Analysis Coca-cola Amatil' brand Support Franklin industry segment by case study This kind of essay be based upon the case analyze ‘water, normal water, everywhere' to analysis Coca cola Amitil' brand Install Franklin bottled water's major market portion, and justify the reason of why this can be the prime target segment to get Mount Franklin. Coca-cola Amatil's brand Support Franklin is the number-one model of bottled water nationwide. An effective market segment can be quite a reason of these. ‘A marketplace segment includes a group of customers who share a similar pair of needs and wants' (Kotler, Keller & Burton, 2009). 04). Segmentation helps organisations to manage different customer demands by identifying homogenous industry segments (Dibb & Simkin, 2010). In this essay, I will analyse Support Franklin major market segment follow by major segmentation variables-geographic, demographic, psychographic, and behavioural segmentation (Kotler, Keller & Burton, 2009).
‘Geographic segmentation calls for dividing the market into different geographical units such as international locations, states, areas, countries, cities, or neighborhoods' (Kotler, Keller & Burton, 2009, p213). Coca-cola Amatil (CCA) is the local Pepsi licensee, company and bottler operating in Down under, New Zealand, Fiji, Philippines and Papua New Guinea (AFR business case study) Mount Franklin as one of CCA's brand certainly targeted in these countries, and especially for Aussie urban people. As example said that ‘as little while 20 years back the market discuss of water in bottles in Australia was almost zero', means that concentrate on Australia like a target market as a result of it has a potential market. ‘Demographic segmentation is divide industry into teams on the basis of variables such as grow older, family size, family your life cycle, gender, income, profession, education, religious beliefs, race, technology, nationality, and social class' (Kotler, Keller & Burton, 2009, p215). According to the Australian Bottled Water Company, bottled water is definitely consumed simply by...
References: AFR business case study, accessed 11/09/2011, http://www.afrbiz.com.au/case-studies/coca-cola-water-water-everywhere/Page-1.html?showall=1
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