The Advertising Plan for

Table of Contents Part One: Situation Analysis Pg. 3-4 Part 2: Budget and Goals Pg. 5 Part Three: Creative/message Strategy & Tactics Pg. 6 Part Four: Media Strategy & Tactics Pg. 7- 8 Part Five: Measurement Plan Pg. 8-9

Part One: Situation Analysis The Brand Coca-Cola has become a product that overpowers society. It has taken the original simple soft drink and amplified itself into a huge brand that can fit perfectly for each persons assorted desires. The product assortment ranges from the basic Coke to numerous flavors with different levels of caffeine, calories and other small twists. They offer diet, vanilla, cherry, black cherry, caffeine free, plus, raspberry, lime, lemon, orange, blak, citra and more, the possibilities to please the consumers seem endless. Coke has even given its diet coke consumers the option of the sweetener Splenda instead of their typical ingredient. Coke has very wisely made themselves so successful because of their products span; they have developed merchandise that appeals to everyone making their consumer audience expand vastly. The packaging of coke plays a large role in the image that the brand maintains. They use their traditional styled packaging to create a timeless feel. Coca-Cola uses every small detail, from their smooth old-time calligraphy to their old style glass bottles to keep consumers glued to their everlasting image. Coke projects a certain life style image that gives consumers the feel that coke is larger than life. They are always sure to use terms like its real or the coke side of life in order to draw consumers into this way of thinking. Coke has been sure to make themselves a life style brand instead of just a simple product. Coke is a low cost product that is made economically available to everyone. All around the world and in many economies, Coca-Cola is a product that all classes can afford. This makes coke even more successful and allows them to continue to thrive in

even the hardest economies. Coke is loved by both the rich and poor despite the vast economic class use. Cokes competes against Pepsi, the Dr. Pepper Snapple Group and Nestle Water Brands. These three competitors are all very successful but only Pepsi really compares to Coke. There has been an everlasting battle between the two brands that society has observed over the years. They both have very similar flavors but one thing that coke has over Pepsi is tradition. The coke brand thrives on its old legacy and uses it to greatly to its advantage over Pepsi. The consumer target is everyone everywhere. Coke is one of the few products that applies to everyone despite the vast possibilities of differentiation. The demographic audience is every age, gender and race. Coke applies to everyone from all side of the spectrum and they are able to do this because of their vast variety of products. The geographic clients are everyone but more targeted in the heavily metropolitan areas, where more vending machines and distributors can be easily accessed. Coke is a brand that uses everyone as a consumer despite any differentiations. Coca-Cola is a brand that has been so successful because of many features. The idea of Coke goes so much fathers than just being a simple product and is made into a lifestyle. Coke is loved all over the world despite any demographics or geographic differences. The different diversities of the beverage served in the old elegance of the bottle combine to flawlessly thrill the consumers. Coke does have a constant battle with other brands but they have managed to stay on top. Coke has successfully made their product into a lifestyle.

Part 2: Budget and Goals In 2010, Coca-Colas reported net revenue was $35.1 billion, with comparable currency neutral net revenue of 34.5 billion. Because the current advertising campaign requires widespread exposure, we have set the advertising budget to 20% of the annual sales of last year, or roughly $7 billion. The primary goal of the campaign is to associate Coca-Cola with happiness and to convince the consumer that drinking Coca-Cola will make their life better. Coca-Cola is one of the most widely recognized brands in the world, therefore, the focus will be to encourage action, rather than raise awareness. As of 2010, Coca-Cola holds a 42% market share, while its biggest competitor, Pepsi, holds 29%. The desired, measurable outcome of the advertising objective is to obtain an 8% market share increase by the end of 2012. As previously stated, the overall goal is to influence the consumers perception of Coca-Cola through our advertising campaign. Market share is affected by a number of factors, including consumer awareness and brand favorability. The advertisement has the intent and potential to improve these areas, which will increase sales along with market share. Because soda, and Coca-Cola in general, is a universal product, the target for the campaign will be broad. Coca-Cola is the most popular brand of drink in almost every major country in the world and it has been reported that nearly 1 billion cans of Coke are drank each day throughout the world. The ad is intended to emphasize this widespread appeal and is targeted toward a large mix of consumers, including businesspersons, young adults, students, and laborers.

