Coca-Cola's ENCOKE: Brand Development and Marketing Plan in India

This report outlines Coca-Cola's brand development strategy for launching its new energy drink, ENCOKE, in the Indian market. It begins with an executive summary and introduction, highlighting Coca-Cola's global presence and its intent to penetrate the growing Indian energy drink market. The report details the positioning strategy, target market (focusing on young, middle-class Indians), and competitor analysis, primarily focusing on Red Bull. It further explores Points of Parity (POP) and Points of Difference (POD) for ENCOKE, emphasizing local manufacturing and unique flavors. The report also covers building brand equity through awareness and image, brand elements (name, logo, URL, slogan), brand associations, and a brand mantra. A comprehensive communication strategy, including message and creative strategy, media mix, and pricing strategy, is presented. The report also discusses methods for measuring brand equity, including qualitative and quantitative approaches, followed by a 12-month timeline for the product launch and recommendations for successful market entry. The provided assignment is available on Desklib, a platform offering a variety of study tools and resources for students.

Running Head: Brand Development
Brand Development
Coca-Cola

Brand Development P a g e | 1
Executive Summary
Coca-Cola is also known as Coke and it is a carbonated drink manufactured by The Coca-
Cola Company. The company was originally intended as patent medicine and later on in
the 19th Century, Coca-Cola was brought up in the world of soft drink manufacturer.
Company has huge product offering and it has set up its presence in various parts of the
globe. In order to retain its competitive advantage over other soft drink manufacturers
across the globe, organization constantly introduce new products in the market. This
helps the organization to defend their acquired market share along with approaching to
the other customer segments. Company has now planned to introduce another new
product in the Indian market which is one of the most emerging economies across the
globe. This report will cover the different aspect of brand promotion and the
introduction of new product in the Indian market.

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Table of Contents
Executive Summary........................................................................................................................................ 1
Introduction....................................................................................................................................................... 2
Assumptions...................................................................................................................................................... 3
Positioning Strategy........................................................................................................................................ 4
Target Market............................................................................................................................................... 4
Competitor Analysis................................................................................................................................... 6
POP’s & POD’s............................................................................................................................................... 6
Brand Equity...................................................................................................................................................... 8
Building Brand Equity via Brand awareness........................................................................................ 8
Brand Awareness......................................................................................................................................... 8
Selection and Justification of the Brand Elements.........................................................................9
Brand Name............................................................................................................................................... 9
Brand Logo................................................................................................................................................. 9
URL-Uniform Resource Locater...................................................................................................... 10
Slogan........................................................................................................................................................ 10
Building Brand equity via Brand Image........................................................................................... 10
Brand Associations.............................................................................................................................. 10
Brand Mantra......................................................................................................................................... 12
Communication Strategy............................................................................................................................ 13

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Message and Creative Strategy............................................................................................................ 13
Media Mix..................................................................................................................................................... 14
Pricing Strategy......................................................................................................................................... 18
Measuring Brand Equity............................................................................................................................. 18
Qualitative.................................................................................................................................................... 19
Quantitative................................................................................................................................................. 19
Timeline............................................................................................................................................................ 20
Recommendation.......................................................................................................................................... 22
Conclusion........................................................................................................................................................ 23
References........................................................................................................................................................ 24
Table of Figures
Table 1 Market segmentation their variables to develop the target market...........................5
Table 2 Table of POPs..................................................................................................................................... 7
Table 3 Table of PODs.................................................................................................................................... 7
Table 4 6 core associations...................................................................................................................... 10
Table 5 actions to leverage secondary associations.......................................................................11
Table 6 Parts of the Mantra....................................................................................................................... 11
Table 7 Media Mix......................................................................................................................................... 15
Table 8 Brand Equity Model & Measurement by Keller (2006).................................................18

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Table 9 12 month Brand launch plan.................................................................................................... 19
Table 10 Recommendations..................................................................................................................... 20

