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Coca-Cola Media Plan

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on 19 March 2014

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Transcript of Coca-Cola Media Plan

GOALS
TARGET MARKET

Sippers (13-18)
Need to “discover” brands
"All about me" mentality
OUTLINE
1. Marketing Strategy
2. Target Market
3. Competitive Situation
4. Marketing and Advertising Objectives
5. Creative Plans: Goals and Strategies
6. Weaknesses
Marketing Strategy
COMPETITIVE SITUATION
MARKETING AND ADVERTISING OBJECTIVES

Increase 13-24 frequency by 3 percentage
Increase favorite brand rating by 3 percentage points
Increase consumption habits of current users and attract new users
Generate brand loyalty
Create a relationship and build a stronger connection between KOC and multicultural youth


CREATIVE PLANS
Campaign Budget: 15,000,000
-Traditional- 24%
-Non traditional- 43%
-Sales Promotion: 21%
-Production: 6%
-Contingency: 6%
CAMPAIGN BUDGET
TYPES OF PROMOTIONS
Guerrilla Marketing
Viral Marketing Tactic
Promotion Activities
Goodwill Efforts
Cause related promotions that deals with the youth

TYPES OF MEDIA
Print
Radio
Television
Alternative media
CAMPAIGN BUDGET
TYPES OF PROMOTIONS
TYPES OF MEDIA
COKE
Coke Image:
Real and Honest
Coke Personality:
Natural companion to good times, positive, and uplifting
Coke Positioning:
KOC is aware of what is relevant in the lives of its target market such as sport, music and fashion; by capturing the pace and vitality of its consumers, KOC is created around these life experiences and interests
PEPSI
Pepsi image:
Young
Pepsi Personality:
Optimistic, fun, and has a youthful spirit
Pepsi Positioning:
PSI exemplifies pop culture, focusing on lifestyle, which changes with each generation, and utilizes the teen personalities of the moment to keep up its “cool” image
MOUNTAIN DEW
Mountain Dew Image:
Extreme
Mountain Dew Personality:
Uncertain
Mountain Dew Positioning:
Focusing on exhilaration, energy and the enjoyment of finding new passions
DR. PEPPER
Dr. Pepper Image:
Non-conformist and fun
Dr. Pepper Personality:
Relaxed and fun
Dr. Pepper Positioning:
Believes that life should be live in accordance with one’s own set of personal values and not based on the expectations of others
COKE
PEPSI
MOUNTAIN DEW
DR.PEPPER
Reintroduce KOC with an image that identifies with youth.
Created an integrated campaign to encourage the target market to visit coke.com
Generate advertising that will convince multicultural youth that KOC connects commonalities
STRATEGY
Using humor and inspirational messages combined with dynamic imagery

Multicultural youth ages 13-24
Split into 2 categories:
Gulpers (19-24)
More brand conscious and loyal
Less likely to change
1.
2.
R
AD
ICLE

Bonnie
Andrew
Sam
Janelle
Weaknesses
1. Target Audience
2. Budgeting Issues
3. Scheduling
4. Timing
6. Online Advertising
7. Current Trends
8.
9.
10.
5. Guerilla Marketing
The End!
Non-standard target audience: 13-24
Makes data used from MRI less accurate.
MRI Data can only be applied to one of the two demographic groups: "Gulpers" (18-24)
"Sippers" (13-18) are not represented
This leads to waste & inaccurate assumptions
35.9% allocated to Traditional Media
22.7% Radio
7.8% Magazine
3.8% Newspaper
1.6% Television
8. Media Choice
9. Weak Carrier, Loss of Potential
10. Advergaming
Labeled as "most effective" in media plan.
If so, why is it only used for one month...during the off season?
Virgin Mobile is a poor carrier choice for a dual promotion
It only holds 1% of it's market share.
It is not a well established brand among the target audience
31% of budget is allocated to online advertising
Not well explained or supported in plan
Will they use banner ads? Pop-Ups? Surveys?
Unattainable ideas such as advertising on iTunes
Out of date vehicle choice: Myspace
Needs to be updated to Facebook, Instagram, Twitter, etc.
3.8% of budget is allocated to newspaper
This is not consistent with the audience's media habits
Not well-defined
No support
Seasonal product
Outdoor is scattered
Coke is often an impulse buy, therefore outdoor and alternative advertising should be during peak months.
Message needs to be coherent
Some methods are not well explained
Ex. Tear-Away Posters
Full transcript