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1 | P a g e
COCA COLA COMPANY: “HAPPINESS BOOTH” CAMPAIGN, DUBAI
CONTENT
The Coca-Cola “Happiness Booth” campaign is one of the many endeavors launched by the
company that embodies a perfect balance between the company’s responsibilities towards its
stakeholders and the society. The aforementioned campaign was launched on May 12, 2014 in
Dubai, UAE and was chiefly popularized through internet media. Essentially, the campaign talks
about the dubious quality of life of the daily wage laborers who immigrate to Dubai from South-
East Asian countries such as India, Pakistan, Bangladesh etc., to work as construction workers.
Leaving their families behind, these workers move to Dubai with a dream to make some money
so that they can offer a better quality of life to their kinfolks. Considering the excessively high
cost of living in Dubai and their average daily pay of only 6 USD, it gets very difficult for these
workers to save any money. To add to their woes, the international call rates in Dubai are as high
as 0.91 USD per minute, making it nearly impossible for these laborers to break words with their
families on a regular basis. Coca-Cola Company was he first to acknowledge the fact and react
towards it. The company came up with the concept of telephone booths, called the “Happiness
Booths”, wherein the workers could make international calls and get in touch with their families
nearly free of cost. The big idea behind the telephone booth concept was that the company
transformed the Coca-Cola bottle caps into currency for “Happiness Booth” phones. The users
were required to insert a bottle cap of the Coca-Cola bottle into the machine, which allowed
them to make international call by offering them 3 minutes of talk-time per bottle cap. Since the
inception of this campaign, almost 234,484 minutes of international calls have been made, at a
rate lot cheaper than that levied by the telecom companies in Dubai. This has helped the workers
not only to save some more money but also boosted their moral by helping them stay in touch
with their loved ones. Not overlooking the obvious, the company has made a butt-load of money
since their sales have gone up substantially high, making it a win-win situation for all.
TARGET AUDIENCE
The target audience for this campaign, as set by the company, is very extensive. The company
proposes to cater to the immediate needs of the construction workers in Dubai. The company
acknowledges the incapability of these workers to afford such high international call rates. Thus,
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to serve this particular cause, the company came up with this unique concept. However, the
“Happy Booths”, which have primarily been established with an intention to serve the
construction workers in Dubai, can be used by anyone who consumes the Coca-Cola beverage.
This campaign made the labor camp tenants better off temporarily. But they’re not the main
target audience. As a matter of fact, this campaign is aimed at the lot of us that are
standing around discussing this online, offline, everywhere.
POSITIONING
The company is trying to position itself as a socio- centric organization that takes great interest in
the lives of their consumers. It does not see the consumers just as money minting tools.
Through this campaign, the company is trying to bring home the fact that with a little inclination
and sensitization towards the betterment of the society, holistic development can be achieved
which proves to be beneficial to both the parties. Through this campaign, the company is trying
empower the deprived section of the society. Even though the construction workers in Dubai
may not be its most promising consumers of the company’s products, the company is still willing
to travel an extra mile to fulfill its share of contribution towards the society. It is trying to create
an image of a consumer centric organization, in the minds of the prospects.
IMPACT ON CONSUMERS
Prior to this venture, the construction workers in Dubai had to pay almost a dollar per minute to
make international calls back home. With an average income of mere 6 USD per day, phone calls
were very rare. However, after the establishment of the “Happiness Booths”, the construction
workers could have the same pleasure of talking to their families for 3 minutes for nearly free of
cost, since the machine uses Coca-Cola bottle caps as currency. Even if they had to buy coca
cola especially with an intention of making calls, it would cost them just for 54 cents, which is
the cost of one bottle of coke in Dubai, in return of which they will be awarded three times the
time than usual. This campaign has had a direct impact on the lives of the construction workers
of Dubai and an indirect impact on the lives of its consumers world-wide who have been
discussing this campaign both online and offline, by presenting a more humanitarian image of
the company in the eyes of its consumers.
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TECHNOLOGICAL INNOVATION
The primary objective of the company was to lower down the cost burden of making
international calls, which was burning a hole in the pockets of the construction workers. To
achieve the aforementioned, they nearly eliminated the cost factors form the equation by
inventing phone booths that take bottle caps as currency. The company came up with specially
designed mobile telephone booths which were placed near the construction camps. The phones in
there booths were uplinked with the satellite, so as to offer a seamless experience and to make
the calls cost effective. The company also holds international patients of the “Happiness Booth”
design and the technology employed in it.
COMPETITION
The Middle East is a challenging market for global soft drink makers Pepsi and Coca-Cola: the
region displays mouth-watering specifics (a fast growing, young and wealthy population;
restricted alcohol consumption; warm weather all year long…) but also demonstrates sometimes
violent anti-American sentiments, boycotts, political instability, and politicized competitors
(Mecca Cola, Zam -Zam Cola). In 1967, the Middle East even turned a no-go area for Coca-Cola
after the Arab League boycotted the company because of ties with Israel, and remained so until
1991. It is the only part of the world where archrival Pepsi dominates. But Coca-Cola has been
back with a vengeance. Handicapped by its long absence, the red brand made its ambitious point
by quickly introducing half-liter bottles, re-sealable PET bottles and heat-resistant bottles,
adapted to small retail points not always equipped with state of the art refrigerating systems.
