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In addition, the location of the Coca Cola Company is suitable for the consumption of coke and diet coke. This is because both of these drinks initially originated from the United States hence the people identify with the brand. Behavioral aspects of the people of the United States also determine the marketing segment. The people constantly enjoy a soft drink as compared to the other part of the world where beverages like tea possess more popularity. Hence, the United States is a market segment for coke and diet coke based on geographic, psychographic and behavioral patterns (D’Altorio, 2010). The product coke targets towards the whole population in the market. However, Coca Cola Company takes exceptional effort to ensure that various age groups associate with this brand. As a result, teenagers become a market segment for the Coca Cola Company. Teenagers are a notorious market segment that prove hard to impress various times. However, Coca Cola takes up the challenge to identify their brand with the young generation since teenagers constantly consume soft drinks. Teenagers provide a good market segment since they are an ideal target for both coke and diet coke. While Coke aims at the general teenage population, diet coke appeals easily to teenage girls who are health conscious and prefer to consume a low calorie soft drink. Coca cola targets the teenage population by placing their products in school vending machines. In addition, the social media plays a crucial role in ensuring the brand advertises itself to teenagers through popular sites such as face book and twitter. One of the advertisements by coca cola targeting teenager is the global ad campaign that uses the love of music by teenagers to appeal to them (Chapman, 2011). Women in the United States are a market segment specifically due to their consumption of Diet Coke. Since the release of the product in 1982, diet coke receives appraisal and acceptance in the United States market as a feminine drink. This is because the drink attracted more female customers than it did male customers. As a result, the Coca Cola Company saw the need to isolate women as the target segment market for the coke diet product. The company capitalizes on advertisements to appeal to the female market segment. According to Marketing Week, over the years, the objectification of men in diet coke adverts serves as a major way of attracting the women customers. In addition, the adverts strongly use women icons in a bid to attract associate the brand with empowering of women. These strategies in the past several years segment women as a market brand and go further ahead to make them identify with the product easily. Since diet coke targeted towards women, coca cola developed another brand of diet soda that targets health conscious men. This brand is Coke Zero (Ginger, 2011). Target Marketing Various factors influence the process of target marketing when it comes to the key products Coke and Diet Coke. These factors include age, gender, lifestyle and Socio economic factors among them. Based on age, coke diet targets the young people as the major consumers of the product. According to Bauer Media, coke diet is highly consumed by women between the ages of 16-24. This is backed by the fact that women of these ages tend to be more health conscious than those of different ages. Coke diet is a sugar free soft that has lower calorie content as compared to other Coca Cola Company ...Show more


Case Study – Marketing Plan Name: Institution: Segmentation and Possible Target Markets Geographic, psychographic and behavioral patterns influence the process of market segmentation by the Coca Cola Company especially in the sales of Coke and Coke Diet…
Author : mcculloughjulia
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