INSTITUTE OF MANAGEMENT STUDIES DAVV, INDORE

Masters of Business Administration 2010-2012

An Advertisement Project On THANDA MATLAB COCA COLA CAMPAIGN

OF

Submitted By: Gagan Tilanthe MBA (FT)

ACKNOWLEGDEMENT

I am indebted and grateful to Mr. VISHAL KALE sir whose endless and valuable guidance has played pivotal role and enabled this work to achieve its present share. I am also thankful to different eminent respondents who gave their valuable time and preferences to fill the questionnaire and made this project feasible. They had been very gracious and kind to me and I am very grateful to them for their full support and co-operation.

CONTENT
1.

Introduction

2.

Product Market Analysis a. Nature of Demand b. Segmentation c. Extent of Demand d. Stage of PLC e. Competition and Industry Analysis

3.

Advertisement Objectives and Target Selection a. Identify Target Audience b. Positioning c. Desired Behaviour d. Identify Brand Response Variable e. Communication Objective of Advertisement

4.

Copy Design and Development a. Appeals used in the advertisement b. Message Format

5.

Media Classes and Vehicles

6.

Summary

INTRODUCTION
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944). Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century. The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola to retail stores and vending machines. Such bottlers include Coca-Cola Enterprises, which is the largest single CocaCola bottler in North America and western Europe. The Coca-Cola Company also sells concentrate for soda fountains to major restaurants and food service distributors. The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand name. The most common of these is Diet Coke, with others including Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special versions with lemon, lime or coffee.Based on Interbrand's best global brand 2011, Coca-Cola was the world's most valuable brand. Every person who drinks a coca-cola enjoy moment of refreshment and shares an experience that millions of others have savored. All of those individual experience combined have created a worldwide phenomenon a truly global brand. The Coca-Cola company, nursing the global community with the world largest selling soft drinks since 1886, returned to India in 1993 after a grape of 16 years giving a new thumbs up to Indian soft drink market. In the same year ,the company took our ownership of the nations top soft drink market brands & bottling market. No wonder our brands assumed an iconic status in mind of consumers. Coca-Cola serves in india some recalled brands across the world including name such as Coca-Cola, diet coke, Sprite, Fanta, Thums-up, Limca, Maaza & Kinely (packaged drinking water).The biz.system of cocacola in India directly employs approximately 6,000 people, & indirectly creates employment for many more related industries throw our wash procurement , supply and distribution system. The biz.system of coca-cola in India directly employs approximately 6,000 people, & indirectly creates employment for many more related industries throw our wash procurement , supply and distribution system. The vast Indian operations comprise 25 company owned bottling operations &24 franchise owned bottling operations . the apart a network of contract packers also mfg. a range of the product for company. On the distribution front ,10 tone trucks, open-bay three wheelers that can navigate the narrow alleyways of Indian cities, ensure that our product available in each corner of the country. The coca cola is responsible for the mfg. distribution & sales of product across the country.

MISSION OF COCA-COLA
To refresh the world in mind, body & sprit. To make a difference in our product. To inspire moments of optimism throughour brand and action. To create a value in brands & differenceeverywhere we engage. To do everything differs. Our product in each hand. Being a global leader in beverage.

VISION OF COCA-COLA
Profit : Maximize the return of shareholder. People : Establish a great place to work where people are inspired to the Best they can do. Portfolio : Bringing to the world a portfolio of beverage brands thatAnticipate and safely peoples desire & need. Partners : nurturing a winning network of partners & building a mutualLoyalty. Planet : Being a responsible global citizen that makes a difference.

THANDA MATLAB COCA COLA CAMPAIGN

'Thanda' Goes Rural In early 2002, Coca-Cola India (CCI) launched a new advertisement campaign featuring leading bollywood actor Aamir Khan

The advertisement with the tag line 'Thanda Matlab Coca-Cola 4 ' was targeted at rural and semi-urban consumers. According to company sources, the idea was to position Coca-Cola as a generic brand for cold drinks. The campaign was launched to support CCI's rural marketing initiatives. CCI began focusing on the rural market in the early 2000s in order to increase volumes.

This decision was not surprising, given the huge size of the untapped rural market in India . With flat sales in the urban areas, it was clear that CCI would have to shift its focus to the rural market. Nantoo Banerjee, spokeswoman CCI, said, & quot;The real market in India is in the rural areas. If you can crack it, there is tremendous potential.

