The document provides information on Coca-Cola's target market and market segmentation strategies in India. It discusses that Coca-Cola targets all age groups but focuses on those aged 18-25, which make up 40% of the population. The target market is further segmented based on factors like gender, lifestyle, family type, occupation, and socioeconomic status. Coca-Cola uses mass marketing techniques and segments the market geographically, climatically, demographically, and psychographically. It also segments based on occasion and introduces different packaging and products tailored for different income levels. Three popular Coca-Cola commercials from India focusing on thirst relief and availability are also summarized.

1. College : SNJB’s COE, Chandwad.
Class : MBA 1st year.
Guidance By : Hon. Prof. Mr. U. S. Kasar
Sir.
Company : The Coca-Cola Company.
Presenters : Gaziyani Md. Hasnain
Rahul O. Bhandari
Khushbu Mutha
Abu Swaleh
Bhagyashree Mankar

2. MARKET SHARE
Brand wise Market Share Product Wise Market Share

3. World wide share

4. TARGET MARKET OF COCA-COLA
• Coca-Cola takes every customer
as target and potential who is
thirsty.
• All age groups are being targeted
but the most potential is the age
group from 18-25 that covers
around 40% of total age segment.
• AGE: The target market for the
Coca-Cola is based on age. The
audience of Coca-Coal is
youngster or youth.
• It has wide range of targeting. It
ranges from the age of 15-25 and
reaches to 40.

5. TARGET MARKET CONT…..
• Their targeting is not based
gender but the results show that
both genders like this product and
use it.
• GENDER: Coca-Cola segments
INDIAN market with a
percentage ratio of 58% females
and 42% males.
• Life style; busy life style( face
shortage of time) and mobile
generation.
• Family; dependent on their
family.
• Occupation; students and family
oriented people.

6. TARGET MARKET CONT…..
• NATURE: Fun lovin and
entertainment loving.
• SOCIO ECONOMIC STATUS:
Upper lower and lower class.

7. MARKET SEGMENTATION OF COCA-COLA
• Coca-Cola serves its products using mass market technique. Which
obviously falls in undifferentiated marketing and undifferentiated
marketing means no segmentation, but there are minor factors on which
we can say that the coke segments its products and then targets the
customers somehow.
• These factors are as follows.

8. MARKET SEGMENTATION CONT….
• 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. I.e.: third world countries are
given low quality and taste.

9. MARKET SEGMENTATION CONT….
• CLIMATIC: In coke marketing,
main idea is to serve it cold, so we
that they focus on hot areas of the
world.
• i.e.: ASIA and Middle east etc and
their sale increase in summer.
• LOCALY: In INDIA the coke
segments more in urban and
suburban areas as compare to rural
areas.

10. MARKET SEGMENTATION CONT….
• DEMOGRAPHIC:
 AGE:. Coke segments the small
children introducing tastes like
vanilla, lime and cherry. They
focus children from 4-12.
 Coke specifically target more
young than older.
 FAMILY TYPE:. Coke introduces
its economy pack and that‟s how
the focus family and groups.
 INCOME:. Coke segments
different income levels by packing.

11. MARKET SEGMENTATION CONT….
• For small income people it has
small returnable glass bottle.
• For middle people it has small
non-returnable bottle.
• For higher income people it has
Coke Tin.
• PSYCHOGRAPHIC.
• All 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.

12. MARKET SEGMENTATION CONT….
• BEHAVIORAL:
• OCCASION:. Coca-Cola
segments different occasions
which are celebrated in the
country.
• EID & DIWALI has become an
international event identity of the
culture of INDIA.
• The credit for making celebrations
available for almost everyone
largely goes to Coca-Cola
Company.

13. COCA COLA PRODUCTS AND DESCRIPTION
COCA-COLA
Coca-Cola is the most popular and biggestselling soft drink in history, as well as the
best-known brand in the world.
On May 8, 2011, Coca-Cola celebrated its
125thanniversary. Created in 1886 in Atlanta,
Georgia, by Dr. John S. Pemberton, CocaCola was first offered as a fountain beverage
at Jacob's Pharmacy by mixing CocaCola syrup with carbonated water.
Coca-Cola was patented in 1887, registered as
a trademark in 1893 and by 1895 it was being
sold in every state and territory in the United
States. In 1899, The Coca-Cola Company
began franchised bottling operations in the
United States.
Coca-Cola might owe its origins to the United
States, but its popularity has made it truly
universal. Today, you can find Coca-Cola in
virtually every part of the world.

