In this chapter, you learned about segmenting markets and positioning your products to appeal to your best target customers. We will look in greater depth at how to apply these concepts by doing three exercises. We will focus on another dominant consumer products company-Coca-Cola. Go to the link provided below to see the depth of products and the international areas served. Coca-Cola has 450 brands and does business in over 200 countries. Pick one of the international areas and see the brands offered there.
Go to https://www.coca-colacompany.com to see the range of products to do the following exercises. From the virtual vendor page, pick 2 or three soft drinks from different countries. Notice that the company sells 76 different brands of soft drinks worldwide.
Look at each brand and notice the product description and how the company differentiates each brand in ways other than geography. This is clearly an example of differentiated marketing. Use the link I provided as a jumping point you can do further research on your own.
1. Think about the characteristics of the segment that Coke is trying to reach with each product. Pick four soft drinks and, based on the part of the chapter on Segmentation Base Applied , decide which of the major segmentation strategies apply and be prepared to identify which segment belongs to each product.
2. Review the Positioning Applied section of the chapter. Decide how you want to position your four chosen brands (from #1) in consumers' minds. Also decide what associations/images you want consumers to have when shown each bottle (e.g., healthy, tasty, refreshing).
Each response should be a minimum of 2-3 paragraphs. Make sure your responses are proofread and provide adequate detail to support your reaction to each question.