However, the poor rural infrastructure and consumption habits that are very different from those of urban people were two major obstacles to cracking the rural market for CCI. Because of the erratic power supply most grocers in rural areas did not stock cold drinks.

Also, people in rural areas had a preference for traditional cold beverages such as 'lassi' 6 and lemon juice. Further, the price of the beverage was also a major factor for the rural consumer.

CCI's Rural Marketing Strategy

CCI's rural marketing strategy was based on three A's Availability, Affordability and Acceptability. The first 'A' Availability emphasized on the availability of the product to the customer; the second 'A' - Affordability focused on product pricing, and the third 'A'- Acceptability focused on convincing the customer to buy the product.

Availability
y

Once CCI entered the rural market, it focused on strengthening its distribution network there. It realized that the centralized distribution system used by the company in the urban areas would not be suitable for rural areas. In the centralized distribution system, the product was transported directly from the bottling plants to retailers However, CCI realized that this distribution system would not work in rural markets, as taking stock directly from bottling plants to retail stores would be very costly due to the long distances to be covered. The company instead opted for a hub and spoke distribution system Under the hub and spoke distribution system, stock was transported from the bottling plants to hubs and then from hubs, the stock was transported to spokes which were situated in small towns. These spokes fed the retailers catering to the demand in rural areas. CCI not only changed its distribution model, it also changed the type of vehicles used for transportation. The company used large trucks for transporting stock from bottling plants to hubs and medium commercial vehicles transported the stock from the hubs to spokes. For transporting stock from spokes to village retailers the company utilized auto rickshaws and cycles.

Commenting on the transportation of stock in rural markets, a company spokesperson said, "We use all possible means of transport that range from trucks, auto rickshaws, cycle rickshaws and hand carts to even camel carts in Rajasthan and mules in the hilly areas, to cart our products from the nearest hub." 7 In late 2002, CCI made an additional investment of Rs 7 million (Rs 5 million from the company and Rs 2 million from the company's bottlers) to meet rural demand. By March 2003, the company had added 25 production lines and doubled its glass and PET bottle capacity 8 . Further it also distributed around 2,00,000 refrigerators to its rural retailers. It also purchased 5,000 new trucks and auto rickshaws for boosting its rural distribution. Through its rural distribution initiatives, CCI was able to increase its presence in rural areas from a coverage of 81,383 villages in 2001 to 1,58,342 villages in August 2003. Apart from strengthening its distribution network, CCI also focused on pricing in rural market.

Affordability
y

A survey conducted by CCI in 2001 revealed that 300 ml bottles were not popular with rural and semi-urban residents where two persons often shared a 300 ml bottle. It was also found that the price of Rs10/- per bottle was considered too high by rural consumers. For these reasons, CCI decided to make some changes in the size of its bottles and pricing to win over consumers in the rural market. In 2002, CCI launched 200 ml bottles ( Chota Coke) 9 priced at Rs 5. CCI announced that it would push the 200 ml bottles more in rural areas, as the rural market was very price-sensitive y It was widely felt that the 200 ml bottles priced at Rs. 5 would increase the rate of consumption in rural India. Reports put the annual per capita consumption of bottled beverages in rural areas at one bottle as compared to 6 bottles in urban areas. The 200 ml bottles priced at Rs. 5 would also make CCI competitive against local brands in the unorganized sector. It was reported that in the states of Rajasthan and Gujarat the local cola brands such as Choice and Tikli cost only half the price offered by CCI, which gave them the advantage in garnering the major market share before CCI came out with Chota Coke. CCI also targeted the rural consumer aggressively in its marketing campaigns, which were aimed at increasing awareness of its brands in rural areas.

Acceptability
y

The initiatives of CCI in distribution and pricing were supported by extensive marketing in the mass media as well as through outdoor advertising. The company put up hoardings in villages and painted the name Coca Cola on the compounds of the residences in the villages. Further, CCI also participated in the weekly mandies 10 by setting up temporary retail outlets, and also took part in the annual haats 11 and fairs - major sources of business activity and entertainment in rural India. CCI also launched television commercials (TVCs) targeted at rural consumers. In order to reach more rural consumers, CCI increased its ad-spend on Doordarshan. 12 The company ensured that all its rural marketing initiatives were well-supported by TVCs. When CCI launched Chota Coke in 2002 priced at Rs. 5, it bought out a commercial featuring Bollywood actor Aamir Khan to communicate the message of the price cut and the launch of 200 ml bottles to the rural consumers. The commercial was shot in a rural setting. In the summer of 2003, CCI came up with a new commercial featuring Aamir Khan, to further strengthen the Coca-Cola brand image among rural consumers. The commercial aimed at making coke a generic name for 'Thanda.' Of the reason for picking up the word 'Thanda', Prasoon Joshi, national creative director McCann Erickson, the creator of the commercial, said, "Thanda is a very North India-centric phenomenon. Go to any restaurant in the north, and attendants would promptly ask,

