DRAFT FCB ULKA

COMSTRAT 2012

Burn

from Coca Cola India

Note: All information in the case has been garnered from sources in the public domain. This case

has been developed for purely academic purposes, and is not in any way the intended or actual

plan of Coca-Cola India.

1

India- Total Soft Drinks

The size of the total Indian soft drinks market in 2011 was Rs. 351,472 million in value and 11,237

million litres in volume. It has been growing at a brisk CAGR of 18% between 2006 and 2011.

This is attributed to the long summers and the rising disposable income levels in the country.

The market is divided into 7 key segments:

1) Carbonated Soft Drinks: Comprise of cola carbonates (regular and low calorie) & non-

cola carbonates (Lemonades/lime, orange carbonates, mixers and other non-cola

carbonates.

2) Still Bottled Water: Naturally occurring or prepared water that contains dissolved mineral

salts, elements or gases.

3) Concentrates: Fruit juices concentrated and reduced in volume/ bulk by the removal of

excess water content. Used in preparation of cocktails and mocktails.

4) Fruit/Vegetable Juices: Comprise of Juices (100% fruit juice), Juice Drinks (up to 24%

juice) and Nectars (25-99% juice).

5) Ready-to-drink Tea: Small segment, consisting of brands like Lipton by HUL; apart from

iced-teas and green teas.

6) Ready-to-drink Coffee: Miniscule segment spurted by the boom in café culture and has

brands like Georgia by Coca-Cola.

7) Sports and Energy Drinks:

i. Sports drinks are non- caffeinated beverages, meant to replenish fluids and

electrolytes lost during exercise. They work primarily on the muscles.

ii. Energy drinks are beverages that contain large dose of caffeine, carbohydrates

and other stimulants (such as guarana & ginseng), to give the drinker a rush of

alertness and a feeling of energy.

Market sizes of each of the segments are as below (Source: Euromonitor)

Particulars

Off-trade*

(Shops & Other

Retail Outlets)

(Rs. Million)

On-trade* (Pubs & bars, hotels

& restaurants, cafés etc.)

(Rs. Million)

Total

(Rs. Million)

Bottled Water 65,662.00 63,111.30 128,773.30

Carbonated Soft Drinks 63,434.20 92,684.90 156,119.10

Concentrates 4,202.80 - 4,202.80

Fruit/Vegetable Juices 40,398.70 13,633.10 54,031.90

RTD Coffee Small Small Small

RTD Tea 599.9 144.2 744.1

Sports and Energy Drinks 2,345.60 5,255.60 7,601.20

Total Soft Drinks 176,643.20 174,829.10 351,472.30

2

The key players in the market and their corresponding market shares in volume terms (off-

trade) in 2011 were Parle Bisleri (28.5%), Coca-Cola India Pvt Ltd (24.6), PepsiCo India Holdings

Pvt Ltd (20.4%).

The consumption is divided between the 4 zones across India as below:

Off-trade zone-wise sales of soft-drinks in

2011

Volume

Share (%) CAGR 2006-2011

East and north-east 9.7 16.4

North 34.9 19.4

South 23.9 19.2

West 31.5 19

* Off-trade sales refer to sales which occur at a retail outlet such as a shop, supermarket etc.

* On-trade sales refer to sales which occur outside a market/ outlet such as at pubs, discos, clubs etc.

On-trade zone-wise sales of soft-drinks in

2011

Volume

Share (%) CAGR 2006-2011

East and North-East India 3.5 17

North 28.4 16

South 19.9 15

West 48.2 18

(Source: Euromonitor)

Few emerging trends:

1) Fruit and vegetable juices rising in popularity compared to carbonates: Growing health

consciousness fueling this trend, apart from mushrooming on-the-go consumption. Variants

with value propositions of vitamin-enriched, nutrient-enriched, fibre-enriched being used as

differentiators.

2) Local flavors to cater to consumer tastes: Multinationals tweaking product offerings to suit

the Indian taste pallet. Market has witnessed new flavor launches like rose, mango thandai,

masala, ginger, amla, to appeal to different consumer segments.

3) Demand for healthier options, which are also tasty: Consumers in urban areas shifting from

carbonates to healthier options, like juices. Consumers openness to try new flavors has

enhanced and drinks with mixed flavors (lychee with apple or pineapple with sweet lime)

being launched, with both health and taste positioning.

