The document discusses the target audiences and advertising campaigns for several brands. It provides details on: - Coca-Cola's primary target of younger customers aged 10-25 and secondary target of ages 25-40, and its partnership with advertising agency SASSO. - Colgate's target of middle and lower class customers in India and its partnership with Young & Rubicam for advertising. - Whirlpool's focus on housewives, small shopkeepers and bachelors from middle and upper middle class, and its $100 million spent on various advertising formats. - Onida's controversial 1980s advertisement that evoked negative emotions through imagery to sell new televisions.

1. Advertising campaign
ROJAN M VARGHESE
S2 MBA
MAR ATHANASIOS COLLEGE FOR ADVANCED STUDIES (MACFAST)
KERALA, INDIA
WWW.MACFAST.ORG

3. Target audience of coca cola
The primary target of Coca-Cola is younger customers within the age bracket of
10-25 and a secondary market composed of people aged 25-40. The company
targets the market that desires an intense flavor with their regular cola drinks in terms
of taste.

4. Coca Cola advertising agency
As one of only three agencies authorized to place media on Coca-Cola’s behalf and one of
only five agencies trusted to work on creative, digital, and social media projects, SASSO has
become one of Coca-Cola’s chief marketing allies. Whether it’s pillar campaigns throughout
the year like Share a Coke, football or holiday campaigns, or new product launches like Coca-
Cola Orange Vanilla, the SASSO team works with this iconic brand to deliver growth across
multiple regions throughout the US.

5. Appeal of the ad
Coke uses logical claims to appeal to consumers, as well as appealing to their emotions.
Coke makes people feel good. Their tagline is "Open Happiness". Recently, in a viral online
video commercial campaign, coke placed "Happiness Machines" all over the world, and took
footage of people using them.

7. Target audience and Advertising agency of
Vedshakti
Target audience
Colgate mainly Targets people of the middle class and lower class.
Advertising agency
Colgate-Palmolive Enhances Its Global Advertising Effectiveness and Efficiency Through the
Largest Agency Consolidation in Industry History - All Worldwide Advertising Assigned
to Young & Rubicam.

8. Appeal of the ad
Packed with goodness of natural ingredients, Colgate Swarna Vedshakti helps keep
dental problems at bay. Colgate Swarna Vedshakti toothpaste is a perfect blend of
age-old natural ingredients and years of trusted Ayurvedic expertise to give you
stronger, healthier gums and teeth.

10. Target Audience
Whirlpool mainly targets on housewives, small shopkeepers and bachelors. The
main focus is oncreating affordable home appliances for middle and upper middle
class section of customers. It also launched large appliances for Hotels and
restraunts.

11. Whirlpool advertisement campaign
Whirlpool spent under $100 million on advertising in digital, print, and national TV in the last
year. They invest in premium ad units and advertised on over 250 different Media
Properties in the last year across multiple Media formats. Whirlpool launched and
advertised 7 new products in the past twelve months.

12. Appeal of the ad
• Whirlpool’s television ads take viewers through an emotional story with a powerful arc that
focuses on kindness, compassion, and everyday small acts of caring. They are well-crafted and
tuned to the company’s target consumer audience. The 6.6% increase in sales since the
campaign started is proof of that.
• The Whirlpool campaign is the perfect example of using emotions in advertising the right way.
Many, many companies have run ads that tried to trigger emotions in customers — and failed
miserably. Emotion is a powerful tool, but must be used carefully and with extreme sensitivity.
Only companies that truly understand the values of their customers, like Whirlpool obviously
does, can pull this off.

14. Target audience
These people are usually in the age group of 18-40 years. Overall the company has
something for everyone and which provides it with a large customer base.

15. Advertisement campaign
Consumers are 11 times more likely to search for a product if they have seen it on TV rather
than online. TV advertising is reported to be responsible for as much as 72% of all brand
awareness. Customers are more motivated to buy a product if they see it on TV than if they
see it anywhere else

16. Appeal of the ad
Devil with horns and tail with a grimly mocking smile
A rational advertisement in the 1980’s evoked all these negative emotions to sell a brand new
television - Onida

18. Target Audience
Yamaha mainly targets the middle-class people who are looking for something stylish,
offering good mileage guarantee and will not break the bank. It also targets youths who
are within the 25-35 year group bracket.

19. Advertisement campaign
The campaign will primarily focus on the company’s growth and its new philosophy.
Yamaha as a brand is promoted internationally by focusing on core values like sporty,
style and innovation. These would be replicated in the Indian market also. The main
theme of the campaign will be “truly Yamaha”. The 30-second TVC, which will be
aired on national and regional channels, will not have any brand ambassador.
Instead, the company’s commitment to consumer satisfaction will be the focus. The
image of the company as a bike manufacturer is one of the key features of the
campaign, Prithi said.

20. Appeal of the ad