14. COCA COLA PRODUCTS AND DESCRIPTION
SPRITE
Introduced in 1961, Sprite is the world's leading lemon-lime
flavored soft drink. Sprite is sold in more than 190 countries
and ranks as the No. 3 soft drink worldwide, with a strong
appeal to young people. Millions of people enjoy Sprite
because of its crisp, clean taste that really quenches your
thirst. But Sprite also has an honest, straightforward attitude
that sets it apart from other soft drinks. Sprite encourages
you to be true to who you are and to obey you.
FANTA
Introduced in 1940, Fanta is the second oldest
brand of The Coca-Cola Company and our
second largest brand outside the US. Fanta
Orange is the leading flavor but almost every
fruit grown is available as a Fanta flavor
somewhere. Consumed more than 130 million
times every day around the world, consumers
love Fanta for its great, fruity taste.

15. COCA COLA PRODUCTS AND DESCRIPTION
DIET COKE
Diet Coke, also known as Coca-Cola light, is a sugar- and
calorie-free soft drink with a deliciously crisp taste that gives
you a light boost in your busy day. It was first introduced in the
United States on August 9, 1982, as the first new brand since
1886 to use the Coca-Cola Trademark. The brand created an
entire new category and a new way of life. Today, Diet
Coke/Coca-Cola light is one of the largest and most successful
brands of The Coca-Cola Company, available in over 150
markets around the world.
COCA-COLA ZERO
Coca-Cola zero was created with young adults in mind
and offers great Coke taste, uplifting refreshment and
zero sugar.

16. COCA COLA PRODUCTS AND DESCRIPTION
DASANI
Pure, crisp DASANI delivers fresh taste with a
clean, fresh style. DASANI DROPS is the vibrant and
delicious drop that transforms everyday moments into
something deliciously fun, unexpected and colorful. A
refreshing duo.
MINUTE MAID
Minute Maid has been making juice for over 60 years and has
a heritage of nutrition, innovation, and quality. We continue to
use high quality fruits and fruit juices so that consumers can
enjoy our products with confidence. Our commitment to
delivering high-quality juices and juice drinks with great taste
and good nutrition is something you can count on. That‟s the
stuff that makes you feel good and that‟s what we do.
CIEL
Ciel is a purified, noncarbonated bottled water that has been
enjoyed by consumers since 1996. Ciel Mineralizada, a bottled
mineral water, became available in Mexico in 2001.

17. COCA COLA PRODUCTS AND DESCRIPTION
POWERADE
POWERADE™ combines carbohydrates, electrolytes with
fluids for energy and hydration. It quenches thirst and
replenishes minerals and carbohydrates lost during sports
or other intense activities. In most markets, POWERADE is
scientifically formulated with the ION4® Advanced
Electrolyte System, which helps replenish 4 key
electrolytes lost in sweat: Sodium, Potassium, Calcium, &
Magnesium.
SIMPLY ORANGE
Simply Orange is a premium, gently pasteurized, not from
concentrate 100% orange juice. Available in six varieties, Simply
Orange is never frozen and never sweetened.

18. COCA COLA PRODUCTS AND DESCRIPTION
COCA-COLA LIGHT
Diet Coke, also known as Coca-Cola light, is a sugar- and
calorie-free soft drink with a deliciously crisp taste that gives
you a light boost in your busy day. It was first introduced in
the United States on August 9, 1982, as the first new brand
since 1886 to use the Coca-Cola Trademark. The brand
created an entire new category and a new way of life.
Today, Diet Coke/Coca-Cola light is one of the largest and
most successful brands of The Coca-Cola Company, available
in over 150 markets around the world.
FRESCA
With a unique citrus taste, Fresca is a caffeine-free soft drink
for discriminating adults. Fresca was introduced in the United
States in 1966 as a calorie-free grapefruit-flavored drink. Its
bubbly, crisp, light taste provides a flavorful beverage to
consumers who want great citrus taste in a calorie-free soft
drink. Fresca is sweetened with sugar in some parts of the
world.

