This was the first extension of the coca cola and coke trademark. Marketing mix of coca cola 4 ps of coca cola coca cola 4. This post is part of the killer facebook pages series, which highlights the top brand pages on facebook and provides tips on how to emulate their successes coca cola is the third most popular brand on facebook, with nearly 40 million fans, falling only behind facebook itself and youtube. The soft drinks market is very competitive and cocacola has had their share of. Coca cola commercials basically target on young generations, because they want to represent coca cola with the youth and energy. The product is controlled by the coca cola company, a. Apr 11, 2016 in this case, to select the proper market segment as the target market, and to develop the marketing strategy accordingly, would be necessary. Project report marketing management product strategy of.
Who is coca cola target marketing and segmentation market. Proposed strategy compare coke life to different coke products compare it to similar products in the market. Positioning in marketing terms means implementing a chosen image and appeal to the chosen market segment. Aug 19, 2019 marketing history market research in the beginning. Coca cola company is the worlds driving producer, advertiser, and merchant of delicate drinks. Since its creation, coca cola has been widely recognised for providing refreshing carbonated. It contributes to the highest sales of soft drinks globally. Coca cola targeting and positioning universitas brawijaya. Pdf coco cola marketing strategy and market plan ekin duran. In 1985 the formula for coca cola was transformed and the coca cola company free a new coke. Creative brief 3 background coca cola is an international conglomerate established in atlanta, usa in the 1880s. May 11, 2019 cocacola target market by darbinyan perch published may 11, 2019 updated april 21, 2020 cocacola is a huge company which has implemented millions of marketing tactics and researched all the market to find out its specific target market. This paper aims to identify market segments and targets for marketing strategy plan of cocacola company in malaysia.
Coca cola company target market grade mariya krachok. Cocacola target market by darbinyan perch published may 11, 2019 updated april 21, 2020 coca cola is a huge company which has implemented millions of marketing tactics and researched all the market to find out its specific target market. Identifying market segments andtargets formarketing. 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.
Get it today with same day delivery, order pickup or drive up. How has the target market of cocacola changed through time. Coca cola has no specific target market, according to. Coca cola is one of the two leading brands in the soda industry and the largest brand of nonalcoholic beverages in the world. Explore the wide variety of products and beverages that the cocacola company has to offer. It is also among the top twenty companies globally in terms of marketing expenses. This involves implementing the targets that have been set to be achieved from the chosen market segment kumar, 2010.
It builds up a showcasing blend for each of the portions. Coca cola is the worldwide number 1 seller of sparkling beverages and juice drinks and takes position 2 in the sale of sport drinks while its sale of bottled water is ranked position three. Marketing plan measuring success current strategy vs. 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. Market segments help the company to improve their products and services, knowing what their customers need and innovate new sectors.
Jun 11, 2012 marketing analysis of cokecoca cola 1. The primary mark market for coca cola is multicultural young person of age 24, which. Apr 19, 2020 the coca cola logo is clearly made visible on each of these bottles and cans to differentiate itself from coke. Coca cola takes every thirst quenching person as a potential target market. Coca cola is an american multinational beverage manufacturer marketer and distributor. Us market in 2005, as a sugarfree version of cocacola that maintains the same taste. Since always the brand has spent a lot on marketing and advertising. Pepsis strategy of focusing on snack foods and innovative approaches in the non cola beverage market has helped the company gain market share and surpass coca cola. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states.
It develops a marketing mix for each of the segments. Coca cola development strategy success pepsi promotion coca cola intergrated marketing communication s. Segmentation enables brands to define the appropriate products for different kind of customers. Coca cola life, which is the new product that was launched in australia last year, can be the good example of how proper stp strategy can help company to achieve better success. Coca cola has in placed multisegment and targeting strategy. This is because older generations drink less sodapop and younger generations do not make money to buy the. The target market for the beverage coca cola are young adults to middleaged people. The target market for the beverage cocacola are young adults to middleaged people. Pdf as a chandler founded the coca cola company back in 1886 and it is. Coca cola uses multisegment targeting strategy which means that the company has more than single, well defined, market segment. A good example of the stp process segmentation, targeting, positioning can be found during the cola wars in the 1980s between coca cola and pepsi cola. If the classic product does not match the needs and. The following is a brief analysis of cola cola s marketing segments.
