Created with young adults in mind, this soft drink is sweetened with a blend of aspartame and acesulfame potassium (Ace K). Dimensions of Brand Personality. Segmentation helps the brand to define the appropriate products for specific customer group; Coca Cola doesn’t target a specific segment but adapts its marketing strategy by developing new products.Similarly it uses mix of undifferentiated & mass marketing strategies as well as niche marketing for certain products in order to drive sales in the competitive market. Coca-Cola might owe its origins to the United States, but its popularity has made it truly universal. (2009). To know what their customers need, Coca-Cola uses the consumer segmentation criteria and market into different groups: behavioural, psychographic and profile. The Coca-Cola Company/ Industry have covered a strong business market scale around the world. With its high reputation and strong brand image, Coca-Cola Company changed its original name Coke with New Coke in 1985, and, the company also aims to give their customers better taste (Datta, 1996). Prentice-Hall, Inc. David, J and John, F. (2009). At the beginning of 2007, the company decided to change the operating structure, combining Eurasia and Middle East Division, and the Russia, Ukraine and Belarus Division, and, with the India Division to form the Eurasia operating segment; and combined the China Division and the Japan Division with the remaining former East, South Asia and Pacific Rim operating segment to form the Pacific operation segment. Download the full version above. 2008 Annual Report on Form 10-K. p2. Public Health Reports ,15, 308-319. Diet Coke: Diet Coke was born in 1982 and quickly became the No. A Refinement of Porter’s Strategies. Source: The Coca-Cola Company. On the other hand, Coca-Cola becomes a successful company and earns great revenue, using its internal and external marketing strategies to overcome most of the other competitors. (2009). Truth and Power at the Coca-Cola Company. Coca Cola uses "Multisegment" targeting strategy which means that the company has more than single, well- defined, market segment. 3 in sales of bottle water (The Coca-Cola Company, 2009), Coca-Cola uses the same strategy to market and formula it’s business: “One sight, one sound, one sell” (David, 1996). (2009). Part of the decision process relied on the invention of aspartame, which is regarded as a superior sweetener to saccharine with less side effects (Patrick and Thomas, 1992). Coca-Cola Zero: Coca-Cola Zero offers Coca-Cola taste with zero calories. for students : all the ingredients of a good essay, Home » Marketing essays » An analysis of market segmentation of the coca-cola company. Source: The Coca-Cola Company (2009). You can view our terms of use here. (Madden, 2007, cited in David and John, 2009). The business operations are divided into the following geographies: Eurasia and Africa, Europe, Latin America, North America and Pacific, as well as their Bottling Investments operating group. Its bottling partners manufacture, package, merchandise and distribute the finished branded beverages to their customers and vending partners, who then sell their products to consumers. (2001) claims that the positioning and strategy are being used in same condition in all countries and it shows a global image of fun, good times and enjoyments. The Coca-Cola Company aims to focus on market and work smart. Coca-Cola does not have a specific subdivision, but through the development of new products, and constantly adjust the new marketing strategy (Marketing91, n. d). A. 2 in sales of sports drinks and No. Soft Drink “Pouring Rights”: Marketing Empty Calories. The Social Grabber © 2020. Pepsi-cola was the first company to be manufactured and sold in Us. Ch. All Rights Reserved. Coca-Cola creates value to its customers and with good performance to convince people to buy their products. ...(download the rest of the essay above). (2009). Tailored Logistics: The Next Advantage. The relation between lover, the relation between grandma and her grandson, between mother and son or daughter. Furthermore, the company follows the mass marketing strategy. Created in Atlanta, Georgia, by Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage by mixing Coca-Cola syrup with carbonated water. Global marketing management: a European perspective. Introduction Coca-Cola, the world largest beverage company, began in 1886 in more humble circumstances with sales averaging nine drinks per day to the 1.6 billion servings per day it currently boasts in over 200 countries (Form 10-K, 2013).This report seeks to analyse The Coca-Cola Company’s (“TCCC”) strategy in market segmentation, targeting … Brand Portforlios. However, despite aims to reach consumers’ desire, there was an interesting problem came out from its positioning. Cross-cultural consumption: global markets, local realities. If you use part of this page in your own work, you need to provide a citation, as follows: Essay Sauce, An analysis of market segmentation of the coca-cola company. Later on, the company invited a new product Coca-Cola Zero, which was targeted at the male market, so the two products are very different in the market position. This age group consists of the people aged 30-50. Coca-Cola cans were firstly made for soldiers. It creates global reach with local focus because of the strength of the Coca-Cola system, which comprises the company and its bottling partners – more than 300 worldwide. An analysis of market segmentation of the coca-cola company. In 2008, the company launched more than 700 new products globally, which was including more than 160 low or no-calorie beverage options (The Coca-Cola Company, 2009). (2001). For example, in Japan, Coca-Cola Company segmented its products for customers, not only through their products or favourite choices but also according to the saving needs of logistics and vending machines to bring more convenience and time saving, such as help the billing or regularly delivery (Joseph et al., 1993). In this case, although the company is running a good business, there are still some other internal (e.g.

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