Marketing Concepts

Target Market : Coca cola takes every customer as target and potential who is thirsty .All age groups are being targeted but the most potential being the age group of 14-30, which covers about 50% of the age segment .

These individuals tend to be young, unmarried, and often are students. Coca-Cola's website offers bright and playful colors, and also their online store offers many items geared toward young adults. Many commercials also focus on young adults, however it can be argued that certain commercials aired can be focused to a certain psycho graphic segment, as well.

STP

When a company only produces a few products, the ability to diverse a wide-range of customers is a bit limited. Before 1960, the Coca-Cola Company produced only one beverage which only targeted the soft drink market. Today, the Coca-Cola company offers over 100+ different products based on consumer preference.

Coca-Cola segments their products with success because with the company's name and history, it's an easy access to sell to customers. Coca-Cola targets all markets and different segmentation such as age, gender, ethnic, income, and the family life cycle. 

Coca-Cola takes the following steps in segmenting a market.

 They identifies the market segment

chooses the segment that fits the company

implement a target market and many more

Coca Cola Company is the world’s leading manufacturer, marketer, and distributor of soft beverages. Coca Cola uses "Multi-segment" targeting strategy which means that the company has more than single, well- defined, market segment.  It develops a marketing mix for each of the segments. Coca Cola has more than 400 different products line, total of 3,500 product mix.

Segmentation:

Coca Cola products are purchased by different classes, but mainly by middle to high level class. In addition, many people today make their purchases decisions based on the company’s ethics and, or social responsibility. Coca Cola gains the trust of its consumers by contributing to the environment in varies ways.

Geographic segmentation

Coca Cola has drinks that targets different age groups, ethnic groups, sexes, lifestyles, etc. It has large demand for its taste and the trend towards healthier lifestyle influenced Coca Cola to produce healthier products such as Coca Cola Zero, Diet Coca Cola, and etc. 

Climate- Coca Cola’s consumption in the summer is 60% than 40% in the winter; therefore, the company's sales are higher in the summer. It also focuses in hot area in India.

Demographic segmentation

-Age- 15-25 years old and 40 plus.

-Gender- targets both genders

-Income- segments different income level. for example, by packaging: for low level income the company is selling returnable glass bottle; for high level income, the company is selling coke in tins.

Psychographics segmentation

People who are brand conscious will not drink beverages of less known brands. They will try to show their status by drinking Coca-Cola.

The level of education is another factor that the company is paying attention to. In a high percentage education, the company can use advertisements to convey the company massage. Because Coca Cola is a recognized world brand, people will drink it without hesitate. 

Positioning:

Once a business has decided which segments of the market it will compete in, developed a clear picture of its target market and defined its product, the positioning strategy can be developed. Positioning is the process of creating, the image the product holds in the mind of consumers, relative to competing products. Positioning helps customers understand what is unique about the products when compared with the competition. Coca Cola plan to further create positions that will give their products the greatest advantage in their target markets. Coca Cola has been positioned based on the process of positioning by direct comparison and have positioned their products to benefit their target market. Most people create an image of a product by comparing it to another product, thus evident through the famous battles between Coca-Cola and Pepsi products.