GROUP 1

MARKET
SEGMENTATION
OF
COCA - COLA

Coca Cola Company is the worlds leading

manufacturer, marketer, and distributor of
soft beverages. Coca Cola uses "Multi-segment
targeting strategy which means that the
company has more than single, well- defined,
market segment.It develops a marketing mix
for each of the segments. Coca Cola has more
than 400 different products line, total of
3,500 product mix.

Geographic Segmentation

Coca

Cola has drinks that targets different age

groups, ethnic groups, sexes, lifestyles, etc.

Climate-

Coca Colas consumption in the summer is

60% than 40% in the winter; therefore, the
company's sales are higher in the summer. It also
focuses in hot area in the world.

Demographic Segmentation

Age- 15-25 years old and 40 plus.

Gender- targets both genders with wide
variety drinks

Oasis- Juice made for the younger

working adults, between the ages of
20-30. The product is available in
different flavors (berry, lemon, and
orange tangerine). Its mostly popular
in Britain and Ireland.

- Coca Cola Zero- targets teens that don't want

calories but want the taste.
- Diet Coca Cola- targets adults, between 30-50
who are health conscious but want the taste.
- Powerade- sport drink, targets athletes between
13-27 ages.
- Minute Maide- targets kids and adults from 1 year
to 10 and 40 plus. Its convenience to carry. It
targets parents that want their children to drink
healthier drinks.

Psychographics segmentation

People who are brand conscious will not drink

beverages of less known brands. They will try
to show their status by drinking Coca-Cola.
The level of education is another factor that
the company is paying attention to. In an high
percentage education, the company can use
advertisements to convey the company
massage.
Because Coca Cola is a recognized world
brand, people will drink it without hesitate.

Behavioral Segmentation
Coca-Cola have recently launched a new
advertisement.The aim of the latest
marketing campaign is to reposition the
Coca-Cola brand as a mealtimeaccompaniment: their key message
emphasized is meals taste better with
Coca-Cola, which will be featured in the
majority of their marketing material.
Where as, the television advertisements
will feature the linesSaturday night
tastes better with Coca-Cola.

This is evidence of behavioral segmentation, based on

occasion. This is when a large market, such as for
Cola, is broken down into sub-sections according to
when the product is used or purchased; in this case,
Coca-Cola want consumers to associate meal-times
with the drink to build up product consumption, and
thus sales. Hence, this is a market penetration
strategy.
This is a very simple and clever move. It is a
relatively low-risk approach to generating sales:
effectively encouraging consumers to purchase more of
the product as meal times require large quantities of
drink it is an efficient way to boost sales. This is
because it is unnecessary to completely
re-brand the drink, which is costly and can
godisastrouslywrong. With Coca-Cola, however, the
combination of a long-term differentiation strategy
and a strong corporate brand make this unnecessary.

Marketing
Segmentation
of
PepsiCo

PepsiCo is a world leader in convenient snacks,

food and beverages with revenues of more than
$39 billion and over 185,000 employees
worldwide in 2009. PepsiCo has attained a
leadership position as being to next to Coca Cola
in a soft drink bottling. Their business profit is
increasing rapidly due to a high standard of
performance, marketing strategies,
competitiveness, determination, commitment,
and the personal and professional integrity of
their people, products and business practices.

Geographic Segmentation

Worldwide but mostly on middle east part.

It was then started New Bern in North
Carolina,USA
PepsiCo offers products to over 200
countries and territories, and our Global
Brands are our biggest sellers

Climate: Hot and dry

It also focuses in hot area and tropical
countries in the world

Demographic
Segmentation

Age is one of the most significant parts of

the segmentation of Pepsi. Pepsi
introduces Pepsi diet for the people who
are suffering from diabetic and for those
who are likely to avoid sugar and for the
aged people specially 40 plus.
Pepsi mainly produces the Pepsi cola the
main customer of Pepsi cola is young
people whose age is 10 to 35.

On income basis Pepsi also segment their market

by making little pack. They offer a competitive
price range to all class of people. They consider
the economic situation in our country. So they
introduce Pepsi in different price for different
the people whose income is different. They think
about student, poor people, and middle class
people economic condition for their pricing. Pepsi
serves 250ml, 500ml, 1L, 1.5L, 2L pack Pepsi.
Family size basis is also a base segmentation for
Pepsi. In our society, there are many families
with different family size. So Pepsi is served
into many size 250ml, 500ml, 1L, 1.5L, 2L pack.
People can easily choose a suitable pack based on
their family size.

Psychographic Segmentation

Pepsi designed to satisfy the consumers needs. The

company is able to provide drinks for many different
target markets: ages, sexes, and etc. The products are
sold to diverse population all around the world. In our
world today, people want to live healthier lives. Pepsi
recognized this need and begun to produce different
beverages that are satisfying those consumers. Pepsi
products are purchased by different classes, but
mainly by middle to high level class. In addition, many
people today make their purchases decisions based on
the companys ethics and, or social responsibility. Pepsi
gains the trust of its consumers by contributing to the
environment in varies ways.

Behavioral Segmentation

Income segments- different income level

; for example, by packaging: for low
level income the company is selling
returnable glass bottle; for high level
income, the company is selling pepsi in
tins. Cola's target market is really
Pepsi
towards everyone. They make
athletic performance drinks such as
Gatorade that is geared toward the
fit and athletic market, whereas
they make soda products which are
geared toward the children and
teen market.

Market Segmentation
of
RC Cola

Geographic Segmentation

The market for Soft Drinks in the

Philippines increased between 2000-2005,
growing at an average annual rate of 5.7%.
Beverage Production gained, from 8.7%
percent in 2007 to a 26.7% production in
August 2008. The Beverage Industry also
gained an increasing net sales from 2.3% in
2007 to 20.6% in 2008.

Because of strong consumer spending, the

number of retails stores has been increasing
not just in Metro Manila but as well as in the
key cities all over the country like Bulacan,
Laguna, Cebu, and Davao. Production of the
product has been doubled especially with the
hot tropical climate these past months.

Demographic
Segmentation

The carbonated drinks industry is more

concentrated on teens to adults. Most
drinkers would be teenagers, parents,
employed persons & families. The approach is
to make the product available for anyone,
which means a reasonable or even a low price
with of course great taste.

Psychographic Segmentation

RC Cola is in the lucrative soft-drink

beverage industry, with a diverse target
market, from teens to families to working
people
They offer cheaper price among other
beverages

Behavioral segmentation

Any sector can feel the brunt of the

economic crisis. And with this, beverage
consumption takes a significant step down on
a consumers expenditure. Buying the
product would likely be on occasions or some
social events, but on regular days it will
depend.

END OF THE REPORT

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