Market segmentation of PEPSI

Market segmentation of PEPSI

Market or marketing segmentation means dividing a market into smaller groups with distinct needs, characteristics or behaviors who might require separate products or marketing mixes. Marketers consist of buyers and buyers differ in one or more ways. They may differ in their wants, resources, locations, buying attitudes, and buying practices. Through market segmentation companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently with products and services that match their unique needs.

SEGMENTATION OF THE PRODUCT PEPSI COLA GEOGRAPHICAL SEGMENTATION

The company of Pepsi Cola is used to segment the market of the product geographically by focusing their market and attention towards the urban areas and in the hot summer days because people are interested in spending 9 rupees in getting a good reasonable drink, which gives them pleasure and reduces their thirst. They have their dealers in different places in the urban areas to capture the market in order to find and satisfy their customers.
DEMOGRAPHIC SEGMENTATION

First of all the company considers every one young in the market because they consider 5 year old boy as young and 70 year old man as young because they think that no one in the world consider himself as an aged person but the company in some case focuses their market and segments their market up to the age from 5 years to age 45, because people above 45 are hesitant of drinking Pepsi due to its coolness and its sugar factors. People in between the age 5 to 45 are usually attracted towards the drink Pepsi due to its flavor and reputation in the market. The company also made area wise segmentation and usually moves towards college, cinemas, restaurants, hotels, where the strength of young people are greater. The company also focuses towards students of colleges and schools
PSYCHO-GRAPHIC SEGMENTATION of PEPSI

The company also segments its market with respect to social class, lifestyles and personalities, they focuses their attention towards lower upper and middle class because those people afford to drink Pepsi.

BEHAVIORAL SEGMENTATION of PEPSI
Behavioral segmentation is benefits, occasions, brand loyalty etc. are the company tries to market their product for the occasions like weddings, concerts and sports events. Now days the demand of Pepsi Cola has increased due to the wedding ceremonies. So the company tries to attract the customers in such Metropolitan areas. It also focuses towards the Brand loyal people or the people who are heavy user of Pepsi Cola. And those people are in the colleges and universities.