Market segmentation is the process of dividing a potential market into distinct sub-markets of

consumers with common needs and characteristics.

DemographicBASIS COCA COLA

AGE 14-64GENDER Male, female

FAMILY SIZE 1-2,3-4,5-6+FAMILY LIFE CYCLE Married, unmarried

PsychographicBASIS COCA COLA

SOCIAL CLASS Middle upperLIFE STYLE Strivers

ExperiencesMakers

Achievers

BehavioralBASIS COCA COLA

Occasions Regular occasionsBENEFITS Brand image

USER STATUS First time userLOYALITY STATUS Committed in heart and mindREADINESS STAGE Advertising conscious

CulturalBASIS COCA COLA

URBAN CULTURE Prefer SUB URBAN CULTURE Prefer

RURAL CULTURE Prefer

Psychographic

Coca colaAchieversStrivers

ExperienceresThinkersBelievers

Target Marketing involves breaking a market into segments and then concentrating your

marketing efforts on one or a few key segments.

COCA-COLABY TERRITORYCentral regionNorthern regionEastern region

YOUTH GENERATION

CO-TARGET MARKET OLD PEOPLE

It is very difficult to serve all segments of the market. Big companies can go for full market coverage. For eg. Coca-cola for soft drink market follow full market coverage approach to their product-

market matrix. However, coca-cola follows undifferentiated marketing strategy.

COCA-COLA

LEADERSHIP: “A courage to shape a better future”

COLLABORATION: Leverage collective genius

INTEGRITY: Be real

ACCOUNTABILITY: If it is to be, its up to me

PASSION: Commited in heart and mind

DIVERSITY: As a inclusive as our brand

QUALITY: What we do, we do well

SWOT ANALYSIS

COCA-COLA

STRENGTHS� Brand Image� Distribution Network� Bottling Division� Advertising Campaigns

WEAKNESSES� Attrition Rate� Loss Making Unit� Health Hazards

OPPORTUNITIES� Focus on Carbonated drinks

� Venture into Traditional

Beverages

THREATS� Pesticide Controversy� High Bargaining power of buyers

DIET COKE DIET COKE TIN

600 ML300 ML

IMPACT ON CONSUMER

Improving the quality of life in the communities where we operate has always been an integral part of our business: promoting active lifestyles and well-being, minimizing our environmental impact, driving economic growth and more.

From our early years, we have promoted active living, sponsoring sports programs on a local basis and a global scale. Our environmental commitment began long ago with water quality and waste reduction, and we continue to work to lessen our environmental footprint. In the communities we serve, our presence means increased opportunities in terms of jobs, tax income and economic growth, as well as support for community programs.

These are just a few of the ways we strive to make life better for our customers, consumers and communities around the world. Learn more about our initiatives around the world by visiting the links to the left.

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