The paper "Consumer Behaviour Analysis of Coca-Cola Company " is an outstanding example of a marketing case study. Coca-Cola Company is a nonalcoholic beverage company with a capacity of more than 500 licenses of beverage brands (MintGlobal, 2014). Its primary products are sparkling beverages with a wide range of still beverages like water, ready to drink coke teas and coffees, juices and sports energy drinks. The company was established in 1886 by John S. Pemberton who served coke at a local pharmacy in Atlanta, Georgia. Asa Candler purchased and incorporated the company to Georgia Corporation and under his management bottling operations were established in Canada Panama and Cuba.
The company was bought by a group of investors in 1919 which was led by Ernest Woodruff and from this period the company made critical innovations with the introduction of six-bottle carton and steel 12-ounce cans with a tremendous expansion to international markets. The first product distributed by Coca-Cola was Fanta orange which achieved significantly leading to the establishment of a diverse portfolio like the acquiring of Minute Maid Corporation and adding it as a different line for juice products.
Sprite became third most selling Coca-Cola product in 2008with recorded sells of more than 2 billion cases annually. Currently, the company serves the global market with market segments in every continent which it has achieved through partnership with vast bottling companies worldwide. The model demonstrates Coca Cola Brand Identify Prism as sourced from; Kapferer & Bastien (2012 p. 148) or Kapferer (2008, p182) Objectives The main goal of this paper is to discuss various market segmentation and targeting strategies employed by the Coca-Cola Company in reaching its vast consumer needs in both national and international markets. Brand identity The above two models show the positioning of Coca-cola Brand.
Coca Cola is well branded because of its lasting and real value for shareholders (Wheeler, 2012). The model above shows various personalities adopted by Coca-cola in its operations, which enable the brand to create value and meet customer interests (Pendergrast, 2013). Coca-cola applies these personalities for the sustainability of its products and service to customers. Target customer segments Generally, all markets are heterogeneous in nature and Coca-ColaCompany and its target market are not an exceptional case.
Czinkota et al. (2003) argue how it is hard for product t appeal to all consumers explaining that even those who purchase the same product usually do so for diverse reasons give the nature of the consumer market which is normally characterized by competition from various brands. Specifically, to achieve an effective marketing and business strategy, segmentation of the market into homogenous segments with an understanding of the needs and wants of these segments is significant in meeting each segment's needs (Solomon, Russell-Bennett, & Previte, 2012).
To meet its global market Coca-ColaCompany has intensified its different segments into a homogenous segment based on its marketing strategy which has an understanding of its different consumer needs. Marketing segmentation approach applied by this company is based on different product designs and services that help the company in meeting those needs of various targets by varying its brands based on sweetness level, effervescence and different package sizes which depend on local taste and conditions so as to effectively reach its target markets. Market Segmentation, as well as targeting, is normally at the core of Coca-Cola company efforts to becoming a customer-driven as it is a key to its effective resource allocation and deployment to various geographical zones (Solomon, et al.
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Pendergrast, M. (2013). For God, country, and Coca-Cola: The definitive history of the great American soft drink and the company that makes it. Basic Books.
Solomon, M., Russell-Bennett, R., & Previte, J. (2012). Consumer behaviour. Pearson Higher Education AU.
Wheeler, A. (2012). Designing brand identity: an essential guide for the whole branding team. John Wiley & Sons.