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Introduction
Coca-Cola a name synonymous with refreshing energy drink is a 132 years old
organization which was founded in the 19th century by John Pemberton and was later
bought by businessman Asa Griggs Candler. Coca Cola is a beverage company which
offers more than 500 brands in over 200 countries. In addition to this, the company
product portfolio includes some of the world’s most valuable beverage brands such as
Dasani Waters, Minute main juices, Gold Peak Teas and coffees, honest tea, innocent
smoothies and juices, sprite, coconut water and many more. The company is constantly
infusing innovation in its product offering by reducing the intake of sugar and bringing
new products into the market. At the same time the company is working with various
strategic partners to reduce the impact on the environment by replenishing water and
promoting recycling. The company which employees over 700,000 people is working
towards its goal of bringing economic opportunity to the local communities across the
globe (Coca-Cola Company, 2018).
Coca-Cola is the only brand in the world which is known to over 98% of the world’s
population, this shows that Coca-Cola as a brand is absolutely invincible and has a truly
global appeal. India is a significant and one of the largest consumer markets for the
company, the company there faces stiff competition from Pepsi, the rival brand and
other local manufacturers. India is the best suitable market for Coca-Cola to launch a
new energy drink due to extreme temperature condition in the Indian sub-continent.
The idea here is to launch a new energy drink by the name of “ENCOKE” and create a
dent in the already existing energy drink market. The company will use the strategy of

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product development to launch a new product in the existing market (Coca-Cola
Company, 2018).
Assumptions
With regards to the report and a brand development plan for the following 12 months,
the below mentioned assumptions are being referred to:
 The market to be in a position of status-quo, with no new competitor entering
into the market.
 Stability in the Indian economy.
 Absolutely no constraint on the budget.
 Market research has been conducted well in advance, before even launching the
new product in the Indian market.
Positioning Strategy
Positioning strategy can be understood as the major source to design the consumer
values and preferences with the brand. In order to create an ideal positioning strategy,
the brand has to focus on its unique selling points in tandem to the consumer market in
focus (Solomon, Dahl, White, Zaichkowsky & Polegato, 2014). The positioning strategy
of ENCOKE here will be to give Indian customers a taste of Coca cola in the category of
energy drinks. ENCOKE will thus be positioned as a part energy drink akin to red bull
and will be priced in the same range as that of red bull in the market. The competitive
pricing will help the company in gaining a sizable market share in the Indian sub-
continent (Keller, 2013).
Target Market
India is the sixth largest economy in the world with a population of over 1.3 Billion. The
company is one of the fastest growing developing nations with the economy showing
growth over 7%. India is a fairly young country with the media age of 26 years; this
makes it an ideal market for the offering of Coca-Cola. India’s energy drink market was
valued at USD 155 million in the year 2017 and is expected to grow at a CAGR of 9% for
the forecasted period of 2018-2023. The energy drink is widely consumed by

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adolescents as the product is aimed to improve the performance, endurance and
alertness of the individuals. It is the growth in urbanization; rising disposable income
and the growth in health consciousness amongst the Indian youth are the major drivers
for the growth the non-carbonated drink (Ansoff, 2007).
The new product of Coca-Cola is being launched to dominate the energy drink market in
India by using its strong brand association with the 1.33 billion Indian customers.
The table below will show the segmentation bases, variables and Target market for
Coca-Coal in India.
Table 1 Market segmentation their variables to develop the target market
Segmentation Bases Variables Target Market
Geographic India is the 6th largest
global economy with a
population of 1.32 billion.
The male female ratio in
the country stands at 940
females in comparison to
1000 males (Courage &
Baxter, 2005).
India is the second largest
market in terms of
population density. The
growth in disposable
income makes it easier for
Coca-Cola to penetrate in
the middle class customer
base in India.
Demographic A fairly young country and
the product is targeted
especially to the millennial
comprising the college
going audience, business
executive and family
audience (Dillard, 2008).
16+ and over, Middle class.
The middle class sector
comprises of over 600
million people and
comprise of people who are
spending between USD 2-
10 per capital per day.
Psychographic Hardworking, open
minded, college going,
business executives,
confident and early
adopters.
These kinds of people
prefer Non-carbonated
drink due to the health
reasons.
Behavioural Hard core loyal and Trend setter or trend buyer

