Demographic and Psychographic
Primary Market Demographics and Secondary Market
The primary market target is 15-25 years and 40+ and gender is male and female. This is the key to take into account since you are motivating their parents’ choice and also their friend’s results. Next primary market would be the 16 to 18 years olds teenagers. They are old enough to make up their own minds when deciding what they want in a beverage. The primary users for marital status would be married couples. The secondary market demographic would be the 21-24 year olds, because at this time they are adults and they already know what beverages they like to drink. By targeting this age group Coke needs to preserve those that prefer their beverages. Also they essentially Coke must convert those individuals that has not selected a particular beverage by a way of common procedures. The secondary user’s status would be parents. Different income level lower income is sold in glass bottle and high level income is in cans
Primary Market Psychographics and Secondary Market
The primary market psychographic is looking for people who are brand conscious that normally do not drink Coca-Cola and secondary level is education that they are watching. Increase Coca-Cola use among 13-24 year old non-loyal beverage drinkers and to loyal Coca-Cola consumers looking for convenience in their active, busy, and connected lives.
The demographic segmentation is going for the 15-24 years old and 40+ adults. They target both genders because they contain a large variety of beverages. By targeting the different level of income, Coca-Cola is using glass bottle for the low income group and using cans for the higher level of income. Geographic’s segmentation part of Coca-Cola is being targeted around different age groups, ethnic groups; gender does not matter, and lifestyles. Coca-Cola is a very popular drink and is being sold in a lot of different countries. Market X is for “Serious Drinkers” and market Y is for “Little Sippers”. Market X is for caffeine addict who love and are loyal customers of Coca-Cola and market Y are those who is still trying to decide where they would like to be.
They have introduced Coca-Cola Zero for teenagers that do not want any calories, but want the Coke taste. Diet Coca-Cola is being targeted for adults that are between the ages of 30 to 50. Then they offer a sport drinks PowerAde especially targeted for teen athlete’s ages 13-27 years old. Then they put out a soft drink that was aim for children ages 1 year to 10 years and also targeted at the 40 plus adults, it is called Minute Maide, that will be easy to carry and the children will be getting healthier beverages. The psychographic was designed for brand that they are aware of and do not want a brand they do not recognize. By the non- drinking Coca- Cola customers they want to show their positions by drinking this well-known drink. Coca-Cola started looking at education level so they could get the higher level and lower level and being so well known they could put out an advertisement for both levels of education and the individual will buy their beverages and consume it without thinking twice.
Coca-Cola was formed to fulfill every customer needs. By doing this they are able to offer wide varieties to a diverse target markets that includes ages, genders, conservatives, trend followers, and is family oriented. They are able to sell their products to assort of people across the globe. Today consumers want healthier products to live a healthy lifestyle. So Coca-Cola started making different types of beverages that would make the consumer happier and all races and class buying their product. But they were purposely put out for the upper class and the middle class. Now today people by their products that are based on the company ethics and social responsibility. Coca-Cola has the advantages, because they have their customers trust by donating money or time to the surrounding areas.
The slogan for Coca-Cola is “Open Happiness” which means comfort and optimism. This slogan was put back out to make the consumers feel better about what was going on with economy. People were sad and depress and Coke wanted to get their customers to smile and be happy doing this bleak time. They have many different types of beverages for their consumers to drink.
The Coca-Cola can be advertised on television, newspaper, billboard, in magazines, bus stops, emails, and on movies. They also can be seen on Twitter, Facebook and on “My Coke Reward”.com. Now they can be found on blogs to give information on their products or here new information about a new product. If you go to certain websites like the World Wildlife Fund, the Polar Bear’s home (Coca-Cola campaign) and they have a website called www.livepositivly.com. They use this entire venue to get the public attention. On their website you can play games, shop, and get information on what you can do for your community.
Marketing Plan of Coca-Cola (2011)
Coca-Cola: Segmenting and Targeting Markets, chapter 8
THE WALL STREET JOURNAL (2012)