Cocacola target market analysis the social grabber. Besides, as there are lots of universities in britain, the target group can form the market that is large enough and has some potential. Cocacola has similar offerings in each segment of the market. Coca cola competitors are mainly dealing with nonalcoholic beverages. Cola hbc is one of the largest nonalcoholic drinks bottlers in europe, operating in 28 countries in three continents its the most diversified footprint in the coca. Finally, coca cola consider each customer as a target and a potenval consumer. Through market segmentation, we decide to choose the 1829 year old consumer group as our target market. Coca colas target market is based upon demographic. The cocacola blak plus, a sweeter version of diet coke fortified with vitamins and minerals, was introduced in 2007 and the target market was consumers who were concerned about their nutrition. The target market when it comes to the consumer market, cocacola has a very broad market base. The target market for coca cola is very wide as it satisfies the needs for many different consumers, ranging from the healthy diet consciousness through diet coke to the average human through its bestselling drink regular coke. Coca cola competitors will include pepsi, nestle, and dr. Most of the target marketing is geared towards young people, but some advertising is tailored for older people. Cocacola is the worlds biggest softdrink company which manufactures and markets nonalcoholic drink focuses and syrups.
Coca cola targets mostly people who are 12 years old or older. Pdf strategic marketing plan for cocacola 2016 researchgate. Because the consumers with this age are the main consumers of the cocacola products. Coca cola segments pakistani market with a percentage ratio of 58% females and 42%. The company focuses its efforts on many different people. Besides the popular cocacola and coke brands the business uses more than 500 brands in over 200 countries or areas and serves 1. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. This paper aims to identify market segments and targets for marketing strategy plan of cocacola company in malaysia. The company has set certain limitations when it comes to target marketing. Sanjeev gupta, marketing director colacola india, in august 1995. Coca cola company target market examines how cocacola has strategically positioned it self within the worlds soft drinks market. Cocacola takes every thirst quenching person as a potential target market. Segmentation, targeting and positioning of coca cola essay sample.
Market segmentation and target marketing pearson canada. Cola cola has beverages for every strata of consumers, and having a brand which is probably the most recognizab. Cocacola marketing objectives by prezi user on prezi. Given that they operate in over 200 countries, they are faced with a clear choice of whether to standardize their product offerings globally and reap the potential benefits economies of scale, adapt their offerings to a particular market. Market shifts define a new strategic focus the carbonated soft drinks csd market is highly dependent on commodity prices. The coca cola company is a big company that carries different products that a lot of people like. An evaluation of marketing strategies undertaken by coca.
It brought to an end the commissions indepth investigation relating to concerns under articles 82 of the ec treaty and 54 of the eea. The consumers targeted by cocacola blak were the more complex older generation who are willing to spend more on this product, a cola with coffee. Coca cola targeting and positioning segmentaonenablesbrandstode. Pdf as a chandler founded the coca cola company back in 1886 and it is. Cokes distribution model involves a network of hundreds of independently operated bottlers around the world that use the coke concentrates to make and bottle coke drinks as well as other noncoke affiliated beverages. Coca cola being the largest beverage company in the universe does not have a target market in the usual sense.
Target market various age groups and lifestyles from high school students too universities, and male or female. This market covers 80% of indias new coke drinkers. Implementing a new gotomarket strategy at cocacola. Segmentation, targeting and positioning of cocacola. Cocacolas target market is based upon demographic, geographic, psychographic and behavioral characteristics. Geographic integrated global marketing case study 7 it segmented the world market based on different geographic traits. In fact, no country represents more than 20 percent of sales volume. Cocacola target market by darbinyan perch published may 11, 2019 updated april 21, 2020 coca cola is a huge company which has implemented millions of marketing tactics and researched all the market to find out its specific target market. Understanding target markets coca cola understanding target markets coca cola cocacola was established in atlanta, ga on may 1886. An evaluation of marketing strategies undertaken by coca cola company as a multinational. Her brand portfolio recorded only 17 brands early in 2014 that accounted for over one billion dollars annual retail sales.
Developing marketing plan for soft drink term paper. Market research drives a rebrand of cocacola business. Product the two soda giants economic forces cocacola works to create job opportunits globally for every job the coke industry provides, 10 jobs, on average, are created in local communities staff, 2012. As a result, the volume sold decreased, cce lost market shares, and reported operating income was negative. Cocacola market cap history and chart from 2006 to 2020. Marketing lessons for coke from perus big cola insead. Rural market is also a very attractive targetin order to reach to the rural india, cci had also launched television commercials targeting at rural population. In the global market, coca cola is the market leader for the beverage. At the cocacola company, pulling together useful data sets is a particular challenge. Harris 2005 the approach tim hortons has adopted has been relentlessly patriotic parmar 2005 and their advertisements try to.
