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2.1.3 Identifying Target Market - Coke Ad 3

Target Group Analysis

For this campaign, the focus shifts to mountainous regions. This includes colder, remote locations and travelers in these areas.

1. Geographic Factors

  • Region: Mountainous areas (e.g., Northeast India or other cold regions).
  • Climate: Cold terrain, remote locations.
  • Travel Context: Suitable for travelers and local professionals.

2. Demographic Factors

  • Primary Target Group: Husband and wife couple (honeymooners).
  • Age: Slightly older youth (20s).
  • Profile: Travelers, carrying personal items during their journey.
  • Secondary Target Group: Mountain guide (local professional).
  • Age: Young adult.
  • Profession: Mountain guide (local expertise).

3. Psychographic Factors

  • Honeymooners:
  • Loving and adventurous couple.
  • Extroverted personality.
  • Seeking enjoyable and memorable experiences.
  • Mountain Guide:
  • Loyal to Coca-Cola, prefers it even in remote locations.
  • Practical and resourceful, carrying Coca-Cola bottles during treks.

4. Behavioral Factors

  • Honeymooners:
  • High-frequency users of Coca-Cola.
  • Enjoy refreshment and social bonding while consuming the product.
  • Mountain Guide:
  • Strong brand loyalty, exclusively chooses Coca-Cola over alternatives.
  • Ensures product availability during guided tours.

Value Propositions

For Honeymooners:

  1. Functional Value:
  2. Refreshing drink during travel.
  3. Experiential Value:
  4. Enhances the enjoyment of shared moments and adventure.
  5. Social Value:
  6. Strengthens their bond through shared consumption.

For Mountain Guide:

  1. Functional Value:
  2. Reliable refreshment during work and travel.
  3. Economic Value:
  4. Supports professional image by providing recognized and preferred products to clients.
  5. Loyalty:
  6. Represents strong preference for Coca-Cola over competing brands.

Strategic Insights

  1. Availability:
  2. Coca-Cola must be accessible even in remote, mountainous regions.
  3. Awareness:
  4. Ensure strong brand recognition and recall (even in colder climates).
  5. Brand Positioning:
  6. Reinforce Coca-Cola’s association with refreshment, regardless of temperature or terrain.

Unique Insights: "Thanda Matlab Coca-Cola"

  • Cultural Relevance:
  • In India, "Thanda" (cold drink) is a generic term for aerated soft drinks.

  • The campaign associates Coca-Cola with "Thanda", ensuring:

    • Retailers automatically offer Coca-Cola when customers ask for a cold drink.
    • Customers are satisfied because their expectation of "Thanda" aligns with Coca-Cola.

  • Consumption Trends:

  • India’s hot and humid climate leads to higher consumption of soft drinks during summer months.
  • Associating Coca-Cola with "Thanda" builds a strong connection with Indian consumers.

Key Takeaways

  • The campaign maintains consistent values (functional, experiential, and social) across diverse target groups.
  • The target group profiles adapt to the geographic and demographic context:
  • Northern India: Sophisticated urban youth and farmers.
  • Western India: Tapori youth and shopkeepers.
  • Mountainous Region: Honeymooning couples and local mountain guides.

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  • Strategies of availability and awareness are applied universally, ensuring Coca-Cola’s strong presence and loyalty across different terrains and customer profiles.

This approach demonstrates Coca-Cola's ability to adapt its messaging while maintaining a consistent brand identity.

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