Savannah College of Art and Design

Transcription

1 Savannah College of Art and Design

2 A CREA To a Romanian, it s simply a word for creative. For us, it s a description of everything we do. Everything in this book. Research can be creative, Marketing can be creative. Every facet of a plan must search for a new slant, a new approach. That s our credo. That s A Crea. REVOLUTION They aren t listening. The carbonated soft-drink industry spent more than two billon dollars in 2006 advertising their products to the youth market. And the consumer didn t hear a word sales fell 0.6 percent. That s why you came to us. You gave us $15 million and one year, and told us to grab the market. You trusted us to develop a fully integrated marketing communications plan that would get the job done. So here s what we re not going to do: we are not going to sell the product. We are not going to sell taste, or fizz, or fun. We are not going to sell snappy catch phrases or sophomoric humor. We re going to do something entirely different. Something they ve never seen before. And they re going to do something different as well they re going to listen. 02

3 STATE OF AFFAIRS For more than a century, Coke has dominated the global soft-drink market as the world s most recognizable and trusted brand. While Coca-Cola s consumers span generations, the youth market has been critical to Coke s success. Many label themselves Coke Fanatics. Competition with carbonated soft drink (CSD) rivals has been fierce, yet Coke has maintained its position as both industry leader and cultural icon. Although CSDs overall continue to be popular within the youth market, the industry now faces a major challenge from the growing health trend. The perception of CSDs as harmful and fattening has caused the CSD industry to turn to more healthful beverages, such as juices and tea, but, negative perceptions of CSDs remain an issue. Fighting the health trend is not a viable strategy. Many people including youth want to be healthy, and they will purchase products accordingly. However, people also want pleasure, and are willing to indulge themselves for the feel good benefit. Satisfying treat is an appropriate focus for carbonated beverages, but it is increasingly difficult to distinguish them on this basis. 04

4 MARKETING PLAN Marketing Objectives Positioning Statement Coca-Cola is in tune with the youth market s concerns about their world, and assists in realizing a more positive world by harnessing its strong global brand leadership to spearhead worthwhile social causes. A Crea s 12-month Coke Side of Life campaign will achieve the following: Increase Coca-Cola classic consumption among youth by 3% Retain 100% of current Coca-Cola Classic consumers Grow Coca-Cola s brand favorite rating by 3% SWOT Analysis for Coca-Cola A Crea based SWOT analysis on primary, secondary, and brand history research of Coca-Cola and the target audience. STRENGTHS WEAKNESSES OPPORTUNITIES THREATS Strongest global brand Leadership in the industry Coca-Cola is The World s Brand. The brand equity of Coca- Cola is matched by none, and with this strength, Coke is The leader in the market. Lack of CSD advertising differentiation perceived by the target audience The beverage industry is oversaturated with fluff advertising. The abundance of similar advertising means youth is less likely to recall a specific product or its message. Brand strength permits revolutionary advertising Coca-Cola has the ability to make a radical departure from typical advertising. The strength of the brand and reputation give Coke a free hand to truly reach the youth market in a way that matters. CSDs losing ground to energy drinks, bottled waters, and iced teas Negative perception of CSDs as unhealthy and, thus, undesirable It is imperative that Coca-Cola embrace an advertising philosophy that overrides the negative perception of CSDs by harnessing the strength of its brand. Marketing Strategy 12 Coke is a company no, Coke is the company in a position to fulfill the target market s desire to purchase from a familiar and socially conscious company. Coke Marketing makes this possible. In order to achieve the marketing objectives, A Crea Advertising will focus Coca-Cola s brand muscle to spearhead change, promoting worthwhile causes under the Coke Side of Life banner. Coke Marketing will be accomplished via five phases:

5 Strategic Plan Overview PHASE OBJECTIVE AUDIENCE RESPONSE STRATEGY TEASE the audience with the knowledge that Coke is up to something unprecedented. Get them and the press wondering and talking. Announce that Coke is preparing for a radical, dramatic change. Inform consumers that Coca- Cola will use its brand muscle for a higher aim Generate curiosity/buzz among youth Have you SEEN their advertising? WHAT are they doing? I m going to STAY TUNED I ve got to KNOW what s going on. Dramatic TV and web commercials generate buzz. TELL the audience Coke is ceasing normal product advertising, and instead present messages of greater importance. Announce that Coke is ending traditional advertising Explain that Coke feels compelled to address the concerns of their global youth market WHERE can I get more information? I ll VISIT the website. HOW are they going to do that? Unveil brand new MyCoke.com DO what was promised. Promote the causes, and get youth involved in the campaign. Demonstrate what Coke Side of Life means/ Define Coke Side of Life as a methodology for improving the global community Provide information on the chosen charities These are the organizations that will directly benefit from my involvement. By purchasing Coke Classic, I can contribute to various worthwhile causes. Implement PR/promotions programs Implement Coke Rewards program Provide vehicles for consumers to give back SHOW youth how they can make positive changes on a daily basis. Introduce Coke Side of Life consumers to how they can make changes on a daily basis, on a smaller scale Every action affects others. The small things count. Roll out Coke Conscience Messages (CCMs) PROVE that youth and Coke are making a difference. Provide consumers feedback on their efforts Thank consumers for their continued efforts So that s how my money/ time was used. Awesome! So that s how my peers contributed. Great! Provide feedback on consumer involvement Show the proof of Coke Marketing s success This is really working! By purchasing Coke, I m really making a difference! Provide consumers with rewards for their contribution Marketing Recap Let the audience know something big is on the way build buzz. Dramatically announce that Coke is forsaking traditional product selling messages. Present tangible opportunities to help the world by buying Coke. Show how youth can set an example by helping others in their everyday lives. Give the audience updates on progress being made in humanitarian efforts let youth take ownership of this revolution. 13