After conducting research, the beverage giants concluded that the age group between 18 were in need of a beverage that could be more relatable to their generation. Introduction Coca-Cola, the world largest beverage company, began in in more humble circumstances with sales averaging nine drinks per day to the 1.
Spanning operation from the original Franchise agreement of to-date, is an indication of managerial ingenuity of strategy design, implementation and control. Coca-Cola has more than a single, well defined market segment and attempt to reach as many consumers as possible.
Positioning After the targeted market segment is identified, a product needs to be provided which fits the demands of those consumers. Coca-Cola Company Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of nonalcoholic beverage concentrates and syrups.
There is not many people that can do without this drink daily. Age, Gender In the modern world it is increasingly becoming challenging to stay relevant due to the intergenerational differences that exist amongst teens and especially young adults.
Targeting Once segmentation takes place, Coca-Cola evaluates information such as the size of the segment, their purchasing power and if the existing trend is temporary in order to decide which target market is worth investing their resources Solomon et al, Profitability and sustainability as a key issue in business operations necessitates these value chain components to critically evaluate the Structure-conduct-performance framework as an The final part of the marketing mix which is the place refers to the distribution strategy in order to allow consumers easy access to the product.
Ability to understand the key processes of business environment is severe necessity. Evidence of this would be the launch of it in over 70 countries Alarcon, Coca-Cola has the advantage of the already existing distribution channels which allow Coke Zero to be supplied to supermarkets, vending machines, restaurants and cinemas through the same global network.
They also have the advantage of a unique product which caters to a target market and specifically targets men through its packaging, promotions and image.
They compete with other companies to be number one in sales. Whilst TCCP does implement different types of targeting strategies which are undifferentiated, for Coke Zero a concentrated targeting strategy was implemented. John Stith Pemberton is pharmacist who invented formula for the most popular product Coca-Cola in in Columbus, Georgia.
The company that does all of this is Pepsi Cola Company. An indicator of the price being fare is the rise in sales and Coca-Cola Zero considered one of the product launches of the decade with a gain of 24 million pounds in its first 16 weeks and becoming the third highest selling beverage in the Coca-Cola empire Form K, ; Alarcon, Conclusion Coca Cola reinvented themselves through the launch of Coke Zero and achieved growth beyond expectations.
This process highlights the importance of marketing strategies and if used intelligently are a key ingredient in an organisations success.
These markets can be identified demographically based on age and gender and through psychographic segmentation. A concentrated marketing strategy is utilised when a firm wishes to offer a product to a single segment and therefore accurate information is required before venturing in to the market Solomon et al, They have a decentralized organizational structure, with operational decisions made within the separate business units while being governed by policies at the corporate level.Segmentation, targeting and positioning of Coca-Cola Essay Sample.
A. Introduction Coca-Cola, the world largest beverage company, began in in more humble circumstances with sales averaging nine drinks per day to the billion servings per day it currently boasts in over countries (Form K, ).
According to the New York Times, Coca-Cola is also trying to target health-conscious consumers. More of Coca-Cola's advertising also targets affluent, young people with products like Coca-Cola Life. Coca-Cola's products and marketing campaigns are also targeting international audiences.
WCoca Cola being the largest beverage company in the universe does not have a target market in the usual sense. Its target is the world.
Cola Cola has beverages for every strata of consumers, and having a brand which is probably the most recognizable in the world, it is used to constantly remind everyone to buy one of its many products. Coca-Cola owns the brand names of Coca-Cola, Diet Coke, Sprite, and Fanta which are four of the leading brands in soft drinks (Coca-Cola Datamonitor, ).
Coca-Cola, with large scale operations, is the leader in manufacturing, distributing, and marketing nonalcoholic beverage concentrates and syrups.
Marketing Plan Coca Cola Marketing Essay. Print Reference this. Published: 23rd March, The target markets for the brands are the youthful consumers aged below 30 years for Diet Coke & the mature consumers aged above 30. Coca Cola® Research Paper and SWOT Analysis. 1.
Background and History Coca-Cola’s history dates back to the late s when Atlanta Coca-Cola’s target market is as vast and varied as its product lines around the world. While the company does not have a specific target market, it does however, target specific markets.Download