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switchers. Sense of
achievement and belonging,
determined and ambitious,
recreation and self-
expression (Kotler,
Armstrong, Saunders &
Wong, 2002).
behaviour demonstrated
here.
Competitor Analysis
This is an assessment of the strength and weakness of the potential competitors of
Coca-Cola. As a result of which a framework can be created to better understand the
competition the company has been facing in the Indian market (Hills & Welford, 2005).
India is one of the largest and the fastest growing consumer markets in the world. At
present the energy drink market in India is dominated by multinational brands on the
likes of Red Bull, Cloud 9, Monster,Spitz KZ and many others. However the winner takes
it all and Red Bull is the winner in this category. Red Bull GmbH dominates the market
by capturing a market share of over 69%. Despite the fact that Cloud 9 was the first
energy drik to be launched in the Indian market, but it was only Red Bull which was able
to get the attention of Indian customers. Coca-Cola during the year 2010 launched the
drink by the name of Burn, but the drink was called off from the shelves due to poor
sales, thus this new drink will also serve as product recovery for the earlier failed
product (Roth, Quinn & Hart, 2015). Pepsi also wanted to enter the energy drink market
in India, the drink brand SoBe failed to earn the appreciation of the customers and was
soon called off. Thus, the biggest and the only competition of Coca-Cola in the market is
strictly only and only with Red Bull (Fleisher & Bensoussan, 2015).
The biggest challenge for the company in order to outsmart the competition from Red
Bull will be to initially go with market penetration strategy and offer the product at a
very nominal rate to better penetrate the Indian customer market. The company has to
come up with the strategy akin to Red Bull and make the customer fall love with the

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taste, experience and the feel of drink before making them hard core loyal, and make
them switch from the brand Red Bull.
POP’s & POD’s
The last analysis gave an indication of the competition the company has been facing in
India. Further investigation on the subject will delve into the Points or parity and Points
of difference for the brand, which needs to be developed.
Points of Parity can be understood as the attributes of the brand or the benefits the
customers associated with the brand. Points of parity are more important than POD, as
they can have the ability to negate the impact of the POD.
Product- The product is a cool refreshing energy drink with Zing in the drink to
give the customers an immediate adrenalin rush (Paswan & Sharma, 2004).
Style-The bottle will be red in colour to keep the branding similar to Coca-Cola,
however the name of the brand ENCOKE will be in dark blue to merge with the
branding element.
Price-The company wants to penetrate the middle income audience of India, thus
the product is medium priced and will fall in the range of INR 60-80.
Quality-The company is lowering its marketing costs, and taking a little hole in
the pocket here in order to not compromise with the quality.
USP-The product for the initial period of 3 months will be available at discounted
pricing so that people can get the taste, feel and experience of the product before
getting a hang of the energy drink.
Table 2 Table of POPs
Points of difference can be understood alternatively as the associated attributes and
benefits a consumer has with the brand. These attributes are specific only to the brand,
and the competitors lack in them. These attributes helps the customers in making the
decision to purchase the product. Coca-Cola in this case will use its industry experience,
market research and the knowledge company has acquired over the years. The
company also gains a Point of difference from the reputation on the notion that India is
the second largest and one of the fastest growing consumer markets in the world.

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Table 3 Table of PODs
Coca Cola will set its manufacturing facility and source all the ingredients from
the local manufacturers. Thus it will be first of its kind 100% Indian Product.
The company is experimenting with 4 different flavours and design elements to
give a look and feel of India.
Coca-Cola is a very reliable and trustworthy name in the Indian household
Apple for the first time will be using an Indian celebrity as the face of the Phone.
Innovative marketing campaign across the city using the technology of Artificial
intelligence and giving the customers a feel of what goes into creating the product
at Coca-Cola (Karnani, 2014).
Will use real time tracking of the customer reaction by creating Coke Zones across
the city with a video monitor. The feed will go directly into the experience and
journey section on the Coca-Cola website and also on all of its social media
platforms (Tang, 2018).
Brand Equity
Building Brand Equity via Brand awareness
Strong and coherent brand strategies are employed to be creative and to create strong
brand equity. Brand equity can thus be understood as the overall value of the company,
which is dependent on its future sales (Keller, 1993).
Brand Awareness
Brand awareness is the first step in creating brand equity. Coca-Cola in India is well
established as the manufacturer of quality beverages, the company is on the mission to
disrupt the existing energy drink market in India and outsmart the competition by
creating a drink which will not only quench the thirst of the consumers, but will result
in infusing energy and euphoria in them (Keller, 2006). In order to do so, the company
will be using Web 2.0 and traditional methods to crate the awareness of the company’s
new offering to the middle class audience of India. Creating brand awareness is like
creating a familiarity regarding the brand or the product in the mind-set of the
consumers. Brand awareness leads to top of the mind recall for the customers while

