Assignment Cover Sheet

Student Name: Syed Rahman Kazi Faisal Ahamed.

Student Number:School of Law and BusinessCharles Darwin UniversityCasuarina NT 0909

Phone: (08) 8946 6830Unit Name: Unit Code:

Entrepreneurship for Professionals PRT503Lecturers Name:

Jamal El-denAssessment Title: Project Proposal Semester: 2 Year: 2013

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Coca-Cola

BlãKExecutive Summary:

Coca-Cola BlãK has been introduced in 2006 with a view to offer an innovative

beverage in the market. Being a new product in the market, Coca-Cola BlãK needs a

high level of advertising and market oriented approach to be successful in the

beverage market. Having that in mind, several advertising and marketing techniques

and tools have been suggested through answering the three key questions asked in

the case study.

1. If you are in charge of the marketing strategy for Coca-Cola BlãK in

America, who should be your target consumers? Why?

Answer:

Instead of targeting the adult Starbucks and Red Bulls consumers only, the target

customer group for Coca-Cola BlãK could be the young people aged 18-25, as this

group really enjoys caffeinated beverages (Humblin 2013). This targeting could well

turn out to be a wining approach, as Coca-Cola already has a great reputation of a

low-calorie beverage (45 calories/serving) that offers the great taste of Coca-Cola

and with the taste of coffee with it, all in one, the Coca-Cola BlãK could be really

appealing for the target market. And another reason that could well work for this

targeting approach is that the age group of 18-24 is a very young group of people

who always likes anything new and always likes to test new concepts and ideas and

if the Coca-Cola BlãK is positioned properly as the new innovative drink in the

market, it can easily turn out to be a big success story in the market.

2. What kinds of advertising messages would appeal to the target

consumer to cause an attitude change toward Coca-Cola BlãK?

Answer:

As the marketers for a new product, the advertising and promotional strategies play

a highly significant role in setting up the responsiveness of the target customers

towards the new product. Advertising, sales promotions public relations, personal

selling and direct marketing tools have great importance for a new product. These

tools should be used for integrated marketing communications (IMC). By integrated

marketing communications all the tools are used to give a consistent, clear and

compelling company and brand message. In the case of BlãK, integrated marketing

approach model can be exploited, where the message passed through this

communication is very important and can place a product successfully in the market.

Emotional and rational appeal can be utilized in this regard using performance,

humor, excitement and self confidence. Here the suggested communication

message is: “Drink Fusion, Live Fusion”.

While acknowledging the classic aspect of Coca-Cola, it is also very important to

show that the company is being innovative. Focusing on the innovative idea of

combining coffee with the classic cola beverage will appeal to a wider range of the

market, not just Starbucks consumers. Packaging can be a means to accomplish the

task of overcoming the price justification issue. Coke bottles BlãK in glass bottles,

thus giving the perception of value a boost. The shape of the bottle is sleek, slightly

shaped like the contours of a woman’s body, thereby adding sex appeal. Also, the

lettering is gold against the dark bottle color, adding to the sophisticated look of

BlãK. Promotion is another way that Coca-Cola can add to the perceived value to

overcome the issue of price justification.

Different kinds of advertising tools, techniques and mediums can be used to create

awareness among the customers about BlãK. There are two types of advertising

channels that BlãK can use, personal and non-personal channels.

Among personal advertising channels there are several communication tools. Coke

BlãK can use online buying guides, hotlines and online discussion boards. As the

non-personal advertising channels BlãK can use print media such as newspapers,

magazines, outdoor/billboard advertising and different other publications; online

media such as placing banner ads and creating fan pages on different popular

social gathering websites like Facebook, Twitter etc. , using banner ads on Google

play in the Android platform or on istore in iPhones; electronic media such as a TV ,

Radio ads. Celebrity endorsement could be one of the other methods of passing the

advertising message to the intended customers. Here celebrity like famous American

singer Justin Bieber could be a choice because of his age which is as per our target

customer group age and his craze in the young generation.

An idea of the advertising collaterals that can be used is given below:

Billboard Advertising

Transit

Outdoor

Outdoor

Outdoor

Cranes and Construction Zones

Escalators and Elevators

Hotels

3. Compared to ordinary Coca-Cola, Coca-Cola BlãK is expensive

($1.99). How should Coca-Cola BlãK be positioned?

Answer:

Positioning itself with the other soft drinks would not be a good idea for Coca-Cola

BlãK, as most of soft drinks in the market are priced at or under $1.00 for a bottle of

the same size. Rather, Coca-Cola can place BlãK can place in the category with

specialty coffee and energy drinks, thus they will be able to create the value needed

to sell Coca-Cola BlãK at that price. Comparing the $1.99 cost of Coca-Cola BlãK

with the $4.39 that is spent on a Starbucks beverage, consumers could get very

close to the same taste and energy for less money—a better value. Here the main

positing message would be that Coca-Cola BlãK is an innovative product with unique

fusion of soft drink and coffee and it is offered at a comparatively cheaper price.

References:

Humblin, J. 2013, How Much Caffeine Before I End Up in the E.R.?, The Atlantic, viewed 28 May 2013,http://www.theatlantic.com/health/archive/2013/01/how-much-caffeine-before-i-end-up-in-the-er/267129/

Choueke, M. 2005, Coke plans coffee drinks in a bid to reach adult sector, Marketing Week, viewed 27 May 2013, http://www.marketingweek.co.uk/coke-plans-coffee-drinks-in-a-bid-to-reach-adult-sector/2003456.article

Hutson, L. 2006, Coca-Cola Blak's multiple flavors confuse, displease, The

Spokesman-Review, viewed 27 May 2013,

http://www.spokesman.com/stories/2006/jun/21/coca-cola-blaks-multiple-flavors-

confuse-displease/