Scribd
Upload
75 views

Coca-Cola Segmentation and Targeting

Coca-Cola segments its market based on geography, demographics, psychographics, and behavior. It focuses on urban and suburban areas globally and ensures nationwide distribution. Demographic segments include age, occupation, life stage, race, religion, and nationality. Psychographic segments are based on lifestyle, personality, and values. Behavioral segments focus on customer knowledge, use, response, and attitude toward products. Coca-Cola targets younger customers aged 10-25 primarily and those aged 25-40 secondarily. It targets customers wanting intense flavor with regular cola and those health-conscious with diet options. Coca-Cola also targets non-cola drinkers and expands its products for teens, colleges students,

Uploaded by

Sikandar Akram
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
75 views

Coca-Cola Segmentation and Targeting

Coca-Cola segments its market based on geography, demographics, psychographics, and behavior. It focuses on urban and suburban areas globally and ensures nationwide distribution. Demographic segments include age, occupation, life stage, race, religion, and nationality. Psychographic segments are based on lifestyle, personality, and values. Behavioral segments focus on customer knowledge, use, response, and attitude toward products. Coca-Cola targets younger customers aged 10-25 primarily and those aged 25-40 secondarily. It targets customers wanting intense flavor with regular cola and those health-conscious with diet options. Coca-Cola also targets non-cola drinkers and expands its products for teens, colleges students,

Uploaded by

Sikandar Akram
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 12

NAME: SIKANDAR ARAM

SUBJECT: PRINCIPAL OF MARKETING

CLASS: BS (BBA) 1st year

SECTION: B

SUBMITTED TO: SIR FAWAD ALAM

Market Segmentation and Targeting

What are Market Segmentation and Targeting?

Market segmentation and Targeting refers to the process of identifying a company’s Potential Customers,
choosing the customers to pursue and created value for Targeted Customers.

Coca-Cola Segmentation and Targeting

Market segmentation Of Coca-Cola

Market segmentation refers to classifying potential markets in segments or groups with common needs and
responding similarly to a specific marketing action. This approach allows firms to target various categories of
customers that perceive the absolute value of particular products and services variable from one another.

Coca-Cola's market segmentation focuses on four various elements, namely geographic, demographic,
psychographic, and behavioral. Coca-Cola might have originated from the United States, but it has expanded
its brand to various countries across the globe over the years.

1) The company's geographic segmentation aims to drive the market into different geographical units,
including cities, regions, and neighborhoods. While Coca-Cola might be focusing on urban and suburban
areas, it also ensures a countrywide product distribution network. This is in the realization that as the
company expands, there is a demand from those in rural areas.

2) The demographic segmentation of Coca-Cola is divided into sub-segments based on various variables like
age, occupation, family life cycle, race, religion, generation, social class, and nationality. These variables
are the most popular basis of Coca-Cola to distinguish customers groups.

3) The psychographic element of the Coca-Cola market segmentation is categorized into different groups
based on lifestyle, personality, or values.
4) The behavioral variable is the final element in Coca-Cola's marketing segmentation. It generally focuses on
the customers' knowledge of, use of, response, and attitude towards its products. Most marketers treat the
behavioral variables as excellent starting points for formulating market segments.

Targeting of Coca-Cola

Coca-Cola's targeting strategy is broader, not only because of its global presence in the market but
also with the several products that they provide. There is also the need to satisfy various customers,
ranging from average to health-conscious ones. The primary target of Coca-Cola is younger
customers within the age bracket of 10-25 and a secondary market composed of people aged 25-40.

The company targets the market that desires an intense flavor with their regular Coca-Cola drinks in
terms of taste. Meanwhile, diet cola drinks and their variants target those customers that are health
conscious. Coca-Cola Company has also expanded its product to non-cola beverages to target those
not fond of drinking its regular cola drinks. A Coca-Cola product such as Sprite is specifically
designed to target teens and college students, while others target the young working group.
NAME: SIKANDAR AKRAM

SUBJECT: MARKETING

What are Market segmentation and Targeting?

Market segmentation and Targeting refers to the process of identifying a company’s Potential Customers, choosing
the customers to pursue and created value for Targeted Customers.

Coca-Cola Segmentation and Targeting

Market Segmentation of Coca-Cola

You might also like