Presentation
MARKETING
Coco Cola

MARKET SEGMENTATION
Market segmentation refers to classifying potential markets in segments or groups with common
needs and responding similarly to a specific marketing action.

Market Segmentation of Coca-Cola
Coca Cola Market Segmentation –
1. Geographically : Focuses on Urban and Sub - Urban area and Rural areas
2. Demographic :
• Age – 10 to 40 year old,
• Occupation – Students, Professionals, Employees
• Family life cycle
• Generation
• Income – Average, Above average and high income earners
• Nationality – Launches different products in different countries.
These variables are the most popular basis of Coca-Cola to distinguish customers groups.

3. Psychographic :
• Social class – Working Middle and Upper class
• Lifestyle – Explorer, Aspirer and succeeder
4. Behavioral :
• Degree of Loyalty – Hard Core and Soft Core Loyals
• User Status – First Time and Regular users
• Benefits sought – Refreshment, Satisfaction, Enjoying the taste, spending time with people.