When trying to understand business marketing it is important to understand that businesses profit greatly when they achieve a situation in which they do not need to deal directly with each and every customer from each and every household in each and every country they market in. for a large company it can be much easier to market and supply to large firms and companies which either employ or entertain many people who are customers of the other business and do their business directly with the third party. Coca-cola for example markets to restaurants, bars, theaters, large offices, supermarkets, delis, airline companies, and many more. To coca-cola marketing to one of those businesses means they can indirectly reach the customer and in this way make new and keep existing customers without having to directly market and supply to them.Coca-cola is a big and known company and even though they market efficiently and excessively too many firms, they have the privilege of many businesses wanting to contact them instinctively. An example where individuals encounter coca-cola products is at the movie theaters, if we think about it, every theater we go to and purchase a soda and popcorn, we will get the soft drink served to us in a coca-cola cup regardless of which soda we choose to buy. In this way coca-cola is part of the movie experience for individuals without dealing directly with the consumer. Coca-cola also sells its products out of the country to individuals who make the products in their own factories, in this way coca-cola is everywhere without directly being responsible for being in the supermarkets and delis because the companies whom work with them take care of those things.
When a company has few products the ability to satisfy a diverse and wide range of clientele is limited. The coca-cola company has increased the quantity of products they offer throughout the years and are constantly searching for new opportunities. Each product the company offers attracts a market segment, which means they appeal to a certain kind of people; some of the products are directed to very specific market segments such as diet cola, which is directed for consumption by women, and cola-zero which targets the market segment of males belonging to generation y. other products appeal to a less specific market segment such as the classic coca-cola which is loved by a wide range of very diverse consumers. In the world of business companies often try to expand by offering their products to a new segment of customers and in that way they have the benefit of not having to rely on a narrow range of customers.
Coca-cola segments their products succefully because they appeal to identifiable large segments and because of the company’s name and history it is easy for them to access the members of the segments they are trying to sell to. Coca cola also succefully uses benefit segmentation, cola-zero for example appeals to the consumer’s desire also because of the known benefits of the product to the consumer.