Coca cola segmentation targeting positioning

Coca cola sales promotion strategies

This report looks at various marketing techniques used by Coca Cola to become one of the best known brands of the world. Age-Product examples are toys for children, jewelry for women, etc. According to the company website, Coca Cola has entered into partnership with bottlers around the world. This has given the company more control over the entire value chain and allows it to align the goals of these bottling operations with those of the company. Coca Cola uses different blends to target different age groups, ethnic groups, sexes, lifestyles, etc. Avocation-This could include products for hunting, fishing, golf, art work, knitting, etc. Small distributor node is added in case of rural areas or areas with low density population. Time related factors-Some services in this category are vacation related industries in summer and tax planners in the spring. This is a result of sustained marketing efforts starting from early 20th century. New York: Oxford university press - Kotler, P. At a time when larger cars were popular, Volkswagen introduced the Beetle with the slogan "Think small. This age group consists of the people aged Though the company is dependent on bottlers for selling their product to the end consumers, they can replace the bottling partners.

Other positions that firms successfully have claimed include: Age Geritol High price Mobil 1 synthetic engine lubricant Gender Virginia Slims Time of day Nyquil night-time cold remedy 20 Place of distribution L'eggs in supermarkets Quantity Schaefer - "the one beer to have when you're having more than one.

It is quite difficult to change a consumer's impression once it is formed. The consumer's mind reacts to this high volume of advertising by accepting only what is consistent with prior knowledge or experience. These are easier to store and transport.

market segmentation targeting and positioning of coca cola pdf

These retailers may be retail stores, restaurants, cinema halls etc. The small distributors then supply the product to retailers. The products are associated with having a good time with friends and family and enjoying everyday life.

The power of the company comes from the power of its brand, not the other way around.

Coca cola segmentation targeting positioning

Other positions that firms successfully have claimed include: Age Geritol High price Mobil 1 synthetic engine lubricant Gender Virginia Slims Time of day Nyquil night-time cold remedy 20 Place of distribution L'eggs in supermarkets Quantity Schaefer - "the one beer to have when you're having more than one. For example, in the past century the New York Central Railroad lost its leadership as air travel became possible. Weaknesses Though the company has been hugely successful, there are various weaknesses that need to be addressed by the company. Major consumer groups, the age range of 12 to 30 years old. It has taken a lot of effort and good strategy to create the widely known brand. Lot of autonomy is given to each division to run the operations. Another example is that of the soft-drink 7-Up, which No. This switching segment were responsive to sales promotions consisting of point-of-purchase displays, discounts, general advertising, as well as personal factors such as mood, social situation, taste preference, and so on. Xerox was the first plain-paper copier and was able to sustain its leadership position. It also allows the company to expand rapidly to new markets without a big upfront investment. In addition to the beauty of the appearance of the people, but also noted that the bottle design, is a song of the lyrics. Whether Avis actually tried harder was not particularly relevant to their success. The pricing strategy has to consider the competitors pricing.

Pibb to take on Dr. With the advent of internet, the company has been advertising online to connect with the online population. Stolichnaya Russian vodka successfully repositioned its Russian-sounding competitors by exposing the fact that they all actually were made in the U.

Coca cola marketing plan

Objective of such a process is to analyze and understand market, identify opportunities and use or develop competitive edge to capitalize on those opportunities. The company uses its own vehicles to deliver the products. Status in the industry-You might want to target businesses that are the technology leader or revenue leader or employee satisfaction leader, etc. This could prevent Coca Cola from being aggressive in marketing and prevent the company from higher growth overall. As a result of this shift in target market selection, Pepsi positioned their product as the main reason that Coca-Cola replaced their classic Coca-Cola with New Coke. Tylenol successfully repositioned aspirin by running advertisements explaining the negative side effects of aspirin. Survey shows that both men and women likes Coke. Marketing and advertising has been the most important function that has taken Coca Cola to new heights. Apart from this, there are various strategies that Coca Cola has followed over the years in order to achieve competitive advantage using its strategic capabilities.

For all the inputs, Coca Cola has higher bargaining power since it enjoys economies of scale and orders in huge quantities from the suppliers. These strategies include: - Marketing and branding strategy: Healey defines a brand as a promise of satisfaction and emphasis that good branding reinforces reputation, generates loyalty and assure quality.

For Individual Consumers: Physical Size-Offerings might be big men's clothing, golf clubs for shorter players, etc.

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An Example of the Segmentation, Targeting and Positioning Process