mc- assign q - 2011-1 - marketing communications v3...

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© IMM Graduate School of Marketing Assignment: 1

st Semester 2011 MC/MC201

ASSIGNMENT 1ST SEMESTER : MARKETING COMMUNICATIONS (MC)

MARKETING COMMUNICATIONS 2 (MC201)

CHAPTERS COVERED : CHAPTERS 1 - 10

DUE DATE : 3:00 p.m. 15 MARCH 2011

TOTAL MARKS : 100

INSTRUCTIONS TO CANDIDATES FOR COMPLETING AND SUBMITTING ASSIGNMENTS The complete ‘Instructions to Students for Completing and Submitting Assignments’ must be collected from any IMM GSM office, the relevant Student Support Centre or can be downloaded from the IMM GSM website. It is essential that the complete instructions be studied prior to commencing your assignment. The following points highlight only a few important notes.

1. You are required to submit ONE assignment per subject.

2. The assignment will contribute 20% towards the final examination mark, and the other 80% will be made up from the examination, however, the examination papers will count out of 100%.

3. Although your assignment will contribute towards your final examination mark, you do not have to earn credits for admission to the examinations; you are automatically accepted on registering for the exam.

4. Number all the pages of your assignment (e.g. page 1 of 4) and write your name and surname, student number and subject at the top of each page.

5. The IMM GSM requires assignments to be presented in a typed format, on plain A4 paper. Unless otherwise specified, this assignment must be completed within a limit of 1500 words, excluding the bibliography.

6. A separate assignment cover, which is provided by the IMM GSM, must be attached to the front of each assignment.

7. Retain a copy of each assignment before submitting, in case the original does not reach the IMM GSM.

8. The assignment due date refers to the day up to which assignments will be accepted for marking purposes. The deadline is 3:00 p.m. on 15 March 2011. Late assignments will be accepted, but 25 marks will be deducted from the maximum mark, if received after 3:00 p.m. on 15 March 2011 and up to 5:00 p.m. the following day, after which no assignments will be accepted.

9. If you fail to follow these instructions carefully, the IMM Graduate School of Marketing cannot accept responsibility for the return of the assignment. It may even result in your assignment not being marked.

Results will be available on the IMM GSM website: www.immgsm.ac..za Friday, 6 May 2011.

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Prescribed textbook: Shimp, T.A, 2010. Integrated Marketing Communications in Advertising and Promotion. 8th International Edition. South Western Cengage Learning. Read the case studies relevant to each question and answer ALL the questions.

Case study 1 – Coca-Cola Recyclable PlantBottle Adapted from http://www.brandchannel.com/ and http://www.thecoca-colacompany.com/presscenter/nr_20090514_plantbottle. [Accessed on 11 June 2010]

Press release 1 - Coke's Recyclable PlantBottle a Winner By Barry Silverstein on May 31, 2010.

You can imagine the kind of environmental sniping sustained by a company like Coca-Cola, the world's leading soft drink company. Criticisms of its plastic bottles alone could fill several thousand recycling centers and landfills. So it was with some amount of fanfare that Coca-Cola announced a breakthrough in packaging a year ago called the "PlantBottle", which, the company said, is manufactured from a blend of petroleum-based materials and up to 30% plant-based materials, making it fully recyclable. Coca-Cola was shrewd enough at the time to get conservation organizations to endorse the new packaging. "The Coca-Cola Company is a company with the power to transform the marketplace, and the introduction of the PlantBottle is yet another great example of their leadership on environmental issues," said Carter Roberts, president and CEO of World Wildlife Fund U.S., in the press release. The good news: PlantBottle is performing as promised. The 100% recyclable bottle is now available in products packaged for consumption in the U.S., Canada, Japan,

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Mexico, Brazil, and Norway. It also recently won the gold award, topping over 160 entries, at the 22nd Annual Global DuPont Awards for Packaging Innovation. Earlier in May, the PlantBottle won the Design for Recycling Award from the Institute of Scrap Recycling Industries (ISRI). ISRI chairman John Sacco, said the PlantBottle "is expected to reduce the carbon footprint of the package -- further demonstration of how design for recycling positively impacts the environment." It's heartening to see a major user of plastic come up with a way to ensure it doesn't destroy our planet. Not a bad PR move either. But then, it's something you'd expect from the world's leading brand who, as we recently reported, is nothing if not innovative. News Release 2 - The Coca-Cola Company introduces innovative bottle made from renewable, recyclable, plant-based plastic

