Marketing Ppt Group 6 Coca Cola 3 
Introduction
Close to 80 years of history in Hong Ko ng First bottle of Coca-Cola was sold here in 1928
Well-received in the market
Add more variety to their portfolio
Research Methodology
50 copies of questionnaire distributed
Face-to-face
Research Methodology
Figure 1.2 Age
8%
4%
14%
18 or below
19 - 29
10%
30 - 39
40 - 49
64%
50 or above
Female and male respondents are equal ly and randomly distributed
Research Methodology
Figure 1.3 Frequency of purchasing "Coca-Cola"
Every day
5%
15%
1-3 times a week
15%
1-3 times two weeks
1-2 times a month
25%
40%
Seldom
Never
15% of the respondents purchase “C oca-Cola” everyday
40% of the respondents purchase it at least once a week
Research Results - Current STP (Mark eting Segmentation)
Mass market technique
Falls in undifferentiated marketing
Research Results - Current STP (Marketing Segmentation)
• Geographic segmentation
Country and region wisely
“Coca-Cola with Raspberry” in New Zeal and and “Coca-Cola Life” in Argentina
Large demand toward healthier lifestyle
– produce healthier products such as Co ca Cola Zero, Diet Coca Cola
Focus on hot areas
Research Results - Current STP (Mark eting Segmentation)
• Psychographic segmentation
Segments everyone refer to all of the psy chographic variables
Show their status by drinking Coca-Cola
Coca Cola is a recognized world brand
Research Results - Current STP (Mark eting Segmentation)
• Demographic segmentation
Targets young than older, with the age ra nge 15-25 years old
Targets both genders
Segments different income level by packi ng Research Results - Current STP (Mar keting Targeting)
Take every customer as target
Using undifferentiated marketing
Main consumers are teenagers
Research Results - Current STP (Mar keting Positioning)
Strategically position ed Same image all arou nd the world
“Welcome to the cok e side of life”
First thing comes into their mind is happine ss and entertainment
Research Results - Current Marketin g Mix(4Ps)
•
Close to 80 years of history in Hong Ko ng First bottle of Coca-Cola was sold here in 1928
Well-received in the market
Add more variety to their portfolio
Research Methodology
50 copies of questionnaire distributed
Face-to-face
Research Methodology
Figure 1.2 Age
8%
4%
14%
18 or below
19 - 29
10%
30 - 39
40 - 49
64%
50 or above
Female and male respondents are equal ly and randomly distributed
Research Methodology
Figure 1.3 Frequency of purchasing "Coca-Cola"
Every day
5%
15%
1-3 times a week
15%
1-3 times two weeks
1-2 times a month
25%
40%
Seldom
Never
15% of the respondents purchase “C oca-Cola” everyday
40% of the respondents purchase it at least once a week
Research Results - Current STP (Mark eting Segmentation)
Mass market technique
Falls in undifferentiated marketing
Research Results - Current STP (Marketing Segmentation)
• Geographic segmentation
Country and region wisely
“Coca-Cola with Raspberry” in New Zeal and and “Coca-Cola Life” in Argentina
Large demand toward healthier lifestyle
– produce healthier products such as Co ca Cola Zero, Diet Coca Cola
Focus on hot areas
Research Results - Current STP (Mark eting Segmentation)
• Psychographic segmentation
Segments everyone refer to all of the psy chographic variables
Show their status by drinking Coca-Cola
Coca Cola is a recognized world brand
Research Results - Current STP (Mark eting Segmentation)
• Demographic segmentation
Targets young than older, with the age ra nge 15-25 years old
Targets both genders
Segments different income level by packi ng Research Results - Current STP (Mar keting Targeting)
Take every customer as target
Using undifferentiated marketing
Main consumers are teenagers
Research Results - Current STP (Mar keting Positioning)
Strategically position ed Same image all arou nd the world
“Welcome to the cok e side of life”
First thing comes into their mind is happine ss and entertainment
Research Results - Current Marketin g Mix(4Ps)
•