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making a purchase with the company or the brand. Coca-Cola already has good brand
awareness across the globe and in India, and the people perceive the company to be
provider of quality beverages and building the connect with the Indian audience (Keller,
2009).
Selection and Justification of the Brand Elements
Brand elements come to use while creating and building the brand identity. Brand
elements can be seen as trademarkable elements which are responsible for driving the
uniqueness of the brand. Many researchers and experts have advised to deploy and use
Logo, URL, Symbol, Jingle, slogan and packaging against a set of criteria namely,
memorable, meaningful, likable, transferable, adaptable and protectable. Brand
elements are also important even with the strategy of Product development as it helps
in creating substantial brand awareness (Kotler & Keller, 2011). The brand elements for
Coca-Cola are:
Brand Name
The choice of the brand name can be seen as one of the most important thing and also
the first step which the brand undergoes in order to create an impeccable product. The
brand name is important because it helps the consumers to connect automatically with
the brand and its product. Thus, the brand name has to be meaningful, easy to spell and
pronounce, distinctive, appealing and should be meaningful so that the customer can
associate with it. The company has decided to go with the name ENCOKE, as it is derived
by using EN from energy and using the brand name Coke to build a connect with the
customers (Omeno, 2007). The name ENCOKE makes it easier for the customers to
perceive the contents of the energy drink, thus creating strong brand associations with
the customers. Also, the name ENCOKE is easy to pronounce and the company hopes
that it becomes a familiar name amongst the Indian youth audience.
Brand Logo
Logos play an important role as they help in creating a top of the mind recall for the
customers. It is an astonishing fact that Coca-Cola is the only brand which has a brand
awareness of 98%, and the customers easily recognize the brand by looking at the
bright red colour on the products of Coca-Cola (Coca-Cola Company, 2018). Thus, in

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order to not dilute the already established or the created brand awareness, the idea
here is to wrap the name ENCOKE around the red tinned bottle. Along with the name,
two energy signs will also be put up on the bottle to further demonstrate that it is an
Energy drink. Also, it has been observed ad seen that images create better brand
associations in comparison to the plain text (Anta, Georgiou, Kowalski & Zavou, 2018).
The figure below shows the logo in its nascent stage, further development will be done
as the product gets into the final stages.
URL-Uniform Resource Locater
The URL of the company will be the same as coca cola, which is www.coca-
colacompany.com, the company does not want to divert from the brand name of Coca-
Cola. However for the first six months the company will create a micro site by the name
of www.encoke.com and will create a collection of experience, memories and journey of
the customers along with the drink ENCOKE. The micro site will have a look and feel of
India which will make it appealing for the Indian audience.
Slogan
Slogan is another important brand element which helps in creating strong and positive
brand association with the customers. Further to it, slogan became catchy and the
consumers use it to define the product. Hence for ENCOKE the aspiration of the
company is to make the slogan really catchy, so that the youth can use it in their daily
lives, hence it has to be aspirational. The slogan for ENCOKE goes as “Get energized Get
ENCOKE, relish the taste of a True energy drink”. The slogan in itself is meaningful,
appealing and is able to create a perception in the mind of the consumer that they are
associating themselves with an energy drink to reenergize them (Choi, 2017).

