Coca Cola and Lynx - marketing.

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Gareth Craven & Matt Evans        Marketing        2003

Assignment 2



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 necessary to carry this task out.

Market segmentation is very important because it can gain the organisation a competitive edge especially today where markets have a wide variety of products needs and preferences. Due to this research Marketers can respond a lot more effectively to increases from competition by defining customer’s needs. By defining customers needs the decision makers of an organisation can define objectives and allocate resources a lot more efficiently.

Coca Cola and Lynx

More than a billion times every day, thirsty people around the world reach for Coca-Cola products for refreshment. Their promise to the consumer is to deliver the highest possible quality. It involves a worldwide, yet distinctively local, network of bottling partners, suppliers, distributors and retailers whose success is paramount to their own.  

Lynx values the total deodorant market at €38.4 million. Male deodorant sales are growing by 5.0% p/a. Lynx dominates the male deodorant market with a 52% value share, and with men now becoming much more image aware these figures are sure to increase in the future.

A SWOT analysis is a useful means of examining the relationship between an organisation and its marketing:


Strengths: Is the pioneer of the soft drink industry also they are the benchmark to which all over companies in the market operate. They work on a broad worldwide basis.

Weaknesses: Is considered to be unhealthy in an ever conscious health society.

Opportunities: Diversification in to all other areas such as collectable memorabilia, clothing etc. Also with the popular new drink, Powerade which is a very popular sports drink.

Threats: Pepsi is the closest and only real threat to Coca-cola as it has been established for quite some time.


Strengths: It is the major male deodorant with a 52% market share.

Weaknesses: Has to target the other groups as well, such as older males.

Opportunities: Could diverse into female body deodorants as it has a very established name in the male body deodorant industry.

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Threats: Already well established companies such as Adidas moving into the pharmaceutical industry.



Geographic factors are fairly clear and prone to be taken for granted. But while they have received very little attention in the USA they have however been the focus of considerable interest in the UK as this is evident in the development of ACORN (a classification of residential neighbourhoods), which we will mention later on in the sub-section Socio-economically.  

When investigating geographic variables there are some main variables that an organisation should look at: The region of a country doesn’t ...

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