Coca Cola and Lynx Marketing

Coca Cola and Lynx Marketing

Introduction

We have been given a work placement with a local marketing firm who

have accounts with a number of clients. Each client is engaged at

various stages in the product development process. We are to analyse

two products of our choice then propose and suggest appropriate

segmentation criteria, then for one of those products devise a

suitable marketing mix. We are also to describe how aspects of buyer

behaviour can impact on the consumers in the target markets.

Task 1

The two products we have chosen are, Coca Cola and Lynx male body

deodorant, for these two products we will recommend appropriate

segmentation criteria. The purpose for segmenting a market is to allow

the marketing or sales teams to focus on the consumer groups that are

most likely to purchase the companies product. If carried out

properly, this will help to insure the highest return for the

marketing and sales expenditures.

Depending on whether an organisation is selling or offering to

individual consumers or a business, there are definite differences in

what an organisation will consider when defining market segments.

Firms can break the market they are operating within, in to the

following:

* Geographically - by country, region or area

* Demographically - according to the age structure of the

population, social class and income levels

* Behaviouristically - according to the nature of the purchase, the

use the product is put to, the loyalty to the brand etc

The above is what we will be analysing Coca-Cola's and Lynx's

segmentation criteria with as we feel that it covers all that is

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... family.

4. Purchaser - can be the purchaser and take advantage of the

product that is offered to them.

5. Consumer - can be the consumer and make full use of the product

offered to them.

In conclusion persons buying behaviour can be affected by many factors

such as the one mentioned in the above. A huge contributory factor to

a persons buying behaviour today is mainly due to society becoming

ever more materialistic and tending to judge a person not for their

inner-self but for what they own. A lot of people can make

pre-judgements of a person and how successful they are by just looking

at what they are wearing. So with this in mind nobody wants to give a

bad first impression.

Due to this materialism people are willing to spend more in order to

achieve these images that they wish to portray.