MARKET SEGMENTATION

This study looked at how Coca-Cola Nigeria Plc's marketing strategy in Benin City was affected 0by product differentiation and market segmentation. The goal of the study was to ascertain how these tactics affect the company's competitive advantage, consumer preference, and marketing performance. Data was gathered from 400 respondents utilizing structured questions and a descriptive survey approach. Using SPSS version 29.0, the data were examined using multiple regression analysis, descriptive statistics, and Pearson correlation. The results showed that Coca-Cola's marketing strategy benefits considerably from product differentiation, suggesting that distinctive taste, packaging, and branding have a big impact on consumer behavior. However, market segmentation had a favorable but statistically negligible effect, indicating that without considerable distinction, segmentation by itself is not a reliable indicator of marketing success. The regression results also showed that the independent variables accounted for 28.1% of the variances in Coca-Cola's marketing strategy. The analysis comes to the conclusion that Coca-Cola's product diversification strategy, bolstered by modest segmentation initiatives, is the main factor driving the company's market success in Benin City. It suggests that Coca-Cola improve marketing efficacy and maintain brand competitiveness by fortifying its segmentation strategies and incorporating them with distinctiveness.