4) Ready to drink formats gaining popularity: Products within concentrates slowly losing

appeal to RTD products, fiercely expanding onto supermarket and hypermarket shelves.

Convenience and speed of consumption driving demand for RTDs.

5) Modern Retail formats driving volume sales: Facilitate showcase of new variants to enable

consumers to understand options. Also offer unique experiences and touch and feel

opportunity.

3

Coca-Cola India Pvt. Ltd.

The Coca-Cola Company re-entered India through its wholly owned subsidiary Coca-Cola India

Private Limited and re-launched Coca-Cola in 1993, after the opening up of the Indian economy

to foreign investments in 1991.

The Company has immensely stirred the Indian carbonated drinks market, giving consumers

the pleasure of world-class drinks for fulfilling their hydration, refreshment and nutrition needs.

In 2011, Coca-Cola India registered sales of Rs. 113877 million in value and 2764 million litres in

volume, within the total soft drinks market. (Source: Euromonitor)

It holds significant volume shares (off trade) across most major segments within total soft drinks

as below

1) Carbonated soft drinks (60%)

2) Fruit juices (32%)

3) Bottled water (11%)

4) Sports and energy drinks (1.3%)

(Source: Euromonitor)

Coca-Cola India’s brands in India are the leading brands in most beverage segments. Following

are the segment-wise key brands of the company, their sizes and market shares as of 2011l:

Segments and brands

Value Volume

Size (Rs. Mn)

Market

Share

(%)

Size (mn litres)

Market

Share

(%)

Carbonated Drinks

Cola Drinks

Thumbs Up 10421937 5.9 294310 3.8

Coca-Cola 5652576 3.2 162645 2.1

Non-Cola Drinks

Sprite 10775223 6.1 302055 3.9

Limca 5299290 3 147155 1.9

Fanta 4592718 2.6 131665 1.7

Non-Carbonated Drinks

Kinley 8832150 5 627345 8.1

Maaza 9715365 5.5 209115 2.7

Minute Maid 1589787 0.9 30980 0.4

4

Source: Euromonitor (Figures as percentage of total soft drinks)

The company’s operations have grown rapidly through a model that supports bottling

operations, both company owned as well as locally owned. It includes over 7,000 Indian

distributors and more than 1.3 million retailers.

The company also participates in activities that exhibit their sensitivity towards the society.

Recently, Coca-Cola India and NDTV joined hands to launch the "Support My School"

Campaign, which aims to develop over 100 schools in rural and semi-urban towns benefiting

over 50,000 students across the country.

Energy Drinks in India

Energy drinks are beverages purported to boost mental or physical energy and performance.

They generally comprise of large amounts of caffeine (almost 3 times that of a cola), legal

stimulants like (taurine, guarana etc.), B Vitamins and herbs. Other commonly used ingredients

are carbonated water, various forms of ginseng, ginkgo biloba (herbal blood thinner and

alertness enhancer) etc. Many also contain high levels of sugar and glucose for instant release of

energy.

Various physiological and psychological effects have been attributed to energy drinks and their

ingredients. The high caffeine and sugar content in energy drinks stimulate physiological

responses in the body and even more on the brain, making it more alert and active. Some

studies have also reported improvements in mental and cognitive performance.

The Global sports and energy drinks market was 15,013 mn litres (off trade) in 2011, with a

CAGR of 5%. It has over 150 brands including Red Bull, which is the strongest brand even

globally; apart from existence of other players like Blue Ox, Mad Croc, American Bull and

private label store brands from Tesco and ASDA etc.

The Indian sports and energy drinks market was 11.9 mn litres in volume (off trade only) and Rs.

2,346 mn in value (off trade) in 2011, with a CAGR of 50.1% (volume) and 55.1% (value)

between 06’-11’. (Source: Euromonitor)

The Indian energy drinks market was 5.9 mn litres (off trade) in volume and Rs. Rs. 1,894 mn (off

trade) in value in 2011, with a CAGR of 55.7% (volume) and 57.8 (value) between 06’-11’. Red

Bull GmbH is the dominant player, with a volume share of 71.3 %( off trade).

According to the Euromonitor report, energy drinks in India are targeted at the higher income

urban consumers between 18-35 years.

A youth-centric population, rapid urbanization, rising disposable income and growing health

consciousness among the youth has benefited non-carbonated segments such as energy drinks

in India; reflective in the robust growth rate.

