7/28/2019 Marketing Assg

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7/28/2019 Marketing Assg

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5. Small World Machines - Bringing India & Pakistan Together :This ad campaign sets out to create a perception in the minds of the consumer about

the brand using a sensitive issue such as India-Pak relations. The message that

campaign tries to convey here is a moment of happiness can bring the world

together, and that moment of happiness can be derived from drinking coke and

sharing it with one another.

Competition benchmarking:

Pepsi began with the Yehi hai Right Choice Babycampaign, which has been one of the most

memorable campaigns of the brand, featuring celebrity endorsers such as Shah Rukh Khan among

others. The focus, as is clearly evident, is on the product with the youth as its target segment. Yeh Dil

Mange More and Yeh Pyaas Hai Badiwere some of the later campaigns.

Yeh Dil Mange More campaign was again a great success, having balanced the emotional as well as

the functional appeal of the product. Featuring Sachin Tendulkar and many other leading stars at

that point of time, this was also one of the longest campaigns carried out by Pepsi. The company

however failed to maintain the trend and leverage it. Instead of moving on to a complete emotional

appeal platform, the company decided on a product based promotion campaign. Though there is still

some amount of emotional appeal to its campaigns, the principal focus is on the product - it being a

preferred thirst quencher.

Jo Chaaho Ho Jaaye, Coca Cola Enjoy was one of the companys first campaigns in India. It was

remarkably well executed, and appealed both at a product level as well as at an emotional level.

These ads featured celebrities such as Hrithik Roshan and Aishwarya Rai. The target segment for

Coca Cola in its initial days was the youth segment and this campaign clearly connected well with the

segment. However, the next advertising campaign ofThanda Matlab Coca Cola was launched with

an objective to have a mass appeal. The campaign leveraged the product platform rather than the

emotional platform that it had established earlier.

It is however, important to note here that Coca Cola made some exceptions for India. The company

has similar marketing strategies across geographies and usually doesnt depend on celebrity

endorsements. But given the great fan-following, and in adapting to the Indian context, the company

had to initially deviate from its set charter. However with the current campaign ofOpen Happiness,

Coca Cola seems to have achieved both an emotional as well as a mass appeal. There is a very

natural connect with the target segment, that of celebrating every day, and sharing small moments

of joy with our loved ones, irrespective of any barriers.

Coherence of the campaign deployed:

Coca colas campaign always depicts it as a product which can give happiness and pleasure

to the consumer. All the tag lines used in the different campaigns convey the message that a

bottle of coke will give you joy and encourages you to share your happiness by sharing coke

with your friends and family. The campaign tries to create a perception in the minds of the

consumers and believes that a consumer will consume a product if it believes that it will give

him joy in spite of it being a health hazard.