Swot Analysis Of Diet Coke Target Market
Major Segmentation variables for consumer markets
GEOGRAPHIC
Region North, west, east , south
Country 149 countries of world
Special focused country(report) Pakistan city Urban (most populated)
DEMOGRAPHIC
AGE 18-35
GENDER Females(specially), Males
FAMILY SIZE young, single, married, no children, married with children.
OCCUPATION Skilled workers, businessmen, middle/senior/junior Executives, self employed people, clerical /sales persons.
EDUCATION
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That specification was determined by research which helped the company to target the desire needs of particular consumers. That need was “ a low calories beverage”.
Company determined the effective segmentation key criteria of the product that the Market for Diet coke is Measurable, Substantial, Accessible, Differentiable and Actionable.
Segment’s Measurability:- Coca Cola Company has determined a measurable market segment. On average Diet Coke’s worldwide sell is 927million units per year, and characteristics of the segment are also obvious as Diet Conscious, working and fashionable buyers who are very conscious about their figure weight and health.
SEGMENT’S
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These all things give strength to perceive products image in the eye of consumers and impacts on brand loyalty and customer retention.
PROACTIVE MARKETING:- For satisfaction of consumers need the company fulfills all dimensions of being Proactive.
• Responsive Marketer:- The product “DIET COKE” a beverage without sugar and low calories after Coca cola carbonated drink was a kind of stated need as now consumers of this era are civilized and educated they need what they want. The company identified and introduced it, after that further company recognized that the story is not ended here, still the need is not fulfilled then further different flavors with cheery lemon and vanilla etc introduced.
• Anticipative marketer:- The company didn’t stopped after launching several products still marketer realized that health conscious people need diet beverage so they launched but they further anticipated future demand that people can further demand flavors in Diet drinks.
• Creative marketer:- Coke Cola company is a market driving firm. Product especially like Diet coke and it’s superb and mind blowing flavors are evidence for its
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