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Coca-Cola Media Plan
Transcript of Coca-Cola Media Plan
Need to “discover” brands
"All about me" mentality
1. Marketing Strategy
2. Target Market
3. Competitive Situation
4. Marketing and Advertising Objectives
5. Creative Plans: Goals and Strategies
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
Campaign Budget: 15,000,000
-Non traditional- 43%
-Sales Promotion: 21%
TYPES OF PROMOTIONS
Viral Marketing Tactic
Cause related promotions that deals with the youth
TYPES OF MEDIA
TYPES OF PROMOTIONS
TYPES OF MEDIA
Real and Honest
Natural companion to good times, positive, and uplifting
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
Optimistic, fun, and has a youthful spirit
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 Image:
Mountain Dew Personality:
Mountain Dew Positioning:
Focusing on exhilaration, energy and the enjoyment of finding new passions
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
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
Using humor and inspirational messages combined with dynamic imagery
Multicultural youth ages 13-24
Split into 2 categories:
More brand conscious and loyal
Less likely to change
1. Target Audience
2. Budgeting Issues
6. Online Advertising
7. Current Trends
5. Guerilla Marketing
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
8. Media Choice
9. Weak Carrier, Loss of Potential
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
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