Customer Behavior could be explained as the individual customers or the groups of consumers that are satisfied by the company goods, and services. However, in the case of Diet Coke; Coca-Cola is concerned about the convincing of millennials so that they can be satisfied as millennials prefer to eat and drink healthy food and beverages because they are more health-conscious. Millennials have awareness regarding the food and beverages that are served. Therefore, for the diet coke, the main target of the company is millennials and therefore, Diet Coke introducing flavors every year and there are ads to attract new customers. Customers of Diet Coke are conscious in case of health and thus the company has struggled on millennials and therefore, evolving health trends to grow sales in recent years. Moreover, Diet Coke; Coca-Cola also introduced the new flavors, advertising, and packaging to effectively sell the low-calorie brand sells (Taylor, 2018).

Diet Coke; Coca-Cola is concerned about the health-conscious customer because according to CNBC; there is more focus on the trends of millennials that what beverages they like, however, the  Diet Coke is most preferred by people in their 20s and 30s and people are moving more towards the healthier seltzers and teas; it is the recent trend. Thus, Coca-Cola wants to pull customers towards Diet Coke (Schrank, 2017). As explained by CEO James Quincey that diet coke has created newer options for the customers because they are mobbing towards the coffee and tea thus, more attractive and slender cans are created in the line of new flavors example, twisted mango, zesty blood orange, feisty cherry, ginger lime, etc. Diet Coke has rebranded the packaging so that more customers could be attracted and there are the uses of brighter colors to give a new look to Diet Coke. However, the Quincey told CNBC that Diet Coke is more concerned about the choices of the consumers and with the combination of some marketing inviting and also the great-tasting beverage, the customer preferences are focused and thus, Diet Coke is getting famous in millennials again (Purdy, 2018).

Segmentation of Coca Cola (Diet Coke)

Diet Coke is present in branded beverage products from The Coca-Cola Company. However, Diet Coke is fulfilling the needs of consumers and satisfies different consumers from different countries. Consequently, Diet Coke is designed for healthy diet consciousness and it is the product that is compatible with consumers' lifestyles. Therefore, by focused more on sales aspects company in Diet Coke beverages concerned about the overall sales through a focus on the consumer taste and there is focus on the four segmentations that are behavioral segmentation, demographic segmentation, psychographic segmentation, and geographic segmentation (Ferrell & Speh, 2017).

Figure 1: Industry value growth

Source: (Sroychow, 2016)

Geographic segmentation of Coca Cola (Diet Coke)

Geographic segmentation could be explained as the different geographical units and there is a study regarding the Diet Coke neighborhood regions, cities. Thus, Diet Coke is more concerned about product distribution because there can be health-conscious customers in any region of the country. Diet Coke is given to consumers who are from different segments. However, Diet Coke is given to the customers especially from the urban and suburban areas as compared to the rural areas. In the case of Diet Coke, there are efforts so that the product can reach the customers. However, in Asian countries, there are fewer options or flavors for the consumers in Diet Coke as compared to western people or consumers (Purdy, 2018).

References of Customer Behavior and Segmentation of Coca Cola (Diet Coke)

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of Marketing. Pearson Australia.

Ferrell, O. C., & Speh, T. W. (2017). Marketing Strategy, Loose-Leaf Version. Cengage Learning.

Pride, W. M., Hughes, R. J., & Kapoor, J. R. (2013). Business. Cengage Learning.

Purdy, C. (2018, October 31). Coca-Cola found a way to convince millennials to drink Diet Coke. Retrieved from https://qz.com/1445897/millennials-are-buying-diet-coke-again/

Schrank, A. (2017). Diet soda sales fizzle as health-conscious consumers turn to other drinks. Retrieved from https://www.marketplace.org/2017/10/05/diet-soda-sales-fizzle-health-conscious-consumers-turn-other-drinks/

Sroychow. (2016). COCA COL A’s SEGMENTATION, TARGETING & POSITIONING STRATEGY. Retrieved from https://mpk732t12016clusterb.wordpress.com/2016/04/09/3743/

Taylor, K. (2018, Feb 16). Coca-Cola says millennials are decimating sales of Diet Coke — and now it's going to war. Retrieved from https://www.businessinsider.com/diet-coke-millennials-to-boost-sales-2018-2

Worldofcoca-cola.com. (2019). Coca-Cola Beverages and Products. Retrieved from https://www.worldofcoca-cola.com/about-us/coca-cola-beverages-products/