Description
hypothetical brand relaunch for the failed coca cola brand Coke Vanilla. Vanilla Coke was launched with Vivek Oberoi in a retro theme but the campaign and the product both bombed. This document is an attempt to rebrand the brand and the product by us by associating it with movie Rab ne bana di jodi ( SRK starrer).
BRAND RELAUNCH:COKE VANILLA
E VENT A SSOCIATED : YRF F ILMS R AB N E B ANA D I J ODI
EXECUTIVE SUMMARY
The Coke Vanilla was launched in India in 2004.It featured a heavy campaign but still the product failed and was out of sight till 2005.Our team has worked on the strategy for re-launch of the product in india.The event which has been associated with the brand is the movie "Rab Ne Bana Di Jodi”The main concept of the strategy is the repositioning of the drink.Vanilla flavor is assumed to be smooth,simple and sweet(in taste).The same qualities can be attributed to love.In our campaign the Coke Vanilla has been positioned as “The Coke with a Hint of Love”.The positioning not only projects the new drink as a flavor extension of the classic coke but also gives it a unique identity by linking it with the feeling Love.The movie RNBDJ also has a Love based theme in which the protagonist is simple and good human being and is deeply in love with the heroine. The Movie association enforces the fact Its special to be simple as SRK.The whole campaign is made in sync with Coca Colas global campaigns of Celebrating Happiness.We have extended it to Celebrating Love with Coke Vanilla due to its smooth and sweet flavor.There are two phases of communication strategy. First with the movie release and second after the movie is off theatres.Both have the common theme of Love and coke vanilla becomes the reason to celebrate.The proposed campaign is totally different from the previous campaign which failed.This campaign projects the Coke Vanilla as a drink for lovers.The love is not just the love between a boy and a girl but also Husband and wife,among family members,old couples etc.The campaign suggests if you are in love we have a reason for you to be together which is a drink which is simple,pure and sweet as love.
ANALYSIS OF COKE VANILLA A brand new variant from Coca Cola : Vanilla Coke was launched in India and other parts of the world. The brand targeted at the metro youth was quite different. It was different in taste, promotion, package, price etc. Vanilla Coke was promoted in retro style. The brand had Vivek Oberoi , the then bollywood star endorsing the brand in an unusual style. Vivek sported the retro look with typical combination of Elvis style + Shammi Kapoor style in an Old Lamby Scooter screaming “Wakaoo”.
REASONS OF FAILURE OF PREVIOUS LAUNCH First let’s analyze how Coke Vanilla failed in 2004. The major factors which can identified as the reasons for its failure were a. Targeting youth with a retro theme didn?t appeal much b. The brand was priced at a premium over the ordinary coke c. Instant comparisons with classic Coke d. The taste didn?t go too well with the target Audience. e. Taste similar to existing products like ice-cream floats f. Lack of connect with slice-of-life Coke commercials SEGMENTATION AND TARGETING
Segmentation would be based on Behavioral Segmentation on the broader sense.We will use Occasion Behavioral Variable as the starting point for market segmentation.We will follow Love as an occasion.Love can be a reason for celebration,being together,dinner, families get-together etc.So under this broad segment we will have the following demographic segments
1) Youngsters( (Age 18-30) a) Committed b) Dating c) Single but finding a partner 2) Married couples with children (Age 30 -55) 3) Old Couples(Age 55 or above) The target group would be couples and children in our case. REPOSITIONING
Coke Vanilla was positioned as a Youth Drink mainly in metros.In our campaign we will position it as a drink to celebrate love.We will position it as “Coke with a hint of love”.The smoothness,sweetness and simplicity of the vanilla flavor can be attributed to the emotion of love.So consumer will see Coke Vanilla as a Drink linked to Love. Love can be as in a young couple,marriage,parental love or family love. MARKETING MIX Table 1 Product Price Promotion Place Unchanged Coke Vanilla Same as Coca Cola, Pepsi etc.No Premium Refer Communication Strategy below Available at all places mainly Restauraunts,college canteens. Initially 500 ml and 1 litre pet bottles.No Regular Glass Bottles(RGB)
