for the success. Coca Cola target its market based on demographic, geographic, psychographic and behavioral characteristics. Following is a brief analysis of all these segments-Geographic-Coca Cola targets different age groups, ethnic groups, sexes, lifestyles etc with its different varieties. It segmented the world market based on different geographic traits. Each division urges to report to the parent company, although these divisions enjoy a lot of autonomy. Its business operations are divided into these geographic areas- Eurasia and Africa, Europe, Latin America, North America and Pacific (The Coca-Cola Company, 2009). It has different verities of products among them-oasis, Coca cola, Coca cola zero, Diet Coca Cola, PowerAde, Minute Maid etc. notable. Oasis is a juice for ages 20-30. Different flavored Oasis is very popular in Britain and Ireland. Coca Cola is most tasted drink which is favorite to all ages of people all over the world. Coca Cola zero is for the teens who want tastes, not calories. Diet Coca Cola is for health conscious adults. PowerAde for age’s 13-27 and minute maid for 1 year to 10 and 40 plus. (Segmenting and Targeting Markets, 2011). It focuses highly on the climate to offer appropriate drinks to the customers. Demographic: Coca Cola segments their market on the basis of age as well as income. They target different income level customers by offering through packet, returnable glass bottle or tin can. They target both genders with wide variety of drinks. Coca Cola takes every customer
The Coca-Cola Company is steeped in history and tradition, where heritage is honored and values are respected. We are a global family of people working together to bring your family a wide array of beverage choices to meet your beverage needs every day.
We are honored that for over a century, we have been invited to be a part of your everyday lives; from your simplest routines to your social celebrations. You have trusted our products and brought them in to your home to be enjoyed by the whole family.
The Coca-Cola Company respects and supports your role as a parent and a caregiver. We also acknowledge that as an informed parent or caregiver, you are best equipped to make the right dietary choices for your children. We believe that by providing you with easy-to-access nutritional information both on our product labels and online, as well as providing you with portion control sizes for all occasions, you have the necessary tools to make informed choices. View product nutritional information for a variety of our products. Your guidance in helping your children make appropriate choices during the many occasions of their day, will enable them to make more informed choices for themselves in the future. Learn answers to children's health questions and the role of beverages.
The Coca-Cola Company is dedicated to offering safe, quality beverages, marketing those beverages responsibly and providing information consumers can trust. The Coca-Cola Company has always taken seriously its commitment to market responsibly, across the globe, across all advertising media, and across all of our beverages.
We have a global Responsible Marketing Policy that covers all our beverages, and we do not market any products directly to children under 12.
The Coca-Cola Company will not place any of our brands' marketing in any media which directly targets children under 12, including television shows, print media, websites, social media, movies and SMS/email marketing. We define media that directly targets children under 12 as media in which 35% or more of the audience is composed of children under 12. We are sensitive to the fact that children may also be watching other programs with their family, and we make every attempt to ensure that our advertising is appropriate for a general audience. We will not design our marketing communications in a way that directly appeals to children under 12.
The Coca-Cola Company’s approach to marketing is consistent with the International Chamber of Commerce Marketing & Advertising Code and its Framework for Responsible Food and Beverage Marketing Communication. We support these guiding principles across our marketing communication.
As a global business, we respect and recognize the unique learning environment of schools and believe in commercial-free classrooms for children. We will not offer our beverages for sale in primary schools unless requested to do so by parents and caregivers or school authorities to meet hydration needs. In such cases, we will endeavor to meet those requests with a full portfolio of beverages, including water, juices and other beverages in both regular and low-calorie/calorie-free versions. Read our Global School Beverage Guidelines.
Our system also supports education programs for children in local communities throughout the world. Where Coca-Cola has contributed to school construction, our company name will be stated simply to indicate funding support for construction, and not for the purposes of advertising.
We are in the process of ensuring that our associates are trained in the enhanced policy and providing heightened implementation guidance for our media partners around the world, including a comprehensive toolkit.
Monitoring is also an important area of focus. Currently we make use of the annual analysis conducted by Accenture on behalf of International Food & Beverage Alliance (IFBA), which measures how companies in the food and beverage industry comply with IFBA’s responsible marketing commitment, which is comparable to The Coca-Cola Company’s Responsible Marketing Policy.
In 2015, the Accenture report indicated that across the IFBA membership, this commitment was met in child-directed media 97 percent of the time in television advertising, 100 percent in print and 99.8 percent in Internet advertising. We acknowledge that Accenture’s work did not address every market where we do business, and we have more work to do in some countries.
We are currently working with a third party to develop a comprehensive program to help ensure that our global marketing consistently complies with our policy and that we continue working to achieve our goal.
In addition to supporting IFBA’s Global Responsible Marketing Policy, we are part of voluntary national and regional responsible marketing pledges covering nearly 50 countries. These pledges bring the global responsible marketing commitment to life locally and include local monitoring and evaluation.