Chapter 8- Segmenting and Targeting Markets

Market Segment 

A subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs.

The Coca-Cola Company begin market segmentation as efforts to meet more than one need of the customer or consumer. The Coca-Cola Company begin with just one beverage, the original Coca-Cola. Now, Coca-Cola has different products ranging from soft drinks, flavored teas, energy drink, fruit drinks (juices), and water. This is a diverse drinks for the needs of the consumer and what they preferred.

Geographic Segmentation

The Coca-Cola Company geographic segmentation is internationally. The Coca-Cola company focuses on the climate, the idea is a cold drink for your taste they will be focusing on the areas that have warm or hot weather. The company also focuses on the market size meaning some areas in a region may have suburban or urban areas which are more populated than rural areas. The  idea is to target more those who live in the urban areas.

Demographic Segmentation

The Coca-Cola Company demographic segmentation is by age, income and family life cycle. The Coca-Cola Company segments the ages from above 12. They have stated they do not target those who are 12 and under. The family life cycle has to do with the age target market, the company wants the authority, parent(s) or guardian, to decide whether or not the 12 and under should drink the Coca-Cola Classic beverage. Income is a major part of the pricing, formula and packaging of the beverage.

Psychographic Segmentation


The Coca-Cola Company has focus on the region lifestyles. The company uses the occasions of the region to celebrate. The lifestyle that which they live in, poverty or wealthy can affect how the packaging is and the quality of the drink.