An analysis of market segmentation of the cocacola company. Share our ethical values with people interested in learning about coca cola femsa. The target market is where coca cola focuses its marketing efforts as it feels this is where it will be most productive and successful. Cocacolas headquarters are in atlanta, georgia, in america. An example of the segmentation, targeting and positioning. Effective target marketing requires that marketers, segment the market, by identifying and profiling to. Cocacolas current target market is adults looking for a new.
An analysis of market segmentation of the cocacola. Jun 11, 2012 marketing analysis of cokecoca cola 1. Coca cola company is the worlds leading manufacturer, marketer, and distributor of soft beverages. Cocacola takes every thirst quenching person as a potential target market. Set forth the procedure to sanction those who commit offences against our business code of ethics. After introducing coca cola as a soft drink they quickly expanded into pretty much every country i am not sure if you can drink coca cola in north korea. Targeting coca cola target different segments with different ads. Year 2015 pages 16 catalog number v321421 isbn ebook 9783668215955 isbn book 9783668215962 file size 8 kb language english notes. But since coca cola has been a brand for over 125 years coca cola, 2011, it provides a nostalgic feel to the older generation 31 and up. The logo of cocacola was created by frank robinson, who worked as a bookkeeper for cocacola company. Cocacola target market analysis the social grabber. Primary market of coca cola is younger people in the age bracket 1025 with people from 2540 comprising of secondary market.
Besides, as there are lots of universities in britain, the target group can form the market that is large enough and has some potential. The target market for coca cola is very wide as it satisfys the needs for many different consumers, ranging from the healthy diet consciousness through diet coke to the average human through its best selling drink regular coke. How has the target market of cocacola changed through. The segmentation is on the basis of age as well as income. Coca cola segments the market on the basis of demographics. The company wants to provide a feeling of happiness to every one of their consumers. Cocacola owns the two market leading brands in the carbonated soft drinks market in thums up and sprite, both of which have a 15% share according to nielsen data, while the cocacola brand, with an 8. Marketing strategy of coca cola coca cola strategy. Coca cola uses multisegment targeting strategy which means that the company has more than single, well defined, market segment. This market covers 80% of indias new coke drinkers. All of them use effective market segmentation to target specific markets. Though all age groups are being targeted, the main potential lies between the ages of 1825, which covers around 40% of the market share.
With the presence in more than 200 countries and the daily average servings to 1. Market analysis coca cola market size coca cola is one of the leading beverage companies in pakistan. An analysis of price, product and communication grade 1,0 author julia anders author year 2011 pages 53 catalog number v232661 isbn ebook 9783656494980 isbn book 9783656495277 file size 2948 kb language english notes a profound paper about coca colas marketing strategy. Oct 31, 20 the target demographic for coca cola is a broad due to cola drinks popularity. Sep 07, 2016 coca cola currently offers more than 500 brands in over 200 countries.
The integrated marketing campaign encouraged consumers to not. Cocacola femsa works under the fundamental premise of abiding by all laws and. Therefore each new product is catered to a specific target market. Coca cola has more than 400 different products line, total.
Despite having a higher price than many local and international brands, coca cola is still able to gain the highest level of acceptability among all. Marketing plan measuring success current strategy vs. To know what their customers need, cocacola uses the consumer segmentation criteria and market. It develops a marketing mix for each of the segments. Pdf marketing management project on coca cola mian. Jun 03, 2011 cocacola has defended its strategy in the us amid questions from investors about whether it was acting as a spoiler in the soft drinks industry by keeping prices low in its home market. The company focuses its efforts on many different people.
Aug 19, 2019 marketing history market research in the beginning. The marketing mix of cocacola life publish your masters. An example of the segmentation, targeting and positioning process. Coca colas target market is based upon demographic. Marketing plan on marketing plan for cocacola marketing assignment cocacola is not a premiumpriced product, but it is comparatively expensive than other similar brands available in the market. Target market the coca cola company produces products that are aimed generally at a younger age group, ages 1530. If the classic product does not match the needs and. Market segments help the company to improve their products and services, knowing what their customers need and innovate new sectors. Coca cola company target market grade mariya krachok. Project report marketing management product strategy of coca cola. The company makes so much money that it has more incoming revenues every year than 120 countries where coke is sold. Gains in soda market as cocacolas share and sales slip. Shop for coca cola beverage products online at target. Nov 12, 2019 market segments help the company to improve their products and services, knowing what their customers need and innovate new sectors.
Report of coca cola marketing analysis marketing essay. Cola hbc is one of the largest nonalcoholic drinks bottlers in europe, operating in 28 countries in three continents its the most diversified footprint in the coca. Who is coca cola target marketing and segmentation market. It has a diverse product portfolio in the beverage industry. The cocacola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world.
From the star cocacola drink to inca kola in north and south america, vita in africa, and thumbs up in india, the cocacola company owns a product portfolio of more than 3500 products. Cocacola really has a very wide customer base including large corporations, chain restaurants, retailers, small business corporations, small vendors, and household families. Because the consumers with this age are the main consumers of the cocacola products. Marketing analysis of cokecoca cola linkedin slideshare.