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The following is the geographical spread of users of energy drinks in India, with consumption

primarily taking place in metros: (TGI 2011)

Town Class Energy Drinks

Metro 45%

10 - 40 Lakhs 16%

5-10 Lakhs 8%

1-5 Lakhs 14%

Less than 1 lac 17%

Sales of energy drinks are currently being driven by the on-trade channel, where they are used

as mixers with other drinks.

Competitive landscape

Red Bull

With a presence in 162 countries, Red Bull entered India in 2001.

In 2011, Red Bull’s on-trade volume in the soft drinks market was 7.0mn litres; while off-trade

volume was 7.7mn litres, with an off-trade value of Rs. 1590mn*.

*Data for on-trade sales value not available

Within the energy drinks category, Red Bull has enjoyed a great lead over its competitors in

2011 by growing its off-trade brand size to Rs. 1672 million, from Rs. 1122 million in 2010

(Source: Euromonitor).

It claims to be targeted to people who want to have a ‘clear and focused mind, perform

physically, are dynamic and performance-oriented whilst also balancing it with a fun and active

lifestyle’. In short, Red Bull gives wings to people who want to be mentally and physically active

and have a zest for life.’ (Source: Red Bull India website)

The predominant reason for Red Bull’s success is its first mover’s advantage, enhanced through

its catchy and humorous advertising. The product also got popularized within the 24+ years

segment, owing to a wide difference in price compared to soft drinks. Consumers of Red Bull

also enjoy its taste and often use it as a ‘mixer’ with other drinks.

The company has used television advertising as a medium to promote the brand, using comical

advertisements and the slogan “It gives you wings”. It ran a series of quirky, humorous

television commercials around this slogan which strongly appealed to the youth.

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Red Bull had the highest mass media spends in 2011, Rs.72 million; all through television

(Source: MAP).

Red Bull is currently priced at Rs. 75 for 250 ml.

It comes in attractive metal beverage can packaging and has set the standard in terms of

premium packaging for the category.

Red Bull has effectively made use of Below the Line activities for brand building, some of which

are as below:

a. Student Brand Managers: Reaching out to trend setters and opinion leaders by

appointing student brand managers across campuses. These members were encouraged

to organize parties for the youngsters, where free Red Bull cans were supplied as

samples.

b. Hot Spots Identification: The brand has identified hot spots where the TG hang out

frequently like pubs & bars; where promotional activities are undertaken by the brand.

c. Extreme Sports: Red Bull has an imagery of being energetic, engaging in thrill or some

kind of challenging activity and being youthful. Hence the brand choses to sponsor or

associate with extreme sports. It was the official sponsor of the Formula One Indian Gran

Prix in 2011. Globally too, Red Bull has associated with sports like mountain biking, BMX,

motocross, windsurfing, snowboarding, skateboarding, kayaking, wakeboarding, cliff-

diving, surfing, skating, freestyle motocross etc.

d. Has also associated with fashion, music, Bollywood and promotions at nightclubs and

parties to attract consumer attention.

e. Innovations like the Soap Box Race – A national race for amateur drivers fueled by

creativity, competitive fun and speed which them to design outrageous, human-powered

soapbox dream machines and compete.

f. Red Bull also organizes art and dance shows, concert nights in India as well as abroad.

Globally shows like Red Bull Flying Bach – an amalgam of modern and classical music

have been held in countries like Germany, Turkey etc. In India it organized ‘Red bull

Thre3 Style’ in Pune, a dandiya night mixed with Reggae and Brit Pop.

g. Also distributes in-store samples and has set up coolers to drive off-trade sales.

Red Bull also has a strong sales network spanning the trade channels like. Apart from retail

outlets like supermarkets, it is also available in gyms and cafes like Barista, Costa Coffee and

Café Coffee Day.

7

Cloud 9

Goldwin Healthcare’s Cloud 9 was launched in 2008 and has become the second largest player

in Indian energy drinks market.

The brand was valued at Rs. 56 million (off trade) in 2011.

It is the only energy drink claiming to be non-caffeine and 100% natural.

It is priced at Rs. 85 for 250ml. It has also launched a convenient, smaller 180ml SKU called

‘Smart Cans’. It’s pricing of Rs. 40 has helped deal with the price deterrent attached within the

category. This SKU is being promoted as ‘Big on Energy, Small in Size’

The brand uses print, electronic media, OOH and celebrity associations for brand building.

