Demographic Segmentation Variables The various factors or parameters used for demographic segmentation are given below: 1. If this essay isn't quite what you're looking for, why not order your own custom Marketing essay, dissertation or piece of coursework that answers your exact question? It is sometimes said that the segmentation - is more art than science. The Coca-Cola Company, 2008 On the other hand, Warren et al. Through segmentation, the company has managed to ensure continuous customer satisfaction by providing goods and services that meet all the social classes. This helps in creating groups exhibiting a similar need and want, and can be targeted in a much more better way by companies. For example, diet coke is not just market segmentation, it concerns with the value chain on purchasing Coca-Cola see Appendix B and Diet Coke in economic differences with purchasing, production cost, as well as marketing functional support cost Peter, 1987.
People have different interest and attitudes and personality traits. Coke segments different income levels by packing. According to the Coca-Cola official website www. Market Segmentation: An Integrated Framework. Geographic Segmentation Geographic segmentation strategy enables a company to serve their customers in a specific area. They changed their philosophy to think local and act local. Here I will discuss demographic geographic psychographic and behavioral segmentation of Coca Cola.
At he very least, I would add examples. The market analysis investigates both the internal and external business environment. These markets can be identified demographically based on age and gender and through psychographic segmentation. Some are very concern about the environment. Demographic segmentation - dividing the market into groups based on characteristics such customers, such as: age, sex, marital status, social class, family life cycle, religion, nationality, race.
Based on the results of these studies are based maps of perception, which portrayed the studied products with the most significant parameters in the eyes of consumers. Large companies have the option to spread a universal message and separate message to each market. They use strategic positioning in order to have the same image all around the world, which is a success because it is perceived today as a part of daily life everywhere. Task 2 Businesses use different kinds of information for their day to day activities. Coca-Cola puts up vending machines in meeting terminus and stations to ensure access to all. The first step is market.
Demographic Segmentation: Age, Gender In the modern world it is increasingly becoming challenging to stay relevant due to the intergenerational differences that exist amongst teens and especially young adults. Income- In airlines, economy class passengers are mostly from the middle income and business class passengers are high income passengers. Later on, the company invited a new product Coca-Cola Zero, which was targeted at the male market, so the two products are very different in the market position. Coca-Cola segments different occasions which are celebrated in the country. In this segment the customer base is broad, and they have preferences based on their location. For example, computer manufacturers can segment the market of computers in the directions of its use, since the requirements of various organizations for technical and software defined purposes for which computers are used.
Although self-reporting on weight shows that about 40% of people in soda drinking and non-soda drinking demographics feel like they are overweight, there is a direct correlation to the weight of someone and the amount of soda they consume. However, manufacturers are trying to expand oranges demand, stimulating consumption of orange juice at a different time of day. Diet Coke is the drink for people who want no calories, but plenty of taste. According to its official website 2009 ,. Since products and services are always made for a specific utility and for customers of a specific age group, people having similar purchasing power etc, it becomes simpler for companies to target these set of customers.
Representatives of one market segment should equally apply to the product in terms of its advantages found in a similar way to use it and similar tools to respond to marketing activities price, advertising, etc. The web based information is internal because it is a provided database by the company. That's it, and nothing more! Furthermore, radio commercials in the past are prepared in a way of appealing to every single region separately according to their domestic sings and images in Turkey. Action - this is a clear act, for example, view the newspaper, making a purchase in a store, talking with a neighbor about a new product. Furthermore, the company follows the mass marketing strategy. When the evaluation and selection of market segments in the case when it is expected to develop in parallel a number of segments, it is necessary to take into account their relationship with both the production and with the sales and marketing activities. To highlight microsegments must have a detailed understanding of the properties of the individual members of each makrosegmenta in terms of their management philosophy, decision-making on procurement strategies and their implementation.
Coca is thus willing to keep the same core product which is coke, but it adapts the offer to local needs. Behavioral Segmentation Behavioral segmentation allows marketers to segment market upon consumer knowledge of product and service. People from lower income class do not travel by flight and prefer trains or buses which are cheaper 3. This gives people more options to choose what they want, especially for those people who do not like to drink with too much sugar but water, so diet coke is not the only option for those people anymore. This strategy enables the company to divide a large market into subsets based on distinct characteristics, need and wants.