Market segmentation of Coca Cola in Japan - Tài liệu tham khảo | Đại học Hoa Sen

3.2. MARKET SEGMENTATION OF COCA COLA IN JAPAN 3.2.1. Target market
3.2.1.1. Target market by age group
Young consumers: Coca-Cola always prioritizes people who are full of energy, have
the need to innovate and affordable drinks like girls and boys. They are constantly
innovating campaigns to promote special products to attract these audiences.
Households: Coca-Cola also aims to bring soft drinks suitable for family meals and
enjoy their products as a way to enjoy family meals.
Office workers: Their target is also aimed at employees who work in the office.
Because when they work hard all day or during breaks, continuing to replenish their
energy with a refreshing can of soft drink also helps them increase work productivity.
Tourists: When arriving in Japan, tourists will immediately see the product images of
Coca-Cola. By using globally branded images, they will easily attract tourists with
diverse furniture choices in a fresh environment.
3.2.1.2. Target market by geographical location
Metropolitan areas: Coca-Cola has a significant presence and concentration in major
cities such as Tokyo, Osaka, and Yokohama. These densely populated urban
centers provide a wide range of consumers, including young professionals, students
and tourists. Marketing efforts here are often more diverse and creative, with a focus
on digital and experiential campaigns.
Urban and rural areas: Places far from urban areas Coca-Cola will choose to target
households, localities and some traditional customers.
Tourist attractions: Japan is a country famous for its tourism culture, so Coca-Cola's
targeting of tourism development areas such as monuments, scenic spots,
amusement parks... also attracts a large number of tourists. large number of domestic and foreign tourists.
Convenience stores: It can be seen that convenience stores are an indispensable
point for any country. Japan is also where Coca-Cola distributes most of its products
in convenience stores to promote its wide range of products to all different types of customers. 3.2.2. Locate
Here are some methods of positioning of Coca-Cola:
Localization: It can be said that Coca-Cola's market in Japan is quite special when
they promote their creativity very well in products to effectively serve the tastes and
needs of the Japanese people. For example, they design many models with many
colors with seasonal fruit flavors, the images on the products are famous landmarks
in Japan is also a way to promote culture and tourism.
Emphasis on tradition and innovation: Coca-Cola constantly improves its products to
suit each market it distributes while keeping the traditional features that it has always pursued.
Marketing and promotion: Coca-Cola has put a lot of effort into introducing and
promoting their products to the Japanese. They cooperate with a number of famous
artists and musicians to bridge the audience closer to the products.
Partnership: Coca-Cola cooperates with businesses to organize cultural and sports
events in Japan. Major sporting events will also be sponsored by them to promote
their products and bring the brand closer to Japan.
Product distribution: Coca-Cola's products are widely distributed throughout Japan
with a dense network of convenience stores, supermarkets, vending machines and restaurants. 3.2.3. Products
Talking about Coca-Cola's products in Japan, it is extremely diverse and rich. From
classic carbonated drinks to colorful juices or some energy drinks with eye-catching
designs. Here are some outstanding products that are favored by many customers in Japan: 1. Coca-Cola original 2. Coca-Cola zero 3. Sprite 4. Fanta 5. Aquarius 6. Georgia Coffee 7. Dasani 8. Minute Maid 3.2.4. Price
According to statistics from 2022, the price of Coca-Cola in Japan will not change too
much compared to 2021. In general, Coca-Cola products will cost from about 100 to
200 Japanese yen. (JPY) for standard 500ml bottles or cans. In addition, large
bottles from 1.5 to 2 liters will cost between 200 and 400 Japanese yen (JPY).
Depending on the location or sales establishment, there will be a minimum price
difference. As for the vending machines, the price will be kept fixed. Rates may
change over time due to many factors, including manufacturing, usage and market conditions. 3.2.5. Advertisement
Japan has long been the dominant growth market for Coca-Cola with more than 100
product launches. With the creativity and thinking of constantly improving products,
Coca-Cola has always received the love of the Japanese people. So the way they
promote their products is also through market trends and trying new things that make
consumers excited. Some of their popular advertising methods:
1. Advertising through TV channels, social networks
2. Special campaigns for the festive seasons with various patterns associated with the seasons
3. Promote through celebrity endorsements to increase audience engagement
and thus attract a wider audience.
4. Sponsoring actionable events also expands the audience
5. Advertising through Japanese traditional culture 3.2.6. Promotional
It can be seen that Coca-Cola is very attentive and intelligent to its customers. They
always have promotional policies to effectively increase sales. Although the number
of promotions is not too much, it still brings a positive effect to users. Here are some of their promotional methods:
Limited Edition Flavors and Packaging: Coca-Cola brings freshness with special
flavors and limited edition packaging for one season that is tied to Japanese culture and tradition.
Cooperation and partnership: Coca-Cola shakes hands with famous characters,
cultural icons or even famous brands in Japan. cooperation with famous brands,
characters and cultural icons in Japan. Thanks to these relationships, Coca-Cola is
able to tap into a large user base while increasing the number of followers for its partners.
Contests and Sweepstakes: Coca-Cola actively offers Lucky Draw contests and
events in Japan, offering exciting experiences with attractive gifts. Often these
promotions will be through convenient means of communication, thanks to which the
accessibility of customers is also easier.
Promotion of vending machines: Japan has always been favored by very convenient
vending machines. Coca-Cola also realizes that, they offer small incentives such as
discounts, buy 1 get 1 free when buying products at vending machines.
Loyalty program: Coca-Cola has always wanted to connect with customers, so they
implemented a loyalty program through the company's app. As a result, Coca-Cola's
long-time customers will enjoy some exclusive incentives, encouraging the maintenance of product use. References:
https://asia.nikkei.com/Business/Companies/Coke-raises-prices-in-Japan-swall owing-higher-costs-no-more
https://apnews.com/7287378cc06d4bdeb36641614ab78023 https://j.cocacola.co.jp/qrt/
https://www.warc.com/newsandopinion/news/coca-cola-takes-the-integrated-a pproach-in-japan/en-gb/40639
https://www.edrawmind.com/article/coca-cola-segmentation-targeting-and-posi tioning.html
https://www.coca-colacompany.com/au/news/making-a-yearly--splash-how-coc a-cola-japan-stays-ahead