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Building Brand equity via Brand Image
Brand Associations
As mentioned earlier, benefits and attributes are the two categories of associations.
Brand attributes are the features which help in characterization of the product, on the
other hand the benefits are the benefits customers sought related to the personal value
of the consumer with the product. The core association of the brand highlights and
creates some 5-10 attributes and benefits which are most important for the brand
(Westberg & Pope, 2014). The 5 core association for ENCOKE have been developed as:
Parameter Indication
Modern/Trendy The logo, colour palette and the energy
drink with a Zing is most definitely an
embark of a modern drink (Coca-Cola
Company, 2018).
Uniqueness/Experience The drink will serve the young audience or
the youth of the country, the uniqueness in
taste will be amalgamated with the live
feed of the experience of the customers on
social and web platform.
Edge Edgy drink and a catchy slogan followed
by commercial featuring the Youth Icon of
India.
Heritage Leverage the strong brand awareness of
Coca-Cola and its experience and
knowledge of the Indian sub-continent.
Quality Superior quality with a recyclable bottle.
Focus The focus is on the youth and increasing
the awareness on health consciousness
amongst the Indian audience (Huang &
Sarigöllü, 2014).
Table 4 6 core associations

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In the similar manner the secondary brand associations can be understood as the
connection which the brand has with another entity. Secondary brand association has a
leveraging impact on the brand, and at the same time it has to appeal to the customers.
In this manner, the customer is able to relate himself with the brand in accordance ot
the brand attribute which causes a leveraging impact on the association with the brand
in the mind of the customers. The secondary association which will be created via the
marketing program and initiatives by Coca-Cola are:
Sub-Branding The same colour palette is being used
as is done by Coca-Cola. This will help in
creating the same feeling with ENCOKE,
as Coke does with its customers. The
taste of happiness will be merged with
the taste of energy and create brand
association with the customers.
Emphasize on the Indian
Culture/Heritage
India is known for its extreme weather
condition, the summers in the
subcontinent are of longer duration and
lasts for almost 7-8 months. Thus the
thirst quenching energy drink will be a
perfect fit for the Indian market (Barreda,
Bilgihan, Nusair & Okumus, 2015).
Table 5 actions to leverage secondary associations
Brand Mantra
A brand mantra is not to be confused with the slogan or a tagline and in most of the
cases companies do not use it publically. A good brand mantra has the potential to bring
a lot of change in the customer perceptions about the product. It is a depiction in the
form of a short phrase which demonstrates the essence of the brand. The three
elements which are pivotal in building the brand mantra are:
Brand Function This is related with the
nature of the product, the
type of experience to be
It is in between
lifestyle and

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provided by the product. consumable brand
Emotional Modifier This is related to how exactly
and in what ways the
benefits are being served by
the brand.
This is simple in the case
of ENCOKE as the brand
just wants to reenergize
the Indian audience.
Descriptive Modifier This is the in depth analysis
classifying the nature of the
product (Singhal & Brown,
2018).
This is related to the
quality offering by Coke
in the form of ENCOKE
Table 6 Parts of the Mantra
Communication Strategy
Communication is pivotal to remind the customer about the product offering of the
company and to create brand association in his mind. Communication plays an
important role here to inform, remind or persuade the customer about the brand, which
then helps in building a long term relationship with the customers (Xie, Xu, Zhang &
Chu, 2016).
The communication strategy is to be created after defining the objectives of the brand
or the business organization, based on the objectives communication strategy is created
with a plan of action to implement the same. The objective to the brand here is to create
brand awareness regarding the new product and engage the customers by stressing on
the Points of difference of the brand. This will help in creating a good brand awareness
which will ultimately result in added revenues for the business, in turn a higher market
share in the industry (Quirke, 2017).
Many researchers and communication experts have devised a basic communication
process to ensure that the intent of the message creates the same impact on the
consumers. Hence, there is always a sender who sends the message and the receiver has
to decode the message to extract the meaning of it. The message the brand wants to
communicate along with the creative strategy serve as example on how to perceive the
perception in the minds of the customers (Reilly & Hynan, 2014).