'thanda ya garam?' 'Thanda' usually means lassi or nimbu pani, 'garam' is essentially tea. Because the character, in itself, represented a culture, we wanted to equate Coke with 'Thanda', since 'Thanda' too is part of the popular dialect of the north. Thus making 'Thanda' generic for Coca-Cola. With the long-playing possibilities of the 'Thanda' idea becoming evident, 'Thanda' became the central idea. Once we decided to work on that idea, the creative mind just opened up.

Between March and September 2003, CCI launched three commercials with the 'Thanda Matlab Coca-Cola' tag line. All the three commercials aimed to make rural and semiurban consumers connect with Coca-cola. The first ad featured Aamir Khan as a 'tapori' (street smart); in the ad he makes the association between Coca-Cola and the word 'Thanda.' The second commercial in the series featured Aamir Khan as a 'Hyderabadi shop-keeper'; here again he equates the word 'Thanda' with Coca-Cola. The third commercial featured Aamir Khan as a 'Punjabi farmer' who offers Coca Cola to ladies asking for Thanda. The three commercials showed progression in associating 'Coke' with 'Thanda' in a rural/semi-urban context. In the first commercial the connection of Coke with Thanda was made, in the second one there was a subtle difference, with the shopkeeper asking customers to ask for Thanda instead of Coke, and the third commercial showed that when one asked for Thanda, one would get Coke. Analysts said that all the three commercials succeeded in make rural consumers connect to Coke and increased awareness of the brand among them. Along with TVCs, CCI also launched print advertisements in several regional newspapers.

NATURE OF DEMAND
SEGMENTATION

Coca-Cola India believed that the first brand to offer communication targeted to the smaller towns would own the rural market and went after that objective with a comprehensive strategy. India B included small towns and rural areas, comprising the other 96% of the nations population. This segments primary need was out-of-home thirst-quenching and the soft drink category was undifferentiated in the minds of rural consumers. Additionally, with an average Coke costing Rs. 10 and an average days wages around Rs. 100, Coke was perceived as a luxury that few could afford

EXTENT OF DEMAND

Thanda Goes Rural In early 2002, CCI launched a new advertisement campaign featuring leading Bollywood star Aamir Khan. The advertisement with tagline- Thanda matlab Coca- Cola was targeted at rural semi urban consumers. The idea was to position Coca-Cola as a generic brand for cold drinks. The campaign was launched to supports CCIs rural initiatives.

CCI began focusing on the rural market in the early 2000s in order to increase volumes. The decision was not surprising, given the huge size of the untapped rural india.

COMPETITORS OF COCA COLA

ADVERTISEMENT OBJECTIVE AND TARGET SELECTION

Coke realized that the communication media used in cities and urban areas would not work in villages because of low penetration of conventional media. Coke has estimated that TV access is 78.5 per cent in urban India but only 41per cent in rural India Similarly, Cable & Satellite access in urban India is 51 per cent in urban India but only 14 per cent I rural India. Coke considered alternative options, and decided to concentrate on 47,000 haats (weekly markets) & 25,000 melas (fairs) held annually in various parts of the country.

POSITIONING

Thanda usually means lassi or nimbu pani, garam is essentially tea. Because the character, in itself, represented a culture, They wanted to equate Coke with Thanda, since Thanda too is part of the popular dialect of the north. Thus making Thanda generic for Coca-Cola. With the long-playing possibilities of the Thanda idea becoming evident, Thanda became the central idea. Once we decided to work on that idea, the creative mind just opened up.

BRAND RESPONSE OF COCA COLA

Coca-cola use the concept of aggressive advertises for sales promotion. Company introduces different schemes and advertises them with electronic and print media. These advertisements build Brand image and establish awareness. Brand ambassador play an important role. Brand ambassador encourage the today youth to trust their instincts, influence them. Thanda Matlab Coca-Cola which is sky rocketed the brand to make.Coca-Cola lunched so many advertising for rural market capture Amir Khans aid Oye soniyoThanda piyo.

