Coca Cola Marketing Segmentation

STP

Stp (segmentation, targeting and positioning) analysis is used to study customers. Market segmentation is the process of portioning market into groups of potential customers withsimilar needs and/or characteristics who are likely to exhibit similar purchase behaviour. The objective of such process is to analyse and understand market, identify opportunities and use or develop competitive edgeto capitalize on those opportunities. The coca cola company segments thecustomers based on the following criteria:

• Geographic segmentation:

Coca cola has segmented the worldwide market on the basis of geographies. There are various divisions created for major regions of the world and division to run the operations.

• Place of consumption:

Coca cola

Coca Cola doesn’t target a specific segment but adapt its marketing strategy by developing new products.

Age: Generally, Coke does not have a specific target and is addressed to everyone

But the main consumers are 12-30 years old people; even if there is no specific product or communication for less than 12 or more than 30, the brand succeed in reaching them, through partnerships for example (restaurants, fast foods such as McDonald’s…), or thanks to its value among consumers. So, the core target audience of Coca Cola is youngster or youth. Their targeting is not based on gender but the results show that both genders like this product and use it (almost 50/50).

Finally, Coca Cola consider each customer as a target and a potential consumer. All age groups are being targeted but the most potential is the age group from 18-25 that covers around 40% of total age segments.

Life style: no life style targeted but more and more busy life style and mobile generation (youth) are considered to be the most important part of Coke’s consumers.

Occupation: no occupation targeted but consumers are mainly students and family oriented

It faces a vital question: does it have to keep the same positioning or to adapt according to the 200 countries where the brand sells its products. The brand has understood this principle while ago: “think global, act local”. Coca is thus willing to keep the same core product which is coke, but it adapts the offer to local needs. They use strategic positioning in order to have the same image all around the world, which is a success because it is perceived today as a part of daily life everywhere. This perception of the brand by the consumer leads to a high degree of loyalty and makes the purchasing decision more automatic. Coca Cola has been successful by using Unique Selling preposition as “Live the coke side of life”, related to joy and