Jaipuria Institute of Management,

Vineet Khand, Gomti Nagar

Lucknow – 226 010

Academic Year 2019-20

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1. Introduction
Coca cola was first introduced by Pemberton a pharmacist , who was addicted to a drug called
morphine. After being wounded in the war, he decided to get rid of this drug and started searching
for it's replacement. So he created a drink that replaced morphine and help him ease off a bit. This
drink also helps to cure nerve disorders and headaches. The drink initially had alcohol but
Pemberton created a non alcoholic formula for it known as ‘ Coca cola’. It contains cocaine from
coca leaf and rich extracts of caffeine from kola nuts. First Pemberton sold sample syrups of the
drink to the local people with the huge advertising and campaign and gradually it started getting
success. Sale of Coca-Cola bottle​ began when it contracted with the bottle selling company which
purchased syrups, produce bottles and distribute their drinks.

It took various marketing campaigns in the early 1990s to give stiff competition to Pepsi. Their most
robust strategy is campaign focused on Christmas where they created bearded Santa enjoying coca
cola. There is a belief that it's only the coca cola who invented this bearded image of santa clause. In
1955 aluminum Coke cans were created.

Coca cola has following product mix-

It has product mix- of soft drinks like coca cola , fanta , Sprite , diet Coke, Coke zero etc. Later in the
1960s it purchased Minute maid to commence its business in citrus juice market. In 1985 Coca-Cola
tried to modify it's taste by introducing 'New Coke’ which was not well received by the public hence
they came back to their original taste and started marketing as Coca cola classic.

It is the largest beverage selling company with the current revenue of 3185crores USD. What is
more interesting and makes it unique is it's quality assurance. Each cola product undergoes 450 tests
before being launched in the market to ensure quality standards of the company.

It has the following vision and mission

 2. Segmentation
The major segmentation variables are geographic and demographic. Coca Cola does Multi
segmentation. It means that company is many well-defined market segments. Coke has more than
400 products and 3,500 products in total.

Geographic segmentation
Coke segment its products according to different locations, country wise and region wise. For
example, Coke diet is sold only in metropolitan cities of India.

i. Climate
Coca Cola’s consumption increases in summer 60% which is comparatively less in winter, which is
40%. The company’s sale is higher in summers so, coke focus in hot areas in the world.

Demographic segmentation
Demographic segmentation is the most famous base of Coca-Cola Company for segmentation
purpose. The reason behind this, consumer desires, preferences, and usage rates are often
correlated with demographic variables.

ii. Age and Life-Cycle Stage

Generally, Consumer’s desire and demand change with age. Coca Cola Company mainly targeting the
youngsters or youth because it is said that there is a much need of refreshment and energizers to
cope up with their stressful daily activities. It ranges from age 15 to 25 and reaches till 40. To attract
small children aged approximately from 4 to 12, Coca-Cola introduced tastes like lime, cherry and
vanilla etc.

Oasis juice made for working adults age between 20 to 30. Oasis is available in zillion flavours and it
is famous in Ireland and Britain.

Coca Cola Zero focuses teenagers that are health conscious and are following diet, but they want to
enjoy the taste.

Diet Coca Cola focuses adults, 30 to 50 years old customers.

Minute Maid basically focuses kids and adults from 1 year to 10 years. It is a healthy drink and easy
to carry because of its packaging size.
 iii. Family Type
Coke is focusing on different family types as they introduced different packing style, cake is giving
economy pack, family pack to attract all family types.

iv. Income
For small income coke has small economic pack and small glass returnable bottles. For higher
income customers coke has family pack plastic bottles pack and tin pack. ‘

v. Occupation
Coke is focusing on students and family-oriented people.

TARGETING

Targeting in marketing management is a strategy that breaks a large market into smaller segments
to concentrate on a specific group of customers within that audience.“Target market selection is the
choice of which and how many market segments the company will be there.

There are four generic target marketing strategies –

1. Undifferentiated marketing

There may be no such differences in customer characteristics. On the other hand,, the cost of
developing a separate marketing mix for separate segments may outweigh the potential gains of
meeting customer needs more exactly. Under these situations a company will decide to develop a
single marketing mix for the whole market.

2. Differentiated marketing or multi-segment targeting

When market segmentation reveals several potential target segments that the company can serve
profitably, specific marketing mixes can be developed to appeal to all or some of the segments. A
differentiated marketing strategy exploits the differences between marketing segments by designing
a specific marketing mix for each segment.

3. Concentrated targeting

Several segments may be identified but a company may not serve all of them. Some may be
unattractive or out of line with the company’s business strengths. A company may target just one
segment with a single marketing mix. It understands the needs, and motives of the segment’s
customers and designs a specialized marketing mix.

4. Customized marketing

In some markets, the requirements of individual customers are unique and their purchasing power is
sufficient to make designing a separate marketing mix for each customer a viable option. Many
service providers such as advertising, marketing research firms, architects and solicitors vary their
offerings on a customer to customer basis.
Targeting strategy of different products of Coca-Cola company –

Coca Cola company uses different blends to target different age groups, ethnic groups, sexes,
lifestyles, etc.

