BRIEF INTRODUCTION OF THE COCA-COLA COMPANY:-

The Coca-Cola Company is heart quartered in Atlanta, Georgia in United States which is
the country of origin of the company. The Coca-Cola Company was established by As a
Candler in 1892. Muhtar Kent who was born in 1952 in New York, United States is
currently the Chairman and Chief Executive Officer (CEO) of The Coca-Cola Company
and he is also stick with the operation of the company. The Coca-Cola Company
establishes its firm in the worldwide areas and currently sells its products to over 200
countries. The firm operations are divided into several geographies which are Eurasia and
Africa, Europe, Latin American, North American and Pacific.
The Coca-Cola Company is a beverage company which produces more than 3000
beverage products. The Coca-Cola Company is also a manufacturer, distributor, bottler,
and marketer of non-alcoholic beverage concentrates and syrups. Under the
implementation of the Coca-Cola system, the Coca-Cola Company has to cooperate with
over 300 bottling partners worldwide. The company manufactures and sells concentrates,
beverage bases and syrups to bottling operations, owns the brands and is responsible for
consumer brand marketing initiatives. Our bottling partners manufacture, package,
merchandise and distribute the final branded beverages to our customers and vending
partners, who then sell our products to consumers.
The company has 92800 worldwide associates around the world live and work in the
market the company serves. In 2009, The Coca-Cola Company outputted 24.4 billion unit
cases products and the sales revenue of The Coca-Cola Company for the year is 30990
million. The company produces the products such as waters, juices and juice drinks, teas,
coffees, sports drinks and energy drinks. The company has four of the world’s top five
non-alcoholic sparkling beverage brands which are Coca-Cola, Diet Coke, Sprite and
Fanta.

MARKETING STRATEGY:-
What people want in a beverage is a reflection of which they are, where they live, how
they work and play, and how they relax and recharge. Whether you're a student in the
United States enjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a
child in Peru asking for a juice drink, or a couple in Pakistan buying bottled water after a
run together, we're there for you. We are determined not only to make great drinks, but
also to contribute to communities around the world through our commitments to
education, health, wellness, and diversity. Coke strives to be a good neighbour,
consistently shaping our business decisions to improve the quality of life in the
communities in which we do business.
The marketing strategy for the future is as follows:
 Accelerate carbonated soft-drink growth, led by Coca-Cola.
 Selectively broaden the family of beverage brands to drive profitable growth.
 Grow system profitability and capability together with our bottling partners.
 Serve customers with creativity and consistency to generate growth across all
channels.
 Direct investments to highest potential areas across markets.
 Drive efficiency and cost-effectiveness everywhere.
MARKET SEGMENTATION:-
Dividing a market into distinct groups with distinct needs, characteristics, or behaviour
who might require separate products or marketing mixes.
In evaluating different market segments, a firm must look at three factors:

 Segment size
 Segment growth
 Segment structural attractiveness and company objectives and resources.

There is no single way to segment a market. The market has to try different
segmentation variables, alone and in combination, to find the best way to view the market
structure.

 Concentrated marketing. (Segmented Marketing, small segment)

Market segmentation is the process of dividing markets comprising the heterogeneous

needs of many consumers into segments comprising the homogeneous needs of smaller
groups (Guille M). Segmentation is usually done by demography, geography and
socioeconomic variables. The easiest way to segment consumer market is to
usedemographic variables such as age, gender and education level. Organizations that
operate globally usually segment consumer market geographically. Besides,
socioeconomic variables are to segment the market regarding the income, social class and
also lifestyle (Guille M). 
As we know that Coca cola provides varieties of beverages such as carbonated fruit juices
and fruit drinks, waters, sports and energy drinks, teas and coffees, and milk-and soy-
based beverages. These products are marketed under brand as coca cola, Sprit, Dasani,
Minute-Maid, Fanta, Bargs, Far Coast, Fresca, Full Throttle®,and so on. With these
products, Coca Cola aims to attract different groups of consumers.
Why Coca Cola have to produce so many types of products? The reason is relevant to
market segmentation. Coca Cola aims to attract different groups of consumers with
difference types of products. 

TARGET MARKETING:-
Coca Cola takes every customer as target and potential customer who is thirsty. All age
groups are being target but the most potential is the age group from 18-25 that covers
around 40% of total age segments
Age:-
The target market for the Coca Cola is based on age. The target audience of Coca Cola is
youngster or youth. It is a wide range for targeting. It ranges from the age of 15-25 and
also reaches to 40 plus, as they are serving this age group also. Their targeting not based
on gender but the results also show that both genders like this product and use it.
Gender:-
Surprisingly Coca Cola segments Pakistani Market with a percentage ratio of 58%
females and 42% male.
Life style: - busy life style (face shortage of time) and mobile generation
Family: - dependent on their family
Occupation: - students and family oriented people
Nature: - fun loving and entertainment loving
Socio economic status: - upper lower class and lower class
Customer’s Media Habits:-
There are some habits which are given as follows’
 The target audience of the coca Cola brand is loved to have exposure to media.
 They are the mobile generation and spend lot of time on MMS and SMS chatting.
 They spend most of the time on enjoying music.
 They spend their home time on watching TVs.
 They like innovations in TV ads. Etc.

