Market Segmentation of Coca-Cola: A Business Marketing Analysis

This report analyzes the market segmentation of Coca-Cola, the largest non-alcoholic beverage company in the world. It discusses the company's target market, demographic, psychographic, behavioral, and geographic segmentation, as well as the estimated size of the market. The report also provides a description of the product and its estimated retail price.

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Executive Summary
Market segmentation can be defined as a process of differentiating the market of potential
customers into segments and groups on the basis of different features. The segments ate decided
on the basis of the customers who are supposed to respond as per the organizational strategies
and who share similar needs, locations and interests. The purpose of this report is to study and
develop a deep understanding about the market segmentation of a well-known brand of beverage
industry, “Coca-Cola”. The information about the company and product is provided in order to
make a clear understanding about the market segmentation process adopted by the organization.

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Table of Contents
5.1 Types of needs satisfied by the product.................................................................................................4
Description of the product and estimated retail price................................................................................4
Target Market..............................................................................................................................................4
5.2 Demographic Segmentation...................................................................................................................5
5.3 Psychographic segmentation..................................................................................................................6
5.4 Behavioral segmentation.......................................................................................................................7
5.5 Geographic Segmentation......................................................................................................................7
5.6 Estimated size of market........................................................................................................................7
References...................................................................................................................................................9

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5.1 Types of needs satisfied by the product
When it comes to non-alcoholic beverages, Coca Cola Company has been the largest
marketer, manufacturer and distributor all over the world. In the case of soft drinks, there is huge
competition in the market, thus the company has to strive to prove its uniqueness in order to
stand out in the market. In this article, there will be a detailed analysis of the target for marketing
strategy and various marketing segments for the company (Hair, Wolfinbarger, Money, Samouel
& Page, 2015). The company has a tremendous history and a great marketing mix strategy. In
this article, there will be discussion over various marketing strategy of the coca cola company
which it has to adopt in order to survive the competition in the market and emerge as a winner.
Various other characteristics like demographic characteristics, Psychographic Characteristics,
Behavioral Characteristics, Geographic Distribution and the estimated size of the market will be
included.
Description of the product and estimated retail price
The main product of the company is a carbonated soft drink popularly known as Coca-
Cola. The main ingredients that are used in Coca-Cola are carbonated water, acidity regulator,
sugar, natural color, caffeine, and added flavours. It is sold in different packaging including
Cans, RGB, and PET. The price of the product starts with bucks for 200 ml bottle and increase
as per the size and packaging of the bottles and Cans.
Target Market
Coca-Cola targets all type of people irrespective of their age, sex, religion and other basis
of differentiation. The company mainly focuses to the fast food industry and have partnership
with some of the global international food brands like Dominos, to cover the maximumnumber
of customers.
The company has a high reputation and also a very good brand image, in the year 1985,
the company has changed its name from coke to new coke. The prime focus of the company is to
provide its customers with a better taste. Although the company has the entire world as its target
but its main focus is the younger generation (Baker & Saren, 2016). Thus the main market target

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of the company is the younger generation. Thus the company always showcases its product as
full of energy and mainly targeted for the youth. There are various competitors of coke in the
market such as Pepsi and Plummer. Due to such high competition, the company had to release a
new series that is diet coke because there were risks of weakening of brand due to the presence
of competitors. For this decision to prove effective it had to rely on the invention of aspartame,
which is a very high quality sweeter with lesser side effects. Coca cola has an effective
marketing strategy to prove itself as a successful business entity.
Marketing segmentation has proven to be very effective when it comes to improve the
quality of product and services. It helps in gaining knowledge about what are the needs of the
customers and what new innovations are needed to be done in this sector (Wright, Wright &
Kooli, 2016). The company has been selling its product in more than more than one market. It
always aims to reach in different markets all over the world. For any business, it becomes very
important to know what are the needs and demands of the customers, and for this the company
has to rely on the marketing mix strategy. The marketing segmentation has divided the company
into various categories such as demographic, psychographic and various other criterions to target
the desired audience.
5.2 Demographic Segmentation
In the case of demographic segmentation, the segmentation is done on the basis of age, family
life cycle, occupation, race, religion, education, generation, nationality ad social class. In order to
distinguish various costumer groups, demographic variables becomes very important for the coca
cola group as the market is segmented often on this basis (Aghazadeh, 2015). The main reason
for this is that most of the customers prefer if the rate of usage is associated with the
demographic variables. In fact it is also more feasible for the company as they can easily access
the demographic variables (Babin & Zikmund, 2015). Various surveys can be easily conducted
for the demographic segmentation of the coca cola company. It can also lead to more ease in
identifying the marketing strategy and market targets for the company. This is further divided
into two parts which are as follows:
Age and life- with various age cycles, the consumer has different wants. The wants and abilities
of the customers generally change with age (Mariotti & Glackin, 2015). The variables of age and

