SIKANDER ALI E-03SULTAN MOHAMMAD E-06

HISTORY OF COCA- COLA. HISTORY OF COCA-COLA IN PAKISTAN. TARGET MARKET MARKET SEGMENTATION. QUESTIONS.

The Coca Cola company traces it’s beginning to 1886, when an Atlanta Pharmacist, Dr. john pemberton, began to produce Coca-Cola syrup for sale. However the bottling business started in 1899 when two chattanooga (fourt-lareget city in U.S.A ) Businessmen , Benjamin F.thomas and Joseph B. Whitehead, secured the exclusive rights to bottle and sale coca-cola for most of the United States from the Coca-Cola company.

“56 Years of dedication” The Coca-Cola company began

operating in pakistan in 1953. Coke Fanta and sprite the brands with which Coca-Cola is operating in pakistan. Coca-Cola system in pakistan operates through eight bottlers four of which are owned by Coca-Cola Beverages Pakistan Limited (CCBPL). The CCBPL plants are in Karachi, Hyderabad, Sialkot, Gujranwala, faisalabad, Rahimyar Khan and Multan etc.

Coca-Cola takes every customer as target and potential who is thirsty.

All age groups are being targeted but the most potential is the age group from 18-25 that covers around 40% of total age segment.

AGE: The target market for the Coca-Cola is based on age. The audience of Coca-Coal is youngester or youth.

It has wide range of targeting. It ranges from the age of 15-25 and reaches to 40.

Their targeting is not based gender but the results show that both genders like this product and use it.

GENDER: Coca-Cola segments pakistani market with a percentage ratio of 58% females and 42% males.

Life style; busy life style( face shortage of time) and mobile generation.

Family; dependent on their family.

Occupation; students and family oriented people.

NATURE: Fun lovin and entertainment loving.

SOCIO ECONOMIC STATUS: Upper lower and lower class.

Coca-Cola serves its products using mass market technique. Which obviously falls in undifferentiated marketing and undifferentiated marketing means no segmentation, but there are minor factors on which we can say that the coke segments its products and then targets the customers somehow.

These factors are as follows.

GEOGRAPHIC SEGMENTATION.

INTERNATIONALLY: Coke segments its products country wise and region wise.

The most important things is the taste and quality.

It varies according to the taste and income level of the people in that country. I.e.: third world countries are given low quality and taste.

CLIMATIC: In coke marketing, main idea is to serve it cold, so we that they focus on hot areas of the world.

i.e.: middle east etc and their sale increase in summer.

LOCALY: In pakistan the coke segments more in urban and suburban areas as compare to rural areas.

DEMOGRAPHIC: AGE:. Coke segments the small

children introducing tastes like vanilla, lime and cherry. They focus children from 4-12.

Coke specifically target more young than older.

FAMILY TYPE:. Coke introduces its economy pack and that’s how the focus family and groups.

INCOME:. Coke segments different income levels by packing.

For small income people it has small returnable glass bottle.

For middle people it has small non-returnable bottle.

For higher income people it has Coke Tin.

PSYCHOGRAPHIC. All psychographics variables the

social class, lifestyle, occupation, level of education and personality Coke segments everyone.

But again its there packaging which is different for different consumers.

BEHAVIORAL:

OCCASION:. Coca-Cola segments different occasions which are celebrated in the country.

Basant has become an international event identity of the culture of pakistan.

The crdit for making celebrations available for almost everyone largely goes to Coca-Cola Company.

ANY QUESTIONS…..?