Market Segmentation of FMCG chosen product Coca Cola: Segmentation: Coca-Cola is known for its great taste of drink, its one of the biggest companies that produce soft drinks. Coca Cola Company use market techniques that falls in undifferentiated marketing which means no segmentation but it has some important facts: A) Geographic Segmentation: - Coke is an international brand product, where you can find it all across countries and regions. Its well known for its taste and quality it varies according to it taste and income level of people in each country, at the end the product is affordable and many people enjoy the taste of it in many occasions. B) Climate: When it comes to coca cola Company marketing the main product idea is to serve the drink cold and chilling for people to enjoy the taste and coldness of the drink. That’s reason the company focuses more in hot areas for example: Middle East in summer time where each season it sale goes
Introduction In 1886 an Atlanta pharmacist Dr. John S Pemberton started a company called Coca Cola. Our company is produce soft drink such as Coca- cola, Sprite and Fanta. This report is going to perform an environmental and marketing analysis. This report maintain about microanalysis, SWOT analysis, marketing strategy, and marketing mix. Dr. John S Pemberton founded a company called Coca-Cola in 1886.
Does business growth and success always acquaint to community growth and success? Bartow J. Elmore explores this question in his book, Citizen Coke: The Making of Coka-Cola Capitalism. Elmore looks at the price that the environment and the public has paid to allow Coke to rise into the power it is in today. With operations in “over two hundred countries and selling more than 1.8 billion beverage servings per day”(7), you simply cannot deny the influence and power that Coke has. Coke is a widely successful business, but their growth has come at a cost.
The individual consumer has no pressure on the Coca – Cola Company. Large retailers have bargaining power because they have large order quantities. However, general bargaining power is lessened because of the end consumer brand loyalty. The Bargaining Power of Suppliers The bargaining power of supplies have a low pressure on the Carbonated Soft Drinks Sector. The main ingredients for carbonated soft drink are carbonated water, sweetener, flavor phosphoric acid and caffeine.
There are a lot of sellers on this market but a few of these sellers are the leaders. The biggest part of the sellers are just retailers or local companies. In this situation any action of one of the sellers affects the others. Which causes that the competition in this market is not done by changing your price but by promotion actions (advertising, sales promotion programs, product innovation, increased efficiency in production techniques, the introduction of new packaging, new vending and dispensing equipment, and brand and trademark development and protection). The main competitors The main global competitor of The Coca-Cola Company is PepsiCo, Inc.
Largest market share: Today, only Coca-Cola and Pepsi are the big to players in the beverage market. And from those two, Coca cola is leading the race with high margin, hence enjoying much higher percentage of market share. Out of many beverages under the license of the coca cola company, Coca-cola classic, ThumbsUp, Sprite, Fanta, Diet Coke, Limca, etc are the main product from growth perspective. Fantastic marketing strategies: Coca cola has different and more effective marketing strategy as compared to its rival brand pepsi. Where pepsi tries to attract youngsters with its marketing, coca cola tries to attract people of all ages.
After routing the low price store brands, coke has chosen to reposition itself as a “Premium” brand and raise prices.”. When people purchase Coca-Cola, they do not only purchase the beverage but also the image that goes with it, therefore having the price inflated restates the fact that the product is absolutely of better quality than its competitors. This is referred to as value-based pricing. Over a decade ago, Coca-Cola launched a 200ml bottle that costs R5- an affordable amount for the low income audience. Earlier Coke used Cost based pricing.
Coca-Cola was invented John Pemberton and Pharmacist back in 1886. Although Pemberton invented Coca-Cola he didn’t have much knowledge when it came to advertising, this is where Frank Robison came in, he registered the formula and designed the logo. After John Pembertons death in August 1988, Asa Griggs Candle rescued the business, in 1981 he became he sole owner of Coca Cola. Now Coca-Cola is a global business, with nearly 250 bottling partners worldwide. The company manufactures and sells beverage to bottling operations.
This particular strategy has worked well for coke. Coke is focused on distribution to ensure that its products are within customer’s reach. And it saves its focus has begun to pay it dividends. As per mid-1998 figures coke is selling as many bottles in the hinterland of Punjab as it does the four metros. THE FUTURE OF COCA COLA While doing business overseas offers coke wonderful growth opportunities it also has its own disadvantages.
These companies provide drinks to them for resale to the buyer. The buyer is having strong bargaining force. Super markets, hotels, stores and even retail shops buy the Coca Cola in big volume and their big purchase make them enable to bargain on very low level of prices. Moreover as carbonated drinks have low demand from health conscious consumer, again buyers can have a edge to do bargain on this