coca cola ho jao good ke liye crazy
DESCRIPTION
presentation about Coke's new campaign in Pakistan i.e. Crazy for Good. or Hojao Good k lea crazy.TRANSCRIPT
![Page 1: Coca cola ho jao good ke liye crazy](https://reader033.vdocuments.net/reader033/viewer/2022052412/55890d73d8b42aa8488b46d5/html5/thumbnails/1.jpg)
Presenter:Rizwan Hafeez
![Page 2: Coca cola ho jao good ke liye crazy](https://reader033.vdocuments.net/reader033/viewer/2022052412/55890d73d8b42aa8488b46d5/html5/thumbnails/2.jpg)
Introduction
• Georgia on 8 May 1886, the first Coca-Cola was described as “delicious and refreshing”.
• The Coca-Cola Company established a new Company in Pakistan in 1996, by the name of “Coca-Cola Beverages Pakistan Limited”
![Page 3: Coca cola ho jao good ke liye crazy](https://reader033.vdocuments.net/reader033/viewer/2022052412/55890d73d8b42aa8488b46d5/html5/thumbnails/3.jpg)
Continue…
• CCBPL started the process of acquiring and investing in locally franchised bottling operations. This process was completed in 2006 and, thereafter, all manufacturing and selling rights of Coca-Cola products are now with CCBPL.
![Page 4: Coca cola ho jao good ke liye crazy](https://reader033.vdocuments.net/reader033/viewer/2022052412/55890d73d8b42aa8488b46d5/html5/thumbnails/4.jpg)
Chronology of Slogans
• 2001 life is good• 2003 Jo Chaho Hojae
Coca-Cola enjoy• 2006 Thanda Matlab
Coca-Cola• 2007 Kha Le Pee Le Jee Le
("eat drink live")
![Page 5: Coca cola ho jao good ke liye crazy](https://reader033.vdocuments.net/reader033/viewer/2022052412/55890d73d8b42aa8488b46d5/html5/thumbnails/5.jpg)
Continue……
• 2008 Aaja Jashan Manaly• Burrrrrrrrr
("Refreshment" )(2009)• 2012 Open Happiness
![Page 6: Coca cola ho jao good ke liye crazy](https://reader033.vdocuments.net/reader033/viewer/2022052412/55890d73d8b42aa8488b46d5/html5/thumbnails/6.jpg)
Competitors
Main Competitor• PepsiOther Competitors• Gourmet• Pakola
![Page 7: Coca cola ho jao good ke liye crazy](https://reader033.vdocuments.net/reader033/viewer/2022052412/55890d73d8b42aa8488b46d5/html5/thumbnails/7.jpg)
Market Share
Pepsi ; 65%
Coca-Cola; 30%
Others; 5%
![Page 8: Coca cola ho jao good ke liye crazy](https://reader033.vdocuments.net/reader033/viewer/2022052412/55890d73d8b42aa8488b46d5/html5/thumbnails/8.jpg)
Beverages: Major Brands are: • Coke • Minute Maid • Kinley • Maaza• Sprite • Fanta
Product Line
![Page 9: Coca cola ho jao good ke liye crazy](https://reader033.vdocuments.net/reader033/viewer/2022052412/55890d73d8b42aa8488b46d5/html5/thumbnails/9.jpg)
Price
• Competitive Pricing Strategy
![Page 10: Coca cola ho jao good ke liye crazy](https://reader033.vdocuments.net/reader033/viewer/2022052412/55890d73d8b42aa8488b46d5/html5/thumbnails/10.jpg)
Segmented Pricing Strategy
Coke uses the segmented pricing strategy for its Original Coke. For instance, Coca-Cola offers liter bottles, 6-pack cans, 6-pack bottles, and 12-pack cans of the same product, all for separate prices. By their product in different sizes and at different costs, they get to increase their revenue, because there is not much difference in the costs required to produce the products.
![Page 11: Coca cola ho jao good ke liye crazy](https://reader033.vdocuments.net/reader033/viewer/2022052412/55890d73d8b42aa8488b46d5/html5/thumbnails/11.jpg)
Promotional Pricing Strategy
• Coke also uses the promotional pricing strategy. In store that cell Coca-Cola, prices are often temporarily priced below the list price to increase short-run sales. It gives the product a sense of urgency and customers purchase the product because of the lower price.
![Page 12: Coca cola ho jao good ke liye crazy](https://reader033.vdocuments.net/reader033/viewer/2022052412/55890d73d8b42aa8488b46d5/html5/thumbnails/12.jpg)
Sale Promotion strategy
• Sale Promotion Coca Cola Company also does sponsorships with different college and school's cafes and sponsors their sports events and other extra curriculum activities for getting market share. Normally they keep their freezers near the entrance of the stores. Sale Promotion Company also does sponsorships with different college and school's cafes and sponsors their sports events and other extra curriculum activities for getting market share.
