range respectively. Now a days consumption of Coca-Cola does not depend upon
the family size of the society both smaller family size and bigger family size consumes the Coca-
Cola equally and consumption of it is growing day by day that is why the life cycle of Coca-Cola
is considered as it has long life cycle. It has become a necessity of the society within a less
period of time because most of the people think that without coke their meal is incomplete which
makes the consumption of Coca-Cola on the daily basis.

MARKET POSITIONING

Positioning is the image generated by the firms about their brand in the thoughts of the
consumers through the consumption of marketing mix elements such as product, price,
placement and promotion. Companies usually project and progress positioning strategies to make
their consumers categorize the brands and can associate those with their personalities and on
purchase time may help to easily recall the brands. Unlike brands create dissimilar imagery
among consumers or even consumers at their own development of brands and image of giving
meaning to the brands. Country of foundation, excellence, obtainability, materialism,
possession’s feelings etc. is some of the basis formerly operated by firms and communicated
with the help of the marketing mix selection and implementation. But the decision for companies
becomes crucial in selecting whether to create a single image in all the markets or change
according to the market characteristics. Coca-Cola positioned their product in such a way that
majority of the customers are brand loyal of coke rather than other carbonated drinks brands
because the quality of the coke is far better than other sodas brands because other carbonated
drinks have double the sugar content as compared to coke.
 SEGMENTATION, TARGETING AND POSITIONING OF COCA - COLA

SOURCES:

 Perch, D. (2020, January 24). Coca-Cola Target Market. A Case Study

 War, C. (n.d.). Coca Cola targeting and positioning
 Anonymous. (2019, November 12). An analysis of market segmentation of the coca-cola
company