Marketing Report: Coca-Cola's STP, Marketing Mix, and Consumer Profile

This report provides a comprehensive marketing overview of Coca-Cola, analyzing its product, market position, and target audience. It details the company's STP (Segmentation, Targeting, and Positioning) strategy, examining demographic and geographic segmentation, and identifying the target consumer as primarily young adults. The report further explores Coca-Cola's marketing mix, including product, price, place, promotion, physical evidence, people, and productivity, with recommendations for each element. The analysis highlights Coca-Cola's brand loyalty, consumer behavior, and psychographic factors, providing a detailed consumer profile. The report incorporates references to support its findings, offering insights into Coca-Cola's successful marketing approaches and strategies.

Marketing
Management

Overview of the
organisation and its product
 Coke is a soft drink product of Coca-Cola company. It is an
beverage company which operates in beverage industry.
 The company earns the $41,000,000,000
 It has 7 cubes of sugar
 It is in black colour and strong in taste
 COKE is written on red paper which is considered as the logo of
the product

STP
STP stands for
segmentation,
Targeting and
Positioning
Segmentation
Potential markets
for promoting
and selling the
product
• Demographic
• Geographic

STP
Target
 Distinct marketing
campaigns to appeal
 Segment to target with
upcoming campaigns

STP
Positioning
 Alignment of
products
 Makes the
different
from
competitors.

STP of Coke
Segmentation Segmentation criteria Target Customer Segment
Geographic Region Coke product is available in all
countries but the main target of the
product are those countries and
states of US that have large number
of youngsters
Density Urban/ rural areas
Age Target family
Main target 10-35 years
Above 35 years also drink it
Demographic Gender Male, Female and others
Occupation Not necessary but more preference is
given to Students, and youngsters
Life Cycle Stage Expire date is mentioned on the
manufacturing basis
Loyalty Providing the quality of services to
consumers and satisfy its demand and needs
helps to enhance, brand loyalty
Behavioural Behaviour It target those consumers who are prefers fast
food and also less health conscious
Psychographic Social class, lifestyle It serves the services to all class but mainly
target the higher and middle Class people so
that they can easily afford its prices

Consumer profile
 Teenagers are the main consumers of the
product
 It does not wait for cooking food and
spending time in preparation
 They live in dream world that’s is why,
they wants a high standard life
 15-30 age
 Prefers to shows high personality and
attitude
 Less price conscious

Recommendation (Positioning Statement)


Recommendation
(Marketing Mix)
Product
 Marketing campaigns
 Quality and
packaging
Price
• Low cost strategy
• All three classes such
lower, upper and
middle class

Recommendation
(Marketing Mix)
Process
 Strong Supply chain
 Agents,
 retailers,
 supermarkets,
 small shops
 Online platforms

Recommendation
(Marketing Mix)
Place
 Various number of young people
 India, Australia, UK, Italy, China and France

Recommendation
(Marketing Mix)
Promotion
• Digital technology such as YouTube, social media, and
others
• Advertisement on television or by radio
• It spent 4000,000,000 on advertisement and public image
• Creative and innovative campaigns
• Campaigns on occasion as per its last year campaign of
Santa clause
Physical evidence
 Bills
 Electronic chips