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Geographic 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.
2.2. Demographic segmentation
In demographic segmentation, the market is divided into groups on the basis of variables such as age,
family life cycle,, 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 wants, preferences, and usage rates are often associated with demographic variables. Another is
that demographic variables are easier for Coca-Cola to measure because they can evaluate or conduct surveys
for the demographic segmentation.
Identifying Market Segments and Targets for Marketing Strategy Plan of Coca-Cola Company in
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2.2.1. Age and Life-Cycle Stage
Coca-Cola Consumer wants and abilities change with age. 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 CocaCola
Company targets is the youth because there is a much need of refreshment and energizers to cope up with
their daily activities.
2.2.2. Gender
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.
2.3. Psychographic segmentation
In psychographic segmentation, Coca Cola buyers are divided into different groups on the basis of
lifestyle or personality or values. People within the same demographic group can exhibit very different
psychographic profiles, for that reason Coca Cola Company designed and made product which are suitable for
their personality.
2.3.1. Lifestyle
People exhibit many more lifestyles than are suggested. People differ in attitudes, interest, activities,
and these affect the goods and services they consume. Coca-Cola Company presented products which are
suitable for modern, busy life style (shortage of time) and mobile generation.
2.3.2. Personality
Coca Cola Company is using personality variables to segment markets. They award Coca-Cola
products with a brand personality that corresponds to a target consumer personality.
2.4. Behavioural segmentation
In behavioral segmentation, Coca Cola buyers are divided into groups on the basis of their knowledge
of, attitude toward, use of, or response to a product. Many marketers believe that behavioral variables-occasions,
benefits, user status, usage rate, loyalty status, buyer-readiness stage, and attitude are the best starting points for
the construction of market segments.
2.4.1 Occasions
Coca Cola consumers can be distinguished according to the occasions when they develop a need, purchase a
product, or use a product. Occasion‟s segmentation can help firms expand product usage.
Benefit sought
Sometimes, for the promotion strategy of Coke, Coca-Cola Company introduces prizes in the top cover