CCI Communication Strategies Localization in communication to target rural market Establish connect between Coke and enjoying life. Life ho tohAisi !! Coca Cola Enjoy Try to impress upon consumer mind by targeting ego ! YaarandaTashan ! Advertising for all brand packs done in a balanced manner. Intensive use of Celebrities for both on-air and off-air Campaigns. Trying to position coke as a generic term for carbonated beverage. Thandamatlab coca cola !!
Market Comm. Mediums of COKE Promotional activities. Celebrity endorsements and brand ambassadors. Advertisements. Hoardings
Opportunities Nimbupanimarkret. Ignored Customers : Middle Aged & Kids. Rural Markets are still to be explored. Water Shortage and Health Awareness Driving Bottled Water Consumption in India.
Product Positioning Positioning statement. Pepsi has always been brand that embodies the most prevalent youth sentiment. Over the years as ‘youth’ has evolved, so have Pepsi’s positioning and language.
Positioning strategies Pepsi Ad - Beckham - Juventinus [www.keepvid.com].mp4 Coca Cola AD [www.keepvid.com].mp4 How do you guys see these commercials? Mostly, all Pepsi commercials tend to use celebrities, and have very less emotional appeal. They're just selling their product, and the main focus is on the product. vis a vis Coca-Cola keeps the same strategy from the beginning: we are a traditional brand, people know us and know the quality of our product. Also, for being such a solid brand, they keep positioning themselves as an emotional brand. It sells tradition, warm feelings, brotherhood and happiness
Communication Objectives PEPSI Separate brand identity for each products. Extensive reminder advertising for repeat purchase. Use of Teaser Adv. (Sanjay Dutt & RanbirKapoor) to supress ‘NOISE’. Mention the Nutritional Value of product to increase consumer awareness and build responsible brand (image). ‘SIS’ to assit/boost impulse buying : Tropicana followed this strategy quite succesfully. Consumer Schemes to induce repeat purchase.
Contd… Psychographic segmentation Mirinda : Girls Savy drink Dew : For the people who dare My Can : for the trendy Pepsi : for ‘Youngistan’. Tropicana : heatlth conscious people. Benefit and Usage segmentation.
Internal Communication HAR STREET KO JEET………!!!!!!!!!! Internal communication campaign to motivate the employees to achieve common goal of the company.