Question

coca cola consumer and target market/segmentation. please provide references

Answer 1

Here is the consumer & target segmentation for Coca-Cola:

• In terms of Geography, the brand Coca-Cola has a countrywide and global presence but the segments are more in urban and suburban areas in comparison to the rural side.
• Company has a portfolio of drinks, beverages, juices, water, teas, energy and sports drinks which they distribute, product, market and even license all across the world.
• It operates its business in multiple geographic areas like Eurasia, Africa, Europe, Latin Ameria, North America and even the Pacific.
• It has business in more than 200 countries. The company has been investing a lot on advertising and marketing campaign to expand from one country to another.
• Coca-Cola uses its innovation mix to cater to different cultures and uses flavours together to make a new product. Example - In Europe, they launched Jianchi a drink inspired by ancient Chinese wisdom.
• In comparison with the old generation, Coca-Cola is more common and popular amongst the new generation. They have induced 700 new products globally in the past which also included 160 low-calorie options/ alternatives.  
• Since the product is non-alcoholic and is covering everyone it covers the entire market.
• Product differentiation happens with few products like Diet coke as it is relevant for the ones conscious about diet.
• The main target segment where Coca-Cola targets are the youth as there is need for refreshed and energy to cope with daily activities.
• Climatically Coca-Cola wants its product to be served cold & hence is hot countries and areas like Middle east the sales increase with the summer season.
• Age-wise target is youth and focuses on children from 4-12. Adding flavours like vanilla, lime and cherry add to its segments. The family packs focus on the entire family and different packaging is done for various income groups.
• Occasion and festivals are also important target times for the brand Coca-Cola.

In the overall scenario, Coca-Cola has targeted every man in the world. It doesn't matter where they live and what their work is. All the markets have been captured and they are leaders in most product lines. The communication and campaigns are the peak best and the quality keeps bringing them sustained results.

Here is the product-wise market segmentation:

• Coca-Cola is the most popular, biggest legacy and biggest-selling product and has a universal appeal.
• Coca-Cola Zero is with zero calories and is created with young adults in the focus.
• Diet Coke launched in 1982 and is now the 1 sugar-free drink in America and number 2 soft drink in the world. It is for people who want no calories and plenty of taste.

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References

• The social grabber analysis of coca-cola market segmentation
• Scribd share coca-cola marketing strategies
• Coca-Cola global website

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