Performance In Airlines Industry In Kenya -Myassignmenthelp.Com

Question: Discuss About The Performance In Airlines Industry In Kenya? Answer: Introducation The target market of Coca Cola does not contain a specified segment. Though it does not target a specific market, their targeting strategy is based on the demographics of the chosen segment (Mokaya et al., 2012).Age - based on the age they can target specifically the consumers of 15-30 years old people. As the people with less than 15 will be, much younger consumers and they cannot be reached easily. The people more than 30 years old will be more health conscious. Reaching the chosen target marketing can also be done easily through partnerships, for example, fast food chains in the international market (Mokaya et al., 2012).Lifestyle - the busy and mobile generation of youth, the work life addicts can be the most important consumers that can be targeted.Occupation and nature the fun loving and the adventure loving people needs to be targeted. As the brand, positioning in the current market is to target people with those characteristics.The customers media habits can also be analysed for media exposure in their daily life (Mokaya et al., 2012). Positioning Coca Cola can strategically position itself in the soft-drink market. The new tagline of the brand is taste the feeling is to target people who likes have the fun and entertainment in their food. The company has always positioned itself with relation to joy and happiness in the company(Janiszewska and Insch, 2012). The high degree of loyalty comes from the satisfaction if the Figure 1 Source: (Mokaya 2012) The new brand positioning is to target the market with unique selling proposition that is related to joy and happiness. The brand can also be positioned according to the values that can be be attractive to people that does not comes under the target market managementt of the company (Janiszewska and Insch, 2012). Coca Cola classic with their competitors are can be positioned as traditional and medium sugar based. In addition, their Coke Zero can be positioned as modern and low sugar soft drink and diet coke can be less sugar and traditionally positioned in the customer mind. A value proposition for target market The customer value proposition of coca cola is very specific to a point and main mission of the company is to deliver its customer the different brand stories that the company have adapted though the years. The story they are telling this time is to taste the feeling that is categorised as lifestyle based to increase the happiness and joy one can feel after having the soft drink. Coca-cola as a brand of non-alcoholic beverage sector has differentiated their products in the segment very well (Muhamad et al. 2012). The core benefits and a unique value propositions that the company gives its customers are related to joy and happiness. The new value proposition that can tick the customers can be the money saving schemes in the big purchases and the health consciousness of the diet coke. To implement this messages of Coca colas new brand positioning can give a focused differentiated method of reaching out to the consumers (Muhamad et al., 2012). Value proposition canvas Product features Products : Coca cola Classic Coke Zero Diet Coke Features: Best selling soft drink for quenching thirst Health drink Experience for customers: The tagline says taste the feeling Customers Reference Janiszewska, K. and Insch, A., 2012. The strategic operations of brand positioning in the place brand concept: elements, structure and application capabilities.Journal of International Studies Vol,5(1). Mokaya, S., Kanyagia, P. and Wagoki, J., 2012. Market positioning and organizational performance in the Airlines industry in Kenya.International Journal of Arts and Commerce,1(4), pp.121-132. Muhamad, R., Melewar, T.C. and Faridah Syed Alwi, financial, 2012. Segmentation and brand positioning for Islamic financial services.European Journal of Marketing,46(7/8), pp.900-921.