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MKT5006 Principles Of Marketing

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Question:

Coca Cola uses "Multisegment" 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.

Geographic segmentation

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

- 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). It’s mostly popular in Britain and Ireland. 

- Coca Cola- the most popular soft drink so far that being sold in most countries in the world. The large demand for its taste and the trend toward healthier lifestyle influenced Coca Cola to produce healthier products such as Coca Cola Zero, Diet Coca Cola, and etc. 

- 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.- Minute Maide- targets kids and adults from 1 year to 10 and 40 plus. It’s convenience to carry. It targets parents that want their children to drink healthier drinks.

Climate- Coca Cola’s 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.

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.

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 hesitate. 

Coca cola Company competes in the nonalcoholic beverages segment of the commercial beverages industry. The nonalcoholic beverages segment of the commercial beverages industry is consisting of numerous firms.

These include firms that, like coca cola that competes in multiple geographic areas, as well as firms that are primarily regional or local in operation.

Competitive products include numerous nonalcoholic sparkling beverages; various water products, including packaged, flavored and enhanced waters; juices and nectars; fruit drinks and dilutables (including syrups and powdered drinks); coffees and teas; energy and sports and other performance-enhancing drinks; dairy-based drinks; functional beverages; and various other nonalcoholic beverages.

These competitive beverages are sold to consumers in both ready-to-drink and other than ready-to-drink form. In many of the countries in which we do business, including the United States, PepsiCo, Inc., is one of our primary competitors. Other significant competitors include, but are not limited to, Nestlé, Dr Pepper Snapple Group, Inc., Groupe Danone, Kraft Foods Inc. and Unilever. In certain markets, our competition includes beer companies. We also compete against numerous regional and local firms and, in some markets, against retailers that have developed their own store or private label beverage brands.

Competitive factors impacting our business include, but are not limited to, pricing, advertising, sales promotion programs, product innovation, increased efficiency in production techniques, the introduction of new packaging, new vending and dispensing equipment, and brand and trademark development and protection.

Our competitive strengths include leading brands with a high level of consumer acceptance; a worldwide network of bottlers and distributors of Company products; sophisticated marketing capabilities; and a talented group of dedicated associates. Our competitive challenges include strong competition in all geographic regions and, in many countries, a concentrated retail sector with powerful buyers able to freely choose among Company products, products of competitive beverage suppliers and individual retailers' own store or private label beverage brands.

For over a century Coca Cola company has been operating successful. It is known world-wide and operate in more than 200 countries. Coca Cola has large share of the cola segment-holding approximately 85 per cent. It is the most recognized trademark in the world. The contract Coca Cola company has with its bottlers is under constant negotiations.

Coca Cola has a nearly $80 billion company evaluation. When they launched their campaign of putting customer names on their bottles sales saw an increase. Prompting consumers to buy the product, take photos next to the bottles, and post the photos into social media sites.

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