Get it today with same day delivery, order pickup or drive up. Marketing strategy of coca cola coca cola strategy. 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. Marketing analysis of the product coca cola zero marketing. It is best known for its flagship product, coca cola, and is. Coca cola utilizes multisegment focusing on procedure which implies that the organization has more than single, all around characterized, market section. The coca cola bottles also have unique shapes pertaining to the brand. In two years time, diet coke was the top selling diet soft drink in the world. Coca cola company target market examines how coca cola has strategically positioned it self within the worlds soft drinks market. 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. Coca cola has no specific target market, according to. Cocacola may have a new target in its race for global.
Coca cola is an american multinational beverage manufacturer marketer and distributor. An example of the segmentation, targeting and positioning. Proposed strategy compare coke life to different coke products compare it to similar products in the market. The company has a large product portfolio of sparkling and still beverages. Marketing mix of coca cola 4 ps of coca cola coca cola 4. Target market coca cola currently offers more than 500 brands in over 200 countries or territories and serves 1. 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. Video on cola wars pages 2012 32 decembre 11 novembre 19 how values influence consumers coke choice. Coca cola s target market is based upon demographic, geographic, psychographic and behavioral characteristics. Creative brief 3 background coca cola is an international conglomerate established in atlanta, usa in the 1880s. Identifying market segments andtargets formarketing.
Coca cola has in placed multisegment and targeting strategy. Cocacola target market analysis the social grabber. Since its creation, coca cola has been widely recognised for providing refreshing carbonated beverages to consumers across the world. Generally, coke does not have a specific target and is addressed to everyone. The segmentation is on the basis of age as well as income. Cocacolahasstrategicallyposioneditselfwithintheworldsozdrinkmarket. Coca cola is one of the most leading company in soft drink beverage industry. 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. Besides the popular coca cola and coke brands the business uses more than 500 brands in over 200 countries or areas and serves 1. It wasnt until early 2006, however, that pepsico enjoyed a market value greater than coca cola for the first time. 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.
Coca cola company target market grade mariya krachok. Though all age groups are being targeted, the main potential lies between the ages of 1825, which covers around 40% of the market share. Discussion and analysis of the marketing strategy of coke zero in. The coca cola company, for example, varies levels of sweetness, effervescence and package size according to local tastes and conditions. 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. Pdf as a chandler founded the coca cola company back in 1886 and it is. It is also among the top twenty companies globally in terms of marketing expenses. Target market coca cola s target market is as vast and varied as its product lines around the world. Discussion and analysis of the marketing strategy of coke. While the company does not have a specific target market, it does however, target specific markets and demographics based on taste and habits. Shop for coca cola beverage products online at target.
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. 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. How has the target market of cocacola changed through time. Marketing positioning of cocacola life t1 2016 mpk732.
Coca cola market plan and market research free essay example. 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. Oct 31, 20 coca cola company target market examines how cocacola has strategically positioned it self within the worlds soft drinks market. Coca cola s target strategy concentrated their efforts on the young males instead of the females due to the argument presented by. 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. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. Coca cola has more than 400 distinct items line, aggregate of 3,500 item blend. How has the target market of cocacola changed through. Coca cola segments the market on the basis of demographics. Target market and market segmentation of coca cola. Primary market of coca cola is younger people in the age bracket 1025 with people from 2540 comprising of secondary market. Coca cola is the worlds biggest softdrink company which manufactures and markets nonalcoholic drink focuses and syrups. Coca cola has strategically positioned itself within the world soft drink market. 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.
Coca colas target market is based upon demographic. They markets the products selling into different or more than one market e. 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. An analysis of market segmentation of the cocacola. Recommended positioning strategy for coca cola company. The product is controlled by the coca cola company, a. Targeting coca cola target different segments with different ads. Here i will discuss demographic geographic psychographic and behavioral segmentation of coca cola. The 4 ps of coca cola include the product, the price, the place and the promotions. 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. 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. It builds up a showcasing blend for each of the portions. Besides the popular cocacola and coke brands the business uses more than 500 brands in over 200 countries or areas and serves 1.
The international empire of coca cola spans more than 200 countries. Coca cola doesnt target a specific segment but adapt its marketing strategy by developing new products. Segmentation helps the brand to define the appropriate products for specific customer group. 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. 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. Our collaborative relationships with customers and broader, deeper routeto market approach helps us. This is because older generations drink less sodapop and younger generations do not make money to buy the. Since always the brand has spent a lot on marketing and advertising. Coca cola targets mostly people who are 12 years old or older. Marketing analysis of cokecoca cola linkedin slideshare. An analysis of market segmentation of the cocacola company. This was the first extension of the coca cola and coke trademark. Coca cola targeting and positioning universitas brawijaya.
