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Saturday, April 25, 2015

Coke Consumer Clusters

Coca-Cola rewiring marketing around ‘consumer clusters’ to make sales pop

 The drinks maker’s chief executive Muhtar Kent let slip the strategic shift today (22 April) when he told analysts on a conference call that its focus on “customer clusters” had helped put sales on the road to recovery. Sales jumped 1.3 per cent to $10.7bn in the three months to March, propelled by a 6 per cent boost in North America, its biggest market. .... 

   .... Struck by the terminology,   'Consumer clusters' that I cannot define precisely .... Nor can the article .... Segmentation in the usual sense, I presume.

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