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Coca Cola Market Segmentation

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According to the Economic Times “Segmentation allows a seller to closely tailor his product to the needs, desires, uses and paying ability of customers. It allows sellers to concentrate on their resources, money, time and effort on a profitable market, which will grow in numbers, usage and value.”

The Coca Cola Company, one of the global leading brands, targets all markets using a mass marketing technique which falls under the category of undifferentiated marketing. Whilst there may be no single way to segment any market, firms need to consider various segmentation variables in order to gain a better perspective of the market structure and thus the best way to corner the market.

Coca Cola segments its products and targets its customers in the following ways;

Geographical :-

International – The company uses Cane sugar in countries such as Mexico and the Caribbean and High Fructose Corn syrup in the USA. By using cheaper raw materials which are more readily available in certain international markets they are able to maintain a standard product with an affordable price. However this may have an effect on product taste.
Climatic – Different products for various climates – Coca-Cola sells more in hotter regions where the demand may be higher as persons seek cold refreshing drinks more. In many tea centric countries such as Britain and The Middle East tea beverages like Honest Tea and Fuze Tea are sold.
Local – Certain products are not available in all countries (eg. Del Valle only available in LATAM)
Demographic :-

Age – Coca Cola is targeted to - children (appeal to their tastes- Vanilla, Cherry and Lime flavors), 15-25 year old (young adults) and 40 plus.
Gender – the company targets all genders with various products.
Family type – Different sizes cater to several family types and sizes (Single 2L, 20oz case vs. 20oz 6pk)
Income – Various sizes in

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