In coca cola marketing mix, promotions and place plays a major role in building the brand. In the global market, coca cola is the market leader for the beverage. 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. 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. Pemberton, an atlanta pharmacist, when he tried to create a distinctive syrup which can be sold at soda fountains. Cce opened the new automated storage and retrieval system asrs warehouse in its wakefield factory in the uk in march 2014. Coca cola, sprite and fanta have large market shares in their respective segments but their growth is almost stagnant. Coca cola takes every thirst quenching person as a potential target market. Advertising strategy of cocacola at cocacola beverages pvt.
Marketing history market research in the beginning. The company has set certain limitations when it comes to target marketing. An evaluation of marketing strategies undertaken by coca. Pdf coco cola marketing strategy and market plan ekin duran. Cce opened the new automated storage and retrieval system asrs warehouse in. The target market for the beverage cocacola are young adults to middleaged people. To know what their customers need, coca cola uses the consumer segmentation criteria and market. 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. Target market the coca cola company produces products that are aimed generally at a younger age group, ages 1530. If the classic product does not match the needs and.
Jun 20, 2011 target market and market segmentation of coca cola. For example, its odwalla brands of healthy juices is targeted towards people who. Geographic integrated global marketing case study 7 it segmented the world market based on different geographic traits. Who is coca cola target marketing and segmentation market.
It contributes to the highest sales of soft drinks globally. Cocacolas target market is based upon demographic, geographic, psychographic and behavioral characteristics. This paper aims to identify market segments and targets for marketing strategy plan of cocacola company in malaysia. 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. Segmentation enables brands to define the appropriate products for different kind of customers. Us market in 2005, as a sugarfree version of cocacola that maintains the same taste. This market covers 80% of indias new coke drinkers. That means growing beyond soda, which it has already done, into drink segments where it. Marketing plan measuring success current strategy vs. How cocacola plans to make india its third largest market. According to a covario case study, the soft drinks page is growing at a monthly rate of nearly 3%. Since its creation, coca cola has been widely recognised for providing refreshing carbonated. 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. Aug 19, 2019 marketing history market research in the beginning.
This involves implementing the targets that have been set to be achieved from the chosen market segment kumar, 2010. The company wants to provide a feeling of happiness to every one of their consumers. Most of the target marketing is geared towards young people, but some advertising is tailored for older people. Pdf strategic marketing plan for cocacola 2016 researchgate. 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.
Positioning in marketing terms means implementing a chosen image and appeal to the chosen market segment. Coca cola uses multisegment targeting strategy which means that the company has more than single, well defined, market segment. 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. The following is a brief analysis of cola cola s marketing segments. Jun 11, 2012 marketing analysis of cokecoca cola 1.
Nov 20, 2011 coca cola company is the worlds leading manufacturer, marketer, and distributor of soft beverages. 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 marketing mix of coca cola has been changing over time with more and more products being added such that today it has 3300 products. Sep 07, 2016 coca cola currently offers more than 500 brands in over 200 countries. Coca cola s headquarters are in atlanta, georgia, in america. The primary mark market for coca cola is multicultural young person of age 24, which. Identifying market segments andtargets formarketing strategy. 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. Explore the wide variety of products and beverages that the coca cola company has to offer. 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. Coca cola s current target market is adults looking for a new. Coca cola development strategy success pepsi promotion coca cola intergrated marketing communication s. Project report marketing management product strategy of. The soft drinks market is very competitive and cocacola has had their share of.
The coca cola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. Apr 19, 2020 the coca cola logo is clearly made visible on each of these bottles and cans to differentiate itself from coke. Apr 15, 2020 the target market of coca cola mainly consists of people in the 35 age group. Recently customers tend to eat and drink more healthy.
Coca cola company is the worlds driving producer, advertiser, and merchant of delicate drinks. It develops a marketing mix for each of the segments. The target market of coca cola mainly consists of people in the 35 age group. The target market for the coca cola is based on age. Segmentation, targeting and positioning of cocacola. Coca cola has more than 400 different products line, total. Coca cola wants to dominate the nonalcoholic beverage market around the world. In 1985 the formula for coca cola was transformed and the coca cola company free a new coke. Coca colas target market is based upon demographic geographic. Coca cola commercials basically target on young generations, because they want to represent coca cola with the youth and energy. The target market for the beverage coca cola are young adults to middleaged people. 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. We have drinks and beverages for everybody and every occasion. Nov 12, 2019 market segments help the company to improve their products and services, knowing what their customers need and innovate new sectors.
Project report marketing management product strategy of coca cola. Cocacola is the worlds biggest softdrink company which manufactures and markets nonalcoholic drink focuses and syrups. Apr 09, 2016 coca cola uses different blends to target different age groups, ethnic groups, sexes, lifestyles, etc. The following is a brief analysis of colacolas marketing segments. 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. The coca cola company introduced diet coke in 1982.
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