ATLANTA, May 14, 2009 - The Coca-Cola Company unveiled today a new plastic bottle made partially from plants. The "PlantBottle™" is fully recyclable, has a lower reliance on a non-renewable resource, and reduces carbon emissions, compared with petroleum-based PET plastic bottles. "The 'PlantBottle™' is a significant development in sustainable packaging innovation," said Muhtar Kent, Chairman and CEO of The Coca-Cola Company. "It builds on our legacy of environmental ingenuity and sets the course for us to realize our vision to eventually introduce bottles made with materials that are 100 percent recyclable and renewable." Traditional PET bottles are made from petroleum, a non-renewable resource. The new bottle is made from a blend of petroleum-based materials and up to 30 percent plant-based materials. "The Coca-Cola Company is a company with the power to transform the marketplace, and the introduction of the "PlantBottle™" is yet another great example of their leadership on environmental issues," said Carter Roberts, President and CEO of World Wildlife Fund, U.S. "We are pleased to be working with Coke to tackle sustainability issues and drive innovations like this through their supply chain, the broader industry and the world." The "PlantBottle™" is currently made through an innovative process that turns sugar cane and molasses, a by-product of sugar production, into a key component for PET plastic. Coca-Cola is also exploring the use of other plant materials for future generations of the "PlantBottle™." Manufacturing the new plastic bottle is more environmentally efficient as well. A life-cycle analysis conducted by Imperial College London indicates the "PlantBottle™" with 30 percent plant-base material reduces carbon emissions by up to 25 percent, compared with petroleum-based PET. Another advantage to the "PlantBottle™" is that, unlike other plant-based plastics, it can be processed through existing manufacturing and recycling facilities without

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contaminating traditional PET. So, the material in the "PlantBottle™" can be used, recycled and reused again and again. Coca-Cola North America will pilot the "PlantBottle™" with Dasani and sparkling brands in select markets later this year and with vitaminwater in 2010. The innovative bottles will be identified through on-package messages and in-store point of sale displays. Web-based communications will also highlight the bottles' environmental benefits. "The 'PlantBottle™' represents the next step in evolving our system toward the bottle of the future," said Scott Vitters, Director of Sustainable Packaging of The Coca-Cola Company. "This innovation is a real win because it moves us closer to our vision of zero waste with a material that lessens our carbon footprint and is also recyclable." The Coca-Cola Company -- the first company to introduce a beverage bottle made with recycled plastic -- has been focused on ensuring the sustainability of its packaging for decades. It has put resources behind creating packaging that is recyclable and investing in recycling infrastructure to ensure that its packages are collected, recycled and re-used. Earlier this year, the Company opened the world's largest plastic bottle-to-bottle recycling plant in Spartanburg, S.C. The plant will produce approximately 100 million pounds of recycled PET plastic for reuse each year -- the equivalent of nearly 2 billion 20-ounce Coca-Cola bottles. These efforts are all focused on helping "close the loop" on packaging use and produce truly sustainable packages for consumers. About The Coca-Cola Company The Coca-Cola Company is the world's largest beverage company, refreshing consumers with nearly 500 sparkling and still brands. Along with Coca-Cola®, recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero®, vitaminwater, POWERADE®, Minute Maid® and Georgia® Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of nearly 1.6 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our website at www.thecoca-colacompany.com. QUESTION 1 [18] 1.1. Evaluate the Coca-Cola Recyclable PlantBottle using the VIEW model for

evaluating packaging effectiveness. Define all four components of the model and explain how each applies to the Recyclable PlantBottle. (8)

(Reference: Shimp 2010: Chapter 3)

1.2. Explain the package design process steps that were probably followed by the

Coca-Cola packaging design team. (10)