It uses mix of undifferentiated & differentiated marketing strategies as well as niche marketing for
certain products in order to drive sales in the competitive market. Its Cola is popular worldwide & is
liked by people of all age group while the diet coke targets niche segment for people who are more
health conscious.

Coca Cola company has surely targeted the customer’s media habits very effectively for sure like –

The youthful target gathering of people of the brand cherishes media presentation.

Mobile era and online networking are a piece of everyday life.

Connected individuals; they like advancements, they like being shocked.”

The target market for Coca cola company is very wide as it satisfies the needs for many different
consumers, ranging from the healthy diet” consciousness through Diet Coke to the average human
through its bestselling drink regular Coke.

The primary mark market for Coca-Cola company is multicultural young person of age 13-24, which
frequently known as heavy soft drink ingestion group.“This consumer group is older sufficiency to do
self-determination on purchases and most likely to follow the merchandise as value of Coca-Cola
emphasis cool and felicity which compatible with their lifestyle.

3. Positioning
Positioning of a Brand
The situating of a brand or item is a key procedure that includes showcasing the brand or item with a
particular goal in mind to make and set up an image inside the thought process of the shoppers in
the objective market. Market situating of a brand or item should be kept up over the life of the
brand or item. Doing this requires progressing advertising activities planned to fortify the objective
market's impression of the item or brand.

COCA COLA
The Coca-Cola Company, American organization established in 1892 and today connected
fundamentally in the production and closeout of syrup and concentrate for Coca-Cola, an improved
carbonated drink that is a social foundation in the United States and a worldwide image of American
tastes. The organization additionally delivers and sells other soda pops and citrus drinks. With in
excess of 2,800 items accessible in excess of 200 nations, Coca-Cola is the biggest refreshment
producer and wholesaler on the planet and perhaps the biggest partnership in the United States.
Home office are in Atlanta, Georgia.

COCA COLA – BRAND POSITIONING

- USP: Live on the coke side of life

- Refreshing and thirst quenching
- Cultural value
-Family
-Friends
-Everyday life joys
- Consistent and high quality

Factors involved in positioning

Coca cola – Pricing

- 5 cents a glass
 - Price remained the same for 70 years

Coca cola- Brand Attributes

- Let the word spread

- Awareness
- Reminder
- Keeping up with the competition

Coca cola- Consumer perceptions

- Glasses at soda fountain

- First contour glass bottle design developed by the Root Glass Company in 1916
- Packaging innovation, 1955: 6.5,10,12 and 26 ounce versions

Coca cola- Consumer Expectations

- Best taste
- Perfect content
- Value for money

Coca cola- Consumer perceptions

- Open Happiness, The coke side of life

- Branded content
- Share-a-coke campaign

FANTA
Built up Parent Company: Fanta is leader Non-Cola brand of Coca-Cola, the organization has the
focused edge over its rivals with regards to Operations, Cost control, Brand portfolio, Channel
promoting, Collaborative client relationship and infiltration in the market.

FANTA- BRAND POSITIONING

The situating map made above is presenting the contenders of Fanta arranged by the two terms
which characterized well the brand picture.

Thinking about this guide, we can see that Oasis is an immediate contender of Fanta, just as Pepsi,
which are offering fun universes, seriousless, which called for happiness and snicker. Focusing on
youngsters, the 3 brands are comparable in their situating. What we can feature is that he
experience offered by Fanta is progressively improved gratitude to its correspondence procedure
which offers another fun world, and reproduces it into reality by its games and purchasers network.
Orangina pursues this atmosphere of fun and experience, it is an immediate contender of Fanta, yet
is targeting another fragment.

We can likewise characterize an other gathering of contender, less hazardous for Fanta than the
first, which assembled delicate refreshment brands like Ice tea Liptonic, Mirinda, Frutsi, etc, which
imparts on either of the section of Fanta, yet which are not too engaged with the correspondence.
 SPRITE
Sprite is an unmistakable soft drink with a lemon-lime season and known for its green shading
marking. Sprite is sans caffeine, fresh tasting, and has a wide fan base since its presentation in 1961.
Sprite is regularly thought to be a nearby contender to 7 Up, another caffeine free lemon-lime
seasoned soda. Dash as a wide fan base, and one that has changed a piece in socioeconomics
throughout the years. In any case, Sprite has figured out how to remain pertinent as one of the most
well-known soft drinks on the planet.

Customer Proposition

- From Coca-Cola company, their #2 global brand.

- Lemon lime drink that offers sudden refreshment which instantly invigorates and sparks
your body and mind.

Consumer & Shopper Proposition

- Sprite is a quality product from the coca- cola company their #2 global brand and South
Africa #3
- Sprite is the clear Lemon Lime drink that offers sudden refreshment which instantly
invigorates and sparks your body and mind.
- Sprite helps you keep your cool in order to spark true self-expression.

