Target Market In term of the target market, Coca Cola is trying to reach out to every consumer that is looking for refreshing and satisfying beverages. The company has a wide range of ages to consider from young children to the elderly. However, the company has some minor factors that they used to segments its product and then target their consumer. First segment is Geographic segmentation, which consists of location and climate. Internationally, the company segments its product according to locations wise and this differs from country to country. Therefore, the taste and quality are different, as each country has different standard and expectation. Another thing company concern in geographic segmentation is the climatic. The main idea of Coca-Cola is to serve it cold, so the company focuses on the hot areas of the world. Another area that Coca-Cola uses to segment their target market is by demographic such as age, income, and family type. The company segments their product depending on the age. For instance, when the company focuses on target the small
children age 4-12 years old, they had introduced the new taste like vanilla, lime, or cherry. In term of the income, Coca-Cola segments the different income level simply by change the package of their product. For small income people, it has a small returnable glass bottle. For middle-income people, it has a small non-returnable bottle. Last, for the higher income level, it has a Coke tin. Similarly with the family type, the company targets this group of people by offering the economy pack.
Competitor Coca-Cola has two main competitors: direct and indirect. The direct competitor of Coca-Cola is Pepsi. It is a main rival soft drink industry. Pepsi has a second highest in sale after Coca-Cola and outsells Coca-Cola in some area in the market. Indirect competitor for Coca- Cola would be all kind of drink that can be substitute with Coca- Cola such as water, milk, juice drink, and etc. However, the company had solved those substitute problems by extend their products and offer variety of drink for consumer to choose.
Integrating Marketing Communication
Coca Cola or Coke is considered as one successful companies that use integrate marketing communication. The company has used many different of sources to promotion their brand to a large group of consumers through out many different advertisement campaign, public relation, sale promotion, and personal selling. They always used all of their form of communication to position their brand in the consumer mind.
Advertising Coca-Cola usually advertises in traditional media such as television, radio, billboard and poster, newspaper, magazine, cinema, sponsorship and etc. As everyone knows that television is one of the most entertaining media; therefore, commercial is one of the most attractive way to do advertisement. As a result, Coca-Cola does regular advertisement on different TV channel in many different countries. The company has spending a significant amount of financial resource to prepare the advertisement in each county. By taking the characteristic of the culture to account as well as avoid any
- Summer '19
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