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Submitted To: Ms Naima Khursheed Submitted By:

M Babar Ali (sp10-MBA-28) Ali Abid Syed Bilal Atif Rasool (fa10-MBA-67) (fa10-MBA-28) (sp10-MBA-59)

Tehreem Naz (fa10-MBA-61) Amir Farooq (fa10-MBA-02) Umair Khalil (sp10-MBA-60) Ahmad Raza (fa10-MBA-02)

Institute Of Information Technology

Brand Name:

Segmentation
Market segmentation is the division of a market into different groups of customers with similar needs. Or to express it in another way, market segmentation is the division of a mass market into identifiable and distinct groups or segments, and each has common characteristics and needs and displays similar response to marketing actions.

Segmentation Variables
Geograohic World reigon Country Cities Density Climate Demographic Age Gendre Family size Income Occupation Education Religion Race nationality Psychographic Social class Life style

Data
Asia Pakistan All major cities of Pakistan Urban Hot and dry 14-30 Male, Female 1,2,3,4,5+ Rs10,000 plus Middle to upper Schools, colleges and universities Islam, Christianity and others Asian Pakistani

Middle class, upper class Actualizes, fulfilled, believers and achievers Segmentation of Coca Cola

Behavioral Occasions Benefits User status Loyalty status Readness stage Parties, birthdays, sports and regular occasions Quality, taste First time user Strong Aware, interested

Targeting
Coca cola customers are usually young groups between the age of 14-30 and also target schools, colleges, universities, homes, restaurants, hotels and stores. Coca cola takes every customer as target and potential who is thirsty. All age groups are being targeted but the most potential is age group from 18 to 25 which covers 40% of total age segement. AGE: The target market of coca cola is based on age. The audience of coca cola is youngster or youth. it has a vide range of targeting. It ranges from the age of 15-25 and reaches to 40. GENDER: Coca cola segments its market with a ratio 58% males and 42% females. LIFE STYLE: Busy life style and mobile generation. Occupation: Students and family oriented people. NATURE : Fun loving and entertainment loving. SOCIO ECONOMIC STATUS: Upper lower and lower class.

Coca Cola Brand Positioning


'Coca-Cola's' brand personality reflects the positioning of its brand. Positioning is in the mind of the consumer and can be described as how the product is considered by that consumer. When researching the positioning of a product, consumers are often asked how they would describe that product if it were a person. Coca cola has positioned itself as a part of their daily life. This affinity between the brand and the consumer leads to a high degree of loyalty and makes the purchasing decision easier. Coca Cola has been successful by using Unique Selling preposition as Live the coke side of life. Cole basically associates this brand with emotions and joy. We name of Coke comes into mind the first thing comes into mind is fun and entertainment.

Biblography
1. Brand positioning. (2012, 05 10). Retrieved from http://branding-positioningadvertising.blogspot.com/2007/08/coke-saga-not-brand.html 2. Targeting. (2012, 05 10). Retrieved from http://www.scribd.com/doc/31376062/MARKET-SEGMENTATION-ANDPOSITIONING-IN-COCA-COLA 3. Target market. (2012, 05 10). Retrieved from http://www.cocacola.com/en/index.html

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