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HISTORY Coca-Cola history began in 1886 when the curiosity of an Atlanta pharmacist, Dr. John S. Pemberton, led him to create a distinctive tasting soft drink that could be sold at soda fountains. He created a flavored syrup, took it to his neighborhood pharmacy, where it was mixed carbonated with water. Dr. Pembertons partner is credited with naming the beverage CocaCola as well as designing the trademarked, distinct script, still used today.

Coca- Cola

INTRODUCTIONThe Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 still brands. The company's portfolio features 16 billion-dollar brands including Diet Coke, Fanta, Sprite, Coke Zero,vitamin water, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, Coca-Cola is the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy these beverages everyday.

ContinuedCoca Cola uses "Multisegment" targeting strategy which means that the company has more than single, well- defined, market segment.

Market segments help the company to improve their products and services, knowing what their customers need and innovate new sectors. They markets the products selling into different or more than one market (e.g. Diet coke) .To know what their customers need, Coca-Cola uses the consumer segmentation criteria and market into different groups: behavioural, psychographic and profile.

OBJECTIVES

To find out the consumer acceptability ofcoca cola products in the market.To study thepresent & potential market segmentof coca cola products.

For instanceIf companies want to run success business, they must know how to dissolve in different culture. Coca-Cola knows people from different culture, using its innovation to mix different cultures and flavours together to make new product (e.g. with the European launch of Jianchi, a new drink )

SEGMENTATIONSGEOGRAPHIC 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. CLIMATIC: In coke marketing, main idea is to serve it cold, so that they focus on hot areas of the world. i.e.: middle east etc and their sale increase in summer. .

ContinuedClimate- Coca Colas consumption in the summer is 60% than 40% in the winter; therefore, the company's sales are higher in the summer. It also focuses in hot area in the world. LOCALY: In Pakistan the coke segments more in urban and suburban areas as compare to rural areas.

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2. PSYCHOGRAPHIC SEGMENTATION:-

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. People who are brand conscious will not drink beverages of less known brands.

Cont. They will try to show their status by drinking Coca-Cola.The level of education is another factor that the company is paying attention to. In an high percentage education, the company can use advertisements to convey the company massage.Because Coca Cola is a recognized world brand, people will drink it without hesitate.

Continued.3.OCCASSION:. Coca-Cola segments different occasions which are celebrated in the country.

HAR DIL YAHI CHAHE BAS YAHI TASTE MIL JAYE

Enjoy the festival season without any formality and open happiness with COCA-COLA

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4. DEMOGRAPHIC SEGMENTATION

Coca Cola products are purchased by different classes.-Age- 15-25 years old and 40 plus. Coke segments the small children introducing tastes like vanilla, lime and cherry. Diet Coca Cola- targets adults, between 30-50 who are health conscious but want the taste. Powerade- sport drink, targets athletes between 13-27 ages. Minute Maide- targets kids and adults from 1 year to 10 and 40 plus-Gender- targets both genders with wide variety drinks.

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Income- segments different income level. For example, by packaging: for low level income the company is selling returnable glass bottle; for high level income, the company is selling coke in tins.

Did you know?The first servings of CocaCola were sold for 5 cents per glass. During the first year, sales averaged a modest nine servings per day in Atlanta. Today, daily servings ofCocaCola beveragesare estimated at 1.9 billion globally.

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