SEGMENTATION OF COCA COLA COMPANY

 

Figure 1

Segmentation Definition

Segment a market, you split it up into groups that have similar characteristics. You can base a segment on one or more qualities. Splitting up an audience in this way allows for more precisely targeted marketing and personalized content.

Types of Market Segmentation

Four type of market….

 

Demographic Segmentation

Behavioral Segmentation

Geographic Segmentation

Psycho graphic Segmentation

Figure 2

Explanation…

Demographic Segmentation

 

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-Cola is youngster or youth.

Behavioral   Segmentation

 

Coca-Cola Behavioral Segmentation Marketing

Loyalty Status – The Company   is constantly measuring loyalty using social data and data gathered from the activity on Coke's website. Occasions – Coke puts a lof focus on understanding the most popular occasions for consumers to drink coke

Geographic Segmentation

 

The Coca-Cola Company's operational structure includes four geographic operating segments: Europe, Middle East & Africa; Latin America; North America; and Asia Pacific. The company reporting structure also includes the non-geographic segments of Global Ventures and Bottling Investments Group (BIG).

 

Psycho graphic Segmentation

 

Coca Cola targets both genders with its wide variety of drinks. This market is relatively large and is open to both genders, thereby allowing greater product diversification. In psycho graphic segmentation, Coca Cola buyers are divided into different groups on the basis of lifestyle or personality or values