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Message and Creative Strategy
The need of the hour is to create such a message and creative strategy that engages the
customers with the offering of Coca-Cola Company. The intention of the ENCOKE here is
to appeal to the youth, adolescents and the health conscious people with the product
offering. In order to do so, it is extremely important to get a youth icon on board, who
has a massive fan following in the Indian sub-continent (Austin & Gaither, 2016). Hence,
two people are being chosen from the Indian fraternity, namely the India’s number one
shutler P.V. Sindhu and one of the biggest Bollywood star Ranveer Singh. Both the youth
icons have their own fan base, and are primarily popular amongst the youth. For
instance, P V Sindhu will be able to tap the youth who is interested in sports and would
like to achieve the feet as done by the Badminton player. On the other hand, Ranveer
Singh is undoubtedly an energy powerhouse, which is the right fit for the brand
ENCOKE.
Another important thing in the creative strategy is the usage of the parent brand Coca-
Cola in all the promotional messages and the marketing campaigns. The product will be
marketed as ENCOKE-An Energy drink by Coca-Cola Company, this will help in creating
an impression in the minds of the customers which will reach to their brand association
with Coca-Cola Company. In order to create a differentiation strategy the company will
conduct nationwide marketing campaign engaging the audience in their natural
surroundings. For instance, the company is planning a three month promotional
campaign where it will visit more than 2000 colleges in India and drive the brand
awareness amongst the youth.
Media Mix
Media mix or media vehicle can be understood as the platforms which the organization
will be using to deliver the intended message to the target audience. India with a
population of over 1.32 billion has a social media penetration of over 30 percent, which
are approximately some 270 Million people. As the target audience is millennial, the
company has to mostly focus on tapping those audiences on the social media platforms.
Millennial are the category of people who consume maximum information from the web
or social media, thus it will help in creating a better engagement with the customers.
Apart from this, country wide events will be conducted along with drive across 1000

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plus colleges to further penetrate the drink and collect the real time feedback from the
customers. Word of mouth and promoters will also play a strong role in spreading the
word out to their friends, peers or any other person. Thus, the creative message
strategy has the major objective of getting the customers accustomed to the taste of
ENCOKE and leverage on the brand awareness of Coca-Cola to drive awareness of
ENCOKE (Weinberg & Pehlivan, 2011).
Media
Vehicle/Platform
Rationale for the
Media vehicle
Frequency
Capping
Vendors
TV commercial
(Offline)
This is for targeting
the family audience
who now can
include ENCOKE in
their drink cabinet.
India is a land of
auspicious
occasions, and the
drink will be
projected in the
similar manner
through the
medium of TV
4 new commercials
in duration of 12
months.
STAR Network
Sports Network
All the TV channels
viewed by family
audience
particularly sports
and family seriels.
Newspaper ad
(Jacket)
The newspaper ad
will create a
country wide
awareness and will
target all the
audience and not
just the millennial,
The purpose here is
to just showcase to
the world the
launch of a new
The newspaper ad
will be running
through entire 12
months with a
frequency capping
of one ad/Month
Times of India
The Hindu
Hindi daily and
regional
newspapers
Economic Times
Mumbai times
Daily Mail

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drink by Coca-Cola
Events The purpose of
conducting Events
is to get a real time
feedback from the
audience. It will also
create sufficient
traction on the
website and will
become an excellent
source of collection
for the section of
journey and
experience on the
website.
2 events will be
conducted every
month in all the
metropolitan cities
of India.
The theme of the
Event will be
“Energized India,
The real India”
Taste the ultimate
energy drink and
give wings to your
aspiration.
The cities selected
are:
Mumbai
Pune
Bengaluru
Jaipur
Chennai
Kolkata
Assam
Lucknow
Dry Run(Country
wide visit to the
colleges)
Dry run will be held
across the UG/PG
colleges. The
purpose here is to
give a taste of the
drink to the
customer audience
and create a good
brand awareness on
the millennial
The campaign will
be for a three
month duration
Some of the colleges
selected are:
IIT’s
IIM A,B,C,K,L
Pune engineering
college
D Y Patil College
Mumbai University
Delhi University
BHU