They markets the products selling into different or more than one market e. Marketing strategy of coca cola coca cola strategy. To know what their customers need, coca cola uses the consumer segmentation criteria and market. How has the target market of cocacola changed through. 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. 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. 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. Marketing plan on marketing plan for cocacola marketing assignment coca cola is not a premiumpriced product, but it is comparatively expensive than other similar brands available in the market. For example, its odwalla brands of healthy juices is targeted towards people who. Targeting coca cola target different segments with different ads. Advertising strategy of cocacola at cocacola beverages pvt.
Coca cola doesnt target a specific segment but adapt its marketing strategy by developing new products. Most of the target marketing is geared towards young people, but some advertising is tailored for older people. The target market for coca cola is very wide as it satisfies the needs for many different consumers, ranging from the healthy diet consciousness through diet coke to the average human through its bestselling drink regular coke. Given that they operate in over 200 countries, they are faced with a clear choice of whether to standardize their product offerings globally and reap the potential benefits economies of scale, adapt their offerings to a particular market. Cocacola may have a new target in its race for global. Our collaborative relationships with customers and broader, deeper routeto market approach helps us. That means growing beyond soda, which it has already done, into drink segments where it. Cce opened the new automated storage and retrieval system asrs warehouse in its wakefield factory in the uk in march 2014.
Coca cola has more than 400 different products line, total. Geographic integrated global marketing case study 7 it segmented the world market based on different geographic traits. Coca cola, sprite and fanta have large market shares in their respective segments but their growth is almost stagnant. Mar 04, 2018 market segmentation examples coca cola. Coca cola market plan and market research free essay example. Coca cola has more than 400 distinct items line, aggregate of 3,500 item blend.
Apr 15, 2020 the target market of coca cola mainly consists of people in the 35 age group. An analysis of market segmentation of the cocacola. Coca cola s target strategy concentrated their efforts on the young males instead of the females due to the argument presented by. We have drinks and beverages for everybody and every occasion. Coca colas target market is based upon demographic. Generally, coke does not have a specific target and is addressed to everyone. Video on cola wars pages 2012 32 decembre 11 novembre 19 how values influence consumers coke choice. The company wants to provide a feeling of happiness to every one of their consumers. Marketing analysis of cokecoca cola linkedin slideshare.
In the global market, coca cola is the market leader for the beverage. An example of the segmentation, targeting and positioning. Marketing positioning of cocacola life t1 2016 mpk732. 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. Coca cola is the worlds biggest softdrink company which manufactures and markets nonalcoholic drink focuses and syrups. Cocacolas target market is based upon demographic, geographic, psychographic and behavioral characteristics. Besides the popular cocacola and coke brands the business uses more than 500 brands in over 200 countries or areas and serves 1. Coca cola is one of the most leading company in soft drink beverage industry. Target market and market segmentation of coca cola. Discussion and analysis of the marketing strategy of coke zero in the us market robert sarich, riasat zaman, and chinmoy misra coke zero 375ml cans as sold in vending machines were launched in the us market in 2005, as a sugarfree version of coca cola that maintains the same taste. Coca cola segments the market on the basis of demographics. Coca cola targets mostly people who are 12 years old or older. Recently customers tend to eat and drink more healthy.
The target market of coca cola mainly consists of people in the 35 age group. The coca cola company is looking to tap into this growth, and the company is focusing on making india its third largest market though without a definitive time frame, up from its current sixth. Cocacola target market analysis the social grabber. In two years time, diet coke was the top selling diet soft drink in the world. The international empire of coca cola spans more than 200 countries. Marketing analysis of the product coca cola zero marketing.
The company has set certain limitations when it comes to target marketing. The coca cola company, for example, varies levels of sweetness, effervescence and package size according to local tastes and conditions. The company has a large product portfolio of sparkling and still beverages. Coca cola has strategically positioned itself within the world soft drink market.
