Marketing Concepts Applied on Branded Products Sold in Coles

Running Head: MARKETING CONCEPTS APPLIED ON BRANDED PRODUCTS SOLD IN
COLES
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MARKETING CONCEPTS APPLIED ON BRANDED PRODUCTS SOLD IN COLES
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Marketing Concepts Applied on branded products
Market Segmentation
Biggadike (1981) expressed that marketing concepts and techniques such as perceptual
mapping, market segmentation, and positioning assist in analyzing the business environment and
implement strategic decisions in consumer terms. Market segmentation is one of the vital
contributions to strategic management. Biggadike (1981) defines it as the subdivision of an
economic environment into prominent groups of clientele based on their wants and patterns of
how they purchase and use the products and services. Positioning, serving a subset of consumers
with a plan modified to meet their specific needs, is an enhancing factor to market segmentation.
Marketing managers use geographical segmentation which is about the location of the
customers, psychographics segmentation focuses on the lifestyle of customers, behavioral
segmentation is done on the basis of behavioral, usage and decision-making patterns and lastly
demographic segmentation is the most extensive type of segmentation because its variables
depends on age, gender, income, occupation, religion, race, and nationality.
Arnott Biscuits, sold in Coles, demonstrate market segmentation. Arnott’s Tiny Teddy, a
brand of sweet biscuits, has its primary market focus on children aged between 3-7 years old.
The biscuits are small in size and are shaped as bears to attract children (“Situation Analysis,”
2014). The package of the product is decorated with bees, mushrooms, leaves, three teddy bears,
and ladybugs to attract a young audience. The biscuits also have unique flavors such as
chocolate, honey, and choc chips, intended to satisfy different taste preferences of the
consumers. The biscuits also have health factors making the parents loyal to purchase it. The
product is found on upper, middle, and lowers shelves of all the stores; displaying the biscuits to
the maximum to their customers (“Situation Analysis,” 2014).

MARKETING CONCEPTS APPLIED ON BRANDED PRODUCTS SOLD IN COLES
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Marketing Strategy
Marketing strategy helps a company to identify and analyze a target market and develop a
market mix to meet the necessities of that market. It involves mixing price, product, distribution,
and promotion to suit a particular group of consumers (Peter, 1999). The main characteristic of a
market strategy is to reflect on the overall goals and direction of the company. All the marketing
mixing decisions should be in harmony with business strategies. Consistency and flexibility are
primary components of significant market-mix choices.
The marketing strategies should be specific, measurable, actionable, relevant, and time-
bound. An analysis of the strategy should provide a report which will further enlighten the
company in making decisions. The decisions are purely based on the content and branding of
products, connection with audiences, the business objectives ensuring the brand has consistency,
and lastly, there is excellent communication with clients, and satisfaction. Due to the frequent
change in consumer lifestyle, preference and tastes, Coca Cola innovates, develops, and launches
new brands that have recognizably different identities. The labels present its customers with a
range of varieties in terms of sugar, caffeine percentage, and flavor while maintaining the great
Coke taste that consumers love. The products have an element of sustainability that cannot be
easily copied by competitors. More than 10,000 soft drinks are consumed in Coles every day due
to a market strategy that meets the needs of every consumer
According to Dickson (1987), Coca Cola uses segment based product differentiation
strategy to cater for demand in heterogeneity. The company has produced diet coke, no caffeine
coke, classic coke, no caffeine coke, coke lime, cherry coke, and many more flavors to satisfy
the needs and desires of each segment. Sales depend on the probability that the unique product