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Case study 2 – Coca-cola Freestyle Mixologists Adapted from http://www.brandchannel.com/ and http://www.thecoca-colacompany.com. [Accessed on 11 June 2010] News release 1 - Coca-Cola Seeks Freestyle Mixologists By Barry Silverstein, May 26, 2010

After more than 120 years, Coca-Cola continues to lead the world in brand value. "Worldwide relevance is what defines Coke and it has successfully maintained its diversified portfolio in more than 200 countries," says Interbrand about Coke's #1 result its 2009 Best Global Brands ranking. So it's no surprise that Coke keeps coming up with innovations that help the brand continue its domination of the beverage world, and protects its 70% share of the U.S. soft drink market. The latest trick the beverage giant has up its sleeve is called Freestyle. It's a fountain drink dispenser that resides in fast food restaurants, but it's hard to believe what it does. This high tech gadget actually allows customers to mix their own flavour concoctions from more than 100 Coca-Cola drink brands.

Coca-Cola unveiled Freestyle to awe-struck attendees at the National Restaurant Association show that ended yesterday, but the company has been test marketing

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the device for months; in fact, Freestyle has been in the development stage for five years. Freestyle not only dispenses unlimited flavour choices, it's also downright cool-looking. Housed in a Ferrari-designed sleek metal shell, Freestyle boasts touchscreen technology and releases "digitally-controlled amounts of concentrate flavour from dozens of plastic cartridges." The machine is also a marketing wizard of sorts. Wireless technology allows it to beam back information to the company about beverage usage patterns. As you can imagine, such a breakthrough product has had its share of setbacks. The software hasn't always functioned smoothly. Plus, people unhappy with their concoctions dumped them into a reservoir that was inadequate, causing it to overflow. Nevertheless, Coke has refined Freestyle during its test stage and is now ready to start rolling the device out slowly this summer. The company remains enthusiastic about Freestyle and considers it a game-changer. Gene M. Farrell, the Coke executive in charge of Freestyle, speaking about the restaurant fountain business, tells the Wall Street Journal, "If you think about ways to reinvigorate your brands and re-engage consumers, what better place is there?" Coke CEO Muhtar Kent adds, "Everyone who touches [Freestyle], everyone who drinks from it and everyone who returns to drink from it tells us they are inspired." To be one of the top brands in the world, you have to keep innovating and take risks. That's what Coke is doing with Freestyle. Clearly, this is one brand that's not afraid to mix it up. News Release 2 - The Coca-Cola Company invites consumers to experience "Freestyle"

New Proprietary Fountain Dispenser Gets a Brand Name ATLANTA, April 28, 2009 - The next generation fountain beverage dispenser has a "stylish" new name. Coca-Cola North America today revealed that "Coca-Cola Freestyle™" is the brand name and logo for its new proprietary fountain dispenser entering market testing this summer. The fountain’s brand name captures its ability to deliver unprecedented beverage variety to suit any consumer taste -- all packaged in an innovative and interactive fountain experience. "Coca-Cola Freestyle brings to life the refreshingly positive outlook that has always been associated with Coca-Cola," said Chandra Stephens-Albright, Senior Director of Marketing and Business Development for the brand. "It brings back the magic of the fountain of the past, re-imagines it for the future and then takes it a step farther by celebrating the idea that consumers can truly have their say at fountain -- with choices tailored completely for them."

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The new self-serve fountains -- which represent a complete departure from equipment The Coca-Cola Company has offered before -- have been in development for nearly four years. The sleek new units being tested are touch screen operated, enabling consumers to select from more than 100 calorie and no-calorie brands – including varieties of waters, juices, teas and sparkling beverages that have never been sold in the United States. The Coca-Cola Freestyle dispenser uses proprietary PurePour Technology™ to make dozens of branded beverages fresh to order, in the same amount of space as the current eight-valve machine. It will be tested in select quick-serve restaurants in Orange County, Calif., and Atlanta this summer before a wider introduction currently planned for early next year.

Fact Sheet - About Coca-Cola Freestyle™ obtained from http://www.thecoca-

colacompany.com accessed on 11 June 2010

• Coca-Cola Freestyle™ is the brand name for a new fountain dispenser from The Coca-Cola Company that uses microdosing technology to dispense more than 100 sparkling and still beverage brands from a single freestanding unit.

