Report: Coca-Cola's Target Market, Positioning, and Customer Value

This report provides a comprehensive marketing analysis of Coca-Cola, focusing on its target market, brand positioning, and customer value proposition. The report identifies Coca-Cola's target demographic, primarily focusing on the 15-30 age group, and highlights the company's strategic approach to reach this segment through partnerships and lifestyle marketing. It examines Coca-Cola's brand positioning, emphasizing its association with joy and happiness, and how the company differentiates its products, such as Coca-Cola Classic, Coke Zero, and Diet Coke, to cater to diverse consumer preferences. The report also includes a value proposition canvas, outlining product features, customer needs, and perceived value, illustrating how Coca-Cola aims to deliver unique brand stories and satisfy customer desires for quality, happiness, and affordability. The analysis draws from academic sources to support the marketing strategies discussed. This report is a valuable resource for marketing students.

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Coca Cola
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Target market
The target market of Coca Cola does not contain a specified segment. Though it does not
target a specific market, their targeting strategy is based on the demographics of the chosen
segment (Mokaya et al., 2012).
Age - based on the age they can target specifically the consumers of 15-30 years old people. As
the people with less than 15 will be, much younger consumers and they cannot be reached easily.
The people more than 30 years old will be more health conscious. Reaching the chosen target
market can also be done easily through partnerships, for example, fast food chains in the
international market (Mokaya et al., 2012).
Lifestyle - the busy and mobile generation of youth, the work life addicts can be the most
important consumers that can be targeted.
Occupation and nature – the fun loving and the adventure loving people needs to be targeted. As
the brand, positioning in the current market is to target people with those characteristics.
The customer’s media habits can also be analysed for media exposure in their daily life (Mokaya
et al., 2012).
Positioning
Coca Cola can strategically position itself in the soft-drink market. The new tagline of the
brand is “taste the feeling” is to target people who likes have the fun and entertainment in their
food. The company has always positioned itself with relation to joy and happiness in the
company(Janiszewska and Insch, 2012). The high degree of loyalty comes from the satisfaction
if the

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Figure 1
Source: (Mokaya 2012)
The new brand positioning is to target the market with unique selling proposition that is related
to joy and happiness. The brand can also be positioned according to the values that can be be
attractive to people that does not comes under the target market segment of the company
(Janiszewska and Insch, 2012). Coca Cola classic with their competitors are can be positioned as
traditional and medium sugar based. In addition, their Coke Zero can be positioned as modern

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and low sugar soft drink and diet coke can be less sugar and traditionally positioned in the
customer mind.
A value proposition for target market
The customer value proposition of coca cola is very specific to a point and main mission of the
company is to deliver its customer the different brand stories that the company have adapted
though the years. The story they are telling this time is to “taste the feeling” that is categorised as
lifestyle based to increase the happiness and joy one can feel after having the soft drink. Coca-
cola as a brand of non-alcoholic beverage sector has differentiated their products in the segment
very well (Muhamad et al. 2012). The core benefits and a unique value propositions that the
company gives its customers are related to joy and happiness. The new value proposition that can
tick the customers can be the money saving schemes in the big purchases and the health
consciousness of the diet coke. To implement this messages of Coca cola’s new brand
positioning can give a focused differentiated method of reaching out to the consumers
(Muhamad et al., 2012).
Value proposition canvas

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Product features
Products :
Coca cola Classic
Coke Zero
Diet Coke
Features:
Best selling soft drink for quenching thirst
Health drink
Experience for customers:
The tagline says
“taste the feeling”
Customers
Wants
Needs Fears
availability and
affordability
Premium quality
soft drinks,
happiness, joy Losing the value of
their money spent

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Reference
Janiszewska, K. and Insch, A., 2012. The strategic importance of brand positioning in the place
brand concept: elements, structure and application capabilities. Journal of International Studies
Vol, 5(1).
Mokaya, S., Kanyagia, P. and Wagoki, J., 2012. Market positioning and organizational
performance in the Airlines industry in Kenya. International Journal of Arts and
Commerce, 1(4), pp.121-132.
Muhamad, R., Melewar, T.C. and Faridah Syed Alwi, S., 2012. Segmentation and brand
positioning for Islamic financial services. European Journal of Marketing, 46(7/8), pp.900-921.