The document outlines a marketing strategy for Coca-Cola aimed at increasing its market share in the UAE from 23% to 29%, targeting young adults and expatriates. The campaign focuses on themes of sharing and caring, leveraging emotional appeals to highlight the brand's personality and values. The execution includes ads that depict small gestures of kindness and a message promoting connection between different social strata.

1. Group 1: Prajakta Talathi GSEP13CMM031
Manish Barapatre GSEP13CMM028
Abhinav Choudhry GSEP13CMM019
Arjun Gidwani GMAY13CMM

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. 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. 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. 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. Happiness
Give
Gratefulness
She was surprised
and it made her
really happy
Hard work
Sad
Mood
Board
Sad
Frustration

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. THANK YOU