This is the process of evaluating each market segment’s attractiveness and selecting one
or more segments to enter.
After evaluating different segments, the company must now decide which and how many
segments it will target, because buyers have unique needs and wants, a seller could
potentially view each buyer as a separate target market. Ideally, then, a seller might
design a separate marketing program for each buyer.
 Undifferentiated marketing. (Mass Marketing)
 Differentiated marketing. (Segmented Marketing)

UNDIFFERENTIATED MARKETING:-

Using an undifferentiated marketing (or mass-marketing) strategy, a firm might decide to

ignoremarket segment differences and go to the whole market with one offer. This mass-
marketingstrategy focuses on what is common in the needs of consumers rather than on
what is different. Thecompany designs a product and a marketing program that will
appeal to the largest number ofbuyers. It relies on mass distribution and mass advertising,
and it aims to give the product asuperior image in people's minds. As noted earlier in the
chapter, most modern marketers havestrong doubts about this strategy. Difficulties arise
in developing a product or brand that willsatisfy all consumers. Moreover, mass
marketers often have trouble competing with more focused
firms that do a better job of satisfying the needs of specific segments and niches.
Coca Colas original marketing strategy was based on this form. One product aimed at the
mass market in the hope that a sufficient amount of buyers would be attracted.Although
there are now changes in their product line to cater for growing dietary and caffeine free
needs of consumers.
DIFFERENTIATED MARKETING:-
Using a differentiated marketing strategy, a firm decides to target several market
segments orniches and designs separate offers for each.Coca-Cola, which differentiates
by building a solid brand.The offering product and marketingvariations, these companies
hope for higher sales and a stronger position within each market
segment. Developing a stronger position within several segments creates more total sales
thanundifferentiated marketing across all segments. Procter & Gamble gets more total
market share with eight brands of laundry detergent than it could with only one. But
differentiated marketingalso increases the costs of doing business. A firm usually finds it
more expensive to develop andproduce, say, 10 units of 10 different products than 100
units of one product. Developing separatemarketing plans for the separate segments
requires extra marketing research, forecasting, salesanalysis, promotion planning, and
channel management. Trying to reach different market segmentswith different advertising
increases promotion costs. Thus, the company must weigh increased
sales against increased costs when deciding on a differentiated marketing strategy.

Targeting can be done by the Coca Cola by adopting a logical and systematic
methodology / steps. Which are as follows: -

1. Identify the potential buyers: - Through proper market research and market
segmentation (it is the process of pulling apart the entire market as a whole and
separating it into manageable disparate units based on various demographic,
political, economic and social factors; it can also be customer / product /
competition related segmentation).After the process of Segmentation the next step
is for the organization to decide how it is going to target these particular groups.

2. Select the target audiences: - The factors that influence Targeting are the Internal
and External Environment. Internal environment includes the mission, vision,
values and objectives of the firm; whereas; External factors are the social, cultural,
economic, global, demographic, natural, task, technological, political and legal
environment.
 Through appropriately compiling the customers profile to decide the 4 P’s –
Product, Price, Place and Promotion and obtain the demographic, psychological,
geographic and behavioural information of the buyer. Targeting is deciding the
potential buyers, products to be offered and appropriately positioning each product
to the segment.

3. Proper positioning of the Product: - After developing an appropriate

segmentation and target strategy; positioning strategy can be worked out
effectively. Positioning enables the firm to create a positive image, gain
competitive advantage and place the brand in the customers mind to enhance their
goodwill and become the most preferred brand.

Positioning can be in the form of product, price, promotion, service, distribution

channel, image, people, advertising, publicity, public relation or selling
differentiation. 

WEB SITE:-

1. http://www.oppapers.com/essays/Brief-Introduction-Of-The-Coca-Cola-
Company/435606
2. http://www.megaessays.com/viewpaper/60282.html
3. http://www.scribd.com/doc/18240530/SEGMENTATION-MODEL-OF-
COCACOLA-AMIT-KRISHNA
4. http://kninn.blogspot.com/2010/06/target-market-of-coca-cola.html
5. http://www.zainbooks.com/books/marketing/principles-of-
marketing_17_marketing-segmentation.html
6. http://www.123oye.com/job-articles/business-corporates/target-marketing.htm