Communication Strategy
Coke burn presentation
Oct 22, 2014
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Communication Strategy
Communication Strategy
Communication Strategy
Target Audience
Men and Women of age
20 – 35 yrs
College Students &
Office Goers
Communication Strategy
Target Audience
Working Graveyard
Shifts
All Nighters in
Hostels
Late Night Partying
Attributes
Brand Conscious
Eager to try Trending
Products
Succumb to Peer
Pressure / WOM
Independent & Dynamic
Highly Active Online
Communication Strategy
Target Audience
The Main Issue
0600hrs 2300hrs
But Work / Partying / Life never stops...
Communication Strategy
Enter Coke Burn
The no ‘Bull-shit’ energy drink
The right push at the right time that separates you from the rest
Burn Rise Resurrect
Communication Strategy
Major Roadblocks
As a Product As a Brand
o Negative Perception
o Low Product Awareness
o High Price
o High Competition
o Low Brand Awareness
o Product Differentiation
Communication Strategy
Positioning
The No-Bullshit energy drink
o Straightforward realistic approach
o Banking on core functional benefits of the product
o Precise purpose serving beverage
Communication Strategy
Communication Platform and Message
Burn – Rise - Resurrect
o Phoenix Metaphor
o The essential ‘push’ that will help you in the last
stretch and help you gain an edge over others
o The edge that makes the difference
The fuel when you’re burning the midnight oil
o Emphasis Functional Benefits
(a subtle take on red bull with “no-bullshit” approach)
Communication Strategy
Tweaking Audience Perception
What we want them to think What we want them to do
o Burn is a genuine
energy drink that
serves its purpose
o It improves work
performance
o Its worth the price
o Keep it in their
consideration set
o Suggest it to their
peers
o Higher brand
association and
recall
Communication Strategy
Communication Strategies And Mediums
Activity / Event Task Anticipated Outcome
Sun Burn Music
festival
Sponsorship Recognition and
awareness
Free samples in
college sports events
Promotion & Sampling Increase in
demographics
Vending machines in
offices
Promotion & Sampling Awareness and Word of
mouth communication
Offer Burn as mixers
in pubs
Promotion
Increase in point of
contact with the TG
Communication Strategy
Communication Strategies And Mediums
o TVCs
o Digital – Social networking sites and apps
o Print Ads
o Outdoors
Communication Strategy
Media Touch-points of the TG
0700hrs 1300hrs 1600hrs 2100hrs 0000hrs
o Wake up
o Commute to college/ work
o Read newspaper, radio
o Catch up with peers
o Watch TV / Laptop
o Visit Markets / malls
o Return back home
o Surf online
o TV
o Newspaper
o Radio
o Emails
o Journals
o Social Networking Sites
o SMS / Mobile surfing
o Apps
o Banners
o Hoardings
o Pole posters
o TV
Media Touch points
Communication Strategy
Media Touch-points of the TG
Electronic OOH Print TV
E-mail Corporate Signage Magazines High traffic Channels
Website banners Hoarding Weekly Journals Sponsored Programs
Social Media Mall Posters Newspaper
Programs and articles related to :
o Sports
o Adventure
o Education and career
o Music and movies
o Reality shows
Thank You
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