Some vendors were even treated to free fridges. This focus on both customers and retailers was
very much appreciated by the market. Since then the American super-brand has been on a trail to
restore its image which was once again damaged severely after America attacked on Iraq. The
company has come a long way since then and the “Happiness Booth” campaign was another step
in the humanitarian field by the company.
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IDEA: IDEA INTERNET NETWORK (IIN)
CONTENT
IDEA has always been very popular for its television advertisements, particularly for the
emotional appeal that the company inculcates in almost all of its promotional campaigns.
Adhering to that same approach, IDEA came up with a new set of television advertisements for
its mobile internet network, IIN (Idea Internet Network). The advertisement hit the television
media somewhere in mid-2014 and was featured on some of the most popular channels such as
Life OK, Colors, Star Sports, Star Plus, Star Gold, Star Movies and most of the news channels.
The respective 90 seconds advertisement talks about a teenager belonging to a middle class
family who, after his 12th
board exams, is looking for an admission in the IITs. As the
advertisement unfolds further, it is shown that owing to intense competition the boy fails to get
into any of the IITs. Upon knowing the fact, his father orders him to quit studies and asks the boy
to join him at work in a bakery. The advertisement rightly captures the emotional feelings of the
boy being left disappointed and disheartened after his failure and due to lack of support from his
father. This is the moment where the company introduces its product i.e. the IIN. It is further
shown that the boy starts helping his father at work, at the same time starts learning engineering
using the IIN (Idea Internet Network). Soon, the boy designs his own talking drone with the
knowledge that he gathers form the IIN (Idea Internet Network) and astonishes his father. Owing
to this overwhelming achievement he soon becomes a tending topic on national television where
he offers all the credit of his success to the IIN (Idea Internet Network) and proves his worth to
his father and everyone else, thus trying to motivate everyone to use IIN (Idea Internet Network)
and achieve anything and everything that they desire.
TARGET AUDIENCE
The target audience, as proposed by the company, is very refined. Through this particular
advertisement, the company is trying to target the teenagers who fail to make it to big-shot IITs
and get demotivated to study thereafter. With over 12 lakhs students appearing for the IIT exams
each year, and less than 10 thousand seats in all the IITs combined, the company finds itself in a
favorable position with such a humungous market to cater to. Also, the company acknowledges
the fact that it is comparatively easy to persuade the audience falling under this particular target
segment. This advertisement also has an indirect reflective impact on the students who come
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from other educational backgrounds as it showcases that one can learn anything and everything
from the different course available on the IIN if he/she has the desire to learn, thus further
amplifying the target market.
POSITIONING
The company is trying to position its Idea Internet Network (IIN) as a product that is one of a
kind, not in terms of features but in terms of usability. There are many other mobile internet
service providers, but through its Idea Internet Network (IIN) the company is trying to create an
image in the minds of the prospects that mobile internet network is not something that should
and can only be used for using social media applications, but for educational purposes also. Most
of the other telecom companies position their respective mobile internet networks as a product
that will help the customers to be in touch with their family and friends, however in addition to
fulfilling the aforementioned need, the IIN has an added advantage as it can also be used for
learning new stull and one can even build a career on it, as projected by the company. This
unique positioning strategy offers the company an edge over its competitors.
IMPACT ON THE CONSUMERS
This particular advertisement has had a deep rooting impact on the consumers. The number of
Idea internet users has increased substantially and is still rowing. Considering the add-on
features, the users have started shifting to IIN from other mobile internet service providers. The
success of this campaign can be marked by the fact that students from the IITs across the
countries have begun quitting the IITs and have started joining the IIN (Idea Internet Network).
Upon being asked, Sarthak Agarwal on of the toppers at IIT Kharagpur said that he completely
swept off his feet looking at the emotional appeal of the advertisement. The confidence and guts
that the protagonist in the advertisement projected and the look on the proud father’s face at the
end of the advertisement is what drove him to this decision of quitting IIT and joining the IIN.
He believes that he can be even more successful in accomplishing his aspirations at IIN in
comparison to what he would have done in the IITs. This belief is spreading like a wild fire and
students from all over the nation are joining this revolution.
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INNOVATION
Through the IIN, Idea has revolutionized the world of mobile internet networks and has also
offered a different perspective to the users regarding the same. Initially, most of the customers
used mobile internet for chatting, using social media applications, navigation purposes etc. The
service had still not been tested for its fitness in the educational sector. By introducing the
educational features to the service, the company has carved out a niche market for itself
comprising of customers who do not use mobile internet service for menial purposes. This
feature has been well received and is being appreciated by one and all.
COMPETITION
The Indian telecommunication market is a highly competitive and a nearly saturated market. In
context to mobile internet service providers, Idea faces intense competition from Vodafone,
Airtel, Aircel, Tata Docomo, Reliance etc. Most of the companies offered services that were
restricted merely to mobile internet surfing, chatting and stuff. However, Idea opened up an
entirely new dimension of mobile internet usage by introducing educational courses in it. Thus,
the company may have many potential competitors in terms of mobile internet service providers,
but faces no direct competition for its IIN network. Other companies are soon looking to venture
into the same and offer stiff competition to Idea.
FUTURE POSITIONING
After having positioned its IIN Network as service that had productive uses as well, in future
Idea can position its product that not only helps the users in gaining knowledge and building a
career upon, but also to that helps them in getting jobs. This will further add to the attraction of
the service, making it likable to an even wider group of users.