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Coca-Cola Positioning Strategies Campaigns
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Coca-Cola Positioning Strategies Campaigns
IMC PROJECT
Open happiness
Coca-Cola Benefit Hierarchy
Campaign Analysis
Target Audience
Advertising Objective
Ads Benefits
- Basically, Coke does not have a specific target and is addressed to everyone.
- But the main consumers are 12-30 years old
- Reminder : as they remind their target audience by its positioning message 'Open Happiness'
- Persuasive : as it persuades us that Colca-Cola it's not just a coke it brings happiness to people
As we mentioned before Coke in Open Happiness benefits.
- emotional benefits (love & Belonging).
- self- expression by sharing its values and beliefs then associate it with the Coke Brand.
Advertising Type
Product Advertising.
Execution
advertising appeals
USP
- Mood or Image as rely on the image of happiness in the ads.
- Love and romance.
- Happiness.
Billboards
Evaluation
Public Relation
Pros
Cons
CSR
- In the Middle East it wasn't successful as people in Middle East don't even know that Coke is about happiness.
- The Association becomes with the brand more than the product and that affected sales negatively.
- It has granted rewards.
- it has succeeded in association with happiness.
- Their market share was high.
- The friendship Advertising has accomplished 1075% more sales that regular.
Benefit Hierarchy
About Coca Cola
Coca-Cola is the most well-known Brand in the world and the second recognizable word after “okay” recording to “Steel Media” .
- Coca Cola was founded in 1886, and Coca-Cola now in 200 Countries.
- 1.9 billion Cokes sale globally Everyday.
- Its brand value is estimated 83.34$ Billion by ‘Brandz’.
- Coca-Cola spent 2.9$ billion on its Marketing Campaigns in 2010.
Content
- About Coca-Cola.
- Positioning of Coca-Cola throughout history.
- Open Happiness Campaigns 2009-2015.
- New Era De Quinto (CMO)
- Taste the feeling Campaign.
Execution
Evaluation
- Mood or Image: As they mentioned Coke
- Musical.
- Life style.
Pros
Cons
Thanks for your attention
This presentation has been conducted by Ahmed Nabil
- it's for many products, not just Coke.
- it's about Functional & Emotional benefits
- Pepsi is better in taste, therefore it's not good to differentiate your message in the functional benefit in the Middle East
USP
- taste the feeling
Objectives
- Reminder
benefits
- Functional: as they focus on the products with mentioning the refreshing and ice.
- Emotional: as they associate Coke with every moments (love, Friends, fun, joy...)
Advertising appeals
Type
- Love & Romance:
- Happiness
- Institutional Advertising.
Marcos
De Quinto
CMO
Taste The feeling
Repositioning
Marcos De Quinto (CMO)
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