Coca-Cola has a long history dating back to 1866 when it was founded by John S. Pemberton. It now owns 500 brands across more than 200 countries and territories. In 2019, Coca-Cola had a 43.7% market share in the US and was one of the most valuable brands globally. The company segments its markets demographically, geographically, psychographically, and based on customer behavior and climate. It targets specific age groups, lifestyles, occupations, and media habits. Coca-Cola has positioned itself as a global leader in soft drinks, generating most of its revenue outside the US, and its logo is recognized nearly universally as a symbol of joy and happiness.

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