Group 13

Ashmita Shrestha

Sidhartha Ray

Rahul KumarShreyasm

sh

Opportunity AnalysisCustomers Competitors Communicatio

n

Demographic

Psychographic

Geographic

Internal

External

Advertising

Sales Promotion

Public Relation

• Diet Coke

• Diet Pepsi

• Other Juice Brands

Objectives

Increase the demand of Coke Zero

To change the attitude and belief of people towards Coke Zero

Key MessageMessage Theme:

Say YES to Drink, Grab a ZERO

Cognitive Message

Preemptive Message

Executional Framework • Informative

STPSegmentation

Targeting

Positioning

People of seeking for healthy soft drink

Age: 20+Gender: BothClass: Lower, Middle and Upper• Health Conscious People• People suffering from

diabetes• Young and Wild people

Positioning by Product Attribute & Benefits

Budgeting

Percentage of Sales Method

Advertising Appeal:

Rational Appeal

Scarcity Appeal

Sexual Appeal

Source:Celebrity: Deepika Padukone

Public RelationCoke Zero Selfie Campaign

TERMS AND CONDITIONS

* Every week the photo will be changed.* Campaign will be held for 2 months.

* Individual Selfie Only.

* Selfie should be uploaded with the #CokeZeroSelfieCampaign

Advertising StrategyExternal Advertising Agency

• Size of the agency• Relevant experience• Creative reputation• Level of expertise

Ogilvy and Mather Ltd.

Media PlanningPrint Media

Media Campaign

Digital Media

Media Chann

el

Thank You