Basics of Account Planning
Assignment | Pathway to Transformation of Truth

Rohit Rohan
20120119134
PGP 19 | MICA

_______...
Truth Illumination
 Truth Audit
o Category truth
Cold drinks are not consumed in winters as much as in summers
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Conn...
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Coca Cola Communication Case I

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Transcript of "Coca Cola Communication Case I"

  1. 1. Basics of Account Planning Assignment | Pathway to Transformation of Truth Rohit Rohan 20120119134 PGP 19 | MICA _____________________________________________________________________________________________________ Problem | Coca Cola’s sales suffer in winters because people do not drink cold drinks in North India Problem Definition  Naked Truths o The Beautiful Truth Coke is a universal brand with a distinct and memorable brand identity o The Ugly Truth People do not drink soft drinks in winters in North India o Brand Goals From a seasonal relief To a soft drink to always cherish your closeness and memories with  Target Audience As a brand, Coca Cola targets the universal audience – the people of north India, specifically in this case  Influencers Happiness | Food, Music, Bottle | Youth appeal
  2. 2. Truth Illumination  Truth Audit o Category truth Cold drinks are not consumed in winters as much as in summers o o Connection truth People have a strong connect with Coca Cola amongst competitive brands o Consumer truth People like celebrating occasions – big and small – with food and drinks o  Company truth Coca Cola is a global brand that is also popular in India and very successful in recent years. However, its “Thanda Matlab Coca Cola” campaign has dented sales in winters Culture truth People like sharing and intermingling between each others’ cultures Transformation truth Food, drinks and happiness are things that bring people close _____________________________________________________________________________________

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