• The name was selected to reflect the Company’s desire to deliver unprecedented beverage variety with choices to suit any consumer taste.

How it works

• Coca-Cola Freestyle™ creates branded beverages by blending concentrated ingredients with water and sweetener at the point where the beverage is dispensed via proprietary PurePour Technology™. It does not use syrup, but instead uses concentrated ingredients stored in cartridges in the dispenser cabinet.

• Each Coca-Cola Freestyle™ unit can dispense more than 100 different brands, including regular and low-calorie sparkling beverages, flavoured waters, sports drinks, lemonades, and options from the Coca-Cola trademark family—Coca-Cola®, Diet Coke®, Coke Zero™ and caffeine free Diet Coke®.

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• In addition to current U.S. consumer favourites, the machine also dispenses numerous brands that have never been marketed in the country before and up to 50 different low- and no-calorie brands.

• Consumers can select brands such as caffeine-free Diet Coke® with Lime, Fanta® Peach, Grape Vault®, Minute Maid® Light Orange Lemonade and more via an interactive touch-screen on the front of the fountain.

• A Coca-Cola Freestyle™ requires approximately the same amount of space as today’s six-or eight-valve dispensers.

Finding Coca-Cola Freestyle™

• Coca-Cola Freestyle™ currently is being tested in two Atlanta restaurants and in 10 Jack in the Box restaurants in the San Diego area.

• Testing is expected to expand in Southern California throughout the summer, with additional units planned for select Subway, Pei Wei and Noodles restaurants.

Origin of the Fountain

• The Company originated the design and concept for Coca-Cola Freestyle™, and the technology used to bring the concept to life is proprietary to The Coca-Cola Company. A number of technology partners also helped bring the concept to fruition.

Fun Facts

• Dr. Joseph Priestly, a friend of Benjamin Franklin, is attributed with creating the first drinkable manmade glass of carbonated water in 1767. The term ‘soda water’ wasn’t coined until 1798.

• The first U.S. patent for the mass manufacture of imitation mineral waters was issued to ‘Simons and Rundell of Charleston, South Carolina’ in 1810.

• In 1819 Samuel Fahnestock was granted the first patent for the soda fountain.

• The syrup for Coca-Cola was first created by Dr. John Pemberton, a local Atlanta pharmacist, on May 8, 1886. The syrup was blended with carbonated water to create a delicious and refreshing drink called Coca-Cola.

• Soda fountains gained popularity in the U.S. after the Civil War as a gathering place in local communities. Early soda fountains were located primarily in drug stores because the carbonated water was created by chemists and marketed as having medicinal benefits.

• By 1900 the number of establishments with soda fountains outnumbered saloons in New York City.

QUESTION 2 [34]

2.1. If you were to design a psychographic study for the end-user of the Coca-Cola Freestyle product, what lifestyle characteristics (i.e. people’s interests, values and activities they participate in) might you consider as indicative of whether they might be interested in trying out some of the interesting flavours they can choose from a Coca-Cola Freestyle machine installed at their favourite restaurant? (6) (Reference: Shimp 2010: Chapter 4)

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2.2. Consider the benefits of utilising the HEM model and the implications this

model holds for marketing communicators and brand positioning if this is the consumer-choice behaviour model chosen for the positioning implementation process for Coca-Cola Freestyle. (4) (Reference: Shimp 2010: Chapter 5)

2.3. Positioning with respect to brand benefits can be accomplished by appealing

to any of three categories of basic consumer needs.

2.3.1. Name and describe these three categories of basic consumer needs, and for each type of need, describe an example of a brand which you think is basing its brand’s concept on that need. (6)

2.3.2. Which of the three categories of basic consumer needs described

above would you consider using for Coca-Cola Freestyle and why? (2)


2.4. Apply the hierarchy-of-marcom-effects framework to the introduction of the Coca-Cola Freestyle product to the market and explain how marcom efforts must attempt to move prospective customers through the various stages. (16) (Reference: Shimp 2010: Chapter 6)

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Case study 3 – Coca-Cola global Celebrations campaign Adapted from http://www.coca-cola.com/. [Accessed on 12 June 2010] News Release 1 – Coca-Cola global Celebrations campaign

