Coca Cola Segmentation Analysis
Introduction to the study
The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer, and marketer of non-alcoholic beverage concentrates and syrups, which is headquartered in Atlanta, Georgia. The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia . This study is based on one of the Coca-Cola Company product ‘Vanilla-Coke’, which is considered as the the biggest marketing blunder in the history of FMCG products. Vanilla Coke was touted as the greatest innovation since Diet Coke in 1983. It also has the distinction of the greatest flops after the New Coke. Vanilla Coke came with a bang in the Indian market in April 2004.
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• To suggest whether this brand should be relaunched or not
• To suggest the segmentation analysis for Vanilla Coke
• To analyse and recommend the best marketing and positioning strategy for Vanilla Coke.
• To measure the brand equity of Vanilla Coke
I hope my effort adds value to all the stakeholders involved in this
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Though some brands only focus to the urban people and some targets only to rural people. Some targets only to female and some targets to male only.
SEGMENT MARKET SHARE (%)
North 24
East 18
West 32
South 26
Rural 30
Urban 70
The target group for Vanilla Coke was mainly urban teens and young adults with the age group of 12 to 29 years in high and middle-income group. It mainly focussed on ‘Laggards’. Vanilla Coke was launched only in metro cities in the first phase and only covered 17% of the population.
Since the best way to segment the soft drink industry is through different age groups. The analysis of the research shows that about 83% people from the age group of 20 to 30 will be interested to buy Vanilla Coke if it is relaunched. Hence the focus should only be limited to that group.
The table given below shows the three target segments for Vanilla Coke. Segment 1 consists of the people with the age of 12 to 20, Segment 2 consists of the people with the age of 20 to 30 and segment 3 consists of the people with the age of 30+. These segments can further be classified into low income, medium income and high income. Segment 1
(Age 12 to 20) Segment 2
(Age 20 to 30) Segment 3
(Age 30+)
Low Income No No No
Medium Income Yes Yes No
High Income Yes Yes
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