Fundamentals Of Marketing Segmentation Essay

1316 words - 5 pages

Market segmentation is the selection of groups of people who will be most receptive to a product. The most frequent methods of segmenting include demographic variables such as age, sex, race, income, occupation, education, household status, and geographic location; psychographic variables such as life-style, activities, interests, and opinions; product use patterns; and product benefits. Much segmentation involves combinations of these methods. No matter how segments are defined, however, they are characterized by considerable change over time.

The segmentation of coco-cola can be described as demographic and psychographic because the main consumers of coco-cola are people in the age group of 30 and below. This can be seen by Coca-Colas advertising campaigns, which are targeted toward to the young. But also the lifestyle, as peoples' lifestyles changed they demanded different soft drinks. For example, consumers might want a drink containing sugar and caffeine in the morning, a diet soft drink for lunch and a caffeine-free drink at night. This market segmentation, created an opportunity for more 'Coca-Cola' brand drinks. Therefore we have got Sprite and Fanta. And another segment is usually the loyal coke drikers who have nothing but coke, no substitutes. They are addict to the taste. That makes them to keep purchasing coco-cola. To promote their products, Coca-Cola is also getting their product advertised more frequently. We can see the advertising of coco-cola from magazines, televisions, football fields and McDonalds etc.

Red Bull is a energy drink, it is targeting consumers aged teenage. However, now it is fairly widespread although originally focused on student bars, clubs and universities. To compare with other drinks it is expensive, but it positioned as energy drink worth paying for it. It is also targeting the people who love sports. We could see that from its advertising: Red bull will recover your energy rapidly after your sporting. Red bull is also advertising to promote their products, however not as hard as coco-cola does. We can see red bulls's advertising from some cars, their own advertising, and televisions etc.

Farmer units products national food like Iced coffee, milk and something else like that. It is targeting middle and old age consumers who care their health much and like to pay for health national drinks though it is not expensive if compare with red bull, but dearer than coco-cola. They are
not advertising as hard as coco-cola and red bull does. We only can see their advertising from their own broachers, deli shops etc.

Coco-cola Company produces coke, sprite and other soft drinks. Red bull is a company which produce the energy drinks only. The farmer unions produce the national drinks such as iced coffee, milk, and chocolate milk etc. To contrast the price, coco-cola is the cheapest one, only like 50C per can (375 ml). Most people could afford this price. For farmers union, it is a bit...

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