BRAND STRATEGY “Illy Caffe’’ by Coca Cola Company - Bulgaria The report is intended to introduce a new coffee the “Illy Caffe & Latte Macchiato” in the Bulgaria market the coming months. Illy was acquired by Coca Cola and the introduction of this big cooperation will be announced to the customers with the new taste of Latte Macchiato. It will be the first time that Illy Company will launch a ready-to-drink (RTD) such as the soft drinks and cooperate with Coca Cola Croup. The Coca-Cola
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categories. The four main bases‚ which segment a consumer market‚ are known as Geographic‚ Demographic‚ Psychographic and Behavioural segmentation. Geographic Segmentation is based on variables such as region‚ city size‚ density and climate. Demographic Segmentation is based on variables such as age‚ sex‚ family size‚ family life cycle‚ income‚ occupation‚ education‚ religion and nationality. Psychographic Segmentation is based on variables such as socioeconomic status‚ values‚ attitudes and lifestyle
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consumer’s personality influences the way he or she responds to marketing stimuli‚ but efforts to use this information in marketing contexts have met with mixed results. • Consumers’ lifestyles are key to many marketing strategies. • Psychographics go beyond simple demographics in helping marketers understand and reach different consumer segments. • Identifying patterns of consumption can be superior to knowledge of individual purchases when crafting a lifestyle marketing strategy
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target customers were more lifestyle centric in 1970s whereas in 2000s the customers are ready to try out new experiences. Psychographic based promotional strategy would work over benefits based strategy as psychographic based strategies is more flexible and targets a larger customer’s base that bear similar lifestyle‚ attitude‚ opinion and interest. Pros: Psychographic segmentation gives a much better insight and understanding of the consumer‚ which leads to the identification of underlying needs
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behavior‚ their demographic characteristics must be known in order to assess the size of the target market and to reach it efficiently. Psychographic Segmentation Psychographic segmentation divides buyers into different groups based on social class‚ lifestyle‚ or personality characteristics. People in the same demographic group can have very different psychographic makeups.
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alimentation contain in the breakfast cereal‚ nowadays most of the people are concentrate on it as taking it for breakfast. In this report‚ I’m going to segment on breakfast cereal industry base on the combination of geographical‚ demographic‚ psychographic and behavioral variables. I would like also select one product from the industry itself and describe how the product is positioned. The product that I have been chosen is Kellogg’s – Special K‚ which is manufactured by The Kellogg Company itself
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groups of buyers who have distinct needs‚ characteristic or behavior or who have might require separate products or marketing mix. In KFC‚ they have considered four variables for market: 1. Geographic segmentation 2. Demographic segmentation 3. Psychographic segmentation and 4. Behavioral segmentation. 1. Geographic Segmentation Dividing the market into different geographical units such as nations‚ states‚ regions‚ countries‚ cities or neighborhood. Geographically‚ KFC is used in every part of
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thankful to them. Secondly I would also like to thank my parents and friends who helped me a lot in finishing this project within the limited time. Methodology The methodology used in this project for my product reference is demographic and psychographic‚ the segmentation was done by myself the information on the meaning were from the internet. A thorough understanding was done and then the product was segmented.Index Srno. Topic 1 INTRODUCTION OF MARKET SEGMENTATION 2 BASIS OF MARKET
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build your home or place of natural tourism at Bamboo Village. Demographic highlight the concept of the natural environment to attract local and foreign tourists. natural environment and unique place to attract film production to the shooting Psychographic Marketing Channel for Bamboo Village‚ Hulu Langat. facebook youtube mouth to mouth blog Geographic Geographic segmentation involves segmenting the market based on location. Home addresses are one example‚ however depending on the scope of
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at multiple market segment industry‚ a few segments that can be used in the chocolate industry are demographic‚ psychographic‚ and behavioral. Demographic includes age (kids are more likely to chocolate than adults)‚ gender (Females are more likely to have cravings for chocolate than males are)‚ and life stage (parents with young children are likely to purchase chocolate). Psychographic segmentation includes personality (compulsive buyers‚ people with a sweet tooth‚ etc)‚ lifestyle (single people
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