Coke-Green CampaignBy :Arocha Lekrach 5715268Chanipa Chung 5711510Natjaree Atteepoke 5714890Ratchasak Sawekvapee 5711207Muhammad Fazle Rabbi 5738032

CA 2004

Table of ContentsAnalyzing Coca-Cola Company

- Marketing mix- Competitors- Target market

Integrated Marketing Communication (IMC)1. Advertising2. Direct Marketing3. Sales Promotion4. Public Relations

Coca-cola is mainly a carbonated soft drinks company based on USA

Brand is known to 72% of population worldwide

Coca cola Life which is ‘green coke’ introduced in 2013, have 40% less calories than normal coke

Marketing mixProduct line – soft drinks, energy drinks,

juices, teaPricing – its mainly market oriented and also

geographicPlace – extensive distribution worldwidePromotion – Advertising and CSR associating

with lifestyle and value

Key CompetitorPepsiCo. Inc.- Extensive advertising with celebrities- Selling off their fast food chains and

acquiring healthier alternatives - Cutting off their environmental footprints by

acquiring solar power

Target MarketDemographicAge : 18-25 years old Income : More than 20,000 baht / month Education : University student Geographic : Near the universityMedia consumption behavior – Students will mostly motivated to consume what they get in social mediaPsychographicMotivated by celebrities they see as their idolUrge to try new product

IMC Tools for coke green

Big IdeaSame same but

different.Less sugarLess calories But taste the same

Advertising- Use out-of-home media to advertise and catch target audience ‘s attention. - Since our target audience are university students, so we will put out-of-home media inside the campus

- Put poster on the elevator’s door.- Idea is going to be something like this

DIRECT MARKETING

We select the direct response ad to deal with seller and customers.We think the social media or internet is the best choice to give the information of the product to many people because many people always use the social media everyday such as Facebook,twitter , and instagram

Direct marketing

We decide to choose Yaya and Toey to present COKE GREENbecause they are very famous actresses in Thailand that many people always follow their routine.

Yaya and Toey share the information about the COKE GREENand persuade the customers to join the events by post the picture and write the captions

So, we want to know the response from the customers by Let’s them share their feeling or like in this two pictures. If the customers share their feeling, they will receive the special gifts in the events.

Direct marketing through Instagram

SALES PROMOTION

-www.cokegreen.com

SWEEPSTAKES

PREMIUM-COKE LID

COUPON

CONTEST

Public RelationPR : Controllable tool

There will be 3 months of promoting which starts off from January to March

1st month – We'll be using Thai's famous celebrities to post Coke Green picture on their instagram and using the hastag #thaiteensdrinkgreen to kind of boost up the awareness.

2nd month – There's going to be a big event of Coke Green and also will be the day that eventually announces who is our brand presenter.

In this special event we will providing free drinks and games for people who attend.

3rd month – The whole last month we will go to every universities around Bangkok to set up a booth of Coke Green and giving a free drinks and games for students to join.

ReferencesWikipediaGoogle imagesCoca cola Official Websitehttp://www.marketing91.com/marketing-mix-

coca-cola/