1. Communication Strategy

2. Communication Strategy

3. Communication Strategy
Target Audience
Men and Women of age College Students &
20 – 35 yrs Office Goers

4. Communication Strategy
Target Audience
Attributes
Brand Conscious Independent & Dynamic
Eager to try Trending Working Graveyard
Products Shifts
Succumb to Peer All Nighters in
Pressure / WOM Hostels
Highly Active Online Late Night Partying

5. Communication Strategy
Target Audience
The Main Issue
0600hrs 2300hrs
But Work / Partying / Life never stops...

6. Communication Strategy
Enter Coke Burn
The no ‘Bull-shit’ energy drink
The right push at the right time that separates you from the rest
Burn Rise Resurrect

7. Communication Strategy
Major Roadblocks
As a Product As a Brand
o Negative Perception o High Competition
o Low Product Awareness o Low Brand Awareness
o High Price o Product Differentiation

8. Communication Strategy
Positioning
The No-Bullshit energy drink
o Straightforward realistic approach
o Banking on core functional benefits of the product
o Precise purpose serving beverage

9. Communication Strategy
Communication Platform and Message
Burn – Rise - Resurrect
o Phoenix Metaphor
o The essential ‘push’ that will help you in the last
stretch and help you gain an edge over others
o The edge that makes the difference
The fuel when you’re burning the midnight oil
o Emphasis Functional Benefits
(a subtle take on red bull with “no-bullshit” approach)

10. Communication Strategy
Tweaking Audience Perception
What we want them to think What we want them to do
o Keep it in their
o Burn is a genuine
consideration set
energy drink that
serves its purpose
o Suggest it to their
peers
o It improves work
performance
o Higher brand
association and
o Its worth the price
recall

11. Communication Strategy
Communication Strategies And Mediums
Activity / Event Task Anticipated Outcome
Sun Burn Music Sponsorship Recognition and
festival awareness
Free samples in Promotion & Sampling Increase in
college sports events demographics
Vending machines in Promotion & Sampling Awareness and Word of
offices mouth communication
Offer Burn as mixers Promotion Increase in point of
in pubs contact with the TG

12. Communication Strategy
Communication Strategies And Mediums
o TVCs
o Digital – Social networking sites and apps
o Print Ads
o Outdoors

13. Communication Strategy
Media Touch-points of the TG
0700hrs 1300hrs 1600hrs 2100hrs 0000hrs
o Wake up o Watch TV / Laptop
o Commute to college/ work o Visit Markets / malls
o Read newspaper, radio o Return back home
o Catch up with peers o Surf online
Media Touch points
o TV o Journals o Banners
o Newspaper o Social Networking Sites o Hoardings
o Radio o SMS / Mobile surfing o Pole posters
o Emails o Apps o TV

14. Communication Strategy
Media Touch-points of the TG
Electronic OOH Print TV
E-mail Corporate Signage Magazines High traffic Channels
Website banners Hoarding Weekly Journals Sponsored Programs
Social Media Mall Posters Newspaper
Programs and articles related to :
o Sports
o Adventure
o Education and career
o Music and movies
o Reality shows

15. Thank You