This market covers 80% of indias new coke drinkers. The coca cola bottles also have unique shapes pertaining to the brand. Cocacolahasstrategicallyposioneditselfwithintheworldsozdrinkmarket. Target market coca cola s target market is as vast and varied as its product lines around the world. Marketing history market research in the beginning. Coca cola utilizes multisegment focusing on procedure which implies that the organization has more than single, all around characterized, market section. Explore the wide variety of products and beverages that the coca cola company has to offer. Through black packaging, with red and white colouring used for the coca cola logo, these specific colours where used to be aimed at their target market. The 4 ps of coca cola include the product, the price, the place and the promotions. Project report marketing management product strategy of coca cola.
As you may be aware, coca cola eventually took the dramatic act of reformulating their flagship coca cola product and withdrawing it from the market to replace it with new coke. The marketing mix of coca cola has been changing over time with more and more products being added such that today it has 3300 products. Target market coca cola currently offers more than 500 brands in over 200 countries or territories and serves 1. 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. Pdf strategic marketing plan for cocacola 2016 researchgate. Target market the coca cola company produces products that are aimed generally at a younger age group, ages 1530. Nov 20, 2011 coca cola company is the worlds leading manufacturer, marketer, and distributor of soft beverages. The coca cola company introduced diet coke in 1982. Coca cola s target market is based upon demographic, geographic, psychographic and behavioral characteristics. While the company does not have a specific target market, it does however, target specific markets and demographics based on taste and habits. Since its creation, coca cola has been widely recognised for providing refreshing carbonated beverages to consumers across the world. Segmentation helps the brand to define the appropriate products for specific customer group. The following is a brief analysis of colacolas marketing segments.
Cocacola is the worlds biggest softdrink company which manufactures and markets nonalcoholic drink focuses and syrups. Though all age groups are being targeted, the main potential lies between the ages of 1825, which covers around 40% of the market share. Coca colas target market is based upon demographic geographic. Here i will discuss demographic geographic psychographic and behavioral segmentation of coca cola. In coca cola marketing mix, promotions and place plays a major role in building the brand. It wasnt until early 2006, however, that pepsico enjoyed a market value greater than coca cola for the first time. An analysis of market segmentation of the cocacola company. A concentrated marketing strategy is utilised when a firm wishes to offer a product to a single segment and therefore accurate information is required before venturing in to the market solomon et al, 2012. Pemberton, an atlanta pharmacist, when he tried to create a distinctive syrup which can be sold at soda fountains. 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.
Identifying market segments andtargets formarketing strategy. The coca cola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. Discussion and analysis of the marketing strategy of coke. Coca cola s current target market is adults looking for a new. The target market for the coca cola is based on age. Besides the popular coca cola and coke brands the business uses more than 500 brands in over 200 countries or areas and serves 1. Primary market of coca cola is younger people in the age bracket 1025 with people from 2540 comprising of secondary market. Coca cola s headquarters are in atlanta, georgia, in america. The segmentation is on the basis of age as well as income. Coca cola company target market examines how coca cola has strategically positioned it self within the worlds soft drinks market. And also it produces products like diet coke, coca cola zero for the health conscious people who dont prefer calories but cannot forget the taste.
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. While coca cola are attempting to improve the sustainability of their product design by utilising recycled materials in their production of bottles, critics warn that this is a halfhearted response at rectifying the organisations brand image when a lot of the time, it is the distinctive bottles of coca cola that wash up on the beaches sauven, 2017. Segmentation, targeting and positioning of cocacola. According to a covario case study, the soft drinks page is growing at a monthly rate of nearly 3%. Effective marketing and business strategy therefore requires a segmentation of the market into homogeneous segments, an understanding of the needs and wants of these segments, the design of products and.
Apr 09, 2016 coca cola uses different blends to target different age groups, ethnic groups, sexes, lifestyles, etc. Discussion and analysis of the marketing strategy of coke zero in. It is best known for its flagship product, coca cola, and is. The target market of coca cola is not limited to age, area or gender, it is present globally and is serving people at offices, homes, parties, restaurants, bars and every place where one can be present. Sep 07, 2016 coca cola currently offers more than 500 brands in over 200 countries. 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. How cocacola plans to make india its third largest market. Oct 31, 20 coca cola company target market examines how cocacola has strategically positioned it self within the worlds soft drinks market. An evaluation of marketing strategies undertaken by coca. Coca cola wants to dominate the nonalcoholic beverage market around the world. Cce opened the new automated storage and retrieval system asrs warehouse in. Jun 20, 2011 target market and market segmentation of coca cola.
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