The `thanda matlab Coca-Cola' campaign launched in 2002 has featured Aamir Khan essaying six distinctive characters that revolved around outdoor situations - Tapori at an Irani Caf, Punjabi Framer in his field, a Nepali guide,etc.The series has also won several awards in the past. To name a few, EFFIE gold for the second year in succession at the EFFIES 2004; Best TV Campaign Thanda Matlab Coca-Cola at the Indian Marketing Awards.

COMMUNICATION OBJECTIVE
Between March and September 2003, CCI launched three commercials with the Thanda Matlab Coca-Cola tag line. All the three commercials aimed to make rural and semi-urban consumers connect with Coca-cola.

The first ad featured Aamir Khan as a tapori (street smart); in the ad he makes the association between Coca-Cola and the word Thanda.

The second commercial in the series featured Aamir Khan as a Hyderabadi shopkeeper; here again he equates the word Thanda with Coca-Cola.

The third commercial featured Aamir Khan as a Punjabi farmer who offers Coca Cola to ladies asking for Thanda.

TARGET AUDIENCE

As Pepsi is focusing on youth, their advertisement mainly draw attention in cricket. Coca cola mainly focuses on music. They make changes in their advertisement according to Indian festivals. So that audience accept Coca cola on special occasions. So that their target audience reach to a maximum place. Thanda matlab Coca cola campaign is designed to focus on rural segment audience.

APPEAL USED

Thanda matlab coca cola advertisement emphasize more on rural segment audience. All the three commercials aimed to make rural and semi-urban consumers connect with Coca-cola.The appeal used in this campaign are Humor Appeal Brand Appeal Endorsement Appeal Plain Appeal

MESSAGE FORMAT

All the three commercials aimed to make rural and semi-urban consumers connect with CocaCola. The first ad featured Aamir Khan as a tapori (street smart); in the ad he makes the association between Coca-Cola and the word Thanda. The second commercial in the series featured Aamir Khan as a Hyderabadi shop- keeper; here again he equates the word Thanda with Coca-Cola. The third commercial featured Aamir Khan as a Punjabi Farmer who offers Coca Cola to ladies asking for Thanda.

MEDIA CLASS AND VEHICLE

MEDIA CLASS- Thanda matlab coca cola campaign uses TV, radio, newspaper, magzines and billboards. MEDIA VEHICLES- This campaign uses almost every channel i.e. sports, commercial channel and news channel also there are some regional channels. The target of this campaign is to reach to maximum audiences.

ADVERTISEMENT AGENCY
The Aamir Khan-starrer 'Thanda matlab Coca-Cola' ad campaign made the almost universal rural word for soft drinks a hot catchphrase, it brought the low-profile Prasoon Joshi, national creative director, McCann Erickson India, into the spotlight, a fact the advertising awards for 2002 just reaffirmed.

SUMMARY

The main aim of this ad campaign is to reach the rural areas and it is one of the most succesful campaign of coca cola India. When Coke launched Thanda matlab Coca-Cola, suddenly Pepsi came up with Thanda- Chelaga Kya. PepsiCo too had started focusing on the rural market, due to the flat volumes in urban areas.

QUESTIONNAIRE
1.NAME GENDER- MALE CONTACT NO OCCUPATIONPROFESSIONAL BUSINESSMAN SERVICE STUDENT ANY OTHER FEMALE

2. AGE : 15-20 21-35 36-45 46-55 55 AND ABOVE 3. DO you drink coca cola? Yes No 4. Which cola drink do you prefer most? COKE PEPSI 7UP SPRITE FANTA MAZA THUMSUP 5 . Ab o ut C o la d rink w ha t do yo u l i k e t he mo s t ? (PLE ASE R ATETHEM from 1-5) BRAND NAME TASTE EASY AVAILABILITY PACKAGING PRICE BRAND AMBASSADOR ANY OTHER (PLEASE SPECIFY)

6. Have you seen any advertisement of ANY Cola drinks? Yes No 7. Advertisement of which Cola drinks do you remembers the most? COKE PEPSI SPRITE FANTA MAZZA THUMSUP

8. What attracted you in the advertisement? CREATIVITY BRAND AMBASSADOR IDEA OF DELIVERING THE MESSAGE FREQUENCY OF ADD LOGICAL REASON

9 . Ha ve yo u d ec id e d t o p urc ha s e a ny c o nne c t io n a ft e r w a tc hin g t he advertisement? Yes No