Coca-Cola Marketing Segmentation

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.
Similarly it usages mix of undifferentiated & mass marketing strategies as well as niche marketing for certain products in order to drive sales in the competitive market. Its Cola is common worldwide & is liked by people of all age group while the diet coke targets niche segment for people who are further health conscious.
Coca Cola uses competitive positioning strategy to be way ahead of its competitors in the Non-alcoholic beverages market.

1.1. Geographic segmentation
Geographic segmentation calls for dividing the market into different geographical

Demographic variables are the most popular base of Coca-Cola Company for distinguishing their customer groups. The reason is that consumer wants, preferences, and usage rates are often associated with demographic variables. Another is that demographic variables are easier for Coca-Cola to measure because they can evaluate or conduct surveys for the demographic segmentation.*
Age and Life-Cycle Stage
Coca-Cola Consumer wants and abilities change with age. Age and life cycle can be tricky variables because there are different needs and wants as accord to the age of a person. The main sector in which Coca-Cola Company targets is the youth because there is a much need of refreshment and energizers to cope up with their daily activities.
*Gender
Gender is also an issue needed to be given prior by Coca-Cola. Men and women tend to have different attitudinal and behavioural orientations, based partly on genetic makeup and partly on socialization practices. Coca Cola targets both genders with its wide variety of drinks. This market is relatively large and is open to both genders, thereby allowing greater product

For example, for people with allow level of income, the company has small returnable glass bottle; for the mediocre class it has non-returnable bottle, and for people with a high level of income it has Coke tin.
*Social Class
Social class has a strong influence on preference in food and drinks. Coca cola design products for specific social classes.

1.3. Psychographic segmentation
In psychographic segmentation, Coca Cola buyers are divided into different groups on the basis of lifestyle or personality or values. People within the same demographic group can exhibit very different psychographic profiles, for that reason Coca Cola Company designed and made product which are suitable for their personality.
*Lifestyle
People exhibit many more lifestyles than are suggested. People differ in attitudes, interest, activities, and these affect the goods and services they consume. Coca-Cola Company presented products which are suitable for modern, busy life style (shortage of time) and mobile generation.
*Personality
Coca Cola Company is using personality variables to segment markets. They endow Coca-Cola products with a ―brand personality‖ that corresponds to a target consumer