SEGMENTATION & TARGETING

GEOGRAPHIC
INTERNATIONALLY
Diferent taglines for diferent countries:
Life Begins Here - U.S.
Open Happiness - India
Dil ai to !ango aur" #a$istan
RURAL & URBAN MARKETS - Diferent product oferings
%ural - Onl& 'oca 'ola( )u!sUp( *anta and Li!ca
Ur+an ,ole -ariet& li$e .inute .aid( #o/er0de( Diet
'o$e(etc.
CLIMATIC:
*ocus on otter areas of te /orld. E.g. !iddle east etc and
teir sale increase in su!!er.
SEGMENTATION & TARGETING
DEMOGRAPHIC
AGE & LIFE CYCLE STAGES
Diet Coke : 12-32 &ears - ealt conscious +ut /ant te taste
as /ell.
PowerAde : 41-56 &ears - sport drin$( targets atletes +et/een
ages.
Minute Maid : 4 42 &ears 7$ids8 and 92: 7adults8
Coke : 45-12 &ears( no direct co!!unication for under 45
&ears
Brand Success troug partnersips suc as .cDonald;s(
Do!ino;s
GENDER
.en - )u!sUp
,o!en<=irls - Li!ca( Diet 'o$e
INCOME
B& pac$aging:
*or S>'s D ? > - glass +ottle
*or S>'s 0( B ? ' - )in cans
SEGMENTATION & TARGETING
PSYCHOGRAPHIC
LIFESTYLES
'ulture-oriented - 'o$e 7open appiness8
Sports Oriented - #o/er0de
Outdoor oriented - )u!sup
PERSONALITY -
'o!pulsi-e 7co!pelling8 : .aa@a - ar !ausa! aa!
0d-enturous : )u!s up - 0aA $uc toofani $arte ain
0!+itious : Sprite %aasta clear ai
Healt 'onscious : .inute !aid
SEGMENTATION & TARGETING
BEHAVIOURAL
BUYING ON OCCASIONS
'ultural *esti-als : ca!paigns on Independence Da&.
*riendsip da& - *riendsip .acine
#ro!oting !usic across +orders 'o$e Studio
BENEFITS SOUGHT 'onsu!ers see$ to :
Buenc teir tirst - Sprite ? Li!ca
%efres teir +odies - 'o$e
>nergi@e teir +odies #o/er0de( )u!sup
See$ nouris!ent .inute .aid
Porters Five Fores Mode!
T"e T"reat o# New
Entrants
>ntr& +arriers are
relati-el& lo/ for
te +e-erage
industr&: tere is
no consu!er
s/itcing cost and
@ero capital
reCuire!ent.
'oca-'ola is seen
not onl& as a
+e-erage +ut also
as a +rand.
T"reat o# Su$stitute Produts

)ere are !an& $inds of

energ& drin$s<soda<Auice
products in te !ar$et.
'oca-coladoesn;treall&
a-e an entirel& uniCue
Da-or. In a +lind taste
test( people can;t tell te
diference +et/een
'oca-'ola and #epsi.

*or indi-idual +u&er - no pressure on 'oca-'ola

Large retailers( li$e ,al-.art( a-e +argaining po/er +ecause of

te large order Cuantit&( +ut te +argaining po/er is lessened
+ecause of te end consu!er +rand lo&alt&.
T"e %ar&ainin& Power o# %u'ers

)e !ain ingredients for soft

drin$ include car+onated
/ater( posporic acid(
s/eetener( and cafeine. )e
suppliers are not
concentrated or
diferentiated.

'oca-'ola is li$el& a large( or

te largest custo!er of an&
of tese suppliers.
T"e %ar&ainin& Power o#
Su((!iers

'urrentl&( te !ain co!petitor is #epsi /ic also as a /ide range

of +e-erage products under its +rand.

)ere are oter local cola +rands tat +eca!e popular( +ut te&
failed to reac te success tat 'oca-'ola or e-en pepsi a-e
enAo&ed.
Riva!r' A)on& E*istin& Fir)s

'oca 'ola positions its products as refresing and tirst

Cuencing

)e& are associated /it a-ing a good ti!e /it friends

and fa!il& and enAo&ing e-er&da& life

'oca 'ola as +een successful +& using UniCue Selling

proposition as Li-e te co$e side of lifeE( related to Ao& and
appiness

,en te na!e of 'o$e is !entioned( te Frst ting tat

co!es into !ind is fun and entertain!ent
Positionin&

'oca-'ola +rand as a !eal-ti!eacco!pani!ent: teir $e&

!essage e!pasised is !eals taste +etter /it 'oca-'olaE

'oca-'ola /ant consu!ers to associate !eal-ti!es /it te

drin$ to +uild up product consu!ption( and tus sales.

Diferentiation strateg& to gain co!petiti-e ad-antage.

Diferentiation can +e done troug special pac$aging(

+randing( and ad-ertising.
Produt
+eve!
Cate&or
' +eve!
Cor(ora
te +eve!
Industr'
+eve!
It is i!portant to understand te le-els of co!petition
+ecause positioning applies at all le-els of co!petition.
*or eGa!ple:

Dual strateg& of Hingles and 'ele+rit& endorse!ents

#opular co$e Hingles in Frst decade of its eGistence /ere

I0l/a&s )e %eal )ing;( I#ee Le 'oca-'ola;( IHo 'ae Ho
Ha&eJ'oca-'ola >nAo&E

)anda .atla+ 'oca-'ola

#ost 5221( neGt 3 &ears /itnessed 'ola ,arE /it #epsi

Advertisin& Strate&ies
)o counter all negati-e co!plaints K=lo+al appinessE
ca!paign

Saat Lao Lusi&aan Badao

U!eedon /ali Doop( sunsine ,ali 0sa

Sacin )endul$ar Happiness Brand 0!+assador

Advertisin& Strate&ies
'o!!unit& de-elop!ent
proAects:

#roAect Unnati

#ar-artan #rogra!

Solar /ater cooler e$ocoolE

Advertisin& Strate&ies
In rural areas:

3 %s +ottle - Paanch Matlab Chota

Coke

0ds featuring te Desi Jugaad

Concept

Happiness on the go ca!paign

Advertisin& Strate&ies