„RAB NE BANA DI JODI? AND BALANCED PROMOTION
The Coke Vanilla would be linked with the emotional attribute of love during Relaunch.Rab ne Bana Di Jodi is an out and out Romantic movie.Indian consumers are quite emotional. Vanilla flavor is many a times associated with romance as roses are.So RNBDJ a romantic movie suits well with the launch of such product.The theme of the movie and the new positioning strategy of Coke Vanilla are also similar.Both celebrate the power of Love and Simplicity.A simple addition to Coke,the vanilla flavor and The simple Surinder Sahni go quite hand in hand. Balance in promotion is maintained by the fact that the theme of both the product and the movie is very similar.Love as an attribute is inherent to both.So the promotional campaign involving both would actually complement both Coke Vanilla as well as RNBDJ.The question of overshadowing doesn’t arise in this case as the theme is kept absolutely common and also some promotional schemes involving both products are also designed e.g.Ads and Jodi Packs. COMMUNICATION STRATEGY
Communication Strategy would be done in two phases.There will be a common positioning in both phases. P HASE 1 Phase 1 will be totally associated with the release of YRF’s new movie “Rab ne bana di Jodi”.The film basically is love story and Coke Vanilla is a drink positioned as a drink with soft and subtle flavour and is associated with love.We will associate the attribute of love with both.The communication strategy would be such that the drink will be associated with the characters of the movie who are in love.The communication idea would be that lovers drink Coke Vanilla due to its sweet flavor.We will position Vanilla flavor as Hint of Love in coke.There can be two types of advertisements for this 1) Print Ad: The print Ad(featuring Before Release of the movie) will show the main characters of the movie Suri(SRK) and Dhani(Anoushka) in some scene from the
movie.The coke vanilla will added to that scene as a product which associates love for each other.Two example ads are attached with the analysis. In the first Ad we show SRK as Raj offering Coke Vanilla to Anoushka as a gift of love.The ad feautures the line Coke with a hint of love and also celebrate love. The second Ad shows SRK as Surinder Sahni seeing a bottle of Coke Vanilla and remembering the heroine.The coke bottle symbolizes love here.
2) Video Ad:The video ad will be similar to other ads that associate products with movies e.g.Ddamas associates itself to the heroines in movies for their beauty. We will show different Romantic Scenes from the movie RNBDJ and then the Coke Vanilla will be flashed and associated with the scene and the tag line Coke with hint of love and Celebrate Love will be linked to the ad. 3) “Rab Ne Bana Di Jodi” Packs: Pre –Release special double packs known as Jodi packs would be made available in theatres and shops.The dual pack will either be one on one free or a money saver pack depending upon the feasibility.This campaign will be run for a week prior to the release of the movie will continue 2 days after the release. P HASE 2 Phase 2 will begin after the movie has been released and all hype related to the movie has cooled down.The second phase will feature Ads featuring Couples in love enjoying Coke Vanilla.One phase 2 ad is also attached with the analysis. The main theme of the Ad is Celebration of Love through Coke Vanilla.This phase has been designed to sustain the product after the movie gets off the theatres as well as minds of people.
SUSTAINABILITY ANALYSIS Table 2
Parameter Celebrity Segment Positioning
Comparison to Original Coke
Analysis Due to RNBDJ association Shahrukh is directly linked with Coke Vanilla.SRK is one of the biggest person brands in the country. A Large Segment is targeted in relaunch strategy as compared to Metro youth in the failed Campaign. Positioned as too bold a drink with “wakaoo” word and also positioned as a ice cream like drink.In relaunch Positiong is kept as simple as the flavor “Coke with a hint of love” The Vanilla Coke is positioned different from the classic coke so comparisons would be less as compared to last campaign.
doc_397910845.pdf
hypothetical brand relaunch for the failed coca cola brand Coke Vanilla. Vanilla Coke was launched with Vivek Oberoi in a retro theme but the campaign and the product both bombed. This document is an attempt to rebrand the brand and the product by us by associating it with movie Rab ne bana di jodi ( SRK starrer).
