Question

Pick a large, well known video advertisement/commercial and write a brief but detailed report on it. Be prepared to present a quick summary of it. Look at how the advertisement was implemented. FOCUS on the advertisement not the company:

• Target market and segments

• Positioning

• Objectives

• Role in marketing mix, 4Ps

• Product branding

• Implied brand equity

• Effectiveness

• Your own personal emotional/behavioural response to the ad

• Follow up ad campaigns, was the idea continued or not

Answer 1

COCA-COLA Advertisement: When all the bottles of coca cola has name of Janne,Anna etc.

TARGET MARKET AND SEGMENT : As we seen earlier in ads of Coca Cola it bascially focuses on active social life, and having friendly life or having friend circle. basically, these people are looking young age from 18 to 26.

POSITIONING: The strategy used by coca cola has allowed them to develop a suitable image in the mind of customer. Once they decided they plan their target to fulfill it. Their positioning strategy also included their comaparison with their competitors like - PEPSI, So that their customer build its image as a standard and high quality brand.

OBJECTIVES: The main objective of coca cola is to be well known company in the world that conducts business responsibility and ethically to accelerate the continuous growth in tommorow's world.

ROLE IN MARKETING MIX, 4P's:  Product mix of coca cola is

PRODUCT: Coca cola is strong line and a well known business which owns different taste and product to different regional taste and prefernces.

the products offer by coca cola to its customer are as follows:

COCA-COLA

SPRITE

DASANI

THUMPS-UP

MAZZA

KINLEY

DIET-COKE

NESTEA .....etc

PRICE: One of the biggest competitiors of coca cola is PEPSI. Coca cola follows competitive pricing for their products. The company has to be careful about its pricing. If coke prices are higer then pepsi than customer automatically switch to pepsi that's why it is neccessary.

PLACE:Coca cola serve in more than 200+ countries not only rural but also in urban area . The company produces the beverage using secret formula and transport it to bottler situated in other countries and then they do further procedure from distributors to retailer and customer.

PROMOTION: Due to low customer loyalty and beverage competition it is neccessary to put focus on advertisement because it plays a very crucial role in this coca cola releases heavy advertisement on television and newspaper.

PRODUCT BRANDING: To refresh the world

To create unity by advertisement

To inspire moment of hapiness.

IMPLIED BRAND EQUITY:

Brand Awareness- Which is recognised through its potential customers and associated with product.

Perceived Quality : Customer perception of the overall quality of the product and service with respect to its purpose.

Brand Association : Images and symbols associated with brand or brand benefit.

and Brand Loyalty: Where person buys same product from the same manufacture repeatedly

EFFECTIVENESS:To know whether the ad is attractive or not and to find out reason for liking coca cola.

Behavioural Response: I personally like this Ad because of its concept and overall presentation. Many youth love Coca cola.

Follow up brand idea continued or not: YES it continued and it must continue.

Thank you.