Question

Describe the segmentation bases you think Coca-Cola used to deveolp its target segment. What kinds of products do you think this segment was buying before Coca- Cola introduced its Coke Zero brand? Thinking back to the consumer buying decision process, what kind of strategies do you think were necessary to get this segment to switch to Coke Zero?

Answer 1

Coca cola generally possess a target segment buy they target almost all individuals in various age groups. The youth or the age group from 12 to 25 are the largest consumer and people till the age of 50 consume coca cola quite a lot. It is a carbonated drink and is served cold but is popular even in the western countries because of it's brand and taste and individuals from all the age groups prefer coca cola and that is reason it has a huge consumer base in the world. Geographical location is an important aspect of segmentation along with age group and coca cola has been successful throughout because their strategy has been quite effective inspite is having quite a good competion in the industry.

The primary drawback of such drinks is the calorie content that it possess and therefore there has been a section of the society who avoid consuming coca cola and this led coca cola to introduce come zero which claims to have zero calorie and this is a strategy to prove that the product now comes with a health factor too. Before the introduction of coke zero consumers purchased normal coca cola but now they feel that they need to look after their health as well and are shifting to the coke zero product.

I feel that as the population was shifting to a more healthy drink this was the strategy of coca cola to have a hold on the market they enjoyed and the product will replace the healthy products that are making an impact. Being one of the most successful brands coca cola is expected to formulate a strategy that will make their business better based on the opportunities they possess.