BRAND RELAUNCH:COKE VANILLA
E VENT A SSOCIATED : YRF F ILMS R AB N E B ANA D I J ODI
EXECUTIVE SUMMARY
The Coke Vanilla was launched in India in 2004.It featured a heavy campaign but still the product failed and was out of sight till 2005.Our team has worked on the strategy for re-launch of the product in india.The event which has been associated with the brand is the movie "Rab Ne Bana Di Jodi”The main concept of the strategy is the repositioning of the drink.Vanilla flavor is assumed to be smooth,simple and sweet(in taste).The same qualities can be attributed to love.In our campaign the Coke Vanilla has been positioned as “The Coke with a Hint of Love”.The positioning not only projects the new drink as a flavor extension of the classic coke but also gives it a unique identity by linking it with the feeling Love.The movie RNBDJ also has a Love based theme in which the protagonist is simple and good human being and is deeply in love with the heroine. The Movie association enforces the fact Its special to be simple as SRK.The whole campaign is made in sync with Coca Colas global campaigns of Celebrating Happiness.We have extended it to Celebrating Love with Coke Vanilla due to its smooth and sweet flavor.There are two phases of communication strategy. First with the movie release and second after the movie is off theatres.Both have the common theme of Love and coke vanilla becomes the reason to celebrate.The proposed campaign is totally different from the previous campaign which failed.This campaign projects the Coke Vanilla as a drink for lovers.The love is not just the love between a boy and a girl but also Husband and wife,among family members,old couples etc.The campaign suggests if you are in love we have a reason for you to be together which is a drink which is simple,pure and sweet as love.
ANALYSIS OF COKE VANILLA A brand new variant from Coca Cola : Vanilla Coke was launched in India and other parts of the world. The brand targeted at the metro youth was quite different. It was different in taste, promotion, package, price etc. Vanilla Coke was promoted in retro style. The brand had Vivek Oberoi , the then bollywood star endorsing the brand in an unusual style. Vivek sported the retro look with typical combination of Elvis style + Shammi Kapoor style in an Old Lamby Scooter screaming “Wakaoo”.
REASONS OF FAILURE OF PREVIOUS LAUNCH First let’s analyze how Coke Vanilla failed in 2004. The major factors which can identified as the reasons for its failure were a. Targeting youth with a retro theme didn?t appeal much b. The brand was priced at a premium over the ordinary coke c. Instant comparisons with classic Coke d. The taste didn?t go too well with the target Audience. e. Taste similar to existing products like ice-cream floats f. Lack of connect with slice-of-life Coke commercials SEGMENTATION AND TARGETING
Segmentation would be based on Behavioral Segmentation on the broader sense.We will use Occasion Behavioral Variable as the starting point for market segmentation.We will follow Love as an occasion.Love can be a reason for celebration,being together,dinner, families get-together etc.So under this broad segment we will have the following demographic segments
1) Youngsters( (Age 18-30) a) Committed b) Dating c) Single but finding a partner 2) Married couples with children (Age 30 -55) 3) Old Couples(Age 55 or above) The target group would be couples and children in our case. REPOSITIONING
Coke Vanilla was positioned as a Youth Drink mainly in metros.In our campaign we will position it as a drink to celebrate love.We will position it as “Coke with a hint of love”.The smoothness,sweetness and simplicity of the vanilla flavor can be attributed to the emotion of love.So consumer will see Coke Vanilla as a Drink linked to Love. Love can be as in a young couple,marriage,parental love or family love. MARKETING MIX Table 1 Product Price Promotion Place Unchanged Coke Vanilla Same as Coca Cola, Pepsi etc.No Premium Refer Communication Strategy below Available at all places mainly Restauraunts,college canteens. Initially 500 ml and 1 litre pet bottles.No Regular Glass Bottles(RGB)
