Docstoc

Coke_creative_brief

Document Sample
Coke_creative_brief Powered By Docstoc
					Coke Presents Black Ops Goes Red: Campus
                Challenge




                Creative Brief

    Travis Gold, Greg Pogue, Kelcie Prazan, Eric Zysk
                   Group #2 4/28/11
            MKTG 488, Stone, T/R 2-3:50PM
                                                        0|Page
Situation Analysis—What is Going on that is Background to this Work?:

      What does Coca-Cola® think about their brand?

           o Powerful: The most popular brand in the world. The red and silver symbol is the
             most recognized brand on the earth. Creates culture.

           o Consistent: The marketing team behind brand Coke® has brilliantly stayed
             consistent with Coke’s brand image.

           o Happy: A bottle of Coca-Cola can put a smile on anyone’s face.

      What does the consumer perceive Coke to be?

           o Widely Available: Coke can be found anywhere from grocery stores to
             sporting events. It can also be found all around the world in rural
             areas and urban cities.

           o Addictive and Refreshing: Whether it is the aspartame, high fructose corn syrup,
             or caffeine that is found in Coke, many people feel that they have a compulsive
             desire to consistently consume Coca-Cola because of these ingredients. If the
             new Coke recipe fiasco has proven anything, it’s that people have loved the taste
             of classic Coke for nearly 125 years. That nostalgia doesn’t seem to be slowing
             down anytime soon.

      What does the marketplace want?

           o Consistency: The Coca-Cola brand has been around since 1886.

           o Power: The brand has been around for so long that it has a persona of its own.

           o Creativity: Unique advertising for the Coke brand has been around for many
             years.

           o Addictive and Refreshing: Caffeine has addictive properties that help to make
             Coke refreshing to consumers.

Business Opportunity—Why are we Initiating this Work?:

        The Pacific Northwest is home to Microsoft® headquarters. Because of this, Microsoft
has many brand-loyal customers in the Pacific Northwest. These include a large number of Xbox
360® consumers. Since Microsoft already has a loyal customer base in the video gamer market,
there is no better way for brand Coke to reach this potential target market than to co-brand
with Xbox 360 in an atmosphere where both brands are meeting the potential consumers’
needs. Xbox 360 will provide the Call of Duty®: Black Ops™ game that gamers will be competing
with, and Coca-Cola will be providing free refillable plastic bottles and free Coke soda fountain
beverages to all participants. Both Xbox 360 and Coke will provide prizes to the competition
winners. Through co-sponsoring gaming competitions throughout the Pacific Northwest, brand

                                                                                       1|Page
Coke will regain top-of-mind awareness in the heads of university students. When looking for a
drink to give them energy to continue gaming, consumers will purchase Coke instead of an
energy drink. They will also choose Coke to drink in their everyday lives. The next time they
head to the grocery store or to a restaurant, these consumers will remember how well Coke
treated them, and they will yearn and ask for the refreshing qualities of Coca-Cola.

Brand Positioning Statement:

To males between the ages of 18-24, brand Coke is the energy drink of choice that tastes better
than most other energy drinks because consumers feel ‘cool’ while drinking Coca-Cola and
enjoy the refreshing qualities of the beverage.

       Frame of Reference: other drinks that give consumers energy

       Point of Difference: tastes better than most other energy drinks

       Support:

           o Intrinsic: tastes good; gives consumers energy; refreshing

           o Extrinsic: ‘cool’ to drink—peer approved

       Dictionary:

           o Cool = Drinking Coca-Cola is a welcomed activity by peers of a college-aged
             gamer. It helps the consumer to feel accepted into the culture of gaming.

           o Refreshing = The stimulating qualities of Coca-Cola help to quench the thirst of
             consumers and their desire for a carbonated beverage is fulfilled.

