Summary Of Coca-Cola Market Segmentation

 Geographic segmentation calls for dividing the market into different geographical units such as regions, cities, or neighborhood. Coca-Cola has a countrywide network of product distribution but the company segments more in urban and suburban areas as compared to rural areas. 1.2. Demographic segmentation
 In demographic segmentation, the market is divided into groups on the basis of variables such as age, family life cycle, gender, income, occupation, education, religion, race, generation, nationality, and social class. Demographic variables are the most popular base of Coca-Cola Company for distinguishing their customer groups. The reason is that consumer want , preferences, and usage rates are often associated with demographic variables.

Age and life cycle can be tricky variables because there are different needs and wants as accord to the age of a person. The main sector in which Coca-Cola Company targets is the youth because there is a much need of refreshment and energizers to cope up with their daily activities. Gender is also an issue needed to be given prior by Coca-Cola. Men and women tend to have different attitudinal and behavioral orientations, based partly on genetic makeup and partly on socialization practices. 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 Family size basis is also a base segmentation for Coca-Cola. In our society, we have families with different family size. So Coca-Cola makes a variation in their served bottle size into many ways such as 500ml, 1L, 1.5L, 2L pack. People can easily choose a suitable pack based on their family size Coca-Cola segments different income levels by packaging. For example, for people with a low level of income, the company has small returnable glass bottle; for the mediocre class it has non-returnable bottle, and for people with a high level of income it has Coke tin.  Social class has a strong influence on preference in food and drinks. Coca cola design products for specific social

This can be achieved through many avenues including offering a better-quality product or service, lowering prices and increasing marketing efforts. Sustainable competitive advantage refer to maintaining a favorable position over the long term, which can help boost a company’s image in the marketplace, its valuation and its future earning potential. Competitive advantage occurs when an organization acquires or develops an attributes or combination of attributes that allows it to outperform its competitors. These attributes can include access to natural resources, such as high grade ores or inexpensive power or access to highly trained and skilled personnel human resources. New technologies such as robotics and information technology can provide competitive advantage whether as a part of the product itself as an advantage to the making of the product or as a competitive aid in the business process for example better identification and understanding of