A presentation created by students of IMI Bhubaneswar on CocaCola -STP. (Marketing Mangement)

1. COCA-COLA:
SEGMENTATION,
TARGETING AND
POSITIONING
This Photo by Unknown Author is licensed under CC BY-SA

2. History of
Coca-Cola
• John S. Pemberton, the founder of Coca-Cola in
1866.
• His business partner, Frank M. Robinson, is the
one who designed the very famous logo we see
now.
• The logo was ‘Coca-Cola. Délicious! Refreshing!
Exhilarating! Invigorating!’

3. Market
Scenario
• The company owns 500 brands in over 200 countries and
territories.
• In 2019, Coca-Cola's U.S. market share amounted to 43.7
percent.
• Most valuable brands in 2019, based on a brand value
amounting to around 63.37 billion U.S. dollars.
• Sales volume growth of Coca-Cola company’s sparkling
soft drinks in Asia-Pacific is 82%.
• Global net operating Revenue is 37.266m USD.

4. Segmentation
Demographic
Geographic
Psychographic
Behavioural
Climatic

5. Targeting
• Age
• Lifestyle
• Occupation
• Nature
• Customer’s Media Habit

6. Positioning
• Positioned itself within the world soft drink
market. Because it is
• It generates 60% of its revenue and about
80% of its operating profit from outside the
United States.
• approximately 94% of the world population
is aware of the red & white logo of Coca
Cola.
• Another positioning is “open happiness”
related to joy and happiness.
• They use strategic positioning

8. THANK YOU