19. COCA COLA PRODUCTS AND DESCRIPTION
GLACÉAU VITAMIN WATER
glacéau vitamin water has always been a simple idea. start
with water. and then add bold, fruity flavors and just the right
amount of sugar to make it delicious. finally, top it off with a
little extra nutrition. genius. and it never would‟ve happened if
someone hadn‟t looked at a plain bottle of water and
said, “what if this was a little better?” making things a little
better is what makes glacéau vitamin water great. glacéau
vitamin water, the pioneer of the nutrient-enhanced water
beverage category, is available in over 26 countries. grab a
cold vitamin water and make your day a little better. Also
available with no calories in many countries—glacéau vitamin
water zero.
DEL VALLE
Del Valle Brand has its roots in Latin America and recently
joined our „billion‟ dollar brand status within The CocaCola Company portfolio of brands. It has a diverse juice line
up ranging from 100% juices and nectars to juice drinks and is
available in different convenient packaging for the whole
family. The brand is available in
Mexico, Brazil, Colombia, Venezuela, Central America, and

20. COCA COLA PRODUCTS AND DESCRIPTION
GLACÉAU SMARTWATER
glacéau smartwater is inspired by the way mother nature makes
water, known as the hydrologic cycle. we simulate this process by
vapor distilling water, making every drop as pure as the very first
drop of rain (before it passes through pollutants, of course). if that‟s
not smart enough, we then one-up mother nature by adding in
electrolytes for a clean crisp taste. if that sounds like genius, it
is. smartwater is smart because it‟s made that way.
MELLO YELLO
The smooth citrus taste of Mello Yello has refreshed people's thirst
for over two decades. Its unique taste and confident, in-control style
sets it apart from other soft drinks. Mello Yello highlights the
smooth choices in life - because when you drink Mello Yello,
everything goes down easy.
FUZE
FUZE® is reinventing the juice drink experience with its line of
flavored beverages that blend together the goodness of diverse fruity
flavors and nutritional ingredients. The new and improved FUZE is
now available in twelve mouthwatering flavor varieties, each of
which is an excellent source of antioxidant Vitamins A, C and E.

21. COCA COLA PRODUCTS AND DESCRIPTION
FUZE TEA
FUZE TEA is a new global tea brand from the Coca-Cola family that
is a fusion of tea with fruit flavors and other natural ingredients.
Created through a special process that ensures a delightful fusion of
tea, fruit and other natural flavors, FUZE TEA delivers a
fresh, contemporary expression of tea.
BURN
With a potent combination of energizing ingredients, burn is designed
to invigorate your senses and to give you the power to keep it
going. Available in 76 markets throughout Europe, Africa and Latin
America, burn is popular among adventurous trendsetters.
HONEST TEA
Honest Tea®, the nation's #1 organic bottled tea, delivers greattasting, lower-calorie refreshment. Each tea is freshly brewed using
organic tea leaves and a touch of organic cane sugar. Honest Ade®
and Honest Kids®, organic caffeine-free thirst quenchers, are 50
calories or less per serving. Honest Tea is USDA Certified
Organic, OU Kosher, Fair Trade Certified™ and is available at
retailers nationwide.

22. COCA COLA PRODUCTS AND DESCRIPTION
NOS
Popular among auto enthusiasts, NOS is sold in 16-oz. cans and 22-oz.
re-sealable bottles, with the latter bearing a resemblance to actual
Nitrous Oxide canisters used in automotive performance. The unique
22-oz. package won a National Association of Container Distributors
packaging innovation award in 2007. NOS Energy Drink was
developed in 2005 by FUZE Beverage and Holley Performance
Products and was purchased by The Coca-Cola Company in 2007.
ODWALLA
With a vivacious medley of scrumptious beverages and bars, Odwalla
artfully blends the best ingredients from nature with the latest
learnings in nutrition. Odwalla products never contain any artificial
colors, flavors, preservatives or genetically modified ingredients. The
Odwalla line includes Superfood(TM), smoothies, pure juices, proteins
and energy.
POWERADE ZERO
Electrolytes without the calories. POWERADE ZERO™ is a greattasting electrolyte-enhanced sports and fitness drink. It combines
electrolytes with fluids for hydration. It quenches thirst and replenishes
minerals lost during sports or other intense activities.