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life can be proven as very tricky sometimes as according to them the needs and wants of the
customers also changes. Thus these should be carefully considered while formulating any new
policy. As it has been earlier mentioned that the main target of the company is youth thus in that
phase there has to be continuous need to add refreshment and energize the product to cope up
with the market and the daily activities. The highest populated age group in Aabbotsford Canada
is between 15 to 64 years which shows the higher number of youth over there which is 1,580,440
people (12.statcan 2018).
Gender- the coca cola company also needs to give prior focus to the gender issue also which
holds very much importance for the company. It is natural that man and women have different
behavioral orientations and thus they have different attitudes (Burns, Bush & Sinha, 2014). In
this manner their needs also differ from one another. Thus the socialization practices are
important to be considered in these cases. Thus the company tries to target both the genders and
they offer a wide variety of drinks to serve this purpose. Hence it has a wide market sufficient for
both genders and there is also diversification in the products. Number of male and female in the
youth generation is almost similar and the highest which is a great thing for the marketing.
5.3 Psychographic segmentation
In this type of segmentation various users are divided on the basis of their lifestyle, personality
or values. Different groups are formed on this basis. It is possible that people who in a same
demographic group, they can have different psychographic group (Tanner & Raymond, 2015).
Thus the coca cola company has tried to put its best so that products are made in such a manner
that they are suitable according to varying personalities of people and their lifestyles.
Lifestyle- it is found according to surveys that people generally tend to have more lifestyles than
it is often suggested. There are variations in people according to their interests, attitudes,
activities, and all these factors have a direct influence on the goods and services they are
consuming. The coca Cola Company has always tried to manufacture those products which are
suitable in today’s busy modern life where there is shortage of time; the so called mobile
generation. Most of the population is employed which is 1,911,860 in total and live a great
lifestyle which is a great point for the company (12.statcan 2018).

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Personality- it is very important for the coca cola company to use the variables of personality in
order to identify its target audience. The company provides product with the brand personality
that are suitable for the personality of the target audience.
5.4 Behavioral segmentation
In this type of segmentation, the buyers or the customers are segmented on the basis of their
knowledge, their various kinds of attitude, use or response towards various kinds of products. It
is also the trait of good marketers that they lay great emphasis on the behavioral variables (Pride
and Ferrell, 2015). These variables consist of occasions, benefits, user status, user rate, loyalty
status, the readiness state of the buyers. It is considered that attitude is one of the initial points for
the construction of market segments.
Occasions- The various consumers of coca cola can be differentiated on the basis of the
occasion. It varies that when the need, when they are going to purchase the product, when they
will use the product, all these factors matters a lot. Segmentation of products on the basis of
occasion can help the companies to expand their business to a great extent.
Benefits- it is used as a kind of promotion strategy that for the sake of promotion the coca cola
company mentions the prize of the product on the top of the package.
5.5 Geographic Segmentation
In geographic segmentation, the basic thing to do is that the market is divided into various parts
and it gets demanded various segments on the basis of geography into regions, cities, or
neighborhood (Kotler, 2015). There is vast network of Coca-Cola spread worldwide which aids
in the product distribution. There are larger customers in the urban rather than rural. Most of the
population in abbtsford prefers the urban lifestyle and literate as well (12.statcan 2018).
5.6 Estimated size of market
In the year 2014, the net market worth of such beverages was expected to be 340 billion. In the
same year, the coca cola company held the total revenue of 45%. The carbonated soft drinks
have proven to be a very smart sector when it comes to beverages. There has been many ups and
down in the recent years (Baker, 2014). According to statistics it is estimated that the same trend

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will continue to prevail for the next seven years.Increasing young population in developing
countries coupled with increasing disposable income among consumers is expected to drive the
overall market growth. Increasing processed food and beverages demand coupled with rising
population in BRICS countries is expected to benefit the market. Young age group in abbotsford
is increasing and prefers drinks like coca cola which is a huge point for the industry (12.statcan
2018).
Conclusion
On the basis of above study it can be concluded that Coca-Cola has a strong market segmentation
which enables it to reach a larger number of customers and attract them accordingly. The main
basis of such segmentation have been discussed along with the product description of company,
product and target market.

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References
12.statcan, (2018) Census profile, 2016 census, [Online]. Retrieved from:
https://www12.statcan.gc.ca/census-recensement/2016/dp-pd/prof/details/page.cfm?
Lang=E&Geo1=CSD&Code1=5909052&Geo2=PR&Code2=59&Data=Count&SearchT
ext=Abbotsford&SearchType=Begins&SearchPR=01&TABID=1&B1=All.
Aghazadeh, H. (2015). Strategic marketing management: Achieving superior business
performance through intelligent marketing strategy. Procedia-Social and Behavioral
Sciences, 207, 125-134.
Babin, B. J., & Zikmund, W. G. (2015) Exploring marketing research. Cengage Learning.
Baker, M. J. (2014) Marketing strategy and management. Macmillan International Higher
Education.
Baker, M. J., & Saren, M. (Eds.). (2016) Marketing theory: a student text. Sage.
Burns, A. C., Bush, R. F., & Sinha, N. (2014) Marketing research (Vol. 7). Harlow: Pearson.
Hair Jr, J. F., Wolfinbarger, M., Money, A. H., Samouel, P., & Page, M. J. (2015) Essentials of
business research methods. New York: Routledge.
Kotler, P. (2015) Framework for marketing management. Pearson Education India.
Mariotti, S., & Glackin, C. (2015) Entrepreneurship & small business management. Pearson.
Pride, W. and Ferrell, O.C. (2015) Marketing 2016. Boston, MA: United States: Cengage
Learning.
Tanner, J., & Raymond, M. (2015) Principles of marketing. University of Minnesota Libraries
Publishing.
Wright, L. T., Wright, R., & Kooli, K. (2016) Business marketing concepts and cases. Journal of
Business & Industrial Marketing, 31(8), 1017-1018.

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