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Advertising and Sales Promotion

Project

BRAND CHOSEN

: CAMPA COLA

STATUS

: WITHDRAWN

Reasons for Failure:


The Return of Coca Cola.
The name was taken from Coca Cola.
The advertising strategies were not good
They were not able to establish themselves as a distinctive Brand.
They launched all similar products as Coca-Cola and Pepsi.

There was no innovation involved in Product production.

Objectives of the project


To re-launch Campa Cola.
To make it a successful Brand.

Strategies for Relaunch


Change the name of the brand to just CAMPA and remove cola from it.
Design a new logo for the brand.
Change the products focus on drinks like Jal-jeera, Shikanji, panna, lime
drinks

(The New Campa Logo)

Advertising Strategies for Campa


Choose Honey Singh as the brand ambassador because of his popularity
among the youth of India.
Advertise on television
Sponsor events like IPL
Develop new target market.
Remove all connections of being a brand associated with Coca Cola.
Have connections with some social responsibilities.

Radio Jingle:
Aala re aala APNA thanda wapas aala.
Ek dum desi THANDA ab uplabd hai
JALJEERA, SHIKANJI, AAM PANNA
Ek Dumm TUNNA TUNNA..!!
HO GAYI DESI THANDE KI WAAPSI

CAMPA IS BACK

T.V ad
It will show honey singh featuring with his amazing rap songs with his campa in
his hand. When he is offered a cold drink he say aapa ta desi bande ne ai vedeshi
saanu ni change lagti Lake de menu sada desi thanda Matlab CAMPA.!!!!
Aapa bande v desi ya ta peende v desi ya..

Financial Distribution: (total of 50 Lacs)


Particulars
Logo (Inbound)
Brand Ambassador (1 year contract)

Amount
Rs.75,000
Rs.25,00,000

2 TV ads 3 print ads


Radio Ad(93.5 FM) (timing morning 8-

Rs.3,00,000

10)
Tv Ad (IPL)
Sponsorships
Total

Rs.16,25,000
Rs.5,00,000
Rs.50,00,000

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