Segmentation and Possible Target Markets Case Study - 1

Segmentation and Possible Target Markets - Case Study Example 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 associated with this brand. As a result, teenagers become a market segment for the Coca-Cola Company. Teenagers are a notorious market segment that proves 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 provi de 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 facebook 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.