Stage of industry in PLC

The life cycle of popular soft drinks like Pepsi, Coke, Sprite,
etc. is in the maturity stage, the popularity of these
products is still strong, however; there is an increasing
decline in demand for carbonated soft drinks.
There has been a growing demand for alternatives to
sugar-heavy soft drinks. “Regular” soft drinks today contain
high fructose corn syrup, and have been blamed for
contributing to various diseases.
A study from Harvard shows that soft drinks may be
responsible for the doubling of obesity in children over the
last 15 years.
•As the soda pop fight rages on companies are increasingly
relying on new products like non carbonated beverages like
Fruit punch, Lemonade, Iced tea, etc. to take them to the
next level.
 Geographic Demographic
Marketing Segmentation – Coca Cola
1) Segments county wise and region wise across the globe. 1) Coke takes every customer as a target and potential who is thirsty.
2) Taste varied according to local preferences. Introduced new alternatives 2) All age groups are targeted.
also as per local tastes. 3) Target students and Family oriented customers.
3) Focus on Hot areas of the world like middle east and increased sale in
summer.

Psychographic

1) All variable like social class lifestyle occupation level of education and
Behavioural
personality are considered.
2) Differentiated packaging
1) Focus on festivals.
Low Income/Rural areas – glass bottles
2) Associated celebrations with Coca Cola
High Income/Urban – Plastic/Tin
Key Growth Factors
Globalization
Provides a sense
of uniformity for
Innovation consumers across
Able to adapt to the globe.
trend changes and Successful in
customer needs global market.
Marketing
1) Targeting young
generation.
2) Market
Monopoly.
 Product Differentiation Planks
• The company is keen on emphasizing on family, friendship, adorable bears, and other happy relationships.
The current slogan of Coca-Cola is “Share a Coke, Open Happiness”. Increase in bottled Water Consumption
• Different brands like Lemon Coke, Diet Coca-Cola, Cherry, and Vanilla Coke, the company has been able to
differentiate its offerings to the different customer segments.
• Coca-Cola differentiates its drinks from those of Pepsi through its packaging. I associate the classic Coke with
the red color. When I find any Diet Coke, it is always black.
• Coca-Cola ensures that consumers can get these different brands in different quantities. The glass bottle is
available in 0.25, 0.5, and 1 liter; the plastic bottles are available in 0.5, 1, 1.5, and 2 liters; and the cans can be
bought in either 0.25 or 0.33 liters. It ensures that the packaging materials are recyclable and environment-
friendly.
• As Coke has less Soda, Bought Thumbs Up.