Coca Cola has Global reach with presence in over countries 4. More than brands on offer 5.
Please review this article for further information on the background factors that resulted in the development and launch of New Coke. Pepsi segmented the market into three consumer segments only, namely: This switching segment were responsive to sales promotions consisting of point-of-purchase displays, discounts, general advertising, as well as personal factors such as mood, social situation, taste preference, and so on.
There was less expenditure, because there was less marketing return on investment, on focusing on the brand loyal customers, as they were unlikely to switch their purchase preferences. As a result of this shift in target market selection, Pepsi positioned their product as the main reason that Coca-Cola replaced their classic Coca-Cola with New Coke.
This positioning change is demonstrated in the following two TV commercials that Pepsi ran at the time. The first shows a teenage girl who is virtually discussing a breakup scenario and is emotionally upset that Coca-Cola has changed. However, the second TV commercial shows an older demographic of very traditional and loyal Coke drinkers.
It is tapping in nicely into the dissatisfaction among Coke drinkers. You can view both of the Pepsi TV commercials at the bottom of this page.
This change in marketing strategy by Pepsi in response to the competitive action by Coke, clearly highlights the three steps of segmentation — targeting — positioning. By a change in the segmentation view, and the selection of a new target market, the company is enabled to construct a modified market positioning, which should have the effect of increasing market share.NASCAR's Jonathan Merryman brings you up to speed on updates for the NASCAR season.
A good example of the STP process (segmentation, targeting, positioning) can be found during the Cola Wars in the s between Coca-Cola and Pepsi-Cola. As you may be aware, Coca-Cola eventually took the dramatic act of reformulating their flagship Coca-Cola product and withdrawing it from the market to replace it with “new” Coke.
o Coca-Cola company Iaces a strong concurrence. named the cola war`.
o The socio-cultural problem oI weight surcharge is an increasing threats Ior this kind oI drink. The SWOT of Coca cola discusses the weaknesses, strengths, opportunities and threats for Coca Cola.
Brand equity is the strongest point in the SWOT of Coca Cola. Zacks is the leading investment research firm focusing on stock research, analysis and recommendations.
Gain free stock research access to stock picks, stock . Transcript of STP Coca-Cola Marketing. Coca-Cola Case Study Team 1: Jessie Dumas, Yiwen Zhang, Chandler Delisle, Shyheim Major, and Morgan Stump Demographics and Psychographics Age, Gender, Lifestyle and Self-Concept Results: Caffeine-free coke.