However, if you take into consideration the heavy campaign that Coca-Cola has undertaken through marketing by increasing the technological side of their business, you will find that Coca-Cola is one of the leaders of segment marketing. Take for example the Coca-Cola Freestyle vending machines found in every facility across the nation, from universities to fast food restaurants. This example shows that Coca-Cola recognizes that its consumers, who are becoming increasingly demanding in terms of variety in their choices, are showing profitable profits for Coca-Cola. The vending machine taps into the consumer's natural desire for choice and variety and provides a way to make thousands of different combinations to satisfy that desire for variety. No other company, not even rival Pepsi Co., offers such a wide range of choices; By investing in the production of its own vending machines, Coca-Cola was able to offer the consumer base a wide variety of products, such as Sprite and Powerade, which had never been done before