Coca Cola Case Study

1036 WordsOct 9, 20115 Pages
Analysis Coca-cola Amatil’ brand Mount Franklin market segment from case study This essay depend on the case study ‘water, water, everywhere’ to analysis Coca cola Amitil’ brand Mount Franklin bottled water’s major market segment, and justify the reason of why this is the prime target segment for Mount Franklin. Coca-cola Amatil’s brand Mount Franklin is the number-one brand of bottled water in Australia. An effective market segment can be a reason of that. ‘A market segment consists of a group of customers who share a similar set of needs and wants’ (Kotler, Keller & Burton, 2009). 04). Segmentation helps organisations to manage diverse customer needs by identifying homogenous market segments (Dibb & Simkin, 2010). In this essay, I will…show more content…
Mount Franklin’s target market has an enabling segment size to measure, large and profitable segment to serve (young females), can be reached and served, differently needs and wants with others such as males, and effective programs can be formulated for attracting and serving the segment, such as Pink Ribbon Campaign attracted a lot people with high social responsibility to buy it. To justify Mount Franklin has successful target market segmentation, commercial performance can be evidence. In 2001, CCA earned 95 percent of its revenue from carbonated beverages and only 5 percent from non-carbonated source. By 2007, this had changed to 67 percent and 23 percent respectively. Market segmentation is very important because firms count on segmentation techniques that enable them to craft their selling strategies around a buyer’s unique personality, beliefs and organisational influences (Barry & Weinstein, 2009). Mount Franklin has a successful market segment which focus on young females aged

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