Coca Cola Case Study

3361 WordsSep 30, 201014 Pages
5) Marketing Research • Market research helps you understand your market, your customers, your competitors, and larger industry trends. • High-quality research will reveal details about your current customers and will help you target new customers. • In addition to the insight that you’ll gain into customer needs, market-research studies can help you avoid costly mistakes, such as introducing an unpopular line of goods or developing a service that no one really wants Example • Coca-Cola 's introduction of New Coke in the 1980s demonstrates what happens when decisions aren 't supported by solid research. Coke revised the formula of its traditional brand of soft drink and lost millions in sales. By performing a study and determining…show more content…
• Locally In Pakistan the coke segments more in urban and suburban areas as compare to rural. Demographic Segmentation: • Age Internationally coke has segments the small children introducing tastes like vanilla, lime and cherry, they focus children from 4-12. Coke specifically target more young people than older. • Family type Coke introduces its economy pack, and that’s how they focus family and groups. • Income Coke segments different income levels by packaging. Like for small income people it has small returnable glass bottle, for middle people it has non returnable bottle and for higher income people it has coke tin. Psychographics Segmentation: All psychographics variables the social class, lifestyle, occupation, level of education and personality, coke segments everyone, but again it’s there packaging which is different for different consumers. Behavioral Segmentation • Occasions Thanks to the Coca-Cola Company the local festival of Basant has become an international event and an identity of the culture of Pakistan. Over the year the annual spring festival of Basant has taken on mega proportions. Previously restricted largely to the walled city, the festivities now flood every nook and corner of Lahore. • Benefits Sought Sometimes, for the promotion strategy of coke, they introduce prizes in the top cover. So they segment people by benefit sought, i.e. by giving them prizes 2) Business

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