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    Coca Cola STP

    Uploaded by

    Tushar Agarwal
    Coca-Cola segments and targets different geographic markets with localized taglines and product offerings. They focus on different climates and rural vs urban markets. Demographically, they target various age groups and life stages with specific drinks like Diet Coke, Powerade, and Minute Maid. Gender and income are also segmented, with products like Sprite targeting females and 2L bottles targeting lower income groups. Psychographic segments include lifestyle, personality, and benefits sought. Coca-Cola uses various advertising strategies including celebrity endorsements, popular slogans, and community initiatives to promote happiness and counter complaints.

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    © All Rights Reserved
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    Coca Cola STP

    Uploaded by

    Tushar Agarwal
    437 views20 pages
    Coca-Cola segments and targets different geographic markets with localized taglines and product offerings. They focus on different climates and rural vs urban markets. Demographically, they target various age groups and life stages with specific drinks like Diet Coke, Powerade, and Minute Maid. Gender and income are also segmented, with products like Sprite targeting females and 2L bottles targeting lower income groups. Psychographic segments include lifestyle, personality, and benefits sought. Coca-Cola uses various advertising strategies including celebrity endorsements, popular slogans, and community initiatives to promote happiness and counter complaints.

    Original Description:

    Segmentation, Targeting and Positioning of Coca Cola

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    Coca-Cola segments and targets different geographic markets with localized taglines and product offerings. They focus on different climates and rural vs urban markets. Demographically, they target various age groups and life stages with specific drinks like Diet Coke, Powerade, and Minute Maid. Gender and income are also segmented, with products like Sprite targeting females and 2L bottles targeting lower income groups. Psychographic segments include lifestyle, personality, and benefits sought. Coca-Cola uses various advertising strategies including celebrity endorsements, popular slogans, and community initiatives to promote happiness and counter complaints.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    437 views20 pages

    Coca Cola STP

    Uploaded by

    Tushar Agarwal
    Coca-Cola segments and targets different geographic markets with localized taglines and product offerings. They focus on different climates and rural vs urban markets. Demographically, they target various age groups and life stages with specific drinks like Diet Coke, Powerade, and Minute Maid. Gender and income are also segmented, with products like Sprite targeting females and 2L bottles targeting lower income groups. Psychographic segments include lifestyle, personality, and benefits sought. Coca-Cola uses various advertising strategies including celebrity endorsements, popular slogans, and community initiatives to promote happiness and counter complaints.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 20
    At a glance
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    The key takeaways are about Coca Cola's segmentation, targeting, positioning and marketing strategies across different geographies, demographics and occasions.

    Coca Cola segments and targets different markets based on geography, demographics like age, gender, income and psychographics like lifestyles and personalities. They also target different buying occasions.

    Coca Cola uses strategies like jingles, celebrity endorsements, community projects and tailored campaigns for rural markets for advertising. They also use happiness as a positioning platform.

    SEGMENTATION & TARGETING

    GEOGRAPHIC
    INTERNATIONALLY
    Diferent taglines for diferent countries:
    Life Begins Here - U.S.
    Open Happiness - India
    Dil ai to !ango aur" #a$istan
    RURAL & URBAN MARKETS - Diferent product oferings
    %ural - Onl& 'oca 'ola( )u!sUp( *anta and Li!ca
    Ur+an ,ole -ariet& li$e .inute .aid( #o/er0de( Diet
    'o$e(etc.
    CLIMATIC:
    *ocus on otter areas of te /orld. E.g. !iddle east etc and
    teir sale increase in su!!er.
    SEGMENTATION & TARGETING
    DEMOGRAPHIC
    AGE & LIFE CYCLE STAGES
    Diet Coke : 12-32 &ears - ealt conscious +ut /ant te taste
    as /ell.
    PowerAde : 41-56 &ears - sport drin$( targets atletes +et/een
    ages.
    Minute Maid : 4 42 &ears 7$ids8 and 92: 7adults8
    Coke : 45-12 &ears( no direct co!!unication for under 45
    &ears
    Brand Success troug partnersips suc as .cDonald;s(
    Do!ino;s
    GENDER
    .en - )u!sUp
    ,o!en<=irls - Li!ca( Diet 'o$e
    INCOME
    B& pac$aging:
    *or S>'s D ? > - glass +ottle
    *or S>'s 0( B ? ' - )in cans
    SEGMENTATION & TARGETING
    PSYCHOGRAPHIC
    LIFESTYLES
    'ulture-oriented - 'o$e 7open appiness8
    Sports Oriented - #o/er0de
    Outdoor oriented - )u!sup
    PERSONALITY -
    'o!pulsi-e 7co!pelling8 : .aa@a - ar !ausa! aa!
    0d-enturous : )u!s up - 0aA $uc toofani $arte ain
    0!+itious : Sprite %aasta clear ai
    Healt 'onscious : .inute !aid
    SEGMENTATION & TARGETING
    BEHAVIOURAL
    BUYING ON OCCASIONS
    'ultural *esti-als : ca!paigns on Independence Da&.
    *riendsip da& - *riendsip .acine
    #ro!oting !usic across +orders 'o$e Studio
    BENEFITS SOUGHT 'onsu!ers see$ to :
    Buenc teir tirst - Sprite ? Li!ca
    %efres teir +odies - 'o$e
    >nergi@e teir +odies #o/er0de( )u!sup
    See$ nouris!ent .inute .aid
    Porters Five Fores Mode!
    T"e T"reat o# New
    Entrants
    >ntr& +arriers are
    relati-el& lo/ for
    te +e-erage
    industr&: tere is
    no consu!er
    s/itcing cost and
    @ero capital
    reCuire!ent.
    'oca-'ola is seen
    not onl& as a
    +e-erage +ut also
    as a +rand.
    T"reat o# Su$stitute Produts

