- Coca-Cola was created in 1886 by Dr. John Pemberton, an Atlanta pharmacist who invented a distinctive tasting soft drink. - It is now the world's largest beverage company, refreshing consumers with over 500 brands including Diet Coke, Fanta, Sprite and Minute Maid. - Coca-Cola uses a multisegment targeting strategy, marketing its products to different demographic, behavioral and psychographic segments globally through its vast distribution system reaching over 200 countries.

1. CASE STUDY
BY- SIDHARTH BOSE

2. ⦿ Coca-Cola history began in 1886
when the curiosity of an Atlanta
pharmacist, Dr. John S. Pemberton,
led him to create a distinctive tasting
soft drink that could be sold at soda
fountains.
⦿ He created a flavored syrup, took it
to his neighborhood pharmacy,
where it was mixed carbonated with
water. Dr. Pemberton’s partner is
credited with naming the beverage
“Coca-Cola” as well as designing the
trademarked, distinct script, still
used today.

4. ⦿The Coca-Cola Company (NYSE: KO) is the world's largest
beverage company, refreshing consumers with more than 500
still brands.
⦿ The company's portfolio features 16 billion-dollar brands
including Diet Coke, Fanta, Sprite, Coke Zero,vitamin water,
Powerade, Minute Maid, Simply, Georgia and Del Valle.
Globally, Coca-Cola is the No. 1 provider of sparkling
beverages, ready-to-drink coffees, and juices and juice drinks.
⦿Through the world's largest beverage distribution system,
consumers in more than 200 countries enjoy these beverages
everyday.

5. ⦿Coca Cola uses "Multisegment" targeting strategy
which means that the company has more than single, well-
defined, market segment.
⦿Market segments help the company to improve their
products and services, knowing what their customers need
and innovate new sectors. They markets the products selling
into different or more than one market (e.g. Diet coke) .To
know what their customers need, Coca-Cola uses the
consumer segmentation criteria and market into different
groups: behavioural, psychographic and profile.

6. ⦿T
o find out the consumer acceptability
of coca cola products in the market.
⦿T
o study the present & potential market
segment of coca cola products.

7. ⦿If companies want to run success business,
they must know how to dissolve in different
culture. Coca-Cola knows people from
different culture, using its innovation to mix
different cultures and flavours together to make
new product (e.g. with the European launch of
Jianchi, a new drink )

8. 1. GEOGRAPHIC SEGMENTATION
INTERNATIONALLY : Coke segments its products
country wise and region wise. The most important
things is the taste and quality. It varies according to
the taste and income level of the people in that
country.
CLIMATIC: In coke marketing, main idea is to serve
it cold, so that they focus on hot areas of the world.
i.e.: middle east etc and their sale increase in summer.

9. ⦿Climate- Coca Cola’s consumption in the
summer is 60% than 40% in the winter;
therefore, the company's sales are higher in the
summer. It also focuses in hot area in the
world.
LOCALY: In Pakistan the coke segments more
in urban and suburban areas as compare to
rural areas.

10. 2. PSYCHOGRAPHIC SEGMENTATION:-
Psychographics variables the social class, lifestyle,
occupation, level of education and personality Coke
segments everyone. But again its there packaging which is
different for different consumers. People who are brand
conscious will not drink beverages of less known brands.

11. They will try to show their status by drinking
Coca-Cola.
⦿The level of education is another factor that the
company is paying attention to. In an high
percentage education, the company can use
advertisements to convey the company
massage.
⦿Because Coca Cola is a recognized world
brand, people will drink it without hesitate.

12. ⦿The first servings of Coca-Cola were
sold for 5 cents per glass. During the
first year, sales averaged a modest nine
servings per day in Atlanta. Today, daily
servings of Coca-Cola beverages are
estimated at 1.9 billion globally.