The products are priced competitively because of the heavy competition in the soda industry. Above all, it is designed for those who would like to drink a reduced calorie coke with a sweetener of natural origin. Rural market is also a very attractive targetin order to reach to the rural india, cci had also launched television commercials targeting at rural population. Coca cola is a carbonated soft drink produced by coca cola company. In fact, no country represents more than 20 percent of sales volume. The following is a brief analysis of colacolas marketing segments. Nov 20, 2011 coca cola company is the worlds leading manufacturer, marketer, and distributor of soft beverages. As you may be aware, cocacola eventually took the dramatic act of reformulating their flagship cocacola product and withdrawing it from the market to replace it with new coke. Aug 10, 2015 coca cola spans all customer demographics by offering at least one beverage in every category, including soybased drinks, water, and energy drinks. To know what their customers need, coca cola uses the consumer segmentation criteria and market. Originally marketed as a temperance drink and intended as a patent medicine, it was invented in the late 19th century by john stith pemberton and was bought out by businessman asa griggs candler, whose marketing tactics led cocacola to its dominance of the world softdrink market throughout the 20th. Mar 10, 2017 after introducing coca cola as a soft drink they quickly expanded into pretty much every country i am not sure if you can drink coca cola in north korea. Company achieves or exceeds all full year guidance.
Doc company and industry analysis for cocacola jaf. Geographic integrated global marketing case study 7 it segmented the world market based on different geographic traits. View coke revenue estimates and earnings estimates, as well as analyst recommendations. Coca colas target market is based upon demographic geographic. Hence, all these points give an overview on coca cola marketing mix. Segmentation and target market the three major players in the soft drink market are pepsico, inc. They offer a variety of products and variations of their original cocacola classic. The coca cola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. Despite having a higher price than many local and international brands, cocacola is still able to gain the highest level of acceptability among all.
Project report marketing management product strategy of. The target demographic for coca cola is a broad due to cola drinks popularity. Coca cola targeting and positioning segmentaonenablesbrandstode. Coca cola has been leading the soft drink market around the world in the recent century due to its superior popularity and quality coke drinks appear almost everywhere from vending machines, convenient stores to coffee shops, restaurants in hundreds of nations worldwide and become such a prestige brand name. It is best known for its flagship product, cocacola, and is. Through market segmentation, we decide to choose the 1829 year old consumer group as our target market. Cola cola has beverages for every strata of consumers, and having a brand which is probably the most recognizab. The marketing strategy of coca cola is a mix of three important elements affordable prices, worldwide accessibility and great consumer connection. Cocacola has defended its strategy in the us amid questions from investors about whether it was acting as a spoiler in the soft drinks industry by keeping prices low in its home market. Apr 19, 2020 coca cola also engages in various csr activities to help support environmental and social issues across the globe. The cocacola company reaffirms full year guidance and provides update on expected impact from covid19. With our large number of brands, employees, and communities, there is always a new story at the coca cola company.
How has the target market of cocacola changed through time. Coca cola commercials basically target on young generations, because they want to represent coca cola with the youth and energy. Coca cola in pakistan came to pakistan in 1953 with their first plant at karachi and it all started with a franchised and licensed distribution in 1996 coca cola international acquired all the cokes manufacturing operations from the licensees in pakistan and formed ccbpl today coco cola has the 2nd largest share in the csd market after pepsi. Thats the estimate market value of coca cola in the world today. Advertising strategy of cocacola at cocacola beverages pvt.
From the facts it is revealed that the market for coca cola as mentioned in the swot analysis segment is encouraging. The target market when it comes to the consumer market, coca cola has a very broad market base. A good example of the stp process segmentation, targeting, positioning can be found during the cola wars in the 1980s between cocacola and pepsicola. Apr 15, 2020 the marketing strategy of coca cola is a mix of three important elements affordable prices, worldwide accessibility and great consumer connection. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. Marketing plan on marketing plan for coca cola marketing assignment coca cola is not a premiumpriced product, but it is comparatively expensive than other similar brands available in the market. Proposed strategy compare coke life to different coke products compare it to similar products in the market. Cocacolas target market is based upon demographic, geographic, psychographic and behavioral characteristics. Coca cola spans all customer demographics by offering at least one beverage in every category, including soybased drinks, water, and energy drinks. Most coke products satisfy all age groups as it is proven that most people of different age groups consume the coca. The target market for coca cola is very wide as it satisfys the needs for many different consumers, ranging from the healthy diet consciousness through diet coke to the average human through its best selling. It is best known for its flagship product, coca cola, and is one of the largest corporations in the united states. We do not use or the resources of cocacola femsa for personal gain.
It all started years ago, in 1886, when a confederate colonel in the civil war, john pemberton, wanted to create his own version of coca wine cola with alcohol and cocaine and sent his nephew lewis newman to conduct a market research with the samples to a local pharmacy jacobs pharmacy. Coca cola targeting and positioning segmenta onenablesbrandstode. Recently customers tend to eat and drink more healthy. Coca cola s headquarters are in atlanta, georgia, in america. Because the consumers with this age are the main consumers of the coca cola products. The target market when it comes to the consumer market, cocacola has a very broad market base. Coca cola targeting and positioning universitas brawijaya. The brand is present across more than 200 nations and is sold in packets of various sizes. The word coca cola is the most famous and understood in the world after the word ok. Cocacola, or coke, is a carbonated soft drink manufactured by the cocacola company.
Given careful consideration and after researching and analyzing consumer age, household size, marital status, and income, the best target markets for cocacola, are 1834 yearolds and those who live in households of 3 or more communications 352 dr. Last june cocacola launched their share a coke campaign in the u. Coca cola being the largest beverage company in the universe does not have a target market in the usual sense. Cocacola reports strong growth in fourth quarter and full year 2019. They markets the products selling into different or more than one market e. The target market of coca cola is not limited to age, area or gender, it is a global brand and is serving people at offices, homes, parties, restaurants, bars and every place where one can be present.
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