Cloud 9 had its variant launch done by Shilpa Shetty and has used R P Singh as its brand

ambassador.

It ran a popular OOH and Print campaign of “Drink & drive but only with Cloud 9”.

The brand also associated itself with IPL matches as the ‘Official Energy Drink Partner of

Chennai Superkings’.

Cloud 9 has also partnered with Bollywood movies through cross promotions with De Dana Dan,

Veer, Paathshala, Jaane Kahan Se Aayi Hai, House Full, Patiala House, and Always Kabhie Kabhie

Other BTL activities ranging include merchandising and sampling.

Total media spends for Cloud 9 in 2011 was Rs. 0.02 million, through print media (Source: MAP).

Cloud 9 is available in four variants i.e premium, wild berry, pomegranate and red grapes.

8

Power Horse

Power Horse was launched in 2003.

It is targeted at ‘people who work hard every day and who push the envelope

when it comes to performance’.

The brand is positioned as ‘a product that has optimum taste and optimum effect.

It is an energy concentrate for “powering on” rather than sipping at parties.’

Power Horse is also popularly used as a ‘mixer’ with other drinks at pubs, discos

and nightclubs.

At the time of launch, it was priced at Rs. 96 for 250 ml but the price has since come at par with

Red Bull (i.e. Rs. 75/-).

It is available in 3 variants viz. regular, sugar-free and cola.

The company promotes the brand through extensive sampling. For instance, at the time of

launch, it had company had undertaken brand building primarily through a six weeks, six city

sampling campaign across the four metros, Bangalore and Hyderabad. On weekends at

prominent malls in these cities, free samples of the energy drink were sampled – one just had to

fill a coupon with contact details and avail of a 250 ml can that would otherwise cost Rs 75.

They also prominently displayed the mnemonic of the horse at pubs/ bars, as well as retail

outlets for brand visibility.

Other brands

Other brands together form a miniscule percentage of the category. These brands have hardly

engaged in any communication.

Pepsi Co.’s energy drink called ‘SoBe Adrenaline Rush’ was launched in

October 2008.

It is targeted at the 24+ year old urban youth, who are striving to achieve

their work and lifestyle goals.

The brand has been positioned as ‘helping consumers perform at their

peak by energizing their ‘body and mind’ and charging up their ‘energy

and alertness levels’’.

It is available at Rs. 75/- per 245 ml.

Their marketing activities include strong point of sale promotion and sampling.

JMJ Group’s SJ XXX Energy Drink was launched

in India in 2009, with Shah Rukh Khan as the brand

ambassador.

9

It is positioned as ‘Xperience Xtreme Xcitement’.

XXX energy drink claims to provide instantaneous energy and long-term health benefits.

It is priced at Rs. 75/- per 250 ml can.

It is available in 3 variants viz. Rejuve (rejuvenates mind and body), Nicofix (reduces the urge to

nicotine) and Minus (burns excess fat).

Total media spends for XXX in 2011 was Rs. 8.3 million, through print media (Source: MAP).

Cult is another energy drink brand launched in May 2004 by Triumph Distillers and

Vintners.

It is positioned as “get 25 hours a day” and is priced at Rs. 95 for 250 ml.

Coca Cola’s “Coke Burn”

‘Burn’ was launched in India in December 2009. It is Coca Cola’s most successful energy drink

brand globally and sold in over 80 countries.

Burn’s off-trade value share in 2011 was 2.6%, (Source: Euromonitor).

It is a premium energy drink targeted at a very niche set of consumers – the trendsetting,

socially active and adventurous young adults, who require energy to experience life to the

fullest.

Burn is positioned as a potent combination of energizing ingredients that is designed to

invigorate your senses and to give you the power to keep it going.

Burn is available in select premium outlets in three major cities Mumbai, Delhi and Bangalore.

It is priced at Rs. 75/- for a 300 ml can.

It is available in flavors like apple blackcurrant, apple kiwi and pineapple.

In terms of packaging, Burn has a can that is slimmer that rest of the energy drink cans like

Cloud 9, Power Horse and Sobe.

Burn till date, has adopted innovative marketing activities to reach out to its target audience,

both at the time of launch as well as on an ongoing basis.

It conducted following activities at the time of launch:

a. Sampling at high end parties, pubs, resto-bars and clubs

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b. Creation of innovative merchandise with the Burn logo – an iconography of the

flame

c. On-premise activation.

