Marketing Module
MARKETING MODULE
ANSWER 1:
ADVERTISEMENT ANALYSIS
COKE: BELIEVE IN A HAPPIER TOMORROW
1) BASIS OF SEGMENTATION: GEOGRAPHICAL SEGMENTATION IS DONE ON THE BASIS OF URBAN AND SEMI URBAN AREAS.
PSYCHOLOGICAL SEGMENTATION IS DONE ON THE BASIS OF AGE AND LIFESTYLE OF PEOPLE.
2) TARGET AUDIENCE: TARGET AUDIENCE IN THIS AD ARE MAINLY CHILDREN AND TEENAGERS. CHILDREN BECAUSE IT HAS LOTS OF TOYS LIKE TEDDY BEARS WHICH CHILDREN LOVE, IT ALSO AIMS AT ADULTS TOO TO BRING OUT THE CHILD IN THEM.
3) PERCEPTION OF BRAND: BRAND NAME FOR PRODUCT IS COCA-COLA. IT IS A SUCCESSFUL NAME AS IT IS SIMPLE AND ALLITERATIVE. THE ADVERT IS VERY BOLD AND EYE CATCHY BECAUSE OF THE USE OF RED COLOUR AND OTHER ATTRACTIVE IMAGES LIKE TEDDY BEARS, TANKS, TREES. AND THE MUSIC AND SONG USED IS ALSO VERY SOOTHING.
4) CONCEPT BEHIND THE AD: MOTIVE BEHIND THE AD IS TO DRAW THE ATTENTION OF AUDIENCE TO BUY THE PRODUCT AND ALSO TO FULFIL THE NEED ACCORDING TO MASLOW’S THEORY THAT HUMAN BEHAVIOUR IS FOCUSED ON SATISFYING CERTAIN BASIC TYPES OF NEEDS. THE LOGO USED IN ADVERT IS A COKE BOTTLE WHICH ATTRACTS MANY PEOPLE.
THE SLOGAN USED IS “ BELIEVE IN A HAPPIER TOMORROW” . THIS IS ALSO VERY EFFECTIVE AS IT SUGGESTS LIFE IS FOR HAVING FUN AND LIVE HAPPILY.
5) IMPACT ON AUDIENCE: THE BRAND AGAIN BROUGHT FOCUS ON ITSELF BY USE OF ATTRACTIVE IMAGES AND BEAUTIFUL SONG. THE CAMPAIGN ATTRACTED PEOPLE FROM ALL DIFFERENT AGES. AUDIENCE IS ALSO PERSUADED TO PURCHASE THE PRODUCT AS IT FOCUS ON FULFILLING A NEED AND SPREADING HAPPINESS.
6) SUCCESS/ FAILURE OF AD: THE MAIN COLOUR USED IN AD IS RED. THE COLOUR RED HAS CONNOTATIONS OF FUN, ADVENTURE, LOVE ETC. THE CHOICE OF COLOUR AND SONG WILL ATTRACT THE TARGET AUDIENCE AND MOST PEOPLE WILL PAY ATTENTION TO IT.
7) WHAT COULD HAVE BEEN DONE BETTER: I THINK OVERALL THE AD IS REALLY GOOD WHICH CATCHES THE ATTENTION OF AUDIENCE. BUT ADDING MORE VARIANTS LIKE YOUNG CELEBRITIES COULD GIVE IT AN EDGE OVER THE COMPETITORS, REST IT ALREADY HAS A DIVERSE PORTFOLIO.
ANSWER 1:
ADVERTISEMENT ANALYSIS
COKE: BELIEVE IN A HAPPIER TOMORROW
1) BASIS OF SEGMENTATION: GEOGRAPHICAL SEGMENTATION IS DONE ON THE BASIS OF URBAN AND SEMI URBAN AREAS.
PSYCHOLOGICAL SEGMENTATION IS DONE ON THE BASIS OF AGE AND LIFESTYLE OF PEOPLE.
2) TARGET AUDIENCE: TARGET AUDIENCE IN THIS AD ARE MAINLY CHILDREN AND TEENAGERS. CHILDREN BECAUSE IT HAS LOTS OF TOYS LIKE TEDDY BEARS WHICH CHILDREN LOVE, IT ALSO AIMS AT ADULTS TOO TO BRING OUT THE CHILD IN THEM.
3) PERCEPTION OF BRAND: BRAND NAME FOR PRODUCT IS COCA-COLA. IT IS A SUCCESSFUL NAME AS IT IS SIMPLE AND ALLITERATIVE. THE ADVERT IS VERY BOLD AND EYE CATCHY BECAUSE OF THE USE OF RED COLOUR AND OTHER ATTRACTIVE IMAGES LIKE TEDDY BEARS, TANKS, TREES. AND THE MUSIC AND SONG USED IS ALSO VERY SOOTHING.
4) CONCEPT BEHIND THE AD: MOTIVE BEHIND THE AD IS TO DRAW THE ATTENTION OF AUDIENCE TO BUY THE PRODUCT AND ALSO TO FULFIL THE NEED ACCORDING TO MASLOW’S THEORY THAT HUMAN BEHAVIOUR IS FOCUSED ON SATISFYING CERTAIN BASIC TYPES OF NEEDS. THE LOGO USED IN ADVERT IS A COKE BOTTLE WHICH ATTRACTS MANY PEOPLE.
THE SLOGAN USED IS “ BELIEVE IN A HAPPIER TOMORROW” . THIS IS ALSO VERY EFFECTIVE AS IT SUGGESTS LIFE IS FOR HAVING FUN AND LIVE HAPPILY.
5) IMPACT ON AUDIENCE: THE BRAND AGAIN BROUGHT FOCUS ON ITSELF BY USE OF ATTRACTIVE IMAGES AND BEAUTIFUL SONG. THE CAMPAIGN ATTRACTED PEOPLE FROM ALL DIFFERENT AGES. AUDIENCE IS ALSO PERSUADED TO PURCHASE THE PRODUCT AS IT FOCUS ON FULFILLING A NEED AND SPREADING HAPPINESS.
6) SUCCESS/ FAILURE OF AD: THE MAIN COLOUR USED IN AD IS RED. THE COLOUR RED HAS CONNOTATIONS OF FUN, ADVENTURE, LOVE ETC. THE CHOICE OF COLOUR AND SONG WILL ATTRACT THE TARGET AUDIENCE AND MOST PEOPLE WILL PAY ATTENTION TO IT.
7) WHAT COULD HAVE BEEN DONE BETTER: I THINK OVERALL THE AD IS REALLY GOOD WHICH CATCHES THE ATTENTION OF AUDIENCE. BUT ADDING MORE VARIANTS LIKE YOUNG CELEBRITIES COULD GIVE IT AN EDGE OVER THE COMPETITORS, REST IT ALREADY HAS A DIVERSE PORTFOLIO.