Segmenting and Targeting Markets coca-cola chap. 8

he aim of segmentation in consumer markets is to bring the focus on to manageable groups of like-minded individuals who have a high disposition for a product. Coca-Cola has customers who want low cost drinks for consumption at home. It has customers who want a mixer or a non-alcoholic drink in a bar. It has customers who are hot and thirsty and want a cool refresher outside the Duomo in Florence. The same consumers may at various times join one of the segments and when they do, they will see the product in a different light and value it in a different way.For example, Coca-Cola identified through market research that its Diet Coke brand (also marketed as Coca-Cola Lite) was regarded as ‘girly’ and ‘feminine’ by male consumers. As a direct result the company developed a new product, branded Coke Zero, which is targeted at the health-conscious male segment of the soft drinks market. 

developing and managing products coca cola

the Coca-Cola Company is always looking for innovative ways to refresh consumers around the world. This year alone, the coca-cola company has added 14 new additions to their beverage portfolio. For example, coca-cola's strategy for their new product,Vitamin water stur-d, is that it is the brands latest innovation, and a breakthrough for the enhanced water beverage category.coca-cola created a unit dedicated entirely to the development of new products outside the traditional carbonates category. Coke's domestic portfolio is divided into three business units: sparkling beverages, still beverages and emerging brands to be able to develop and manages their products.  

customer relationship management coca-cola

Customer relationship management is about giving customers the chance to interact with the brand. For Coca-Cola, while they do not sell any Coca-Cola products online, they do use the site to provide information about their products and allow visitors the ability to interact with the brand in fun and engaging ways. A customer response center answers questions and they have developed a page for key customer accounts to facilitate sharing of information. They also use online surveys, usability studies and focus groups to benchmark sites and make improvements. 

integrated marketing communications coca cola

Coca-Cola's promotional mix includes product,price, place, and advertising. Coke's product, all 2800 of them, varies from soft drinks, water, and energy drinks. Depending on the product, the price can vary much. Just Coca-Cola alone is found all over the world. Coke's promotional efforts, span worldwide.One of the promotional strategies that coke advertises are by using phrases such as "Satisfying your needs" and "The choice is yours..." to let consumers know that they are being taken care of and have control over what they consume.

The Coca-Cola logo is an example of a widely-recognised trademark representing a brand mark

product concepts coca-cola

With a portfolio of more than 3,000 beverages, from diet and regular sparkling beverages, the variety spans the globe. it is sold sold in stores, restaurants and vending machines in more than 200 countries, which makes coca-cola one of the most popular convinience products in the market. Everyone knows about the ususal drinks available by coca-cola product line such as sprite, fanta, nestea, & diet coke. But coca-cola offers more than 3,300 products in more than 200 countries. In April 23, 1985, Coca did a product modification by changing the formula its drink will be made. The "new coke" was the first change in 99 years but it only lasted 79 days as in july 11, 1985, coca-cola went back to its regular formula and haven't changed since. Mant people call coca-cola by its brand name of 'coke" which they rademark in 1944. it allowed consumers to distinguish one product from another.  

sales promtion & personal selling Coca-Cola

first coupon created in 1894 by Asa Candler, who in 1894 had just purchased the formula for coca-cola

Coca-Cola Zero brand partnered with Twentieth Century Fox on a global promotional campaign tied in with James Cameron's epic film AVATAR in 2010

Coca-Cola was one of the first companies to recognize the power of coupons for sales promotion purposes. In 1894,Asa Candler created the first coupon for coca-cola.In 2006, coca-cola created 'my coke rewards' as a new way of promoting there drink. customers enter codes found on specially marked packages of Coca-Cola products on a website. Codes can also be entered by texting them from a cell phone. These codes are converted into virtual "points" which can in turn be redeemed by members for various prizes or sweepstakes entries.In 1927, coca-cola ran the Six Keys to the popularity of Coke promotional contest with a grand prize of $30,000. Contestants were required to search for the six keys to Coke’s popularity. one of coca-cola most successful promotions is theSix Flags coke can promtion. A person shows up at the ticket window with a Coca Cola can and gets one free ticket with the purchase of a full prize ticket. coca-cola are always coming up with new sweepstakes to promote there product.coca-cola is currently doing the "Radio City Christmas Spectacular® Weekend in NYC" sweepstakes. People could participate for a chance to win a trip to nyc & see the radio city christmas spectacular.