Target Market Analysis (Geographic/Demographic/Psychographic):

Primary Target Market:

   Main Dimension              Segmentation Variable                 Typical Breakdown

       Geographic                      Region                         Pacific Northwest

                                   Statistical Area             Colleges or Universities with
                                                                     10,000+ students

       Demographic                      Age                                18-24

                                         Sex                   Male (11,216,000 men between
                                                             the ages of 18-34 have drank Coca-
                                                               Cola Classic in the last 6 months
                                                                       [See Appendix])



                                                                                      2|Page
                Stage of Family Life Cycle       Young, Single, No Children

                   Household Income                  Under $20,000 per year

                       Occupation               College or University Student

                       Education             Currently in Undergraduate College
                                                   or University Program

                          Race               Primarily Caucasian (20,651,000
                                             male video gamers are white [See
                                                        Appendix])

                   Home Ownership                            Rent Home

                        Dwelling                             Apartment

Psychographic           Lifestyle                        8% more likely than the
                                                         average consumer to drink
                                                             energy drinks [See
                                                                 Appendix]

                                                         5% more likely to be deal-
                                                            prone [See Appendix]

                                                        4% more likely to snack [See
                                                                Appendix]

                                                        3% more likely to eat foods
                                                           they like regardless of
                                                          number of calories [See
                                                                 Appendix]

                                                        plays video games in spare
                                                          time—prides himself on
                                                              excelling at them

                       Personality             Competitive, shy, introverted




                                                                           3|Page
Secondary Target Market:

   Main Dimension          Segmentation Variable                    Typical Breakdown

     Geographic                     Region                           Pacific Northwest

                                Statistical Area           Colleges or Universities with
                                                                10,000+ students

    Demographic                       Age                                  18-24

                                      Sex                 Female (9,970,000 women have
                                                        drank Coca-Cola Classic in the last 6
                                                             months [See Appendix])

                           Stage of Family Life Cycle       Young, Single, No Children

                              Household Income                  Under $20,000 per year

                                  Occupation               College or University Student

                                  Education             Currently in Undergraduate College
                                                              or University Program

                                     Race                 Caucasian (12,152,000 female
                                                            video gamers are white)

                              Home Ownership                            Rent Home

                                   Dwelling                             Apartment

    Psychographic                  Lifestyle                        8% more likely than the
                                                                    average consumer to drink
                                                                        energy drinks [See
                                                                            Appendix]

                                                                    5% more likely to be deal-
                                                                       prone [See Appendix]

                                                                   4% more likely to snack [See
                                                                           Appendix]

                                                                   3% more likely to eat foods
                                                                      they like regardless of
                                                                     number of calories [See
                                                                            Appendix]

                                                                   plays video games in spare
                                                                     time—prides himself on
                                                                                      4|Page
                                                                          excelling at them

                                      Personality               Competitive, shy, introverted



Target Audience Personification:

        Dwight is a 20-year old male who is in the second quarter of his sophomore year at
Central Washington University. He grew up in the Pacific Northwest and is currently single with
no children. Dwight is Caucasian with curly brown hair, lots of acne, and thick-rimmed glasses.
He often wears flannel and/or plaid shirts with denim jeans. He has a part-time job as a store
clerk at GameStop®, an electronics and video game store. He rents an apartment with two
other white males that he met when he lived in the dorms his freshman year of college. When
Dwight has free time, he and his roommates play Xbox 360 games (more specifically Call of
Duty: Black Ops). They are very competitive against each other and against their online
opponents. To keep themselves energized during the video game, Dwight and his roommates
often drink energy drinks. These drinks are easily accessible and easy to open while still playing
a video game. Since Dwight and his roommates are college students, they get most of their
money from their parents, but use their part-time jobs to subsidize the cost of video games and
energy drinks. Dwight and both of his roommates tend to be very shy and introverted once they
leave their apartment, but don’t let their exterior fool you—they are very competitive when it
comes to gaming. They often cuss and playfully torment each other when they are in the
gaming mindset.

Existing Brand Equities:

[See Appendix for Visual Inventory]

      What Already Exists:
         o The Coca-Cola color of red and the can/bottle is a hallmark of the Coca-Cola
             brand. The company also has a strong identity built around the contour of the
             cola bottle, which has been used time and time again to represent the brand.
             The Call of Duty brand focus on a warfare based theme with a main color scheme
             of black.
      What Exists but is not Preferred:
         o We want to emphasize that the warfare aspect of the game is purely fictional
             and we are encouraging friendly competition between college students and are
             in no way promoting violence.
      What the Marketplace Norms are:
         o When deciding on which elements of the Coca-Cola style to use on this project,
             the original Coca-Cola design is the focal point of the project. The signature font


                                                                                       5|Page
                 on the label and the color red need to be the foundation of the brand’s
                 representation.

