Assignment Cover Sheet

Student Name: Syed

Rahman Kazi Faisal Ahamed.

Student Number: School of Law and Business Charles Darwin University Casuarina NT 0909 Unit Code:

Unit Name:

Entrepreneurship for Professionals
Lecturers Name:



(08) 8946 6830

Jamal El-den
Assessment Title: Project Due Date (dd/mm/yyyy):

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Semester: 2

Year: 2013

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Coca-Cola BlãK .

Having that in mind. .Executive Summary: Coca-Cola BlãK has been introduced in 2006 with a view to offer an innovative beverage in the market. Coca-Cola BlãK needs a high level of advertising and market oriented approach to be successful in the beverage market. Being a new product in the market. several advertising and marketing techniques and tools have been suggested through answering the three key questions asked in the case study.

all in one. the target customer group for Coca-Cola BlãK could be the young people aged 18-25. This targeting could well turn out to be a wining approach. the Coca-Cola BlãK could be really appealing for the target market. personal selling and direct marketing tools have great importance for a new product. sales promotions public relations. the advertising and promotional strategies play a highly significant role in setting up the responsiveness of the target customers towards the new product. 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. . as this group really enjoys caffeinated beverages (Humblin 2013). humor. Here the suggested communication message is: ―Drink Fusion. clear and compelling company and brand message. These tools should be used for integrated marketing communications (IMC). who should be your target consumers? Why? Answer: Instead of targeting the adult Starbucks and Red Bulls consumers only. where the message passed through this communication is very important and can place a product successfully in the market. If you are in charge of the marketing strategy for Coca-Cola BlãK in America.1. it can easily turn out to be a big success story in the market. 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. 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. Live Fusion‖. excitement and self confidence. In the case of BlãK. integrated marketing approach model can be exploited. By integrated marketing communications all the tools are used to give a consistent. Emotional and rational appeal can be utilized in this regard using performance. 2. Advertising.

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. Coke bottles BlãK in glass bottles. Promotion is another way that Coca-Cola can add to the perceived value to overcome the issue of price justification. outdoor/billboard advertising and different other publications. As the non-personal advertising channels BlãK can use print media such as newspapers. slightly shaped like the contours of a woman’s body. electronic media such as a TV . personal and non-personal channels. techniques and mediums can be used to create awareness among the customers about BlãK. Different kinds of advertising tools. Coke BlãK can use online buying guides. . adding to the sophisticated look of BlãK.While acknowledging the classic aspect of Coca-Cola. Twitter etc. There are two types of advertising channels that BlãK can use. An idea of the advertising collaterals that can be used is given below: . Also. Radio ads. Packaging can be a means to accomplish the task of overcoming the price justification issue. online media such as placing banner ads and creating fan pages on different popular social gathering websites like Facebook. The shape of the bottle is sleek. it is also very important to show that the company is being innovative. Celebrity endorsement could be one of the other methods of passing the advertising message to the intended customers. hotlines and online discussion boards. thereby adding sex appeal. magazines. thus giving the perception of value a boost. using banner ads on Google play in the Android platform or on istore in iPhones. not just Starbucks consumers. Focusing on the innovative idea of combining coffee with the classic cola beverage will appeal to a wider range of the market. Among personal advertising channels there are several communication tools. the lettering is gold against the dark bottle color.

Billboard Advertising Transit .

Outdoor Outdoor .

Outdoor Cranes and Construction Zones .

Escalators and Elevators Hotels .

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. Comparing the $1.3.00 for a bottle of the same size. thus they will be able to create the value needed to sell Coca-Cola BlãK at that price. as most of soft drinks in the market are priced at or under $1. 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. Rather.99). Compared to ordinary Coca-Cola. consumers could get very close to the same taste and energy for less money—a better value. . Coca-Cola can place BlãK can place in the category with specialty coffee and energy drinks.39 that is spent on a Starbucks beverage.99 cost of Coca-Cola BlãK with the $4. Coca-Cola BlãK is expensive ($1. Choueke. viewed 28 May viewed 27 May 2013. 2013.article How Much Caffeine Before I End Up in the E.References: Humblin. 2006. .?. Coca-Cola Blak's multiple flavors confuse. The Atlantic. J. L. Coke plans coffee drinks in a bid to reach adult sector. Marketing Week.marketingweek. M. http://www.spokesman. 2005. viewed 27 May 2013. http://www.R. displease. The Spokesman-Review.