ATLANTA, April 19, 2010 – It has become an iconic moment in world sport -- a footballer has just scored a goal and, with a spontaneous release of emotion, begins to celebrate the triumph. That moment, celebrated both on and off the pitch, is captured in new advertising from Coca-Cola as part of its global marketing campaign to support its sponsorship of the 2010 FIFA World Cup™ South Africa. The lead television commercial, titled “History of Celebration,” is inspired by the legendary 1990 FIFA World Cup hero and how he changed the world of football goal celebrations forever with his iconic corner flag dance. The spot opens with actual footage of Milla's goal and subsequent dance celebration. The action continues with a montage of players showing off their moves, representing the evolution of goal celebrations that continues to this day. A smiling Roger Milla, next seen in the stands watching the action and drinking a Coca-Cola, nods in approval of today’s goal celebrations motivated by his dance. “Our entire football campaign was designed to amplify the global „Open Happiness� campaign for Coca-Cola,” said Emmanuel Seuge, group director, worldwide sports and entertainment marketing, The Coca-Cola Company. “By tapping into the joyous feelings that are expressed in goal celebrations we bring to life that moment of happiness and uplift that is at the heart of our brand.” Another spot, done in animation, “Quest”, follows the journey of a young footballer playing the game on a dusty lot in Africa. As he plays, he is seeking to find his own celebration. In his quest he encounters and interacts with animated versions of other players and “robots” all with their own celebration styles. Finally, after being refreshed by a Coca-Cola, he realizes that the inspiration for his celebration is within himself and he rushes to a corner flag. His celebration, though not seen, is obviously memorable as the other 2 players watch as the glow of fireworks illuminates their wide-eyed wonder at his performance. A third advert, “Border Crossing,” was created in support of the FIFA World Cup Trophy Tour by Coca-Cola, a program that is currently taking the real FIFA World Cup to 83 countries around the world. In the spot, a Coca-Cola delivery truck is stopped at a border crossing by serious guards who want to inspect the contents of the vehicle. As they climb into the back of the truck and close the doors behind themselves, the driver can only watch as the entire lorry begins to rock. Inside, the guards have found the FIFA World Cup trophy and are jubilantly dancing, cheering and photographing themselves with the supreme icon of football glory. After refreshing themselves with a Coca-Cola they return to their sombre appearance and allow the driver to continue his route. All three spots feature a music soundtrack created by hip-hop artist K’NAAN. The Somali-born musician recorded an uplifting song “Wavin’ Flag – Coca-Cola Celebration Mix” that serves as the anthem for the entire Coca-Cola campaign.

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K’NAAN is currently performing the song live at select stops of the FIFA World Cup Trophy Tour by Coca-Cola. The spots are just one aspect of a fully integrated marketing campaign that will reach consumers through in-store displays, packaging, music, experiential and digital programs in more than 150 countries around the world. The commercials, featuring a celebratory theme and connection points to Africa, are an extension of the current Coca-Cola global marketing campaign “Open Happiness.” The television commercials, created by creative agency SANTO, have begun to air in multiple countries around the world. They will continue to run in the months leading up to the 2010 FIFA World Cup and during the tournament itself. The campaign spots will reach audiences in nations with well-established football passion such as England and Brazil as well as markets where there is a growing interest in the sport such as India and the United States. News Release 2 - Coca-cola scores global hit with campaign anthem by K’NAAN for FIFA World Cup sponsorship

“Wavin’ Flag – Coca-Cola Celebration Mix” Is a certified number One Hit in China, Mexico and Germany and continues to rise on Music Charts around the world

“Coca-Cola Celebration Radio” -- First Digital Radio Station created by a Brand debuts featuring playlist of hundreds of songs and audio blogs by K’NAAN

