Market Segmentation of Coca-Cola: A Business Marketing Analysis

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Business Marketing
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.

Business Marketing
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