Identifying market segments andtargets formarketing. Pepsico on the other hand, recently outperformed cocacolas negative 1 percent growth in net sales and 3 percent decline in profits by reporting a topline growth of 4 percent. The target market for coca cola is very wide as it satisfys the needs for many different consumers, ranging from the healthy diet consciousness through diet coke. Discussion and analysis of the marketing strategy of coke zero in. In the mid1980s, the cocacola company made a decision to introduce a new beverage product hartley, 1995, pp. Coca cola company target market grade mariya krachok. They have earned billions of dollars over the years simply bringing the customers a drink and a dream. The primary mark market for coca cola is multicultural young person of age 24, which. In the same year, the companys sparkling drinks comprised of the diet coke, cocacola, fanta, cocacola zero, sprite, and schweppes, all attributing to. Cocacola company dominates the beverage market offering over 500 carbonated and still drinks to over 200 nations. These countries share relatively similar political and economic volatility, with lower per capita gdp than our. The first thing that the cocacola company must do is select the pricing objective they believe will be most effective in distributing their brand to consumers. Coke zero case analysis essay example bestwritingservice.
Coca cola market plan and market research free essay example. With the changes coca cola is currently undergoing, they aim to regain an iron fist control of the market. Overall, in 20, still beverages performed better than sparkling beverages across all the segments except for europe. Cocacola has defended its strategy in the us amid questions from investors about whether it was acting as a spoiler in the soft drinks industry by keeping prices low in its home market. But it might be fair to assume its advertising would be no match to cocacolas, fully integrated, augmented, gamifacted, steroid loaded, branded campaign. Free the cocacola company and market pricing strategies essay. Coca cola advertising strategy is boldly experiential with innovative design of posters and print and media advertising. Coca cola looks to increase its market share by over 60%. Coca cola has no specific target market, according to. Understanding cocacolas business segments market realist. Market entry strategies by insert your name presented toinstructors name, courseinstitution name, locationdate due across the globe, numerous firms successfully operate in a particular niche market with no expansion whatsoever into emerging and new markets.
Though all age groups are being targeted, the main potential lies between the ages of 1825, which covers around 40% of the market share. They use marketingskimming as there is a sufficient number of buyers that have a curren. Csds in the eea and prevents cocacola from entering into exclusive supply arrangements, from practising growth and target rebates or from leveraging market power between various product categories. The following is a brief analysis of colacolas marketing segments. Both companies get your beverage dollar through one brand or another. Market capitalization or market value is the most commonly used method of measuring the size of a publicly traded company and is calculated by multiplying the current stock price by the number of shares outstanding. According to beverage digest, however, cocacolas top csd brands generally. Us market in 2005, as a sugarfree version of cocacola that maintains the same taste. Coca cola and pepsi control the global beverage industry.
Contrastingly, successful business operation of some firms is informed by continuous expansion and entry into new. Here the company identifies market segments and selects one or more of them and develops products and marketing mixes tailored to each for example coca cola produced soft drinks for the sugaredcola segment, the diet segment diet coke and coke light the no caffeine segment and the non coke segment sprite and lift. Cocacola dominated the worlds soft drink market throughout the 20th century. Marketing strategy of coca cola coca cola strategy. Celebrating prezi s teacher community for teacher appreciation week. When aluminum and sweetener prices recently rose, cocacola enterprises, inc. All age groups are being targeted but the most potenval is the age group from 18. Major competitors of coca cola research paper example. 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. The main ingredients of the drink are hidden in its name coca leaves and kola nuts i. Coca cola commercials basically target on young generations, because they want to represent coca cola with the youth and energy. Coca cola targeting and positioning universitas brawijaya. Sparkling beverage volumes have been declining over the past few years. Report of coca cola marketing analysis marketing essay.
Sanjeev gupta, deputy president cocacola india in may 2002. According to one brand marketing campaign coca cola advertising via various channels will feature all four different brands of coca cola as illustrated in. Segmentation helps the brand to define the appropriate products for specific customer group. Pdf coco cola marketing strategy and market plan ekin duran. Cocacola ppt on horizontal market expansion coca cola. The soft drinks market is very competitive and cocacola has had their share of. The company had evidence that taste was the single most important cause of cokes decline in the market share in the late 1970s and early 1980s.
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