Market segments help the company to improve their products and services, knowing needs of their customers and innovate new sectors. Coca-cola distribute their business in few operating segments which are Eurasia and Africa, Europe, Latin America, North America, Asia Pacific, Bottling Investments and Corpora. They markets the products selling into different market, such as Diet coke and Coke Zero. Coca-Cola uses the consumer segmentation criteria and market into different groups of behavioural, psychographic and profile. Coca-Cola creates value to its brands and with good performance to convince people to buy their products.
Coca-cola is also in partnership with the supplier of high-quality industrial maintenance, repair and maintenance products supplier. The helps in building collaboration and providing management focus. They also help in the evaluation of performance based on quality, cost and value, service and innovation and corporate responsibility. The key role of their partnership is improving service innovation, supply chain, communicating the values and the importance of responsible environment practices. Coca-Cola has more than 300 bottling partners.
Market segmentation is defined as "the process of dividing a market into meaningful, relatively similar, and identifiable segments or groups" (Hair, Lamb, & McDaniel, 2006, p. 212). Coca Cola segments market into two kinds to reseach such as demographic and geographic segmentation. Before 1960 the Coca-Cola Company only had one beverage aimed at the entire soft drink market (Hair, Lamb, & McDaniel, 2006, p. 212). Currently Coca-Cola provides a wide range of products including coffee, tea, sports drinks, energy drinks, water and their well-known Coca-Cola soft drinks (Coca-Cola Datamonitor,
Well, the drink - and, consequently, the brand - has been around since 1886. Companies don’t survive that long without both quality products and consistent, effective advertising. This ad is just one of the hundreds, if not thousands of Coca-Cola advertisements that wants people to associate Coca-Cola with love, happiness, and family. That way, when people are shopping, they’ll see bottles or cans of Coke and subconsciously remember how happy and pleasant those Coca-Cola ads made them feel. Then, they’re much more likely to purchase the products.
Social Analysis and Factors Social factors that affect the sales of Coca Cola 's products include the following: 1. The majority of people in the US are showing increasing interest in healthy lifestyles. That has strongly influenced the sales within non alcoholic beverage sector as many customers switch to bottled water and diet colas such as CocaCola Light or Zero. 2. Time management is a concern for 43 percent of all households, a percentage that has increased over the years.
PEOPLE DEVELOPMENT: Recruiting, developing and gratifying talent is central to the value “Caring For Our People”. The future of Coca Cola Company as the successful and dynamic company is the dependent upon as equipping our employees to reach their full potential. EMPLOYEE ENGAGEMENT: Everything starts with our values only. They are the DNA of the company what makes men who we are. In 2011 we reinforced the commitment to being a value-led organisation and then undertook a project to clearly define these values and build a high –performance team committed for living them everyday, in everything we do.
This has affected Coca-Cola directly in terms of soda sales which were the major source of revenue for Coca-Cola. The Coca-Cola revenue was at 75%, with the overall soda sales in the US per capita having dropped to 25% since 1998 as at June 2016. In the past 15 years, non-sugary beverages, such as, single-serve bottled-water sale by 76% while ready to drink tea grew by 91%. This demonstrates clearly why there is drastic reduction in the consumption of sugary beverages. Coca cola also announced a 7% increase in sales of noncarbonated beverages.
Demographics: Coca Cola fragments the market on the premise of demographics. The division is on the premise of age and also salary Target Market Coke 's advertisements essentially in view of youthful ages, along these lines, the youthful age is the objective market of Coke since they need to speak to Coke with the young and vitality however they likewise consider about the old individuals they take then as a co-target showcase. Positioning Once a business has chosen which portions of the market it will contend in, built up a reasonable photo of its objective market and characterized its item, the situating
Coca-Cola has established an appealing brand identity through creating associations of its brand with happiness, fun and excitement, generated as a result of drinking Coca-Cola during vacations, birthday parties and concerts. Other common associations include love, belonging and a special family experience created as a result of drinking Coke together with family. Therefore, positive associations elicited by Coca-Cola’s beverages strengthen the value of the brand, which in turn makes it more differentiated from competitors (LaTour, LaTour and
Each year, the company develops, tests and launches breakthrough packaging, equipment, merchandising, distribution models, and programs in order to improve and refresh both its business and the local communities. For example, The Coca – Cola Company brought music to deaf fans in Pakistan under their project of Coke Studio. Coke studio provides deaf music fans to feel and experience their countries biggest music platform. The company set up a special environment for deaf people in order to provide them to hear with tiny vibration engines and LED lights synched with music. Coca-Cola tested the innovation earlier this year in Bangkok.