A few days ago I decided to stock up some pop for my party this weekend and I couldn’t believe I had a problem deciding what kinds of Cola to buy. Isn’t that ridiculous? When I order a meal from a fast food restaurant, I only had to choose between diet coke and regular coke! It wasn’t until I stood infront of the Cola shelf at Safeway till I realize there are so many different types of Colas! I asked myself, “Why do some many people buy Coca-Cola and why is it so addicting?”
Other than the irreplaceable taste, its segmentation ,targeting , and position strategy explain how the company is so successful.
Coca-Cola uses a differentiated segmentation strategy, a strategy through which the firm targets several market segments with a different offering for each. An example would be the Coke Diet, which is targeted towards individuals want to consume a suger-free drink while still having the taste of a Coke. For Coca-Cola Zero, the product is targeted towards Women who want to keep fit and remain on a calorie-low diet while still being able to drink Coke. Although these 2 products are pretty similar, the company tried to avoid too much overlapping between sements to meet segment member’s needs.
Also, the company uses symbols such as polar bears as a positioning tool. Therefore the brand is distinquishable from its competitors.
With successful segmenting, targeting, positioning strategies, there is no doubt Coca Cola comes to the top from its competitors. Consumers can drink the Coke best suited for him or her and addicted to this well established brand.