Segmentation and Target Market

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Segmentation and Target Market The three major players in the soft drink market are PepsiCo, Inc., the Coca-Cola Company, and the Dr. Pepper Snapple Group (Change Lab Solutions, n.d.). All of them use effective market segmentation to target specific markets. Effective target marketing requires that marketers, segment the market, by identifying and profiling to find a distinct group of buyers who differ in their wants and needs (Kotler & Keller, 2012). They target their specific product to one or more market segments they have identified, and for each target segment establish and communicate the distinctive benefit of the company’s products to position themselves in the market. Coca-Cola and Pepsi-Cola retain the first and second…show more content…
Snacking is a national pastime, so the snack foods: pretzels, chips, multi-grain snacks, granola bars, cookies cereal, rice sides, eat-and-heat foods, would target all markets.
Behavioral Segmentation
Behavioral segmentation divides buyers into groups based on their knowledge, attitude towards, use of, or response to a product (Kotler & Keller, 2012). When it comes to needs and benefits, you would primarily see health conscious individuals or parents buying for their families; water, healthy oatmeal, juices, maybe diet soda, multi-grain snacks, and Quaker granola bars. In the decision role, we have the initiator, influencer, decider, buyer, and user (Kotler & Keller, 2012). In most families everyone has a thought or opinion; however, in the end the buyer who does the grocery shopping makes the final decision. All of the products in the PepsiCo beverage and food line are for all occasions, a user would be any consumer wishing to make a purchase, and the usage rate would vary as much as the type of food or beverage would vary. Loyalty status is a place where with the right advertising and marketing, PepsiCo could possibly position themselves to the number one position. Loyal Coca-Cola drinkers are a large target market, but getting them to choose a different brand over the one they have been loyal to for a lifetime takes some work. When Coca-Cola made the mistake of changing their recipe for a short time, this gave Pepsi a chance to steal some
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