coca cola integrated marketing concept
Post on 16-Jan-2017
697 Views
Preview:
TRANSCRIPT
Group 1: Prajakta Talathi GSEP13CMM031Manish Barapatre GSEP13CMM028Abhinav Choudhry GSEP13CMM019Arjun Gidwani GMAY13CMM
PRODUCT
• Aerated soft drink sold in stores, restaurants, and vending machines throughout the world
• Produced by The Coca-Cola Company of Atlanta, Georgia• Often called as Coke
OBJECTIVES• Increase the market share in UAE from
23% to 29%• Enhance brand image
TARGET AUDIENCE• Demography
• Indians, Bangladeshi, Pakistanis in UAE• Young adults• Professionals • Subliminally labours
• Geography • UAE
• Psychographic• Social people, Benevolent, Willing to Help
• TAM • Population (5.76 mn) * 30% Expats * 40% professional = approx 0.24 million
• Media Use Pattern • Prime time on Television • Internet – Social Media (Facebook page, YouTube Channel, Twitter link)
ADVERTISING STRATEGY• Function
• POP – High calorie, high glucose, carbonated drink which quenches thirst
• POD – Provides instant energy
• Emotion• Personality – Sincere• VALS
• Values – Self fulfillment, inner peace, equality, happiness, social acceptance
• Attitude – Humble, Grateful• Lifestyle – Philanthropic, Freedom, sharing happiness
between different strata of society
ADS DESCRIPTION
Message Strategy
• Affective• Emotions:
Happiness, sadness, gratefulness
• Conative• 25% extra
free on 1.5l• Brand
Personality - Sincere
Executional Framework
• Slice-of-Life• Simple, small
gestures of life
• Routine life• Sadness of
being away from home
Creative Brief
• Message Theme• Sharing is
caring• Promoting
affectionate interaction amongst different strata of people
Appeals
• Music• Grabs
attention• Increases
visual retention
• Increases conviction and persuasiveness
Leverage Point
• 1 coke = 1 call home
• Small gestures make somebody’s day
Happiness
GiveGratefulness
She was surprised and it made her really happy
Hard work
Sad
Mood Board
Sad
Frustration
MOOD BOARD• The mood board shows the essential elements of ad. The two main
elements of add that are emphasised are:• happiness• sharing and caring
• On one hand the ad is showing a good gesture of Coca-Cola who have installed and provided a phone booth facility for people who want to place international calls to their homes
• On the other hand the ad shows a Coke drinker who neither needs the cap nor the phone booth facility, shares the coke cap with a needy person, displaying emotions such as caring, sharing and affection and interaction between two different strata of society
• It underscores the value of caring by sharing things. It reflects values of the Coca-Cola brand of “Opening Coke and Spreading Happiness”
THANK YOU
top related