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Sikander Ali E-03 Sultan Mohammad E-06

The document discusses the history and market segmentation of Coca-Cola in Pakistan. It states that Coca-Cola began operating in Pakistan in 1953 and now operates through eight bottlers across the country. It targets all age groups but focuses on those aged 18-25, which make up 40% of the population. Coca-Cola segments the market based on demographics like age, gender, lifestyle, family type, income level, and social class. While it uses mass marketing techniques, it segments geographically between countries and regions based on tastes and incomes, and climatically focuses more on hot areas.

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42 views

Sikander Ali E-03 Sultan Mohammad E-06

The document discusses the history and market segmentation of Coca-Cola in Pakistan. It states that Coca-Cola began operating in Pakistan in 1953 and now operates through eight bottlers across the country. It targets all age groups but focuses on those aged 18-25, which make up 40% of the population. Coca-Cola segments the market based on demographics like age, gender, lifestyle, family type, income level, and social class. While it uses mass marketing techniques, it segments geographically between countries and regions based on tastes and incomes, and climatically focuses more on hot areas.

Uploaded by

raazoo19
Copyright
© © All Rights Reserved
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Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 16

SIKANDER ALI

SULTAN MOHAMMAD

E-03
E-06

HISTORY OF COCA- COLA.


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

The Coca Cola company traces its


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
thats 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..?

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