Market Segmentation of Softdrink Industry
1. Fashionable brand conscious consumers: This segment of people are generally in their twenties, who are uni students or make up theworking class, drive fast cars(or would like to ) they socialize with friends and go to parties anddance clubs. They are carefree and are freestyle. When they buy this product, they buy theimage, they buy the fashionable drink that exudes coolness. 2. Average consumers: These people are usually prone to purchase product out of mindless habit. This segment of consumers have successfully been ? brainwashed? o some extent by advertising campaigns andheavy promotions conducted by these companies. Again the age bracket is in the twenties,although teenagers tend to fall under this category. 3. Peer pressured consumers: This segment of the majority teenagers who purchase this product ? because their friends do it,? or they do not want to appear daggy purchasing a local drink. They are less likely to request anyordinary drink while purchasing. 4. Soft drink addicts: This segment usually follows any particular brand that will have nothing other than therepreferred brand, no substitute¶s, no imitations.
They are accustomed to the taste, and believe it isthe distinct flavour that keeps them buying coke consistently. On the other side, these consumersare addicted to the prizes and competitions offered by these companies, resulting in the purchaseof that product This report provides an analysis and evaluation of the Marketing Strategy of PepsiCo. Methodsof analysis include Market Segmentation, Market Targeting, Market Positioning, as well as theMarketing Mix of PepsiCo. The research draws attention to the Market Segmentation of PepsiCo.
Market Segmentation of Softdrink Industry Essay Example
While the soft drink industry has probably the widest and deepest customer base in the world, Pepsi did not use themajority fallacy to market their product. Instead, Pepsi prefers to segment itself as the beveragechoice of the ? New Generation? , Generation Next, or just as the ? Pepsi Generation?. These termsadopted in Pepsi¶s advertising campaigns are what marketers refer to as Generation X, which areprofiled to be between the ages of 18 to 29. In addition, PepsiCo also focus on another market,which includes Teenagers that are between the 12 to 18 years old.
Pepsi believes that if they canget this market to adopt their product, they could establish a loyal customer in a long run. Despite being a strong #2 against Coca Cola, Pepsi has become the largest selling soft drink inthe world and is liked by people of all ages. A recent survey has shown that about 90% of theworld population prefers Pepsi when asked the question of which soft drinks do they prefer. Thereason for their linking is because Pepsi is able to give them a higher quality of taste and a largevariety of flavors