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Market segmentation is the process of dividing a potential market into distinct sub-markets of
consumers with common needs and characteristics.
DemographicBASIS COCA COLA
AGE 14-64GENDER Male, female
FAMILY SIZE 1-2,3-4,5-6+FAMILY LIFE CYCLE Married, unmarried
PsychographicBASIS COCA COLA
SOCIAL CLASS Middle upperLIFE STYLE Strivers
ExperiencesMakers
Achievers
BehavioralBASIS COCA COLA
Occasions Regular occasionsBENEFITS Brand image
USER STATUS First time userLOYALITY STATUS Committed in heart and mindREADINESS STAGE Advertising conscious
CulturalBASIS COCA COLA
URBAN CULTURE Prefer SUB URBAN CULTURE Prefer
RURAL CULTURE Prefer
Psychographic
Coca colaAchieversStrivers
ExperienceresThinkersBelievers
Target Marketing involves breaking a market into segments and then concentrating your
marketing efforts on one or a few key segments.
COCA-COLABY TERRITORYCentral regionNorthern regionEastern region
YOUTH GENERATION
CO-TARGET MARKET OLD PEOPLE
It is very difficult to serve all segments of the market. Big companies can go for full market coverage. For eg. Coca-cola for soft drink market follow full market coverage approach to their product-
market matrix. However, coca-cola follows undifferentiated marketing strategy.
COCA-COLA
LEADERSHIP: “A courage to shape a better future”
COLLABORATION: Leverage collective genius
INTEGRITY: Be real
ACCOUNTABILITY: If it is to be, its up to me
PASSION: Commited in heart and mind
DIVERSITY: As a inclusive as our brand
QUALITY: What we do, we do well
SWOT ANALYSIS
COCA-COLA
STRENGTHS� Brand Image� Distribution Network� Bottling Division� Advertising Campaigns
WEAKNESSES� Attrition Rate� Loss Making Unit� Health Hazards
OPPORTUNITIES� Focus on Carbonated drinks
� Venture into Traditional
Beverages
THREATS� Pesticide Controversy� High Bargaining power of buyers
DIET COKE DIET COKE TIN
600 ML300 ML
IMPACT ON CONSUMER
Improving the quality of life in the communities where we operate has always been an integral part of our business: promoting active lifestyles and well-being, minimizing our environmental impact, driving economic growth and more.
From our early years, we have promoted active living, sponsoring sports programs on a local basis and a global scale. Our environmental commitment began long ago with water quality and waste reduction, and we continue to work to lessen our environmental footprint. In the communities we serve, our presence means increased opportunities in terms of jobs, tax income and economic growth, as well as support for community programs.
These are just a few of the ways we strive to make life better for our customers, consumers and communities around the world. Learn more about our initiatives around the world by visiting the links to the left.
TAGLINES