Transcript
FLOW
INTRODUCTIONTHE
PROMOTIONAL MIX
ADVERTISINGDIRECT
MARKETINGSALES PROMOION
PUBLICITY/PUBLIC RELATION
CONCLUSION
• Coca-Cola was invented in May 1886 by pharmacist Dr. John S. Pemberton in Atlanta, Georgia.
The formula & brand was bought in 1889 by Asa Griggs Candler.
INTRODUCTION
BRANDS OF COCA COLA
CONDITION OF COCA-COLA IN AUSTRALIA :
• THE 50% OF TEENAGERS AND YOUNG ADULTS HAD NEVER TASTED COCA-COLA
• A GLOBALLY RECOGNISED BRAND WAS NOT KNOWN TO MOST OF THE YOUTH
• SALES WAS DECREASING
• THE BRAND WAS NOT CONNECTED WITH THE PEOPLE.
OBJECTIVES
• Increase consumption of Coca-Cola over the summer period.• Get people talking about Coke again.• consumers see Coke in a way that would encourage them to
actually consume the product, not just love the brand.
• Build Coca-Cola not as drink to kill thirsty but drink to connect people.
• Create emotional bond between target audience and the product.
STRATEGY
• By offering the customer the sense of ownership over the brand.
• Coca-Cola asked the people to “Share a Coke”
With some one they know ,
Want to know , &
With who are important in their lives.
By sharing a coke they leave a message about why they want to share the coke.
The social media was the main communication tool to realize this strategy
STRATEGY
The aslo gave a chance to get their names printed on bottle.
The coke cola used FACEBOKK and TWITTER as social media.
The involved the consumer in the product by using the customers first names.
Mainly Targeted To
Mainly targeted to TEENAGERS & YOUNG ADULTS .
17 % of the population.
The 50% TEENAGERS who not even TASTED coca cola.
People who mostly uses social networking sites.
Life surrounded by friends and family.
The out comes from campaign
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