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Micro-segmentation on the other hand requires a higher degree of knowledge. While macro-segmentation put the business into broad categories, helping a general product strategy, micro-segmentation is essential for the implementation of the concept. “Micro-segments are homogeneous groups of buyers within the macro-segments” (Webster, 2003).
Coca-Cola's online marketing techniques were included in a 98-page report issued in May 2007 by the center and the American University called "Interactive Food & Beverage Marketing: Targeting Children and Youth" [12] [13] which criticized the program for collecting personal information from children and for promoting obesity.
As of 2023, Coca-Cola held a 9% market-share in India while Thums Up and Sprite had a 16% and 20% market share respectively. [152] Tropicola, a domestic drink, is served in Cuba instead of Coca-Cola, due to a United States embargo. French brand Mecca-Cola [153] and British brand Qibla Cola [154] are competitors to Coca-Cola in the Middle East.
Coca-Cola flexes its financial muscle in a difficult market. Coca-Cola posted revenue of $11.06 billion in the third quarter of 2022, which showed an increase of 10.17% from $10.04 billion in the ...
Coca-Cola is the best-selling soft drink in most countries, and was recognized as the number one global brand in 2010. [95] While the Middle East is one of the few regions in the world where Coca-Cola is not the number one soda drink, Coca-Cola nonetheless holds almost 25% market share (to Pepsi's 75%) and had double-digit growth in 2003. [96]
The Coca-Cola Company's formula for Coca-Cola syrup, which bottlers combine with carbonated water to create the company's flagship cola soft drink, is a closely guarded trade secret. Company founder Asa Candler initiated the veil of secrecy that surrounds the formula in 1891 as a publicity , marketing , and intellectual property protection ...
Elmore examines the history of Coca-Cola. He argues that the company's strategy of outsourcing raw ingredients instead of practicing vertical integration contributed to its success. He also describes the impact of the company's switch from returnable glass bottles to disposable bottles.
The zealous Mexican insisted that Coca-Cola (or Co-Coola, as he pronounces it) must act boldly to reverse its 20-year market-share decline vs. Pepsi. Zyman, a former Pepsi marketer, argued that the correct strategy was to replace 98-year-old Coke with a better-tasting cola, label it New Coke ," and blare the news--which is exactly what the ...