Coca cola uses various types of market segmentation including geographic, demographic, psychographic, and behavioral segmentation to target different customer groups. They segment based on location, age, lifestyle, and purchasing patterns. Some key segments include younger people aged 10-25, health conscious consumers, athletes for sports drinks, and diabetics for products like Coke Zero. Coca cola positions itself as a solution for thirst and uses segmentation to ensure continuous customer satisfaction and increasing sales by tailoring benefits to each segment.

1. Coca cola marketing segmentation
Assignment 02
Second year
Second semester
W.M.Ishara priyanath bandara
01. Introducing Coca cola
02. Usage of marketing segmentation
03. Geographic segmentation
04. Demographic segmentation
05. Psychographic segmentation
06. Behavioral segmentation
07. Targeted segments of Coca cola
08. Product positioning
09. Conclusion
10. Preferences
1

2.  The coca cola company is a non alcoholic beverage company in the world.
And one of the world’s most recognizable brands.
 It is home to more than 500 beverage brands , including four of the top five soft drinks :
Coca cola , Diet coke , Fanta and Sprite.
 In addition to soft drinks , it market water , enhanced water and Sports drinks , Juice drinks,
Dairy and Plant based beverages , Ready-to-drink teas , coffees and energy drinks.
 With the world’s largest beverage distribution system , Coca cola reaches thirsty consumers
in more than 200 countries. Nearly 70% of its sale comes from outside the US.
 Head quarter in Atlanta , Georgia , United states.
2

3. .
 Market segmentation is the practice of dividing customers in to groups of potential buyers that
have similar preferences and buying habits.
 As opposed to mass marketing , in which the company offers the same product to the market ,
in targeted marketing a specific group of customers is the focus of marketing efforts.
 In other words , targeted marketing is matching marketing efforts to the needs of a
specific market segment.
3

4.  Geographic segmentation involves segmenting the audience based on the nations ,
regions or customer’s location.
 Coca cola segments its products country wise and region wise.
 The most important things are the taste and quality.
 According to the income level of people in countries , Coca cola introduced their products
in various tastes.
4

5. Example 01 :-
Third world countries are given low quality and taste.
Example 02 :-
Through the price remains constant in all parts , the brands very according to the weather of
In Hongkhong , during summer season Coca-Cola has a unique brand cold “ Frozen coke “
5

6. “ Demographic segmentation involves dividing the market in to smaller categories based on demographic factors such as Age ,
Gender or Occupation “
i. Coke segments the small children introducing tastes like Vanilla , Lime and Cherry. They focus children from 4-12.
ii. Oasis juice is made for the younger working adults , between the ages of 20-30
6

7. iii. . Diet coke targets adults between 30-50 , who are help conscious but want the taste.
iv. Coca cola zero targets diabetic people.
V. . PowerAde sport drink and Coca cola energy targets athletes.
Vi. In regard to family size the company servers its in deferent bottles sizes from 200ml to 2l. 7

8. “ In psychographic segmentation , Coca cola buyers are separated in to deferent groups on the basis
of life style , personality or attitudes “
By considering psychographic sub variables Coca cola uses deferent packs for deferent
consumers.
Example 01 :-
Coca cola offers their beverages with returnable glass bottles for the consumers having very simple life style.
On the other hand , the same company offers Coke tins for the consumers having very luxury lifestyle.
Example 02 :-
“ Real gold “ targets busy people in offices.
8

9. 01 According to the behavioral patterns such as rate of usage , benefits sought or readiness to
purchase the company has segmented the market.
Example :-
Coca cola introduces special prices with some beverages.
In here , the customers who are seeking benefits are targeted.
9

10.  Coca cola targets deferent segments with deferent adds.
 Primary market of Coca cola is younger people in the age bracket 10-25 with people from
25-40 comprising of secondary market.
 Cola products target towards people who want strong flavor , while Diet cola and its
are targeting “ Health conscious “
 Coca cola uses non-cola beverages to target the health conscious segment of the market.
Some of the products such as Sprite specially targets teens and college going youth ,
while others such as Limca is targeting young working population.
10

11. “ Positioning means the activity of making position or image in the minds of customers “
 By following same product positioning strategies , Coca cola has become as the well
known solution for thirsty.
 Following positioning strategies can be identified with Coca cola.
i. Positioning by product attributes or benefits.
 Coca cola - Taste the feeling
ii. Positioning by product user.
 Coca cola zero - For diabetic people
 PowerAde - For athletes
11

12. “ The Coca cola company is boosting the market and business and market share globally.
The company has continuously gained more profits through the usage of deferent
marketing strategies and market segmentations.
“ Through segmentations , the company has managed to ensure continues ,
customer satisfaction by providing goods that meet all the social classes.
Sales wise , the company has continuously experienced increasing sales by
increasing the benefits derived from each segment for their products “
12

13. www.coca-cola.com
www.coca-colacompany.com
13

14. 14