VAL Life Style Classifications & Coca Cola

In the United States, the two industry leadersCocaCola and Pepsicoaccount for 70.5 percent of the domestic soft drink market40.3 percent for CocaCola, and 30.2 percent for Pepsico (Business Week, 1988).9 The CocaCola Company's market share has increased more than 13 percent since the introduction of "new" Coke and the eventual reintroduction of "old" Coke as "Classic" Coke. Thus, as much as Pepsico's president likes to say "the other guy blinked," the fact is that CocaCola emerged from the fray in a stronger market position. The largest selling soft drink in the United States is CocaCola Classic, or "old" Coke (CocaCola Company, 1990). Diet Coke is considered to have a good chance of unseating PepsiCola for the second position in the market by the year 2000 (Winters, 1990). In this research, however, the CocaCola Company's leading product, CocaCola Classic, is considered with respect to VALS.1 2

The SRI VALS program is psychographic in character. Psy chographic research, in the context of marketing, is a market segmentation procedure (Kotler, 1989). Market segmentation was first applied in the contexts of d

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be found on the following page. When a product has a market share as large as that of CocaCola Classic, it is almost always the case that it is relatively popular with all psychographic classifications. Nevertheless, some of the life style classifications are more closely identified with CocaCola Classic than are others. The characteristics which describe the members of each of the nine 4 Table 1 VALS Life Style Classifications and Proportional Representation in the American Population (in ascending order of psychological development and sophistication) ============================================================= Life Style Population Classification Proportion   Survivors 4% Sustainers 7% Belongers 37% Emulators 8% Achievers 22% IAmMes
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Some common words found in the essay are:
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Approximate Word count = 1564
Approximate Pages = 6 (250 words per page)