Part 3: The USP/the big idea that we are going for is How do you Coca-Cola? We chose this because as weve mentioned thus far, we believe that Coke embodies a lifestyle. By saying how do you Coca-Cola, we are asking consumers to think about how Coke fits into their lives. This is generally a very universally answerable question because again, our target market is a large portion of the population. We want to show that no matter who you are, where you are, or what youre doing, Coke can fit into your lifestyle and work for you. Coca-Cola is something that brings people together, almost as if its a universal language spoken between Coca-Cola lovers of the world. There is room for refreshment in every lifestyle. The appeal that we are going to use is going to be an emotional appeal. We want to reach a little deeper than just the physiological need of satisfying thirst. Our goal is to penetrate the values and wants of the consumers to infiltrate their lives so that it creates a nostalgic feeling. People can think back about a good time that they had with their friends or a family gathering and having Coke there bridges the gap for tying in an emotional connection with those experiences and the product itself. Also, with selling a lifestyle, we want to show that good or bad, Coke is there for you. We want to show that on a bad day, you can have a coke and it will refresh you and cheer you up. We also want to show that on a good day, Coke will be there to complement those already good experiences. People will crave a Coke in any situation, and that is based off of an emotion connection that we will make with our consumers. Print ad. How do you Coca-Cola?

Part 4: Determining our strategy for our Coke Campaign will consist of advertising in forms to reach the most people throughout the entire campaign. Being that our brand is all about the lifestyle in which you choose to live and the happiness one gets knowing that Coke can make life taste better, we plan to focus on areas that people have a emotional attachment with and try to introduce them to coke within that experience so that people can think of Coke when they think of that particular time in their life. With that being said, We have chosen to use media in the form of Television and through Magazines to reach out to those that we see being are most likely customers. Our reasons behind choosing these two sources is because they have the highest rate to potentially grab our consumers attention. Magazines especially have the highest pass along rate compared to any other print ads, making it one of the most accessible types of media to reach the eyes of our promising consumers. Also, magazines and television are obvious sources to use to display the emotional aspect of our print ad. Using visuals is the only way that we are really able to showcase the kind of lifestyle we as a company are trying enhance for those who choose to drink Coke. We plan to run these ads in commercials during peak hours when there is the most people watching television and also during sporting events. Because our target market is everyone, everywhere there would not be a reason to narrow our campaigns limit as to who sees it because we are trying to reach the most people possible with this ad. With that being said, we found that other types of media outlets like radio commercials would be beneficial and could not be able to convey the same message as the other types of media because you would not be able to see the emotional side of the

ad. Also, with the usage of radio, there you have no control over who hears it and measuring its accuracy is very difficult to do since most people change channels during commercials to listen to more music. Part 5: To measure the effectiveness of the overall campaign, we could use a wide variety of testing methods, predominately primary research. Since our campaign is about how Coke is a lifestyle and the fact that its benefits are applicable to almost anyone, anywhere, using methods that are more personal and gain more complex consumer perceptions should be employed. Random samples would be the most effective for selecting who to be involved because every element of the population has an equal opportunity of being chosen, and like weve mentioned before, our target is anyone who drinks soft drinks, which is a large percentage of the population. For this, the use of focus groups would be beneficial to get better insight as to how the advertising has impacted peoples perceptions of the brand and product itself. Along with focus groups, another research tactic would be to use in home and online surveys. This way people are in their element and can really analyze how coke impacts their life. With this type of research, people tend to be more candid and honest with their answers. In home interviews would be the last method used because, again, the consumer is comfortable in their own element and can show how Coke is infiltrated into their lifestyle. In order to measure the effectiveness of the creative strategy, we will utilize a number of specialized tracking methods. The only way of truly knowing how the strategy is working is to ask the consumer. Thus, we will make use of direct response surveys that will allow us to measure consumers responses to our advertisement. Not

only will this allow us to gauge consumers perceptions of the ad, but it will also offer us insight into the types of people the ad is reaching. Another method we will use to determine the effectiveness of the creative strategy is redeemable coupons. By tying a redeemable coupon to our specific campaign, we will be able to effectively determine how many people the ad enticed into purchasing our product. When choosing whom and how many people are going to get tested for effectiveness, it would make sense to establish a strategy to ensure that the most accurate measurements are being recorded. Enabling our target market, this is anyone who enjoys a soft drink, particularly Coke, to have the ability to express their thoughts and give back constructive criticism is something that can be beneficial to all parties. Knowing what isnt working for the consumer can become an area of weakness that Coke can then focus on and improve while maintaining that high level of prestige that it already has. In order to get this kind of feedback, focus groups, random surveys, and phone interviews can be conducted to get the one on one interaction needed for the most accurate results. As far as choosing who would be given these interviews, they would be given out randomly to show the effectiveness of our target consumer and to avoid any kind of bias responses. There is no limit of how many people to sample because there is such a vast target that any person could potentially be included.