2. Coca-Cola takes every customer
as target and potential who is
thirsty.
All age groups are being targeted
but the most potential is the age
group from 18-25 that covers
around 40% of total age segment.
AGE: The target market for the
Coca-Cola is based on age. The
audience of Coca-Coal is
youngester or youth.
It has wide range of targeting. It
ranges from the age of 15-25 and
reaches to 40.
3. Their targeting is not based
gender but the results show that
both genders like this product and
use it.
GENDER: Coca-Cola segments
pakistani market with a
percentage ratio of 58% females
and 42% males.
Life style; busy life style( face
shortage of time) and mobile
generation.
Family; dependent on their
family.
Occupation; students and family
oriented people.
4. NATURE: Fun lovin and
entertainment loving.
SOCIO ECONOMIC STATUS:
Upper lower and lower class.
5. Coca-Cola serves its products
using mass market technique.
Which obviously falls in
undifferentiated marketing and
undifferentiated marketing means
no segmentation, but there are
minor factors on which we can
say that the coke segments its
products and then targets the
customers somehow.
These factors are as follows.
6. GEOGRAPHIC
SEGMENTATION.
INTERNATIONALLY: Coke
segments its products country
wise and region wise.
The most important things is the
taste and quality.
It varies according to the taste
and income level of the people in
that country. I.e.: third world
countries are given low quality
and taste.
7. CLIMATIC: In coke marketing,
main idea is to serve it cold, so
we that they focus on hot areas of
the world.
i.e.: middle east etc and their sale
increase in summer.
LOCALY: In pakistan the coke
segments more in urban and
suburban areas as compare to
rural areas.
8. DEMOGRAPHIC:
AGE:. Coke segments the small
children introducing tastes like
vanilla, lime and cherry. They
focus children from 4-12.
Coke specifically target more
young than older.
FAMILY TYPE:. Coke
introduces its economy pack and
that’s how the focus family and
groups.
INCOME:. Coke segments
different income levels by
packing.
9. For small income people it has
small returnable glass bottle.
For middle people it has small
non-returnable bottle.
For higher income people it has
Coke Tin.
PSYCHOGRAPHIC.
All psychographics variables the
social class, lifestyle, occupation,
level of education and personality
Coke segments everyone.
But again its there packaging
which is different for different
consumers.
10. BEHAVIORAL:
OCCASION:. Coca-Cola
segments different occasions
which are celebrated in the
country.
Basant has become an
international event identity of the
culture of pakistan.
The crdit for making celebrations
available for almost everyone
largely goes to Coca-Cola
Company.
