Demographic segmentation could be explained as aspects that include age, family life cycle, usage rates, wants, preference, etc. however, Diet Coke is a recognized brand and many people from different countries use it every day. Diet Coke has targeted the youth because they are the people who want refreshment and energizers while performing their daily activities. Diet Coke is designed for both men and women. In the case of Diet Coke, it is also noticed by the company that details about the product should be given to the consumers because they are mostly educated or may suffer from diabetes. Thus, to get the consumer's attention the company is more concerned about the millennial's youth because they are more possessive about their health. Income is not the major aspect in case of the Diet Coke because they are a cheap refreshing drink and has the best quality. Therefore, anyone can afford it (Blythe, 2013).

Psychographic segmentation of Demographic segmentation 

Psychographic segmentation could be explained as an aspect in which the company focuses on the different groups who want Diet Coke and in this segment, there is a focus on the lifestyle or personality or values of the customers. Considering the Diet Coke psychographic segmentation the lifestyles are considered important, however, Diet Coke has the customers who are more conscious about their health, they are smart, in case of social class, everyone can afford it and it is more famous in the elite class, middle-class consumer and lower-middle-class consumers. It can be suitable for any personality and the people or consumers with a modern, busy lifestyle. The mobile generation is concerned with Diet Coke as they have many options (Blythe, 2013).

Behavioral segmentation of Coca Cola (Diet Coke)

The behavioral variables-occasions could involve the buyer-readiness stage, attitude, as well as the user loyalty status, status, usage rate, etc. in the case of Diet Coke it could be said it can be part of everyday life, people or consumers, use it in parties or family occasion. The customer of Diet Coke can be loyal because their needs are satisfied and the company is adapting the market and consumers' needs (Banutu-Gomez, 2012).

Positioning and Branding Analysis
Positioning of Demographic segmentation 

Regarding the Diet Coke brand positioning; it could be said that the company made the ads and there are expenses on the social media market so that the product can be famous among the diet-conscious costumers or who believe in a healthy lifestyle. However, Diet Coke has strategically positioned itself in the mind of diet-conscious customers. In the world soft-drink market the consumers think that if they drink Diet Coke than there will be zero or very fewer calories.

Diet Coke is concerned about the local needs of the customers, and Diet Coke is to adopt strategies or the ingredients that are healthy for the customers and that can be included in the part of daily life. Diet Coke consumer leads a high degree of loyalty and thus, there is the Unique Selling preposition "Coke Adds Life," and "Have a Coke and a Smile." (Isidore, 2016) Diet Coke has good taste and it is a healthier soft drink product (Tianshili, 2016).

Figure 2: Positioning of the Diet Coke

Source: (Tianshili, 2016)

References of Demographic segmentation of Demographic segmentation 

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

Banutu-Gomez, M. B. (2012). Coca-Cola: International business strategy for globalization. The Business & Management Review, 3(1), 155.

Blythe, J. (2013). Principles and Practice of Marketing. SAGE.

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

Isidore, C. (2016). Coke's new slogan: 'Taste the Feeling'. Retrieved from https://money.cnn.com/2016/01/19/news/companies/new-coke-ad-campaign/index.html

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

Tianshili. (2016). Marketing Positioning of Coca-Cola Life. Retrieved from https://mpk732t12016clusterb.wordpress.com/2016/04/11/marketing-positioning-of-coca-cola-life/

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