coke zero Integrated Marketing Communication
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Transcript of coke zero Integrated Marketing Communication
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Group 13
Ashmita Shrestha
Sidhartha Ray
Rahul KumarShreyasm
sh
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Opportunity AnalysisCustomers Competitors Communicatio
n
Demographic
Psychographic
Geographic
Internal
External
Advertising
Sales Promotion
Public Relation
• Diet Coke
• Diet Pepsi
• Other Juice Brands
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Objectives
Increase the demand of Coke Zero
To change the attitude and belief of people towards Coke Zero
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Key MessageMessage Theme:
Say YES to Drink, Grab a ZERO
Cognitive Message
Preemptive Message
Executional Framework • Informative
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STPSegmentation
Targeting
Positioning
People of seeking for healthy soft drink
Age: 20+Gender: BothClass: Lower, Middle and Upper• Health Conscious People• People suffering from
diabetes• Young and Wild people
Positioning by Product Attribute & Benefits
Budgeting
Percentage of Sales Method
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Advertising Appeal:
Rational Appeal
Scarcity Appeal
Sexual Appeal
Source:Celebrity: Deepika Padukone
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Public RelationCoke Zero Selfie Campaign
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TERMS AND CONDITIONS
* Every week the photo will be changed.* Campaign will be held for 2 months.
* Individual Selfie Only.
* Selfie should be uploaded with the #CokeZeroSelfieCampaign
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Advertising StrategyExternal Advertising Agency
• Size of the agency• Relevant experience• Creative reputation• Level of expertise
Ogilvy and Mather Ltd.
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Media PlanningPrint Media
Media Campaign
Digital Media
Media Chann
el
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Thank You