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Social Media
platforms
With 30 Percent of
Penetration and
almost 80% of
which is millennial.
Social media
platform is the best
medium to build a
connect with the
audience and
engage them with
the brand offering.
Social media posts
will be in form of
quiz, video
experience and
other forms of
contest to build the
engagement with
the brand.
Daily 4 Posts Facebook,
Instagram, Twitter,
Snapchat, Pinterest
Blogs Blog will be both
company written as
well as user
generated. The
blogs will be used to
provide the
experience the
customers felt after
tasting the drink
and the
transformation in
their lives.
A blog every other
alternate day
In –house and
external bloggers.
YouTube and The idea of A campaign for Mask head of

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Online ads YouTube ad is
drawn from the fact
that visual ads are
more engaging. The
you tube ads will be
in the form of
snippets of
customer
experience. Other
online ads will be in
the form of GIF and
rich media to build
attraction and
engagement
round the clock Youtube will be
booked for three
months. Affiliate
marketing will be
used on the
following web
channels:
Lifestyle and
Fashion
Education
News
Sports
Entertainment
Table 7 Media Mix
Pricing Strategy
India is a price sensitive market and the customers often look for value proposition
before making a purchase. The value proposition of ENCOKE is to reenergize the Indian
audience, especially the youth who are the drivers of the Indian ecosystem. The youth is
the flag bearer for development in the Indian sub-continent and thus it is important to
engage the in the healthier options in drinking. The pricing strategy of ENCOKE is
competitive and is in accordance to the current price being charged by Red Bull and
Cloud 9. The pricing strategy can also be seen as:
 Price has to be in the range of (INR 65-80).
 For the initial three months the company will give a flat discount of 50% to the
customers to build awareness on the brand, and also to give them a taste, feel
and experience of the product at a subsidized product (Nagle & Müller, 2017).

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Measuring Brand Equity
An indirect approach which is lead by CBBE is an important source to identify and
measure the brand equity and to gather in depth insights on customer brand knowledge
to identify the sources of leverage equity. The indirect approach used here helps in
identifying the indicators for various response towards the product and the brand. A
multi-measurement need to take place in order to meet the multi-dimensional brand
knowledge. Brand image has to be evaluated using the qualitative and quantitate
techniques.
Qualitative
This technique is employed to characterize the association which are coherently
connected to the brand. This can also be understood as the first step, as there is a lot of
scope for both the researcher as well the consumer. Questions like what does the Brand
ENCOKE means for you, and many more can open plenty of avenues for the brand.
There are cases wherein the consumer is unable to convey his true feeling, expression,
emotions and thought towards the brand. In such cases projection techniques are being
used, in which the consumer is asked to compare the brand of ENCOKE with the animal,
and later questions are asked him on his choice of animal akin to the brand. Relation
between the brand personality and relationship can be drawn by using the model of
Aaker(1997). Another model such as Fournier(1998) and Brand relationship quality
(BRQ) can also be used to support the theoretical notions of the brand.
Quantitative
Qualitative analysis is exactly opposite of qualitative analysis and it uses variation in
scale in order to make numerical representation which leads to strategical and tactical
recommendation for the brand. It becomes extremely important while measuring the
brand equity, that the customer is aware of the brand elements when being confronted
with them. This can also be done for customers by replacing one letter of the brand, and
asking the consumer to complete the brand name, the same can be extended to the
brand slogan, logo and the jingle.

Brand Development P a g e | 22
In order to build a strong brand equity, the brand image is equally important as the
brand awareness. According to the Keller model of 2006, the lower level consideration
are related to the perceptions of specific benefits and attributes in comparison to higher
level consideration which are related to consumer responses and judgements and
feelings with the brand. Then, there exists a relationship between these two levels
which is due to the specific attributes and benefits of the brand.
Table 8 Brand Equity Model & Measurement by Keller (2006)
Timeline
The below mentioned table demonstrates the marketing timeframe for the period of
next 12 months, starting w.e.f August.

