Market segmentation: a case of coca cola in uk
Important segmentation variables for the water market in the UK
According to research, almost all people in the United Kingdom prefer healthy drinks. Nearly all shoppers or customers purchase healthy products for their own good. Additionally, most people are inquisitive and would wish to know health benefits of products. Thus, the level of health education, as well as the general awareness regarding water and healthy products, are among the segmentation variables ( Dibb, 2001).
Other variables applicable in water market in the UK include Age which brings about health concerns. Besides, income and lifestyle are key variables. The market can be segmented depending on the income earned. A water market analysis reveals that both high-income earners and low-income earners can afford a bottle of water. However, price discrimination can be implemented to achieve an optimal outcome ( Dibb, 2001).
What segment(s) did they target?
The Coca-Cola Company targeted a range of customers before and after the launch of The Coca-Cola Company targeted a range of customers before and after the launch of Dasani in the United Kingdom. All people drink water and hence coca cola company ought to have achieved mass marketing.
Demographic and psychographic segmentation were among the key segments that coca cola used. The company considered people’s living styles, health consciousness and other factors. Runners, Joggers and other people who take part in different exercises where the target market. Age, the level of income and living lifestyles were some of the factors that the Coca-cola used to achieve the desirable outcome (Webster, 1994).
Different types of water bottles were used, and this is a form of Psychographic segmentation that the company used were used. Moreover, geographic segmentation made it possible for the company to achieve competitive advantage through setting correct prices.
What mistake(s) did Coca-Cola make in the UK?
From my point of view, I believe that Coca-Cola Company failed to research and understand the behavior of the people of United Kingdom. The company mainly focuses on making profits and neglect the needs of clienteles and their welfare. According to statistics or reports, it is evident that the company had had different concerns for the Americans and the people in the UK.
There were poor production and marketing strategies for Dasani. Although Coca-Cola was dominant and seemed competitive, it did not facilitate co-creation of value (Ballantyne & Varey, 2008). Thus, Consumers were not fully involved in production and service provisions. The company could have conducted a comprehensive market research and development to determine the real needs of customers, their taste, and preferences as well as what is good for their health.
Why the above are mistakes
The company knew that people In the UK are concerned about their health and therefore they could have used an appropriate source of water. Coca-Cola could have established a link between what people need and how they need it. Allowing customers to be co-creators of value and application of Service-dominant logic could have been beneficial for the company (VARGO, Stephe and Robert 2004). These could enhance better market approaches.
Ballantyne, D. and Varey, R.J. (2008) ‘The service-dominant logic and the future of marketing’, Journal of the Academy of Markting, vol. 36, no. 1, pp. 11-14.
Dibb, S. (2001). New millennium, new segments: moving towards the segment of one?. Journal of Strategic Marketing, 9(3), 193-213.
VARGO, Stephen L. and Robert F. LUSCH. 2004. Evolving into a new dominant logic of marketing. Journal of Marketing. 68(1), pp.1-17.
Webster Jr, F. E. (1994). Defining the new marketing concept (Part 1). Marketing management, 2(4), 22.