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Coca Cola targeting and positioning Brands Overview
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Cola wars
Targe&ng  
Segmenta(on  enables  Brands  to  define  the  appropriate  products  for  different  kind  of
customers.  Coca  Cola  doesn’t  target  a  specific  segment  but  adapt  its  marke(ng  strategy  by
developing  new  products.
Age:  Generally,  Coke  does  not  have  a  specific  target  and  is  addressed  to  everyone. Archives du blog
But  the  main  consumers  are  12-­‐30  years  old  people;  even  if  there  is  no  specific  product  or
▼ 2012 (32)
communica(on  for  less  than  12  or  more  than  30,  the  brand  succeed  in  reaching  them,
► décembre (11)
through  partnerships  for  example  (restaurants,  fast  foods  such  as  McDonald’s…),  or  thanks
to  its  value  among  consumers.  So,  the  core  target  audience  of  Coca  Cola  is  youngster  or ▼ novembre (19)
youth.  Their  targe(ng  is  not  based  on  gender  but  the  results  show  that  both  genders  like How values
influence
this  product  and  use  it  (almost  50/50).   consumer's
Finally,  Coca  Cola  consider  each  customer  as  a  target  and  a  poten(al  consumer.  All  age Coke choice?
groups  are  being  targeted  but  the  most  poten(al  is  the  age  group  from  18-­‐25  that  covers Coca Cola
around  40%  of  total  age  segments. development
Life  style:  no  life  style  targeted  but  more  and  more  busy  life  style  and  mobile  genera(on strategy
success
(youth)  are  considered  to  be  the  most  important  part  of  Coke’s  consumers.
Pepsi Promotion
Occupa2on:  no  occupa(on  targeted  but  consumers  are  mainly  students  and  family  oriented
people Coca Cola
Intergrated
Nature:  fun,  joy,  entertainment  loving… marketing
Customer’s  Media  Habits communication
There  are  some  habits  which  are  given  as  follow: s
·∙                  The  young  target  audience  of  the  brand  loves  media  exposure Pepsi distribution
·∙                  Mobile  genera(on  &  social  media  is  part  of  daily  life Coca Cola
·∙                  Connected  people;  they  like  innova(ons,  they  like  being  surprised. distribution
strategy
Pepsi pricing
strategy
Pepsi Product
strategy
Coca Cola pricing
strategy
Coca Cola
Product
Strategy
Pepsi targeting &
positioning
Coca Cola
targeting and
positioning
Logo evolution
TWO Giants
Posi&oning history until
Coca  Cola  has  strategically  posi(oned  itself  within  the  world  soZ  drink  market.  It  faces  a the 70s
vital  ques(on:  does  it  have  to  keep  the  same  posi(oning  or  to  adapt  according  to  the  200 CSD trends and
countries  where  the  brand  sells  its  products.  The  brand  has  understood  this  principle  while innovation
ago:  “think  global,  act  local”.  Coca  is  thus  willing  to  keep  the  same  core  product  which  is Soft drinks:
coke,  but  it  adapts  the  offer  to  local  needs.  They  use  strategic  posi,oning  in  order  to  have Consumer
insight
the  same  image  all  around  the  world,  which  is  a  success  because  it  is  perceived  today  as  a
CSD Brand
part  of  daily  life  everywhere.  This  percep(on  of  the  brand  by  the  consumer  leads  to  a  high
Ranking
degree  of  loyalty  and  makes  the  purchasing  decision  more  automa(c.  Coca  Cola  has  been
Where are soft
successful  by  using  Unique  Selling  preposi(on  as  “Live  the  coke  side  of  life”,  related  to  joy drinks
and  happiness. distributed?
Consumers  basically  associate  this  brand  with  these  emo(ons.  When  the  name  of  Coke  is Structure of the
men(oned,  the  first  thing  that  comes  into  mind  is  fun  and  entertainment.     market &
competition

Publié par Cola war ► octobre (2)

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1 commentaire: Cola war

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prad jeddy 1 juillet 2015 05:53
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strategies, positioning , Re-positioning and Architecture services. For
more details: http://www.brandharvest.net/brand_strategy.htm
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