Other promotional activities undertaken by Burn over time include:

d. Burn Curate – Fashion designing students from famous fashion designing colleges

in Delhi and Mumbai invited to create a haute couture costume inspired by Burn’s

slim can. Winning colleges were awarded a cash prize and their designs were

showcased at the Wills India Lifestyle Fashion Week and the Lakme India Fashion

Week.

e. Burn Vehicle – Famous car designer Dilip Chabbria designed a vehicle that

highlighted the brand attributes of energy and masculinity, associated with Burn.

f. Burn DJ Sasha Tour – A Burn Mix CD containing nine compilations by music

enthusiasts was unveiled in the three cities where the brand is present.

The company plans to roll out web-based marketing initiatives to provide an effective and

innovative means of reaching out to its consumers.

Total media spends for Burn in 2011 was Rs. 0.6 million, through television (Source: MAP).

The Consumer

Energy drinks are typically attractive to young audiences. In India, they are targeted at the

higher SEC, urban youth and young adults, between 18 to 35 years. (Source: Euromonitor). 54%

of energy drinks consumers in India are male, while 46% are females. (Source: TGI 2011).

Energy drinks are popularized as essential for parties and useful to sustain an active lifestyle.

Popularity of late-night parties and increasing incidence of long or erratic working hours is

driving consumers towards energy drinks.

Today’s youth is more image conscious than their older counterparts and are willing to pay

more for their beverages. They are seen to increasingly prefer energy drinks to carbonates.

Globally, consumption of energy drinks is common as stimulants for being active or keeping

awake for longer, apart from being consumed by the party-going segment

However in India, consumption of does not occur for the functional aspect (like relief from

tiredness). They are consumed for their ‘aspirational value’ and the ‘mystique’ that was created

around the category by brands like Red Bull. Consumption of energy drinks has become a

statement of style among India’s youth.

Rising influence of the western culture in India, drawing more and more youth to pubs, discos

and nightclubs is driving the adoption of energy drinks. The youngsters who want to mix well in

to this culture and yet are not too keen on alcoholic drinks are drawn towards consuming

energy drinks.

Energy drinks are also sometimes seen as a close alternative to alcohol beverages due to the

benefit of being a non-alcoholic drink plus the perceived notion that they provide an ‘instant

kick’. They are also, at times, used as substitutes to alcoholic drinks in the preparations of

mocktails and other such drinks.

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While the trials, the visible and the talked about consumption happens in clubs and pubs; TGI

2011 reflects that 56% consumption happens in homes, due to usage of brands like Red Bull by

students during exams to stay alert and awake for long hours.

Pricing

Energy drinks follow a premium pricing strategy. The prices range between Rs. 75/- to Rs. 95/-

for 250 ml.

Sr. No. Brand SKU (ml) Price (Rs.)

1 Coke Burn 300 75

2 Red Bull 250, 355 75, 120

3 Cloud 9 180, 250 40, 85

4 Power Horse 250 75

Premium pricing is incidentally also one of the entry barriers for the category.

Distribution

Energy drinks are currently available in 54% hypermarkets and 42% supermarkets and only

4% in small grocery retailers and 3% in independent small grocers.

Media spends

Following are the mass media spends of key players as of 2011 (Source: MAP)

Company Brand TV Spends ('000 Rs.) Print Spends ('000

Rs.)

Red Bull Red Bull 72385 Nil

Goldwin Healthcare

Pvt Ltd

Cloud 9 Nil 25

Coca Cola India Ltd Burn 663 Nil

Gt&t Pvt Ltd Xxx Nil 8366

Sports events such as the IPL, Cricket World Cup and Commonwealth Games have led to an

increase in energy drinks sales, due to high TV viewership during these events.

Challenges for Energy Drinks Category

1) Consumer resistance to purchase energy drinks due to high price – seen as expensive.

Rising input costs are forcing operators to offset their loss of margins by shifting the

burden onto consumers through maximum retail prices.

2) Some degree of negative perception existing towards energy drinks amongst

consumers. They are looked at with suspicion as they are sold at ‘party places’ like pubs

and clubs and hence tend to be closely associated with alcoholic drinks

12

3) Increasing competition due to entry of new players slated in the future, like Hectar

Beverages who have launched the brand Tzinga in 2011.

4) High caffeine content in energy drinks is bringing them under the scrutiny of regulatory

bodies like Food Safety and Standards Authority of India. Providing a reliable product

too will be an added responsibility for manufacturers in future.

