5/28/2018 Coca Cola Segmentation
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Coca ColaTo Make the World Happier
The Coca-Cola (Coke) company hosts more than 400 different
product lines from water with Dasani to
Barqs root beer. Hence the reason The Coca-Cola Company was
named one of DiversityIncs Top 50
Companies for Diversity for 2013, an honor received for 11
consecutive years.The companys diverse
product range ensures that their Roadmap to focus on the needs
of consumers, customers and franchise
partners are met. With a Responsible Marketing Charter that
clearly identifies a belief in choice, quoting
we will always offer and promote a broad choice of still and
sparking drinks in a range of pack sizes
Undoubtedly Coca Cola embraces Kotler and Keller Market
Segmentation definition to divide markets
into well-defined slices by making use of the different types of
segmentation.
Geographic Segmentation
Coca-cola has operations set up in multiple geographic such as
Africa, Europe, Latin America, North
America and the Pacific to name a few. Providing products to
meet needs and fit into the culture of allcountries. Wherever you
go in the world you can see a Coke product or an advertisement akin
to the
country. For example, the Coca Cola brand packaging symbol in
China translates to "to allow the mouth
to be able to rejoice," thus ensuring that they were able to
appeal to the Chinese market through
identification with their language and traditions.
Demographic Segmentation
Coca-Cola has drinks that targets different age groups, sexes,
lifestyles, income, etc. For instance,
Minute Maid for children, Powerade for the sports enthusiast,
Diet Coke for the health conscious, Coca-
Cola for teenagers and water for the multitude regardless of
age, gender or lifestyle. They have also
adopted a strategy to winning over Millennials.
Behavioral Segmentation
The Coca-Cola brand speaks for itself therefore people who are
brand savvy or loyal will purchase Coca-
Cola products all over the world due to their familiarity with
the brand.
Coca Cola Why? To make the world happier ensured that they were
able to meet the worlds wants
and demands by appealing to all through geographic, demographic
and behavioral differences.
References
http://www.diversityinc.com/the-diversityinc-top-50-companies-for-diversity-2013/
http://www.coca-colacompany.com/our-company/mission-vision-values
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