Journal of Marketing Research, 34(3), 347-356, Joseph B.F. James O’C and Richard, R. (1993). positioning) and external challenges waiting for it to achieve, for example, Pepsi is one of the closet competitors and purchases similar products. The brightest students know that the best way to learn is by example! Global marketing management: a European perspective. Coca-Cola used seven key design and marketing strategies, which made it as recognizable in the streets of Shanghai as in its hometown of Atlanta by the 1920s, says Coca-Cola VP of innovation and entrepreneurship David Butler. Coca-Cola has successfully segmented its market in different products. To know what their customers need, Coca-Cola uses the consumer segmentation criteria and market into different groups: behavioural, psychographic and profile. Demographics Coca-Cola Co. segments the market based on age and income as a basis for demographics. with the European launch of Jianchi, a new drink inspired by the ancient principles of traditional Chinese wisdom (The Coca-Cola Company, 2009)). The business operations are divided into the following geographies: Eurasia and Africa, Europe, Latin America, North America and Pacific, as well as their Bottling Investments operating group. The Coca-Cola Company: company profile. If your brand helps people to find love and friendship. Created with young adults in mind, this soft drink is sweetened with a blend of aspartame and acesulfame potassium (Ace K). had 53 years of consecutive annual dividend increases. What Is the Geographic Market Segmentation of the Coca Cola Company? Coca-Cola has been using its marketing mix to prove their success business. The target market for Coca cola is very widespread as it satisfies the needs for many different consumers, ranging from the healthy diet awareness through Diet Coke to the average human through its best-selling drink regular Coke. The Coca-Cola Company treats each store differently. WRITTEN: Written communication involves any type of interaction that makes use of the written word. Targeting Coca Cola target different segments with different ads. Source: The Coca-Cola Company. Yes! Another market segmentation option available to Coca-Cola Company is segmentation based on benefit sought (Perner, 2010). Coca Cola’s behavioral segmentation has been a key to the company’s success. Part of the decision process relied on the invention of aspartame, which is regarded as a superior sweetener to saccharine with less side effects (Patrick and Thomas, 1992). Coca-Cola cans were firstly made for soldiers. This was completed by the year end of 2007. Long Range Planning, 29(6), 797-811, Patrick, B and Thomas,R. Throughout the decades and multitudes of marketing campaigns, Coca-Cola has remained consistent when communicating one strong and effective message: pleasure. The company reporting structure also includes the non-geographic segments of Global Ventures and Bottling Investments Group (BIG). Available in the following flavours: Cola, Cola Green Tea, Cola Lemon, Cola Lemon Lime, Cola Lime, Cola Orange and Cola Raspberry. The Company manufactures and sells concentrates, beverage bases and syrups to bottling operations; owns the brands; and is responsible for consumer brand marketing initiatives. For example, in Japan, Coca-Cola Company segmented its products for customers, not only through their products or favourite choices but also according to the saving needs of logistics and vending machines to bring more convenience and time saving, such as help the billing or regularly delivery (Joseph et al., 1993). Tailored Logistics: The Next Advantage. They markets the products selling into different or more than one market (e.g. According to its official website (2009), Coca-Cola Company says that it is proud to be the longest continuous corporate partner of the Olympic Games. The company stays the No.1 of selling the sparking beverages, juice and juice drinks, as well as No. However, despite aims to reach consumers’ desire, there was an interesting problem came out from its positioning. Your brand provides a simple answer to a complex problem. The Coca-Cola Company treats each store differently. VALS Information. Harvard Business Review , 87-98. (2009). Market segments help the company to improve their products and services, knowing what their customers need and innovate new sectors. Coca-Cola creates value to its customers and with good performance to convince people to buy their products. It creates global reach with local focus because of the strength of the Coca-Cola system, which comprises the company and its bottling partners – more than 300 worldwide. Using different market strategies and dividing the market segments to help the company to gain more profits. Segmentation helps the brand to define the proper products for specific customer group; Coca Cola doesn’t target a specific segment but adapts its marketing strategy by developing new products. The goal of the archetype is being in a relationship with the surrounding people or things they love. You want to differentiate your product from a darkened image. Powered by  - Designed with the Hueman theme, Positioning and Segmentation Strategies of Nike, Target Markets of Hotels, Hilton, Marriot, Shangri-la, Marketing Strategy and SWOT Analysis of Kia, Target Markets of Emirates Airlines and Qatar Airways, Target Market of Lipstick Brands, Revlon and Lancôme, Positioning strategies of Tea Brands, Lipton, Target markets of engine oil companies Castrol and Shell. On the other hand, Coca-Cola becomes a successful company and earns great revenue, using its internal and external marketing strategies to overcome most of the other competitors. Pendergrast(1993) states that Coca-Cola are cool and real, and , differentiate Coke from its competitors while Plummer (1995) argues “pepsi being young, exciting and hip and Dr pepper being nonconforming, unique and fun”. You can view our. Please note that the above text is only a preview of this essay. Coca-Cola continues to expand their customers through investing new products, keeps innovating and pursuit to get better results for its business in order to catch their loyal customers throughout the world. The company also claims that innovation is at the heart of everything they do and it is one of the reasons why they success. Coca-Cola was introduced in 1886, patented in 1887, registered as a trademark in 1893 and by 1895 it was being sold in every state and territory in the United States. 2008/2009 Sustainability Review. July 24, 2016 July 24, 2016 / duuyuuu. Avaliable at, Datta, Y. According to the Coca-Cola official website (www.thecoca-colacompany.com), the company is growing very fast with its expanding, 92,400 worldwide employees are being employed to work for it (The Coca-Cola Company, 2009). (The Coca-Cola Company, 2008), On the other hand, Warren et al. The world knows and has tasted the coca cola products.

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