ATLANTA, May. 27, 2010 – ‘Wavin’ Flag – Coca-Cola Celebration Mix’, the uplifting soundtrack recorded by K�NAAN for Coca-Cola and its sponsorship of the 2010 FIFA World Cup™, has already broken into the top ten on music charts in eleven countries including peaking at number one in China, Mexico, Germany, Canada, Austria, Switzerland and Luxembourg. Building on the success of this music collaboration, Coca-Cola today debuted a digital radio station, “Coca-Cola Celebration Radio,” available free to anyone around the world online and features a playlist of “celebration” songs, actual disc-jockeys and daily audio blogs by K’NAAN updating his experience from South Africa during the FIFA World Cup. K’NAAN, as the official programmer of the station, personally selected many of the tracks played on Coca-Cola Celebration Radio based on their upbeat tempo, celebratory style and inclusion of African artists. Listeners will also hear K’NAAN‘s personal take on the celebration in South Africa as he provides daily “audio blogs” from the tournament during the 2010 FIFA World Cup. The radio station, believed to be the first digital radio station entirely supported by a single brand and created for Coca-Cola by GOOM Radio, can be downloaded as a widget and placed on social media sites, blogs and websites. Coca-Cola Celebration Radio is available at http://celebrations.coca-cola.com. K’NAAN‘s Coca-Cola anthem will be featured prominently on the radio station. The single has been released in more than 150 markets around the world and is used as the anthem for all elements of the global Coca-Cola marketing campaign in support of its FIFA World Cup sponsorship in more than 160 countries. The song is heard on television commercials, the digital campaign website www.youtube.com/coca-cola, a broadcast documentary about the history of goal

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celebrations sponsored by Coca-Cola and has been performed live by K’NAAN at more than 20 stops of the FIFA World Cup Trophy Tour by Coca-Cola including concerts in Mexico City, Rome, London, Paris and Tokyo. The track is even part of the music for the EA SPORTS™ 2010 FIFA World Cup South Africa videogame title. K’NAAN, a native of Somalia, has collaborated with some of the world’s hottest recording artists to create a dozen local-language versions of the song. Artists include Thai chart-toppers Tattoo Colour, multi-platinum Lebanese singer Nancy Ajram and China’s most popular female artist Jane Zhang. The track is a remix of K’NAAN‘s „Wavin Flag’, which originally appeared on his hit 2009 album ‘Troubadour’. K’NAAN reworked the song for the Coca-Cola campaign which invites football fans to express their optimism and passion for football through dance celebrations in the run-up to the 2010 FIFA World Cup in South Africa. “It’s great to have a hit song in all four corners of the world,” commented K’NAAN. “Wavin’ Flag is a beautiful, uplifting song and I hope it captures the feeling of unity and celebration the FIFA World Cup brings to people all across the planet. It is a time for all of us to wave our flags.” K’NAAN will also perform the song at Coca-Cola sponsored events in South Africa during the FIFA World Cup including Trophy Tour events and appearances at official “Fan Fests” where people will gather for public viewing of matches. Fans at matches of the FIFA World Cup will also hear the song’s memorable five-note chorus in the stadium before each game and at half-time and be prompted to chant along to the “Oh, oh, oh-oh, ohhh” refrain and wave their flags via video board messages. “Music plays a central role in this campaign,” explained Emmanuel Seuge, group director, worldwide sports and entertainment marketing, The Coca-Cola Company. “We’ve collaborated with K’NAAN to create a song that expresses the celebration and optimism that connects everyone during the FIFA World Cup. We believe it will be one of this summer’s biggest hits. And we have built on the success of the single by playing it in the stadiums during the matches and creating a digital radio station to carry that song as well as others directly to fans around the world.” QUESTION 3 [38] 3.1 3.1.1. Describe the role of endorsers in advertising and comment specifically on how

endorsement was used in the global ‘History of Celebration’ campaign of Coca-Cola. (4)


3.1.2. Compare the TEARS Model and the ‘No Tears’ approach of endorsement and explain which of these approaches was followed by the brand manager and his/her advertising agency in the selection process for the ‘History of Celebration’ campaign and why. (16)


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3.2. Explain how music was used in the global Celebrations campaign and what function it performed in this campaign. (4)


3.3. Compare the alternative styles of creative advertising and choose the most appropriate creative style that you think was used in the Global Celebrations campaign. (14)


PRESENTATION [10]

ASSIGNMENT TOTAL: 100

mc- assign q - 2011-1 - marketing communications v3...

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