History
• First coca-cola created by an Atlanta pharmacist in 1886 combining caramel-colored liquid and carbonated water o Created as a response to the Prohibition as a nonalcoholic version of drinks o 5 cents per glass
• Logo created by the bookkeeper at the pharmacy
• Average of 1.7 billion Coke-owned beverages consumed today
• Mission Statement: o To refresh the world o To inspire moments of optimism and happiness o To create value and make a difference
• Expanded product lines to include alternative drinks but Coca-Cola remains its main product

Demographic segmentation is based on variables such as age, gender, ethnicity, education, occupation, income, and family status.
• “Real men” segment.
While women who want to drop a size enjoy diet sodas, real men don’t want to be caught with a glass of “girly” diet drink. In response to that, Coca-Cola launched Coke Zero to cater to men. The successful introduction relied on advertising featuring such masculine images as James Bond to target men through its packaging, promotions and image. By appealing to men between the ages of 18 to 34 years who wanted to drink a low –calorie cola but would prefer not be seen buying or sipping Diet Coke, Coca-Cola increases its sales of Coke-branded products by one –third.
Psychographic Segmentation
Coca-cola was able to keep up with their sales by sneaking out what their consumers want. They used psychographic segmentation strategy to categorize the cola beverage. For instance, as more Americans expressed concerns about their weight, Coca-cola began introducing Diet Coke followed by different types of flavors, which became the number one selling diet soft drink in the States. Later, when the consumers started paying more attention to their over all health, the company introduced Coke Plus- the version of beverage that contains minerals and vitamins.
In addition,