Brand Identity

A brand is based on:

-the name
-physical elements: logo, color, shape…
-its identity

It defines who you are, who you want to be as well as how you are perceived. It is important to know
exactly your market and your strategy to be successful.
Coke bottle for example is red, scripted “Coca Cola” and is known for its Old-style bottle. The main
identity of Coca corresponds to the message they vehicle, in other words “Coke makes you happy”.

Target Market

Segmentation enables Brands to define the appropriate products for different kind of customers. Coca
Cola doesn’t target a specific segment but adapt its marketing strategy by developing new products.
Age: Generally, Coke does not have a specific target and is addressed to everyone.
But the main consumers are 12-30 years old people; even if there is no specific product or communication
for less than 12 or more than 30, the brand succeed in reaching them, through partnerships for example
(restaurants, fast foods such as McDonald’s…), or thanks to its value among consumers. So, the core
target audience of Coca Cola is youngster or youth. Their targeting is not based on gender but the results
show that both genders like this product and use it (almost 50/50).
Finally, Coca Cola consider each customer as a target and a potential consumer. All age groups are being
targeted but the most potential is the age group from 18-25 that covers around 40% of total age segments.
Life style: no life style targeted but more and more busy life style and mobile generation (youth) are
considered to be the most important part of Coke’s consumers.
Occupation: no occupation targeted but consumers are mainly students and family-oriented people
Nature: fun, joy, entertainment loving…

Customer’s Media Habits

There are some habits which are given as follow:

· The young target audience of the brand loves media exposure
· Mobile generation & social media is part of daily life
· Connected people; they like innovations, they like being surprised.
Positioning Statement:
Coca Cola has strategically positioned itself within the world soft drink market. It faces a vital question:
does it have to keep the same positioning or to adapt according to the 200 countries where the brand sells
its products. The brand has understood this principle while ago: “think global, act local”. Coca is thus
willing to keep the same core product which is coke, but it adapts the offer to local needs. They
use strategic positioning in order to have the same image all around the world, which is a success because
it is perceived today as a part of daily life everywhere. This perception of the brand by the consumer leads
to a high degree of loyalty and makes the purchasing decision more automatic. Coca Cola has been
successful by using Unique Selling preposition as “Live the coke side of life”, related to joy and
happiness.
Consumers basically associate this brand with these emotions. When the name of Coke is mentioned, the
first thing that comes into mind is fun and entertainment.

Advertising Message
If you are what you drink, you might want to cut back on the Coca-Cola. But Ogilvy Dubai connects
people and product in a more metaphorical way for new print and outdoor ads breaking in the Middle
East.

The ads feature Coke cups, glasses and bottles filled with crowds of people, whose diminutive size makes
them look like the product’s bubbles. The brand’s global tagline, “Taste the Feeling,” appears in small
lettering in each execution.
The goal was to use the “Taste the Feeling” platform to celebrate incredible collective experiences. “We
likened the feeling of drinking an ice-cold Coca-Cola to the feeling of being at a sold-out concert, and
cheering alongside a stadium of fans,”

The agency partnered with two photographers to bring the idea to life in the form of three classic Coca-
Cola mediums—the bottle, the bell glass, and the iconic cup.
 Ufone
Brand Identity:
Since the beginning, Ufone has focused on the people of Pakistan especially youth, empowering them with
the most relevant communication modes and services that enable them to do a lot more than just talk, at a
price which is highly competitive. Along with the claim of lowest call rates, clear sound and best network,
Ufone offers its customers simplified tariffs without any hidden charges. The brand is youthful, attractive,
vibrant and high on energy

Target Market:
Ufone has the target market concerning youth in the nation. This target market of youngster comprises
40% of the population. Ufone has targeted the corporate

class for which the Ufone is customizing the packages in order to preserve the existing small
businessman.
Gender: Both Male & Female
Target Class: Middle & Lower Middle Class
Targeting: Mainly they are targeting to youth, if we look at their ads, which are shown on the TV, we got
the clear idea.
Income Group : Rs. 15,000 & above

Ufone’s positioning strategy:

Ufone changed the image of mobile phones from a luxury only affordable by the elite, to a necessity
affordable by the common man. Since its inception, Ufone has positioned its brand for “MASSES” on the
basis of services it is providing and its lowest call rates. It makes them believe that it satisfies the needs of
everyone (viz all classes, age & genders). It tells them that Ufone is there when anybody needs it. The brand
name UFONE itself is a positioning statement

Advertising Message:

The print ad which we have chosen to review is about the latest Ufone Offer Minute-per-

Minute free and its key highlights are as follows:

This tag line place at the top left corner which is creatively designed by showing
two half piece of rate that reflect the most significant aspect of the package. This
slogan depicts a clear message that “CALL POORI AUR RATE AADHA”, that
the user can now avail a call just in half rate.
Apart from the slogan another phrases which occupies a central position in the advertisement has been
used. The phrase is:
The pull is the desire to stay connected and make long talk time calls in cheaper rates. And this message
is given in the above elaborated heading which further clarifies the message in the mind of their target
customers. And the message is that after every minute of call you will get a free minute. It‟s basically
describes the offer in a few words.

The text also contains a major part of the offer.

The text on the right side shows that this package has been introduced for a
limited time period. This Ad is published in the starting of the month of
Ramadan and generally it has been find that people avoid to make long
duration call. So, basically Ufone tries to benefiting from this occasion sought
and engaging people towards their offering.

To add a personal touch to the ad, and to direct customers to their website the below mentioned text is
apparent at the bottom end of the advertisement. It specifies that how can customers contact them.

It also shows the brand name (logo) and its tag line.

The rest of the text at the bottom half of the ad in relatively smaller fonts, describes the details of the offer
and how to avail it. It also identifies the different packages upon which this offer can be subscribed. Here
it is also specified the ending date of this offer.
In this advertisement Ufone is mainly targeting its existing users of pre-paid packages, it also focuses on
attracting the consumers of the competitors. Apart from focusing on the youth, the print ad will give new
opportunities as the mature readers of the newspaper will also get exposure to this offer, which is an
attempt to maximize customer base.

TARGET AUDIENCE CONSTITUENTS

Current Users Ufone users on those pre-pay packages who can avail this offer.
Non Users of mobile or Non-users of Ufone / Switchers, who might want
Potential Buyers
to have ufone for their cellular communication needs.
Deciders / Influencers Friends and Family, Parents etc.
Mobilink, Telenor, Zong, Warid, PTCL Landline, Wireless telephones of
Competitors
Worldcall, V-fone etc.
Publics Media, Government, Critics, Pakistan Telecommunication Authority, etc