Market Segmentation of Softdrink Industry

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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 ³brainwashed´ to 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 ³because 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. 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 ³New Generation´, Generation Next, or just as the ³Pepsi Generation´. These...
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