CCI Communication Strategies<br />Localization in communication to target rural market<br /> Establish connect between Coke and enjoying life.<br />Life ho tohAisi !!<br /> Coca Cola Enjoy<br /> Try to impress upon consumer mind by targeting ego !<br />YaarandaTashan !<br />Advertising for all brand packs done in a balanced manner.<br />Intensive use of Celebrities for both on-air and off-air Campaigns.<br />Trying to position coke as a generic term for carbonated beverage.<br />Thandamatlab coca cola !!<br />
Market Comm. Mediums of COKE<br />Promotional activities.<br />Celebrity endorsements and brand ambassadors.<br />Advertisements.<br />Hoardings<br />
Opportunities<br />Nimbupanimarkret.<br />Ignored Customers : Middle Aged & Kids.<br />Rural Markets are still to be explored.<br />Water Shortage and Health Awareness Driving Bottled Water Consumption in India.<br />
Customers<br />Potential customers:<br /><ul><li> Targeting athletes with Gatorade.
Target Thums up customers with the new launch of pepsi MAX.
Special Outlets. </li></li></ul><li> Product Positioning <br />Positioning statement.<br />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.<br />
Positioning strategies<br />Pepsi Ad - Beckham - Juventinus [www.keepvid.com].mp4<br />Coca Cola AD [www.keepvid.com].mp4<br />How do you guys see these commercials?<br /> 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.<br />vis a vis<br />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<br />
Communication Objectives PEPSI<br />Separate brand identity for each products.<br />Extensive reminder advertising for repeat purchase.<br />Use of Teaser Adv. (Sanjay Dutt & RanbirKapoor) to supress ‘NOISE’.<br />Mention the Nutritional Value of product to increase consumer awareness and build responsible brand (image).<br />‘SIS’ to assit/boost impulse buying : Tropicana followed this strategy quite succesfully.<br />Consumer Schemes to induce repeat purchase.<br />
Contd…<br />Psychographic segmentation<br />Mirinda : Girls Savy drink<br /> Dew : For the people who dare<br /> My Can : for the trendy <br /> Pepsi : for ‘Youngistan’.<br />Tropicana : heatlth conscious people.<br />Benefit and Usage segmentation.<br />
Internal Communication<br /> HAR STREET KO JEET………!!!!!!!!!!<br />Internal communication campaign to motivate the employees to achieve common goal of the company.<br />