Challenges for Coke Burn

1. Increasing brand awareness, due to current low awareness levels. (Source: Draft FCB

Dipstick with 40 consumers, aged 18-24 in Mumbai).

2. Creating a distinct brand imagery to differentiate itself vs. other brands.

3. Creating consumer pull, to command space both on trade and off trade; so as to support

higher and better distribution.

4. Tackling competition in both on-trade and off-trade from in-house drinks and strong

incumbent leaders like Red Bull, respectively.

5. Getting the brand in the consideration set of consumers and inducing more trials.

6. The strength of Coca-Cola system is in reaching a large number of outlets with products

in popular pricing range. This can however be a liability in segments like energy drinks,

where width of distribution has a limited relevance. In such categories, a small number of

retail outlets can contribute to the bulk of the business volumes.

The Communication Challenge

To come up with strategic initiatives that are innovative, impactful ideas that will facilitate brand

building and improve Burn’s current market position as well as future prospects.

The Communication Task

Designing an effective marketing program with optimal budgets, to target 10%+ market share

within one year ( Burn is currently present in a very small set of outlets in 3 key metros)

Key Deliverables

The task is to provide a communication strategy that details the way forward for Coke Burn,

which would help build the brand in the most effective manner. The strategy document must

provide solutions to the following key areas;

1. Identify key challenges for the brand and its communication.

2. Identify key characteristics of the target consumer.

3. Identify the key consumer insights in the target group and architect the offerings along the

needs of the consumer.

4. Identify the right positioning and messaging platform for targeting the consumer.

13

5. Identify the right communication message for the brand.

6. Brand Growth Strategy aimed at 10% + market share through build-up of relevant brand

equity parameters.

Rules & Regulations

Participation Rules:

1. Participating teams should comprise of only three members

2. Only one entry per institute will be considered

Two stages of this event:

Stage I: Submission of the written case solution.

Stage II: Power point presentation of the shortlisted cases.

Stage I: Process and rules for submission of the written case:

1. DraftFCB+Ulka Comstrat is a contest for Communication Strategy; hence students are

requested to focus on the same.

2. Creative renditions are not necessary and will not be judged.

3. A detailed Media plan is also not required and will not be judged.

4. A synopsis of the case solution should be submitted as a word document in a minimum font

size of 11 points and single line spacing. The document should not exceed 15 pages.

5. A written case solution on the case should be submitted either through email to

comstrat@draftfcbulka.com or by post to DraftFCB+Ulka Advertising, 4th floor, Nirmal, Nariman

Point, Mumbai 400021.

6. The last date for receipt of the submission is 6 pm on 5th November 2012

7. A shortlist of six teams shall be arrived at by evaluating the case solutions received

8. The shortlist shall be declared on 20th November 2012 and posted on the website

www.draftfcbulkacomstrat.com and communicated to K. J. Somaiya Institute of Management

Studies and Research

9. The six shortlisted teams will be invited to make a power point presentation to a panel of judges on 22nd December 2012 in Mumbai

Please remember:

1. Synopsis to be submitted as word document only

2. Font size should be minimum 11

3. The document should not exceed 15 pages

4. The document should have single line spacing

5. Synopsis should be submitted on or before 6 pm on 5th November 2012

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Stage II: Final power point presentation of the case:

1. Shortlisted teams are requested to reach the venue on 22nd December 2012 at 12 noon

sharp for the set-up and dry run.

2. Please get your power point presentations on a CD/Pen drive, rest of the equipment shall be

provided at the venue.

3. The time limit for each presentation is 20 minutes and the students are requested to strictly

adhere to the time-limit. A warning bell will ring after 15 minutes.

4. At the end of 20 minutes the team will be asked to stop the presentation.

5. Students are requested not to indicate their institute’s name on the slides or anytime during

the presentation.

6. Stay and travel arrangements have to be made by the participants themselves.

7. Comstrat is a contest for Communication Strategy; hence students are requested to focus on

the same.

8. In the case presentation, creative renditions are not necessary and will not be judged.

9. Media plan for the same is also not required and will not be judged.

10. The solution must have only one approach and not multiple options.

Key Dates to remember:

Last date for written submission 6 pm on 5th November 2012

Shortlist of 6 teams for power point presentation 6 pm on 20th November 2012

Final Presentation 12 noon on 22nd December 2012