The paper “ Coca-Cola’ s Current and Potential Customers, Factors to Evaluate Segments, Value Proposition, and Customer Intimacy" is a wonderful version of a case study on marketing. Coca-Cola is a well-renowned product across the globe. Coca-Cola is a carbonated soft drink that is sold in over 200 countries. The product is produced by The Coca-Cola Company and is often referred to as Coke. Originally, the product was being produced as a patent medicine. The marketing tactics that have been adopted in the distribution of Coke has widely led to its dominance as the world-leading beverage throughout the 20th century. Characteristic of current and potential customersThe Coca-cola product has a wide range of customers that fall in various distribution channels.
Customers may be categorized into; CNF, a distributor, retailer to a final customer which are considered to be households. The current customers continue to buy Coke because of the low price as well as its nutrition value whereas new customers are attracted by the low prices and the high nutritional value defined in coke (Buttle, P.23). SegmentationIn Coca-cola, market segmentation is used to describe the way the company decides on who they are going to sell the product to.
The various marketing segmentation used to market Coca-Cola are; CustomerDemographicPsychographicGeographicGeo-demographicBehaviouristicDemographic segmentationCoca-cola segments its market in various ways but demographic segmentation has been a key to obtaining the company's success. Demographic segmentation Coca-Cola product with the main focus on coke has largely assisted the organization in determining the target group. Through demographic segmentation, Coca-cola has been able to categorize customer needs on the basis of various demographic factors (Buttle, P.32). Factors to evaluate segmentsFamily- due to variation of family size, coke has been packed in 500ml, 1L, 1.5L, and 2L so that customers can choose a suitable package for the familyAge- this is one of the most significant factors that Coke has considered.
Coke diet is for elderly people and those suffering from diabetic. Coke is also produced for young people between the age of 10 and 35Income- coke is packed into little packs to ensure that customers have awesome prices ranging to all class of people (Buttle, P.46). Key success factorsKey success factors towards establishing effectiveness in Coca-Cola operations are; Strong global presence: Coke is a carbonated soft drink sold in over 200 nationsLicensed bottlers: the company bottling structure permits the organization to take advantage of the immeasurable growth opportunities across the globeHigh Utilization of fixed assets: the company operates on a global scale while at the same time preserving its local approachBrand image: brand image is considered as the most important aspect featuring Coke's competitive.
The brand image is largely recognized right through 90% of the globe (Donald, P.24). Retail and distribution network: coke provides an important margin of about 15-20%.
These margins are reasonable in ensuring retailers keep Coke products. Management effort and financial investment: Coke has well-structured management both intern of operation and finances thus enabling the company to remain as a market leader in the soft drink industry. Value PropositionCoke delivers a more holistic approach whereby its value proposition is well defined compared to Pepsi its chief competitor. This holistic approach strives to ensure that the customer has better experiences. The company ensures it produces unique products.