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Identifying Target Market

Target Consumer Analysis

  • Target Groups Identified:
    • Three Girls:
      • Urban residents.
      • Likely from North India (e.g., Punjab).
      • Age group: Young (students or early in their careers).
      • Socio-economic class: Upper class (well-off with chauffeur-driven car).
      • Lifestyle: Modern, social, and extroverted.
    • Sugarcane Farmer:
      • Rural resident.
      • Likely from North India (e.g., Punjab).
      • Age group: Young.
      • Occupation: Farmer.
      • Socio-economic class: Lower or middle class (rural economy).
  • Context:
    • Climate: Hot, blazing sunlight (indicating thirst).
    • Location: Rural highway setting (sugarcane fields).

Behavioral and Personality Insights

  • Shared Traits:
    • Friendly and extroverted.
    • Loyal to Coca-Cola as a brand.
    • Regular users of Coca-Cola.
  • Lifestyle Indicators:
    • Girls: Modern and outgoing (talking about discos, wearing fashionable attire).
    • Farmer: Practical and hardworking, yet loyal to Coca-Cola despite other drink options (water, sugarcane juice).

Consumer Values

Coca-Cola provides multiple levels of value to its consumers:

  1. Functional Value:
    • Quenches thirst.
    • Acts as a refreshing drink in hot climates.
  2. Experiential Value:
    • Enjoyment and happiness while consuming the product.
    • Symbolizes fun and relaxation.
  3. Social Value:
    • Strengthens social bonds during shared moments (e.g., friends drinking together).
    • A brand associated with togetherness and youth culture.

Historical Consistency of Values

  • Coca-Cola’s branding has consistently focused on:
    • Social value: Bringing people together in various settings (indoor parties, outdoor activities).
    • Experiential value: Enhancing enjoyment during social gatherings.
    • Functional value: Offering a refreshing solution to thirst.

Examples include earlier ad campaigns from the U.S. in the 60s and 70s, where Coca-Cola symbolized happiness, refreshment, and social connection.

Strategic Implications for Coca-Cola

Key Strategies for Targeting These Consumers

  1. Availability:
    • Ensure Coca-Cola is accessible in diverse settings, such as:
      • Highways.
      • Rural areas.
      • Non-traditional locations (e.g., sugarcane fields).
  2. Awareness:
    • Leverage existing brand recognition and loyalty.
    • Maintain strong communication campaigns to reinforce Coca-Cola’s image as a preferred beverage.
  3. Communication:
    • Highlight the core values of Coca-Cola in advertisements:
      • Refreshment (functional value).
      • Happiness and enjoyment (experiential value).
      • Togetherness (social value).
  4. Emotional Connection:
    • Appeal to the emotional and social aspects of the consumer experience.
    • Emphasize the brand’s association with shared moments and youth culture.

Summary of Insights

  • Coca-Cola’s success lies in its ability to connect with consumers on multiple levels:
    • Functional needs (thirst and refreshment).
    • Emotional engagement (happiness and enjoyment).
    • Social bonding (shared experiences).
  • A successful marketing strategy for Coca-Cola involves ensuring availability, enhancing brand awareness, and fostering emotional connections with the audience.

By analyzing such campaigns, marketers can understand the thought processes and strategic planning required to develop impactful marketing initiatives.

Key Characteristics of Target Group

When analyzing target groups, it is important to categorize and understand their characteristics across different dimensions. Below are the key factors to consider:

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1. Geographic Factors

  • These factors relate to the physical location and environment of the target group.
  • Examples:
    • Region: North India, specifically Punjab.
    • Urban vs Rural: Differentiation between urban areas (e.g., the girls) and rural areas (e.g., the sugarcane farmer).
    • Climate: Hot and sunny conditions influencing needs like thirst and refreshment.

2. Demographic Factors

  • These are measurable statistical data about the population.
  • Examples:
    • Age: Young individuals (students, early job professionals, and young farmers).
    • Gender: Girls (urban) and a male farmer (rural).
    • Profession:
      • Girls: Likely students or early in their careers.
      • Farmer: Sugarcane farming.
    • Socio-Economic Classification:
      • Girls: Upper class (chauffeur-driven car, modern lifestyle).
      • Farmer: Likely middle or lower class (rural economy).

3. Psychographic Factors

  • These relate to the personality, attitudes, and lifestyle of the target group.
  • Examples:
    • Personality:
      • Extroverted and friendly.
      • Modern and outgoing (disco culture, fashionable attire).
    • Lifestyle:
      • Girls: Modern and urban lifestyle.
      • Farmer: Practical and rural, yet open to social interaction.

4. Behavioral Factors

  • These focus on the actions and behaviors of the target group as consumers.
  • Examples:
    • Travelers: Girls traveling on the highway and engaging in spontaneous social interaction.
    • Brand Loyalty:
      • The farmer’s preference for Coca-Cola despite access to alternatives (water, sugarcane juice).
    • Usage:
      • Regular consumers of Coca-Cola, associating it with thirst quenching, refreshment, and social bonding.

These elements form the foundation for creating a well-rounded marketing strategy tailored to the target audience.

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:
    • Quenches thirst.
    • Acts as a refreshing drink in hot climates.
  2. Experiential Value:
    • Provides enjoyment and happiness while consuming.
  3. Social Value:
    • Strengthens bonds in social settings.

For Additional Target Group (Shopkeeper):

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

Strategic Insights

  1. Availability:
    • Coca-Cola must be easily accessible in local cafes and shops.
  2. Awareness:
    • Leverage Coca-Cola's existing brand recognition and loyalty.
    • 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.

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

For Mountain Guide:

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

Strategic Insights

  1. Availability:
    • Coca-Cola must be accessible even in remote, mountainous regions.
  2. Awareness:
    • Ensure strong brand recognition and recall (even in colder climates).
  3. Brand Positioning:
    • 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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