Segmentation of Coca Cola:
Coca Cola segments its market in a number of ways. Coca
Cola's, customer segmentation is mainly by their market demographically based
on age, income and family size. Coca Cola’s behavioral segmentation has been a
key to the company’s success.
Age is one of the most significant parts of the segmentation
of Coca Cola. Coca Cola introduces Coca Cola diet for the people who are
suffering from diabetic and for those who are likely to avoid sugar and for the
aged people specially 40 plus. Coca Cola mainly produces the Coca cola and the
main customer of Coca cola is young people whose age is 10 to 35.
Coca cola also segment the market on the income basis by
making little pack. They have an awesome price rang to all class of people.
They introduce different price of containers with different size for the people
whose income is different. They think about student, poor people, and middle
class people economic condition for their pricing. Coca Cola mainly serves
500ml, 1L, 1.5L and 2L pack Cola in Bangladesh.
Family size basis is also a base segmentation for Coca Cola.
In our society, by their marketing targeting, we have families with different
family size. So Coca Cola makes a variation in their served bottle size into
many ways such as 500ml, 1L, 1.5L, 2L pack. People can easily choose a suitable
pack based on their family size.
Segmentation of Pepsi:
Pepsi segments its market in several ways. It mainly segment
market demographically assuming age, income and family size. Pepsi’s behavioral
segmentation has been a key to the company’s success.
Age is one of the most significant parts of the segmentation
of Pepsi. Pepsi introduces Pepsi diet for the people who are suffering from
diabetic and for those who are likely to avoid sugar and for the aged people
specially 40 plus. Pepsi mainly produces the Pepsi cola the main customer of
Pepsi cola is young people whose age is 10 to 35.
On income basis Pepsi also segment their market by making
little pack. They offer a competitive price range to all class of people. They
consider the economic situation in our country. So they introduce Pepsi in
different price for different the people whose income is different. They think
about student, poor people, and middle class people economic condition for
their pricing. Because the income of a rickshaw puller is very little so Pepsi
introduces the 200ml bottle and the price of this bottle is 12taka, so anyone
can easily drink Pepsi by spending 12taka. Pepsi also serves 250ml, 500ml, 1L,
1.5L, 2L pack Pepsi in Bangladesh.
Family size basis is also a base segmentation for Pepsi. In
our society, there are many families with different family size. So Pepsi is
served into many size 250ml, 500ml, 1L, 1.5L, 2L pack. People can easily choose
a suitable pack based on their family size.
Target marketing of Coca Cola
They make different values to capture this portion of market
by marketing targeting. However, they do not fiercely advertise like Pepsi
does. They offer Coca Cola in those places where students and young people
gather mostly. Their market segment profiles have shown that the majority of
carbonated beverage drinkers of Bangladesh are youth and middle age people.
Same as the Pepsi Coca Cola also targets the Bangladeshi schools, colleges,
universities, restaurants, hotels and fast food stores. For this reason, they
always spend huge amounts of money to compete with Pepsi in acquiring contracts
with universities to have sold representation of their product distribution.
.coca cola customers are mainly teenagers and young adults between the ages of
16 to 35. Coca cola also made diet coke for those who are suffering from sugar
problems.
Target marketing of Pepsi
The reason why Pepsi-Cola has fiercely targeted this market
is because it is the largest among its users. Market segment profiles have
shown that the majority of carbonated beverage drinkers of Bangladesh are youth
and middle age people. Pepsi continually targets the Bangladeshi Schools,
Colleges, Universities, restaurants, hotels, and fast food Stores. For this
they always spend huge amounts of money to compete with Coca Cola in acquiring
contracts with universities to have sold representation of their product
distribution. Pepsi customers are mostly teenagers and young adults between the
ages of 14 to 30.
Positioning of Coca Cola
The main theme of coca cola is “open happiness” coca cola
spends about a billion of dollars in trying to influence the new generation and
young boys and girls by giving varieties of advertisement and taste. If anyone
put one coca cola and one Pepsi in front of us about 65% of people choose coca
cola because of its taste, its packaging attracts the young generation very
much. Every year coca cola spends lots of dollars to make a different creative
slogan for targeted people which they want to serve. Coca cola plans to further
creative positions that will give the product the greatest advantage in their
target markets as well as the Pepsi. Recently, coca cola has proven that, it is
the highest selling cold drink in the whole country and above the world.
Positioning statement for Coca Cola
To all, who wants best drinks to quench their thrust, coca
cola is one of the best cold drinks, which provides the best quality and taste
in an affordable price.
Positioning of Pepsi
PepsiCo main slogan is – “Generation Next!” It spends
billions of dollars in trying to impress the young and nearly young with the
different creative slogan in every year. PepsiCo plans to further create
positions that will give products the greatest advantage in their target markets.
Positioning statement for Pepsi
To new generation, those who want the best taste in drinks,
Pepsi is a cold drink which gave the best taste, low fat in a reasonable
spending.
Conclusion
In the end of our report about Pepsi and coca cola we can
see that, Pepsi & coca cola have been successful in generating profits in
this extremely rivalries industry. What the companies should do now is employ a
strategy that now only addresses its own deficiencies in an effort to grow
market share, but one that will increase the overall size of the pie. This
strategy, in the end, will allow Pepsi & coca cola to grow and sustain
above-average returns.
Recommendation to Coca cola:
After analysis the STP process of coca cola, we can assume
that the Abdul Monem Limited has to do more advertisement for capturing the
market, give more promotional offers to the target market, make a strong
distribution channel, and change their label and their packaging.
Recommendation to Pepsi:
After analysis the STP processes of Pepsi, we can assume
that the Transcom Bangladesh Limited has to do more advertisement, give more
promotional offer, and change their packaging then now they do.
Post Copyright: All rights reserved by LearnerNest blog owener. Previously posted on hubpages
Post Copyright: All rights reserved by LearnerNest blog owener. Previously posted on hubpages
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