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2.1.2 Identifying Target Market - Coke Ad 2

Target Group Analysis

For this campaign, the focus shifts to Western India, particularly Mumbai with its unique culture and demographics.

1. Geographic Factors

  • Region: Western India, specifically Mumbai.
  • Setting: Typical Parsi cafes, which represent a local, casual dining atmosphere.

2. Demographic Factors

  • Primary Target Group: Tapori (local young men with mid to low income).
  • Age: Young.
  • Income Level: Mid to low income.
  • Persona: Informal, carefree, and flamboyant.
  • Additional Target Group: Shopkeeper (B2B focus).
  • Responsible for ensuring Coca-Cola is stocked and available.
  • Represents the retail business aspect of the target audience.

3. Psychographic Factors

  • Primary Group (Tapori):
  • Extroverted and flamboyant personality.
  • Casual, outgoing, and social lifestyle.
  • Additional Group (Shopkeeper):
  • Business-oriented mindset.
  • Focused on customer satisfaction and driving sales.

4. Behavioral Factors

  • Primary Group (Tapori):
  • Loyal to Coca-Cola as a brand.
  • High-frequency users of the product.
  • Seeks refreshment, enjoyment, and social bonding.
  • Additional Group (Shopkeeper):
  • Drives economic value by ensuring availability.
  • Plays a key role in satisfying customer demands.

Value Propositions

For Primary Target Group (Tapori):

  1. Functional Value:
  2. Quenches thirst.
  3. Acts as a refreshing drink in hot climates.
  4. Experiential Value:
  5. Provides enjoyment and happiness while consuming.
  6. Social Value:
  7. Strengthens bonds in social settings.

For Additional Target Group (Shopkeeper):

  1. Economic Value:
  2. Increased sales from loyal and regular Coca-Cola customers.
  3. Customer Satisfaction:
  4. Ensures customers get what they desire (Coca-Cola availability).

Strategic Insights

  1. Availability:
  2. Coca-Cola must be easily accessible in local cafes and shops.
  3. Awareness:
  4. Leverage Coca-Cola's existing brand recognition and loyalty.
  5. Ensure both customers and shopkeepers are well-informed about the product.

Comparison with Previous Campaign (North India)

  • Similarities:
  • Core values (functional, experiential, and social) remain unchanged.
  • Strategies (availability and awareness) are consistent.
  • Target group characteristics include youth, extroverts, and high users.
  • Differences:
  • Geography: Transition from North India to Western India.
  • Demography:
    • North India: Sophisticated, upper-class girls and farmers.
    • Western India: Mid-to-low-income tapori and shopkeepers.
  • Psychography:
    • North India: Modern, outgoing, and urban-focused.
    • Western India: Flamboyant, casual, and local-focused.
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