Coca-Cola's Brand Positioning and Market Segmentation

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MARKETING ESSENTIALS
CASE STUDY : COCA COLA

INTRODUCTION
• Marketing is the most crucial tool for
managing the influences of the market
• Various awareness programmes about the
different kinds of marketing strategies that can
be adopted to enhance customer relationship

VISION OF COCA COLA
• The vision of the company is to create a
favourable work environment for its
employees and to provide a wide range of
products to meet the demands of the
consumers.

MISSION OF COCA COLA
• The mission of Coca-Cola is to create a
different experience for their consumers

CURRENT MARKET SITUATION
• Coca-Cola is a famous name in the market of
carbonated drinks and beverages which is
recognised by every individual all around the
globe.
• The brand equity is developed by the readiness
of the consumers to pay any amount for the
brand and they are not willing to go for the
substitutes of the products offered by
competitors.

SWOT ANALYSIS
Strength:
• Brand identity
• High company valuation
• Widespread presence and huge market share
• High consumer loyalty (Renz and Vogel, 2016)
Weakness
• Strong competition with Pepsi
• Low product diversification
• Problem of water management
• Low health concerned beverages

MARKETING OBJECTIVES
• Discovering new opportunities in the present as well
the targeted market
• Enlarging the number of consumers by relevant data
collection
• Creating awareness regarding the goodwill and brand
image of the company among the consumers and
employees
• Maintaining the sustainability and environmental
ideas by producing products which do not create
health hazards

MARKET SEGMENTATION
• The marketing aims of Coca-Cola are fulfilled
by using the positioning and segmentation
strategies adopted by the company.
• Geographic segmentation is used to target the
domestic and the foreign customers. It focuses
on the age group of 35-50 to meet the
demographic segmentation.

TARGET MARKET
• Coca-Cola designs its target market based on
the earning capacity and the number of times
they purchase the products offered by the
company to meet their demands.

COMPARISON OF MARKETING MIX
• Product: The Company is planning to launch a new
beverage termed as No Sugar Coke especially for
the diabetes patient. The normal Coca-Cola
beverages contain sugar which, if consumed by any
sugar patient can be harmful for their health.
Therefore, to target such consumers the company is
planning to launch this kind of product. They will
also use unique packaging method that will make
this product unique from others (Headey and
Alderman, 2017).

COMPARISON OF MARKETING MIX
• Price: According to the pricing strategy of the mentioned organisation, it
can be stated that the organisation charge different prices for their different
products.
• As the market of beverage is considered as an oligopoly market only a few
numbers of sellers and a major number of buyers are present in it, it played
the major role into the marketing and pricing strategy of coca Cola and
other soft drinks.
• Another major competitor in this market is Pepsico and the product
strategy as well as the pricing strategy of Coca Cola is dependent on the
pricing strategy of Pepsico as well (Alahi and Bass, 2018).
• The pricing strategy of the Coca Cola follows the same pricing strategy of
their major competitors. In order to increase their sales units and to
develop their market in the developing countries, low pricing are
considered by the company.

COMPARISON OF MARKETING MIX
• Place: Due to the development of the products, the distribution strategy
taken by Coca-Cola has taken an important position. In more than 200
countries, the company is serving their products in the recent time.
• In most of the developed and the developing counties have been
provided with their product range. Apart from that, the excessive
distribution network has helped the company in this regard (Williams
and Williams, 2017).
• The relationship with the distributor has helped the company and it can
be seen that the network is also consisted of the large retailers,
supermarket chains and even the small groceries.
• The market segmentation is prevalent in the business of the
organisation as the target market of soft drinks fruit juice, tea is
different, and it affects the distribution network of the organisation.