pesentation of advertisement

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CASE : DIET COKEASE : DIET COKE

:RESENTED BY

( )RINCE ARORA 98

( )EGHA ARORA 78( )OHAN CHOPRA 109

( )EHA SEXANA 83

( )AYANK GAHOI 76


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CONTENTS TO BE COVERED:CONTENTS TO BE COVERED:q

INTRODUCTION OFCASE

q ROLE OF

ADVERTISEMENT ININTRODUCTION OF

DIET COKE

q RESONS OF OFFERING

COUPONS TO PEPSI

CONSUMERS

q FUNCTION OF DIET


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q Coca-Cola introduced DIET COKE in1982

q Having competition with DIET PEPSIq

AIM OF THE COMPANY: to make dietcoke number 2 soft drink of anykind.

q SLOGAN OF THE COMPANY :Drink it

Just for the taste of it q Diet coke is a new entry rather thana reformulation

q CHANCE OF SUCCESS: Failure of diet

Pepsi taste based campaign


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ContdContdq DIET COKE is sold on

taste not on its lowcalories , so it is easyto compete againstevery other drink thatconsumer bought fortaste.

q TARGET SEGMENT:women consumer,later on men % of

consuming diet cokeincreases rapidly.

q ADVERTISEMNT USED BY THE COMPANY : ads in

sports magazine,recruited macho


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Question.2

e offer coupons to consumers who bought Pepsi at certain s


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Answer 2

Reasons:The taste challenge given by Diet Pepsi.To convert the consumer to Diet Coke.And the last promote the Diet Coke Heavily against

Diet Pepsi


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QUES 1: What role didQUES 1: What role didadvertisement play in introducingadvertisement play in introducing

DIET COKE?DIET COKE? ANS:A new product like diet Coke

presents a particular challenge to theadvertising department of Coca-Cola, Worldwide diet Coke has grown to be

the third largest brand in The Coca-ColaCompany :Diet Coke advertisements target both

men and women . The catchy themesong proclaimed that youre gonnadrink it just for the taste of it.

q The main objective is given byadvertising to project andcommunicate the brand image driveawareness of the availability of the


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Diet Coke commercialsfocus on contemporarylifestyle and feature

adults who are full of energy and vitality andare living their life tothe full. Theadvertisementillustrates the goodfeeling one gets fromdrinking diet Coke.

Between 1990 and

1992 celebrities wereused to endorse thebrand. Demi Moore,Whitney Houston andRod Stewart allappeared in diet Coke


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CONTDCONTD

The introductory sixty-secondcommercial cost $2.5 million tomake. By 1986 diet Coke was beingsold in 61 countries with 60 milliondrinks sold everyday. In which dietcoke is compared with person

personality.If diet Coke were a person, that personwould be:q funq independentq sociableq confidentq livelyq unafraid to show emotions .


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Q3) What functions did Diet Cokesadvertising campaign aim at performing?Based on the Lavidge and Steinersmodel, analyse how consumers respondedto Diet Cokes Ads.


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rink that the customers primarily bought for taste an

SOLUTION


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talks about Predictive Measurement Of Advert

LAVIDGE AND STEINERS MODEL


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LAVIDGE AND STEINERS MODEL

ut then, all advertising is not, should not, an


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