23. COCA COLA’s OTHER INDIAN PRODUCTS

24. Advertising and
Campaign
Marketing
• Aim: Be known by the U.S. society, specific to
men and woman, not children neither young people.
• Marketing and Advertising Strategies
• Marketing Mix
• Product: Coca Cola
• Price: 0.05 in 1900
• Place: The United States
• Promotion:
• Timing: 5 Years

25. Advertising and
Campaign
Marketing

26. Advertising and
Campaign
Marketing
Aim: Men, women and young consumers
Marketing : Massive Campaign
Advertising Strategies: Young Coke drinkers and Young
Couples
Marketing Mix
Product: Coca Cola
Price: 1906 through 1925 six pack in $1
Place: The United States
Promotion:
Timing: 5 Years

27. Advertising and
Campaign
Marketing
6 bottles in $1.00

28. Advertising and
Campaign
Marketing
Aim: All ages
Marketing : Massive Campaign
Advertising Strategies: Life pleasures and fun
Marketing Mix
Product: Coca Cola
Price: 1906 through 1925 six pack in $1
Place: The United States
Promotion: Calendars, shirts, free cokes
Timing: 5 Years

29. Advertising and
Campaign
Marketing
The first Coca Cola
calendar

30. Advertising and
Campaign
Marketing
Aim: Mass consumption
New image
Marketing : Massive Campaign to other continents
Advertising Strategies: Sports

31. Advertising and
Campaign
Marketing
First Coca Cola campaign
Related with sports.
The calendar had images
of people having fun

32. Advertising and
Campaign
Marketing
Aim: Beat competitors
Marketing Research
Advertising Concepts: Refreshment and Fun

33. Advertising and
Campaign
Marketing

34. COCA COLA INDIAN COMMERCIALS ADS
Commercial One:
AMIR KHAN as a guide!
Message:
Focus:
Thanda bolay tu Coca Cola!
Diverse market segment
captured by Coke.
 To squeeze on thirst, everyone needs a chilled drink.
And to everyone regardless of the standard of lifestyle
and status, a chilled drink means Coca Cola!

35. COCA COLA INDIAN COMMERCIALS ADS
Commercial Two:
AMIR KHAN -- Japani!
Main idea:
Focus:
Thanday ka TADKA
Need of coke in special
perspective
 The situation portrayed in this commercial, the man
was in problematical condition, got nibble by Bees and
he desperately wanted to chill himself in order to get rid
of that painful prickling. As a result, he was impatiently
asking for THANDA -- Coca Cola !

36. COCA COLA INDIAN COMMERCIALS ADS
Commercial Three:
AMIR KHAN -- as a villager!
Message:
Focus:
Thanda matlab Coca Cola!
Extensive availability of
Coke.
 In this commercial there was a Motorway where citizen
of posh area had to stay because of wheel puncture and
they were not exactly sure that they could get a cold
drink in this countryside to satisfy the need of thirst but
they found Coke!
 Second idea that even a villager immediately catch that
they need Coke when a girl said Thanda.
Popularity of coke in sense of THANDA

37. COCA COLA INDIAN COMMERCIALS ADS
Commercial Four:
AMIR KHAN as a BHAI!
Message:
Focus:
Thanda matlab Coca Cola!
Young generation.
 Focusing on general public using a specific accent which
is very frequent in India and supposed to be a common
language so understandable by everyone thou attract a
large segment through this demonstration.

38. COCA COLA INDIAN COMMERCIALS ADS
Commercial Five:
Coca Cola as a family drink!
Main idea:
Focus:
Thanday ka TADKA
On all family – to keep coke
in house
 Here it was an attempt to promote coke as a necessary
item of refreshment for guests as well as for family
members in a funny and touching manner.

39. REFERENCES
www.coca-colaindia.com
www.coca-cola.com
us.coca-cola.com
www.coca-colacompany.com
www.cocacola.co.za
www.worldofcoca-cola.com
www.cokezone.co.uk
www.cokecce.com