What is the Work to be Done?:

   Objective:

       o To create a video game competition that will increase brand knowledge of Coca-Cola
         and increase market share in the video gamer demographic.

   Content and Style:

       o This event will target colleges and universities in the Pacific Northwest. Starting in
         October of 2011, Coca-Cola will be traveling to any college campus with over 10,000
         students and where Coke can reach an agreement with the school for this event.
         This event will be a tournament based competition, where the best players will win
         prizes. The sponsored game will be Call of Duty: Black Ops, the most
         popular and recent Call of Duty title. This event will take place on
         campuses in large facilities capable of holding upwards of 1,000
         students. Coca-Cola will have three rooms set up, two smaller rooms
         and one large room. The two smaller rooms will hold 20 televisions
         and 20 hooked up Xbox 360 consoles. These rooms will be
         designated as the gaming rooms, where the tournaments will be
         taking place. The larger room will be a common area with a DJ, free
         fountain Coke drinks provided via a Coca-Cola freestyle machine,
         refillable plastic Coke bottles, prize drawings, and food. There will
         also be large televisions with updates on current gamer’s rankings
         and will be showing live games in progress. This will be an all-day
         event going from 10:00 a.m. to 8:00 p.m. The events will take place
         on Saturdays, with a new school every week.

       o What is the mood or feeling the consumer should feel after going to the event?

                    The consumer will feel a stronger emotional tie to Coca-Cola and recognize
                     their efforts at being a part of the video gaming community.

       o What is the priority of the communication elements?

                    Brand name: Coca-Cola

                    Event name: Coke Presents Black Ops Goes Red: Campus Challenge

                    Promotion:

                           Social media: A Facebook® and Twitter® page to help spread
                            awareness of the video game tournament. When a user “Follows” or
                            “Likes” our page, they will be automatically entered into a “Free Coke

                                                                                           6|Page
                   for a year” drawing. Each time that user either “Recommends” or
                   “Retweets” this promotion, their name will be entered into the
                   drawing again.

                  Signage: We will place 3’x5’ banners across campuses in the Pacific
                   Northwest. These banners will be placed in strategic locations with a
                   strong area of foot traffic. The banners will have basic information on
                   what the event is, where it will be, and a website (Facebook and
                   Twitter) link for more information.

                  Word of mouth: Since we are targeting college ‘gamers,’ we are very
                   confident that they will spread the word to their Xbox 360 online
                   Friends list while playing a popular video game.

                  Free handouts: We will have representatives handing out Coca-Cola
                   products, while describing the event on college campuses. Some of
                   these products will be bottles of Coke, Frisbees®, hats, t-shirts, key
                   chains, etc. Since the majority of college students love free gifts, this
                   added buzz will be very effective marketing and PR.

                  Prizes:

                        o Campus winners:

                                 1st Place - $1,000 and free Coke for a year

                                 2nd Place - $500 and free Coke for 6 months

                                 3rd Place - $100 and free Coke for 1 month

                                 Top 50 gamers will receive a copy of the sponsored
                                  Video game on Xbox 360- Call of Duty: Black Ops

                                 Top 150 gamers will receive a rebate for a free 12-pack
                                  of Coca-Cola

o What adjectives come to mind that you would use to describe this work?

         High octane
         Intense
         Competitive
         Social
         Fun
         Entertaining
         Interactive

                                                                                   7|Page
       o In order to represent Coca-Cola as the world’s most powerful brand, we will hold
         this event in the highest quality. Coca-Cola understands the importance of loyal
         customers, so being professional and reaching out to this demographic is of the
         upmost importance.

Other mandatory items:

      The Coca-Cola brand name and logo will be clearly displayed on all promotional
       materials and at the event. Coke strongly believes in mere exposure- the more the
       consumer sees the brand, the more they will crave it at a later date.
      Taglines, communication elements, and localized grammar are not applicable to this
       event.

Output Parameters:
    For posters placed on college campuses, they need to be well secured and centrally
      located as to be highly visible and long lasting. They also need to be waterproof.

Expected Results, Metrics of Success:

      Anticipated Results:
          o Increased sales in the Pacific Northwest among the desired target market.
          o Increased brand awareness in the regions that the events are held.
      Measurement:
          o Track the sales of Coke in each region before and after the event takes place.
          o Follow reaction on social media.




                                                                                    8|Page

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:15
posted:10/11/2011
language:English
pages:9