COMMERCE 2MA3 Chapter Notes - Chapter 6: Sport Utility Vehicle, Psychographic, Iphone
6 Nov 2016
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Coke zero- segmentation how segmentation drives the sales further. Most people in north america have tried their main products, so you either like them or dislike them. They increase sales by figuring out there was a segment of men who wanted a lower calorie beverage. They could have said go buy diet coke. But further analysis also showed that (cid:498)real men don"t drink diet coke(cid:499) and they designed a new product that was coke zero and was also different from diet coke. And it has been really successful for coke. Also look at the current position of the company and link the swot to objectives in particular: you want objective to challenging but reasonable, segmentation basis, geographic, demographic, psychographic, behavioural. Countries, regions, provinces, cities, neighbourhoods, climate etc. Most common method used because information is very easily accessed. Divide market into groups based on : gender, age, ethic group, family lifecycle stage, income.