    )ere are !an& $inds of


    energ& drin$s<soda<Auice
    products in te !ar$et.
    'oca-coladoesn;treall&
    a-e an entirel& uniCue
    Da-or. In a +lind taste
    test( people can;t tell te
    diference +et/een
    'oca-'ola and #epsi.

    *or indi-idual +u&er - no pressure on 'oca-'ola

    Large retailers( li$e ,al-.art( a-e +argaining po/er +ecause of


    te large order Cuantit&( +ut te +argaining po/er is lessened
    +ecause of te end consu!er +rand lo&alt&.
    T"e %ar&ainin& Power o# %u'ers

    )e !ain ingredients for soft


    drin$ include car+onated
    /ater( posporic acid(
    s/eetener( and cafeine. )e
    suppliers are not
    concentrated or
    diferentiated.

    'oca-'ola is li$el& a large( or


    te largest custo!er of an&
    of tese suppliers.
    T"e %ar&ainin& Power o#
    Su((!iers

    'urrentl&( te !ain co!petitor is #epsi /ic also as a /ide range


    of +e-erage products under its +rand.

    )ere are oter local cola +rands tat +eca!e popular( +ut te&
    failed to reac te success tat 'oca-'ola or e-en pepsi a-e
    enAo&ed.
    Riva!r' A)on& E*istin& Fir)s

    'oca 'ola positions its products as refresing and tirst


    Cuencing

    )e& are associated /it a-ing a good ti!e /it friends


    and fa!il& and enAo&ing e-er&da& life

    'oca 'ola as +een successful +& using UniCue Selling


    proposition as Li-e te co$e side of lifeE( related to Ao& and
    appiness

    ,en te na!e of 'o$e is !entioned( te Frst ting tat


    co!es into !ind is fun and entertain!ent
    Positionin&

    'oca-'ola +rand as a !eal-ti!eacco!pani!ent: teir $e&


    !essage e!pasised is !eals taste +etter /it 'oca-'olaE

    'oca-'ola /ant consu!ers to associate !eal-ti!es /it te


    drin$ to +uild up product consu!ption( and tus sales.

    Diferentiation strateg& to gain co!petiti-e ad-antage.

    Diferentiation can +e done troug special pac$aging(


    +randing( and ad-ertising.
    Produt
    +eve!
    Cate&or
    ' +eve!
    Cor(ora
    te +eve!
    Industr'
    +eve!
    It is i!portant to understand te le-els of co!petition
    +ecause positioning applies at all le-els of co!petition.
    *or eGa!ple:

    Dual strateg& of Hingles and 'ele+rit& endorse!ents

    #opular co$e Hingles in Frst decade of its eGistence /ere


    I0l/a&s )e %eal )ing;( I#ee Le 'oca-'ola;( IHo 'ae Ho
    Ha&eJ'oca-'ola >nAo&E

    )anda .atla+ 'oca-'ola

    #ost 5221( neGt 3 &ears /itnessed 'ola ,arE /it #epsi


    Advertisin& Strate&ies
    )o counter all negati-e co!plaints K=lo+al appinessE
    ca!paign

    Saat Lao Lusi&aan Badao

    U!eedon /ali Doop( sunsine ,ali 0sa

    Sacin )endul$ar Happiness Brand 0!+assador


    Advertisin& Strate&ies
    'o!!unit& de-elop!ent
    proAects:

    #roAect Unnati

    #ar-artan #rogra!

    Solar /ater cooler e$ocoolE


    Advertisin& Strate&ies
    In rural areas:

    3 %s +ottle - Paanch Matlab Chota


    Coke

    0ds featuring te Desi Jugaad


    Concept

    Happiness on the go ca!paign


    Advertisin& Strate&ies

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