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Table 9 12 month Brand launch plan
Activity name Start Day
Duration
(Days) Cost
Brand Launch (ENCOKE) 01-09-2018 365 900000
Phase 1-Preparing the launch 01-09-2018 122 100000
Defining the target group 01-09-2018 30 30000
Idnetifying competitors 01-09-2018 31 20000
POD's and POP's 30-09-2018 30 10000
Selecting brand elements 01-11-2018 31 40000
Phase 2-Planning the launch 01-11-2018 91 120000
Define sales goals 01-11-2018 61 30000
Defining launch timing and PR 01-11-2018 61 10000
Identify partners 01-11-2018 61 60000
Identify Suppliers 01-11-2018 61 30000
Identify online opportunities 01-11-2018 61 30000
Define launch budget 01-11-2018 91 20000
Determine budget requirement 01-11-2018 91 15000
Launch budget approval 15-11-2018 15 5000
Phse 3-Launch 01-02-2019 152 240000
Marketing 01-02-2019 152 150000
Determine creative concept 01-02-2019 91 60000
Preparinng marketing message 01-03-2019 122 90000
Review current materials and find out new req. 01-03-2019 122
Identify press release requirements 01-03-2019 122
Determine product specification materials 01-03-2019 122
Determine internal communication needs 01-03-2019 122
Projection 01-05-2019 61 10000
Matching brand release timing with marketing plan
Production 15-06-2019 76 35000
Prepare volume production
Sales 15-06-2019 76 35000
Plan sales group staffing to maintain sales
Support 15-06-2019 76
Plan sales group staffing to maintain sales 5000
Objectives
Phase 4-Execution 01-08-2019 61 280000
Marketing 01-08-2019 61 150000
Estimate market and exact marketing message 01-08-2019 61
Design and order final package 01-08-2019 61 50000
Create press releases 01-08-2019 61 100000
Create product specification materials 01-08-2019 61
Create marketing presentation 01-08-2019 61
Transmit product launch details to internal stakeholders01-08-2019 61
Update brand forcast based on qaulitative and quanititatve analysis01-08-2019 61
Update launch plan based on forecast 01-08-2019 61
Projection 01-08-2019 61 50000
Complete and test brand 30-08-2019 30
Production 30-08-2019 30 50000
Create prodcut prototypes 30-08-2019 30
Prepare distribution channels 30-08-2019 30
Sales 30-08-2019 30 20000
Establish sales channels 30-08-2019 30
Support 30-08-2019 30 10000

Brand Development P a g e | 24
Recommendation
In accordance with the brand plan a set of strategical and tactical recommendation are
suggested for ENCOKE.
Strategic Recommendation
Positioning The positioning for ENCOKE has to be as
an energy brand and specially to the Youth
audience (Millennial)
Brand Mantra The brand mantra has to be communicated
on all the web 2.0 and traditional
platforms
Tactical Recommendation
Head on competition with Cloud 9 and Red
Bull
Coca-Cola has to beat the competition by
having a direct competition with its
competitors. Thus, the company has to be
present in all the market where it
competition is doing fairly good.
Engagement with the customers The section of Journey, experience on the
Microsite and the social media page has to
be utilized at its full potential in order to
gain the maximum attraction.
Build a strong connect with the young
audience
The drink is made for the young audience,
thus Coca-Cola has to build a good
engagement strategy to tap the sentiments
of the young audience
Leveraging the company’s brand value Coca-Cola has 132 years of history and it
has a brand awareness of 98%. ENCOKE
has to ensure that it does not dilute the
brand value of Coca-Cola and leverages it
to gain full mileage.
Table 10 Recommendations

Brand Development P a g e | 25
Conclusion
The brand plan here has been developed and created for the brand extension of the
existing brand Coca-Cola. The newly launched product is an energy drink “ENCOKE” and
has been created specially to tap the growing consumer market in India. The brand plan
here includes the positioning strategy for the brand based on its POD and POC, utilizing
the CBRE approach to build awareness. A communication strategy has been created to
ensure that the creative message reaches the target audience and both the web 2.0 and
traditional marketing tools are being utilized for the media vehicles. Recommendation
are provided to bridge any lacunae in the existing brand plan of ENCOKE.

Brand Development P a g e | 26
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