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Group 1: Prajakta Talathi GSEP13CMM031
Manish Barapatre GSEP13CMM028
Abhinav Choudhry GSEP13CMM019
Arjun Gidwani GMAY13CMM
PRODUCT
• Aerated soft drink sold in stores, restaurants, and vending machines
throughout the world
• Produced by The Coca...
TARGET AUDIENCE
• Demography
• Indians, Bangladeshi,
Pakistanis in UAE
• Young adults
• Professionals
• Subliminally labou...
ADVERTISING STRATEGY
• Function
• POP – High calorie, high glucose, carbonated drink which
quenches thirst
• POD – Provide...
ADS DESCRIPTION
Message
Strategy
•Affective
•Emotions:
Happiness,
sadness,
gratefulness
•Conative
•25% extra free
on 1.5l
...
Happiness
Give
Gratefulness
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:
• ha...
THANK YOU
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Coca Cola Integrated Marketing Concept

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Integrated Marketing Concepts for the Coca Cola Ad. The ad (Uploaded at the link: https://youtu.be/9ixBdSPAI4s) was created as an improvisation of Coca Cola ad (Uploaded at the link: https://youtu.be/zlA9tXYxD8g). Analysis of new improvised ads using the parameters such as product, objectives, target audience, advertising strategy, ads description, mood board, etc.

Published in: Marketing
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Coca Cola Integrated Marketing Concept

  1. 1. Group 1: Prajakta Talathi GSEP13CMM031 Manish Barapatre GSEP13CMM028 Abhinav Choudhry GSEP13CMM019 Arjun Gidwani GMAY13CMM
  2. 2. 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
  3. 3. 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)
  4. 4. 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
  5. 5. 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
  6. 6. Happiness Give Gratefulness She was surprised and it made her really happy Hard work Sad Mood Board Sad Frustration
  7. 7. 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”
  8. 8. THANK YOU

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