Geographic segmentation requires dividing the market

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Geographic segmentation requires dividing the market into different geographicalunits, such as regions, cities or neighborhoods. Mezzo Mix is sold and producedofficially only in Germany, Switzerlandand Austria. After the success of Mezzo Mix inthose countries, Coca-Cola decided to bring it into Spanish Market. 8.Competitors
A.Direct competitorsThe Spanish soft drinks market consists of retail sale carbonates, syrups, nectars,energy drinks, juices, packaged water, sports drinks, iced or RTD tea drinks, flavoredwater, still drinks, enhanced water, fruit powders, bulk water, and iced or RTD coffeedrinks. However, the total market volume for the non-alcoholic beverage marketexcludes powdered concentrates. Also there are some sub-segments withinCarbonates; colas, lemons and limes, oranges, other carbonates. Since Mezzo Mixisbasically mixed of cola and orange, its sub-segment should be other carbonates.However, all of the products within carbonates will be considered as directcompetitors. According to MarketLine Report; parent Company of Mezzo Mix, Coca-Cola is the leader in the Spanish carbonated soft drinks market, generating a 73.2%share of the market's value. (see below) Brand Shares of the Direct Competitors can be seen below. As shown in the table,most of the direct competitors are other Coca-Cola brands.
B.Indirect competitorsOther products which fall outside the carbonated beverage category, constitute ourindirect competitors; RTD Tea brands: Lipton Ice Tea, Nestea and Hacendado Juice brands: Don Simon, Trina, Granini and Juver
9.Competitive OfferWe examined the soft drink segment with two variables which are retail price andsugar contained.Retail Price (0,33cl)Sugar(100g)Coca-Cola0,6010.6g Coca-Cola Zero0,600Fanta0,4611.2g Pepsi0,4510.9g Schweppes(tonic)0,66 7.6g Sprite0,38 9g Mezzo Mixx10g10.Strengths and weaknesses of each competitor and their competitiveadvantages Coca-Cola
Strength:Biggest strength of Coca-Cola is its existing brand awareness. Its signaturelogo, classic red & white colours, and world-famous jingle resonate with consumersof all ages.Weakness:Nowadays people have become more concerned with obesity anddiabetes. Coca-Cola, as a major carbonated drink manufacturer, can contribute to theobesity epidemic and they still haven’t addressed or found a healthier solution yet.Coca-Cola ZeroStrength:Coca-Cola Zero has same Coca-Cola taste which is popular worldwide withno sugar added which makes it preferred by health-conscious people. It also has anexcellent easily recognizable packaging. Food brands which offers healthy and dietmeals can match Zero as a health combo and helps Coca-Cola break their 'bad forhealth due to sugar' perception.Weakness:Still because it is a soft drink, health conscious people don’t want toprefer.FantaStrength:It is again a sub-brand of the Coca-Cola company and one of the mostwidely known fruit-flavoured carbonated drink. If you want a break from cola’s whichare black coloured, you would do well with the various tastes of Fanta. It has close to100 flavours being used across various countries. Fanta is also known for a

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Term
Fall
Professor
Cengiz Yilmaz
Tags
Business, Soft drink, Mezzo Mix

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