Chap 8: Segmenting and Targeting Markets

Coca Cola does not target a specific segment but the company adapts its marketing strategy by making new products. Segmentation helps the company define the appropriate products for specific customer groups. Coca-Cola develops a marketing mix for each of the segments. Now, Coca-Cola has a total of 3,500 products, providing drinks for many different target markets.
The Geographic Segmentation: is that Coca-Cola is the most popular non alcoholic beverage that is being sold all around the world. People are going for a healthier lifestyle which influenced Coca Cola to make healthier products such as diet coke and coke zero.
The Demographic Segmentation: Coca-Cola targets both genders and as for the age segmentation, that depends on the product. For Coke Zero, they target young adults between the ages of 18-29 years old who don't want the calories but want the same great taste. As for Diet Coke, they target adults ages 30-50 who are health conscious but still love the taste of coke.
The Psychographic Segmentation: Coca-Cola's one brand strategy (which is Coke, Diet Coke, Coke Zero, Coke Life) is an example of the lifestyle segmentation, again for people who are health conscious and want no calorie or sugar free drinks.