Outlet Positioning

- Supers and Hypermarkets

- Independent wholesalers
- Convenience store
- Spaza
- Liquor stores
- QSR
- Pubs and clubs
- OTG
COCA-COLA DIET COKE

New Product Line

 1) Cola Protein Shake
2) Energy drinks

1) Cola Protein Shake

The benefit of taking high protein shake includes improved muscle mass , weight
management, maintenance of level of Blood sugar , high energy level , healthy brain and good
functioning of heart & slower aging . So we are launching the Cola Protein Shake which will be having
around 12-25gm per can intake.

Segmentation
The segmentation of the cola protein shake will be done on the basis of demographic and geographic
. So will be using multilevel segmentation to cater different segment of the market.

i. Geographic Segmentation
We are geographically dividing the market for Cola Protein Shake on the basis of rural and urban part
of the country. It will be available only in the urban areas as people of rural areas are still not health
conscious and are not aware of the protein deficiencies and believe that they get the natural healthy
diet through their food.

ii. Demographic Segmentation

● Income segmentation

​The protein se will be available according to different income level groups. It will be divided
into three categories having more or less of a grams of protein in a can.

iii. Behavioural Segmentation

We have done the segmentation on the basis of benefit sought Of Cola Protein Shake .

● Benefit Sought
The Cola protein shake will be available according to the requirement of the customer for example ,
if a person is preparing for bodybuilding he can go for Cola Protein Shake Hydrolyzed having protein
in very small particles which will be very helpful for mass muscle building .

● It will be also available for the normal person who lacks the basic necessity e orbit
requirement of a protein per day

● It will be also available for the person who wants to go for modelling or building physique or
just to gain health ,it will be having a little bit of more protein than the normal one.

Targeting

● The Cola Protein Shake will be using differentiated marketing or multi segment Targeting
according to different needs of the consumer .For example there will be different marketing
strategy for bodybuilder and there will be different marketing strategy for normal persons
the basic necessity of protein according to benefits sought .
● It will target the all age group because protein is something which is required by every
people which they don’t get easily through normal diet .
● Both The male and female are also targeted without any differentiation as both are required
for the adequate amount of protein in their daily routine life.
 Positioning
Positioning of the Cola Protein Shake will be done following aspect:

● In a world full of toxic beverages it is something which will provide them health benefits and
keep them away from certain diseases Mentioned above .

● It is the need of the heart for each and every individual as it will help them tu to grow and
build muscle mass instead of fat and also helps in weight management

● It will not cost more than 60 rupees per can which is still cheaper than most of the
beverages and milk shakes present out there in the market

● It will be promoted by the slogan “Drink good , feel Good “

2) Energy drinks

Energy drinks market nowadays are gaining momentum on the faster pace because of its higher
demand amongst the youth. It boosts up the people's energy and rejuvenate them by providing high
content of caffeine,sugar, vitamins and herbal extracts. They are mostly consumed by the athletes,
youth, injured for their rejuvenation and replenishment. Coca-Cola should extend it product line of
energy drinks with following segmentation-
Geographic segmentation-

The targeted segment for this particular line of product should be urban market not the rural one as
people are not obsessed with energy drinks rather they consider lemon shikanji to be their​ most
effective energy drink and it will be more difficult to break the stereotype and bring the product
level to meet their purchasing power.

So the urban and semi urban areas may create the large customer base and their targeted cities
should be metropolitan cities.

Income segmentation​-

Since the price of energy drinks are relatively high and there is luxury attached with the energy
drinks so the target income groups should me middle and upper income groups.

Occupation-

Students, athletes, working professionals and sports enthusiast.

Age segmentation​-

Major consumers of this product will be youths aged between 15-35. It will be more appealing
between this specific age group. This age group will constitute up to the market share of 25% in the
Indian market.

Behavioral segmentation

*Occasion- it can be consumed regularly or on special occasions.

*Benefits sought- health and standard quality.

*Attitude towards product should be enthusiastic

Targeting

Their target market should be a particular niche of the youths, sportsperson and business
professionals basically middle and upper income strata. In geographic segmentation there is no
specific targeting. Under demographic based on age factor the targeted audience is people aged
between 15-35 and in income and status it basically targets middle and upper class.

Positioning
Energy drinks provide much of the health benefits to its consumers. Despite providing many health
benefits it still degrading on the consumer health because of the high presence of sugar, caffeine,
taurine in the drinks which causes harmful health impacts if consumed in excess. So Coca-Cola
should offer healthy energy drinks that contain more of real fruits than carbonated sugar, use
natural extracts such as green tea extract which are known as antioxidants as well. As it contains less
sugar and caffeine it will be appealing to diabetics as well.

Positioning on the basis of consumer perception-

*Healthy and sugar free drink rich in antioxidants and herbal extracts.

Positioning based on price-

*Luxurious high priced product available in urban and semi urban areas.

Positioning based on customer expectations-

*Healthy

*No added artificials

*Contains more of the real fruits

*Becomes less expensive than Red Bull

Positioning based on brand attributes-

*Mainly for the youth

*Energize users and make maximum use of *present moment

*Health benefits

Conclusion