COCA COLA 

company is the world’s driving producer, advertiser, and

merchant of delicate drinks. Coca Cola utilizes “Multisegment” focusing on
procedure which implies that the organization has more than single, all around
characterized, market section. It builds up a showcasing blend for each of the
portions. Coca Cola has more than 400 distinct items line, aggregate of 3,500
item blend.
Coca Cola uses different blends to target different age groups, ethnic groups,
sexes, lifestyles, etc. for example they use “OASIS”, a juice to target the age group of
20-30. And also it produces products like “Diet Coke, Coca Cola Zero” for the health
conscious people who don’t prefer calories but cannot forget the taste. This age group
consists of the people aged 30-50.

Customers in the world recognize Coca-Cola as the famous soft drink. Coca-
Cola can be sold in every spot of business such as restaurant, minimarts, and
supermarket with reasonable price to purchase. This wide market becomes a
consequence for increased net profit of Coca-Cola Company from 2014 to
2015 by $253,000 (Nasdaq 2016). To increase this profit, it is important that
the difference of customers’ lifestyle must be concerned by Coca-Cola
Company to produce different types of Coca-Cola which is a part of market
segmentation, target and positioning (STP) for Coca-Cola.

Segmentation
Market segmentation is subdividing a whole market into different segment
units (Armstrong et.al 2012, p.187). There are many types of market
segmentation that can be used companies to reach wide markets. Here,
Coca-Cola uses customers’ behavior as part of market segmentation through
customers’ behavior. For example, Coke Diet is used for customers to lose
their weight (Owen 2016, p.1). This market segmentation requires British
customers to use knowledge about Coke Diet ingredients that may effect on
diet. India is another market segment for Coca-Cola Company that customers
concern about sugar level. This problem leads Coca-Cola Company to
release Coke Zero in 2014 and Venkatesh Kini, directors of Coca-Cola for
India believes that there are many Indian people move to healthier lifestyle by
drinking low-calorie drinks such as Coke Zero (Mitra 2016, p.1).

Targeting
After Coke Diet is determined by market segmentation, Coca-Cola Company
must determine the market target for Coke Diet. Market target is a set of
customers which shares similar demand or needs of products (Armstrong et.al
2012, p.197). In London, Coca-Cola Company set the target for Coke Diet
who are women which age in a range between 20 to 30 years old who are
very chaotic in their life (Sandison 2007, p.1). This market of young British
people cannot be separated by the role of advertisements. Zmuda (2011, p.1)
writes that according to Ms. Bayne, customers who are aged between 20-29
years old are the main target because the Coke Diet needs to be a brilliant
advertisement. Because young customers become the main target for Coca-
Cola, it is not a surprising story that majority of Coca-Cola customers are
young between 20-35-year-old and any advertisements always use young
models to promote Coca-Cola.

Positioning
Positioning becomes the last step for new products to enter the new market.
Positioning can be described as a stage for the new product to build the brand
before given to target market (Sharp 2013, p.221). Coca-Cola creates a
slogan, ‘taste the feeling’ as part of a repositioning of this existing brand which
called ‘One Brand’ (Roderick 2016, p.1). Furthermore, this repositioning of
Coca-Cola also classified as totally rebranding after Coca-Cola suffers a
decreased profit. As an evidence, Roderick (2016, p.1) writes that the profit for
Coca-Cola Company decreases for the first semester of 2016 by 50%; one
year after releasing ‘One Brand’ Coca-Cola marketing strategy. On average,
the profit of Coca-Cola Company for Europe region has been decreased by
7% into $1.7 billion and operating loss can be reached into $722 million
(Hoobs 2016, p.1). Furthermore, by releasing new positioning which is ‘Taste
the Feeling’, the profit of Coca-Cola Company can be raised (Hoobs 2016,
p.1).

What can we learn from Coca-Cola experience regards to this business

After we discuss very detail about market segmentation, targeting, and
positioning of Coca-Cola in the market, we can reflect that it is a complex
process for every company to produce a new product. Knowing the market
segment is a basic step that must be passed for aiming increasing efficiency
and effectiveness in marketing for a new brand in the market. After the market
segment is determined, the market target must be discussed by assessing a
specific group of customers that taken from market segment. This means that
from a whole group of market segment, the company can divide the market
segment into different of the market target by different categories such as age
and gender. Market positioning is the last step of marketing. This positioning
can be found in every advertisement through who are the models and when
they use this products or brand. This marketing strategy makes Coca-Cola is
known by worldwide customers.