coke zero integrated marketing communication
TRANSCRIPT
Group 13
Ashmita Shrestha
Sidhartha Ray
Rahul KumarShreyasm
sh
Opportunity AnalysisCustomers Competitors Communicatio
n
Demographic
Psychographic
Geographic
Internal
External
Advertising
Sales Promotion
Public Relation
• Diet Coke
• Diet Pepsi
• Other Juice Brands
Objectives
Increase the demand of Coke Zero
To change the attitude and belief of people towards Coke Zero
Key MessageMessage Theme:
Say YES to Drink, Grab a ZERO
Cognitive Message
Preemptive Message
Executional Framework • Informative
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
Advertising Appeal:
Rational Appeal
Scarcity Appeal
Sexual Appeal
Source:Celebrity: Deepika Padukone
Public RelationCoke Zero Selfie Campaign
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
Advertising StrategyExternal Advertising Agency
• Size of the agency• Relevant experience• Creative reputation• Level of expertise
Ogilvy and Mather Ltd.
Media PlanningPrint Media
Media Campaign
Digital Media
Media Chann
el
Thank You