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MARKETING
Coco Cola
MARKET SEGMENTATION
Market segmentation refers to classifying potential markets in segments or groups with common
needs and responding similarly to a specific marketing action.
Market Segmentation of Coca-Cola
Coca Cola Market Segmentation –
1. Geographically : Focuses on Urban and Sub - Urban area and Rural areas
2. Demographic :
• Age – 10 to 40 year old,
• Occupation – Students, Professionals, Employees
• Family life cycle
• Generation
• Income – Average, Above average and high income earners
• Nationality – Launches different products in different countries.
These variables are the most popular basis of Coca-Cola to distinguish customers groups.
3. Psychographic :
• Social class – Working Middle and Upper class
• Lifestyle – Explorer, Aspirer and succeeder
4. Behavioral :
• Degree of Loyalty – Hard Core and Soft Core Loyals
• User Status – First Time and Regular users
• Benefits sought – Refreshment, Satisfaction, Enjoying the taste, spending time with people.

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MARKETING COCA COLA.pdf

  • 2. MARKET SEGMENTATION Market segmentation refers to classifying potential markets in segments or groups with common needs and responding similarly to a specific marketing action.
  • 3. Market Segmentation of Coca-Cola Coca Cola Market Segmentation – 1. Geographically : Focuses on Urban and Sub - Urban area and Rural areas 2. Demographic : • Age – 10 to 40 year old, • Occupation – Students, Professionals, Employees • Family life cycle • Generation • Income – Average, Above average and high income earners • Nationality – Launches different products in different countries. These variables are the most popular basis of Coca-Cola to distinguish customers groups.
  • 4. 3. Psychographic : • Social class – Working Middle and Upper class • Lifestyle – Explorer, Aspirer and succeeder 4. Behavioral : • Degree of Loyalty – Hard Core and Soft Core Loyals • User Status – First Time and Regular users • Benefits sought – Refreshment, Satisfaction, Enjoying the taste, spending time with people.