This is a presentation about segmentation, targeting, positioning for coca cola brand..

1. Group: A
MM 2113- Marketing Management
Department of Marketing Management
Sabaragamuwa University of Sri Lanka

2. Content…
1) Introduction of Coca Cola Company
2) Defining Mission Statement

3) Resent Changes of Business Environment
4) Currant Marketing Strategy
5) Strength & weaknesses of Currant Strategy
6) Segmentation, Targeting & Positioning
7) Segmentation of Coca Cola
8) Target marketing of Coca Cola
9) Target Market Selection
10) Positioning
11) Developing the Marketing Mix

3. Introduction of
Coca Cola company

 Founded in 1886
 Dr. john pemberation, began to produce
Coca-Cola syrup for sale
 Here in known as coke
 They are listed in top 10 brands in the world.
 Company have B to C customer relationship

4. Defining Mission Statement

 Coca-Cola declares the purpose as a company and
serves as the standard against actions and
decisions:
 To refresh the world…
 To inspire moments of optimism and
happiness…
 To create value and make a
difference.

5. Resent Changes of Business
Environment

Business Environment
Micro Macro
 individual departments
 Suppliers
 marketing intermediaries
 customers
 competitors
 publics
 Political
Factors
 Economic
Factors
 Social Factors
Technological
Factors

6. Current Marketing
Strategy

 Place
Coca-Cola has changes its strategy regarding to selling
and marketing of products. Coca-Cola has changes its
packing styles, packing design according to place like
country according to customer’s demands.
 Price
Coca-Cola is making its pricing strategy according to
its competitor’s pricing strategy.

7. 
 Product
Organization has launched some new product like
some energy drinks, fruit juice and syrups.
 Promotion
This is the most important agenda and strategy used
to by all the organization to increase sale revenue
and fame of organization coca cola has changed its
promotional strategy in past few years.

8. Strength & Weaknesses of
Current Strategy

Strengths Weaknesses
1. The best global brand in the
world in terms of value ($77,839
billion)
2. World’s largest market share
in beverage
3. Strong marketing and
advertising
4. Most extensive beverage
distribution channel
5. Customer loyalty
6. Bargaining power over
suppliers
7. Corporate social responsibility
1. Significant focus on
carbonated drinks
2. Undiversified product portfolio
3. High debt level due to
acquisitions
4. Negative publicity
5. Brand failures or many brands
with insignificant amount of
revenues

9. Segmentation, Targeting
& Positioning

Market
Segmentation
Market
Inform
ation
Market
Inform
ation
Target Market
Brand/
Product
positioning
Identifying
Similar
groups of
customers
Identifying
which groups
of customers
to aim for
Creating a
concept to
appeal to the
target market
Marketing
Decisions
Marketing
Decisions
Market
Research
e.g.
male/female
business
students aged
18 25, 26 35,
36 45, 46+
e.g. female
business
students
26 35
e.g. position
HE
as internally
rewarding and
personal
development
Creative

10. Segmentation

Demographic Geographic
- Age - Climate
- Income - Density
- Gender
Psychographic Behavioral
- Social Class - Knowledge
- Life Style - Attitude
- Use

11. Target Marketing of
Coca-Cola

Geographic
Climate- Hot Climate
Density- Urban
Suburban
Demographic
Age- 18 to 25
25 to 35
Income- Middle Level
Gender- Male
Female
Psychographic
Social Class- Middle Class
Lifestyle- Busy Lifestyle
Behavioral
Knowledge- Up to O/L
Up to A/L
Attitude- Positive Attitude
Use- Soft Drink

12. Target Market Selection

 Coca-Cola Company is performing Full Market
Coverage where they are serving. all segments with
their products. But Coca Cola has a product
specialization target market selection.
Product specialization
Teen Young Old
Coca-Cola
Sprite
Fanta

13. 
 Product
 Price
 Place
 Promotion
Positioning

14. Developing the Marketing
Mix

 The marketing mix is probably the most crucial
stage of the marketing planning process.
 Product
Consumers will buy the coke product
because of the high standards and high
quality of the Coca Cola products.
 Positioning
Coca Cola and Franklins both make soft
drinks; although Franklins may try to
compete they will still be seen as down
market from Coca Cola.

15.  Price
Price is a very important part of the
marketing mix as it can effect both the
supply and demand for Coca Cola. The price
of Coca Cola’s products 
is one of the most
important factors in a customer’s decision to
buy.
 Pricing Strategies and Tactics
Once customer loyalty is established as seen
with Coca Cola it is then able to slowly raise
the price of its product.
 Pricing Methods
Over the years Coca has lost ground here in
its pricing but has regained its strength as it
employed the Competition-based pricing
method which allowed it to compete more
effectively in the soft drink market.

16. 
 Promotion
Coca Cola also utilizes below the line
promotions such as contests, coupons, and
free samples.
 Place and Distribution
One key element of the “Place or
Distribution” aspect is the respective
distribution channels that Coca Cola has
elected to transport and sells its product.

17. Group Members

 10/MS/003 ABEYWARDHANA D.T.S.
 10/MS/004 ANANDA M.P.D.S.
 10/MS/136 BALASURIYA P.B.
 10/MS/137 BANDARA H.B.M.W.
 10/MS/138 BANDARA O.T.M.W.A.
 10/MS/147 CHULANTHIKA K.M.V.U.

18. 