„RAB NE BANA DI JODI? AND BALANCED PROMOTION
The Coke Vanilla would be linked with the emotional attribute of love during Relaunch.Rab ne Bana Di Jodi is an out and out Romantic movie.Indian consumers are quite emotional. Vanilla flavor is many a times associated with romance as roses are.So RNBDJ a romantic movie suits well with the launch of such product.The theme of the movie and the new positioning strategy of Coke Vanilla are also similar.Both celebrate the power of Love and Simplicity.A simple addition to Coke,the vanilla flavor and The simple Surinder Sahni go quite hand in hand. Balance in promotion is maintained by the fact that the theme of both the product and the movie is very similar.Love as an attribute is inherent to both.So the promotional campaign involving both would actually complement both Coke Vanilla as well as RNBDJ.The question of overshadowing doesn’t arise in this case as the theme is kept absolutely common and also some promotional schemes involving both products are also designed e.g.Ads and Jodi Packs. COMMUNICATION STRATEGY
Communication Strategy would be done in two phases.There will be a common positioning in both phases. P HASE 1 Phase 1 will be totally associated with the release of YRF’s new movie “Rab ne bana di Jodi”.The film basically is love story and Coke Vanilla is a drink positioned as a drink with soft and subtle flavour and is associated with love.We will associate the attribute of love with both.The communication strategy would be such that the drink will be associated with the characters of the movie who are in love.The communication idea would be that lovers drink Coke Vanilla due to its sweet flavor.We will position Vanilla flavor as Hint of Love in coke.There can be two types of advertisements for this 1) Print Ad: The print Ad(featuring Before Release of the movie) will show the main characters of the movie Suri(SRK) and Dhani(Anoushka) in some scene from the
movie.The coke vanilla will added to that scene as a product which associates love for each other.Two example ads are attached with the analysis. In the first Ad we show SRK as Raj offering Coke Vanilla to Anoushka as a gift of love.The ad feautures the line Coke with a hint of love and also celebrate love. The second Ad shows SRK as Surinder Sahni seeing a bottle of Coke Vanilla and remembering the heroine.The coke bottle symbolizes love here.
2) Video Ad:The video ad will be similar to other ads that associate products with movies e.g.Ddamas associates itself to the heroines in movies for their beauty. We will show different Romantic Scenes from the movie RNBDJ and then the Coke Vanilla will be flashed and associated with the scene and the tag line Coke with hint of love and Celebrate Love will be linked to the ad. 3) “Rab Ne Bana Di Jodi” Packs: Pre –Release special double packs known as Jodi packs would be made available in theatres and shops.The dual pack will either be one on one free or a money saver pack depending upon the feasibility.This campaign will be run for a week prior to the release of the movie will continue 2 days after the release. P HASE 2 Phase 2 will begin after the movie has been released and all hype related to the movie has cooled down.The second phase will feature Ads featuring Couples in love enjoying Coke Vanilla.One phase 2 ad is also attached with the analysis. The main theme of the Ad is Celebration of Love through Coke Vanilla.This phase has been designed to sustain the product after the movie gets off the theatres as well as minds of people.
SUSTAINABILITY ANALYSIS Table 2
Parameter Celebrity Segment Positioning
Comparison to Original Coke
Analysis Due to RNBDJ association Shahrukh is directly linked with Coke Vanilla.SRK is one of the biggest person brands in the country. A Large Segment is targeted in relaunch strategy as compared to Metro youth in the failed Campaign. Positioned as too bold a drink with “wakaoo” word and also positioned as a ice cream like drink.In relaunch Positiong is kept as simple as the flavor “Coke with a hint of love” The Vanilla Coke is positioned different from the classic coke so comparisons would be less as compared to last campaign.
doc_397910845.pdf