![Page 13: Coca cola ho jao good ke liye crazy](https://reader033.vdocuments.net/reader033/viewer/2022052412/55890d73d8b42aa8488b46d5/html5/thumbnails/13.jpg)
Place
• Available in all major cities of Pakistan.
• In rural areas penetration is slow due to lack of sound distribution network.
![Page 14: Coca cola ho jao good ke liye crazy](https://reader033.vdocuments.net/reader033/viewer/2022052412/55890d73d8b42aa8488b46d5/html5/thumbnails/14.jpg)
Promotion
• News paper ads• Billboard and holdings• TVC’s• Coke Studio (2008)• Vending machine• ‘Ho Jao Good Ke Liye Crazy’ campaign
![Page 15: Coca cola ho jao good ke liye crazy](https://reader033.vdocuments.net/reader033/viewer/2022052412/55890d73d8b42aa8488b46d5/html5/thumbnails/15.jpg)
Campaigns
• Target Customers : General Public specially youth
• Psychological impact : Social and moral values.
• Changing consumers taste
![Page 16: Coca cola ho jao good ke liye crazy](https://reader033.vdocuments.net/reader033/viewer/2022052412/55890d73d8b42aa8488b46d5/html5/thumbnails/16.jpg)
Competition
Sports based campaign Social Campaign
VS
![Page 17: Coca cola ho jao good ke liye crazy](https://reader033.vdocuments.net/reader033/viewer/2022052412/55890d73d8b42aa8488b46d5/html5/thumbnails/17.jpg)
New Campaign
• Coca Cola Pakistan’s creative agency launched a new promotional campaign “Ho jao good k lea crazy”on December 23rd 2012 i.e. part of Coca Cola’s Global Cultural Leadership Programme “Crazy for Good”.
• This campaign is extension of the earlier campaign of 2012 i.e. “Ho Yaqeen” which is also based on Coke’s global theme, “Reasons to believe”
![Page 18: Coca cola ho jao good ke liye crazy](https://reader033.vdocuments.net/reader033/viewer/2022052412/55890d73d8b42aa8488b46d5/html5/thumbnails/18.jpg)
Idea! (Ho Yaqeen)
• The earlier campaign “Ho yaqeen” was based on the documentaries created by SOC (Sharmeen Obaid Chinoy) Films.
• This campaign was in six parts
• There were the stories of six individuals who aimed themselves at creating difference in the society by transforming Pakistan at grassroots level.
![Page 19: Coca cola ho jao good ke liye crazy](https://reader033.vdocuments.net/reader033/viewer/2022052412/55890d73d8b42aa8488b46d5/html5/thumbnails/19.jpg)
Ho Jao Good k lea Crazy!!
• Crazy for Good campaign has been launched in almost 10 countries simultaneously.
• The campaign aims at prevalence of goodness in society through recognizing the act of kindness and keeping people happy through little acts of goodness.
• This campaign calls on the youth of Pakistan to turn their beliefs into actions.
• Ho yaqeen campaign was a bit somber in tone, whereas this one is unusual, light-hearted and more approachable.
![Page 20: Coca cola ho jao good ke liye crazy](https://reader033.vdocuments.net/reader033/viewer/2022052412/55890d73d8b42aa8488b46d5/html5/thumbnails/20.jpg)
TV COMMERCIAL FOR HOJAO GOOD K LEA CRAZY
![Page 21: Coca cola ho jao good ke liye crazy](https://reader033.vdocuments.net/reader033/viewer/2022052412/55890d73d8b42aa8488b46d5/html5/thumbnails/21.jpg)
Insights
• It is based on the insights that people have lost the sight of kindness and if anybody does any good he/she is considered as crazy.
• So, through “crazy for good” Coca Cola cheers people to “Go crazy for good” by showcasing those who are already spreading happiness to inspire people and encouraging them to join the movement.
• To unite all the efforts a central hub is created for sharing those inspiring little stories. http://www.kindness.coca-cola.com/pk
![Page 22: Coca cola ho jao good ke liye crazy](https://reader033.vdocuments.net/reader033/viewer/2022052412/55890d73d8b42aa8488b46d5/html5/thumbnails/22.jpg)
![Page 23: Coca cola ho jao good ke liye crazy](https://reader033.vdocuments.net/reader033/viewer/2022052412/55890d73d8b42aa8488b46d5/html5/thumbnails/23.jpg)
![Page 24: Coca cola ho jao good ke liye crazy](https://reader033.vdocuments.net/reader033/viewer/2022052412/55890d73d8b42aa8488b46d5/html5/thumbnails/24.jpg)