Marketing Assignment 16 June 2013

Syed Ahmedullah Hashmi

XAT217121

Brand: Coca Cola

Targeting and positioning of the campaigns 1. Jo chaho ho jaye coca cola enjoy : This ad campaign was targeted at the urban youth of India. Back in early 2000 online chatting was a rage, and this campaign used it to establish a connect with the targeted segment. (youth)

2. Life ho to aisi : This ad campaign was targeted at the metropolitan areas and large towns of India. This segment sought social binding as a need and responded to aspirational messages. Coke was presented as a product which can be used to celebrate their increasing social and economic freedom 3. Thanda matlab coca cola : This ad campaign was targeted at the smaller towns (rural market) of India. This segments primary need was out-of-home thirst-quenching and coke was considered to be a luxury that only a few could afford. For this segment coke launched the 200 ml bottle that was priced only at RS 5. This was based on the principle think global ,act local.

4. Umeed wali dhoop, sunshine wali aasha : This ad campaign does not target any specific demographic segment of the market but seeks a broader audience. This campaign by Coca Cola urges consumers to look at brighter side of life ; believe in a happier and better tomorrow. Coca cola is trying to equate hope and belief about a brighter future with the brand.

5. Small World Machines - Bringing India & Pakistan Together : This ad campaign sets out to create a perception in the minds of the consumer about the brand using a sensitive issue such as India-Pak relations. The message that campaign tries to convey here is a moment of happiness can bring the world together, and that moment of happiness can be derived from drinking coke and sharing it with one another. Competition benchmarking:
Pepsi began with the Yehi hai Right Choice Baby campaign, which has been one of the most memorable campaigns of the brand, featuring celebrity endorsers such as Shah Rukh Khan among others. The focus, as is clearly evident, is on the product with the youth as its target segment. Yeh Dil Mange More and Yeh Pyaas Hai Badi were some of the later campaigns. Yeh Dil Mange More campaign was again a great success, having balanced the emotional as well as the functional appeal of the product. Featuring Sachin Tendulkar and many other leading stars at that point of time, this was also one of the longest campaigns carried out by Pepsi. The company however failed to maintain the trend and leverage it. Instead of moving on to a complete emotional appeal platform, the company decided on a product based promotion campaign. Though there is still some amount of emotional appeal to its campaigns, the principal focus is on the product - it being a preferred thirst quencher. Jo Chaaho Ho Jaaye, Coca Cola Enjoy was one of the companys first campaigns in India. It was remarkably well executed, and appealed both at a product level as well as at an emotional level. These ads featured celebrities such as Hrithik Roshan and Aishwarya Rai. The target segment for Coca Cola in its initial days was the youth segment and this campaign clearly connected well with the segment. However, the next advertising campaign of Thanda Matlab Coca Cola was launched with an objective to have a mass appeal. The campaign leveraged the product platform rather than the emotional platform that it had established earlier. It is however, important to note here that Coca Cola made some exceptions for India. The company has similar marketing strategies across geographies and usually doesnt depend on celebrity endorsements. But given the great fan-following, and in adapting to the Indian context, the company had to initially deviate from its set charter. However with the current campaign of Open Happiness, Coca Cola seems to have achieved both an emotional as well as a mass appeal. There is a very natural connect with the target segment, that of celebrating every day, and sharing small moments of joy with our loved ones, irrespective of any barriers.

Coherence of the campaign deployed: Coca colas campaign always depicts it as a product which can give happiness and pleasure to the consumer. All the tag lines used in the different campaigns convey the message that a bottle of coke will give you joy and encourages you to share your happiness by sharing coke with your friends and family. The campaign tries to create a perception in the minds of the consumers and believes that a consumer will consume a product if it believes that it will give him joy in spite of it being a health hazard.