Segmentation and Target Marketing

Coca-Cola is shifting its product strategy to develop healthy beverages. “Minnick’s ambitions, if they hold, would utterly redefine Coca-Cola’s image as a purveyor of sugar-laden junk that you should’ve give your kids” (Carvens & Piercy, 2009). Entering a healthy-beverage market segment can potentially improve as well as expand Coca-Cola image. The new market segment will reel in even more consumers for the company, only

Deardorff, J. (2012, January). Fitness: A rare health club beckons the obese. The Charleston Gazette,. Retrieved from http://search.proquest.com.ezproxy.apollolibrary.com/docview/914947863?accountid=458

Without executing properly on brand awareness a consumer will not be able to differentiate between its’ competitors. There are hundreds of different types of beverages to choose from and even sodas for that matter. In order to stay market leaders, Coke and Pepsi most continue to innovate and adapt to new competitors, not only on a domestic scale, but on a global scale. They must also continue to acquire brands that pose a threat. Below is a chart of the top, nonalcoholic beverage brands that control the marketplace.

Marketing is a discipline that attempts to identify and serve the unique needs of separate segments. Through research, marketers divide potential customers into groups based on common sets of characteristics. These traits pinpoint similar professions, income levels, geographic groups, lifestyles, aspirations and perceptions. When companies target more than one segment, they practice multi-segment marketing. Some firms sell the same product to more than one segment due to its mass appeal, while others manufacture several product lines that appeal to distinctive groups.

The Coca Cola company is perceived to be the most famous trademark on the globe, and it is equally so. The company claims more than 400 brands that appeal to a wide range of individuals throughout the world. They are in a position to fulfill needs of every one of their buyers making their experience with their beverages a better one. The entity’s drinks entice a lot of people across all races, age, and gender. Coca Cola is outstanding for its overall popularity as its items are sold in over four hundred countries in the world, while major contenders like Pepsi are just available in very few countries. Such a competitive advantage has placed

In the battle of soda wars, there have always been two, Coke and Pepsi. This report takes the two and separates them apart to determine several factors between the two. First of all we had to define PepsiCo and Coca-Cola Companies as they are both global companies and with PepsiCo, they are bigger than just beverages. This report just looks at beverages and North American business side of each company. Next, how important is Coke important to Coca-Cola’s business and Pepsi to PepsiCo’s business. With Coke being an exclusive beverage company, it is more important to Coca-Cola’s success. However, Pepsi is still important to PepsiCo. Lastly, does demographics play a factor on what beverage is preferred? As in the article that is mentioned later, the locals play a big part in the success of the drink. If it isn’t successful locally, it will never be successful. Also, let’s not forget cost. As with anything that is purchased there is always a cost. Beverages do play a huge part in what people buy.

does Coke keep the brand so in-demand? In this research paper, I will explore the three main

Demographic segmentation divides the market into smaller categories related to age, family, size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality, and social classes. Apple phone and iPad owners tend to be younger, better educated, live in urban areas, and have an annual average income higher than $60,000. In addition, Apple customers choose to buy premium products and are attracted by style, fashion and form (MetaFacts, 2009).

They have had the privilege of a worthy competitor constantly driving them to be smarter, faster, and better. A quote from Pepsi CEO "The more successful they are, the sharper we have to be. If the Coca-Cola Company didn't exist, we'd pray for someone to invent them." states it simply. The relationship between Coca-Cola & Pepsi is a healthy one that each corporation has learned to appreciate.

The marketing strategy will set the tone and direction of the advertising through tone, style, and themes that included messages. Elio has prototypes that have been traveling across North America to stir up the interest of the target market. This visual presence has allowed Elio to take pre-orders and create public interest. It has also allowed Elio to educate the market about the product. The advertising position for Elio is product differentiation and lifestyle. The differences that stand out is the initial cost and the fuel efficiency of the vehicle. It also is positioned as a vehicle that meets the commuter lifestyle. It is not meant to replace existing family vehicles, only as an addition to the family fleet as a daily commuter. Elio’s primary market is the commuters.

Segmentation means to divide the marketplace into parts, or segments, which are definable, accessible, actionable, and profitable and have a growth potential. As per the data given above it can be estimated that total no. of people who can consider buying the product can be the ones who lie in high income or medium income group, as the product is a bit costly and low income group cannot be targeted for the same. We are basically targeting the people who are fitness freaks or the people who are suffering from obesity or other diseases due to which they are advised to do exercise by the doctor so as to lose weight. Considering Manipal where people (Students) have sufficient time to do exercise, and Udupi which has a sufficient population of young

Coca-Cola is a globally recognized beverage company. Most of its products are well-known, but some of its newer beverages consumers do not associate with the brand. Coke’s product offerings include water, soft drinks, and energy drinks. However, when the average consumer thinks of Coca-Cola products, coffee-based beverages do not come to mind. The main reason for this is Coca-Cola’s lack of offering a

Coca-Cola was the first cola in the United States and is also the top selling cola globally (About Us Coca-Cola History, para. 1). Coke was the only product that Coca Cola Corporation sold when it was first started, and now has other products that satisfy the different palates and concerns of consumers. Consumers don’t realize some of the products that are part of the Coca-Cola family until after reading the bottling information on the label. Financially Coca-Cola is still a global leader in the cola wars, with Pepsi being its number one competitor, but with

Target Marketing refers to, “the choice of specific segments to serve, and is a key element in marketing strategy.” (Fahy & Jobber, 2015, p.128) Companies will have to examine and evaluate different segments in order to make a choice on which and/or how many different segments

Relied upon its sales and distribution channels, Coca-Cola has undoubtedly established a mature marketing network. But what can’t be ignored is the threats posed by companies out of carbonated beverage, they all spare no effort to gain market share in the relevant industry.