Question

Choose an organisation you are familiar with and briefly describe the organisation in terms of: Current products. Current market segments. Three potential new marketing opportunities.

Answer 1

Organization Name: The Coca Cola Company

Current Products: Coca- cola, Sprite, Fanta, Schweppes, Diet Coke, Fresca, Barq's

Current Market Segments:

1. Geographical Segmentation: Currently, Coca Cola serves different products to different countries according to the requirements of that country's citizens. Example - Coca -cola offers fruit juices in India. It varies according to the taste and income level of people in that country.

2. Demographic - Coca cola serves according to the age group, family type and the income level of the country.

Example - Coca cola has products for children from age 4-12. Coca cola serves coke for just INR 20 in India according to the buying behavior of the people.

3. Psychographic segmentation - Social Class, Lifestyle, Level of Education and Personality are the major psychographic stands on which coke segments its customers. Example - Different Packaging for different customers.

4. Behavioral Segmentation - It serves according to the different occasions being celebrated in the country.

Example - New offers for Christmas and different offers for Easter.

Three Potential New Marketing Opportunities :

1. Introducing new products and diversify the product portfolio in many countries is a big opportunity for coca cola to achieve a significant marketing shares in other countries.

2. There is a great potential in increasing the market for the packaged drinking water Kinley in new parts of the world.
3. Developing Nations are the places which provide huge opportunity for coca-cola to increase its business and capture new markets.