1. Basics of Account Planning
Assignment | Pathway to Transformation of Truth
Rohit Rohan
20120119134
PGP 19 | MICA
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Problem | Coca Cola’s sales suffer in winters because people do not drink cold drinks in North India
Problem Definition

Naked Truths
o The Beautiful Truth
Coke is a universal brand with a distinct and memorable brand identity
o
The Ugly Truth
People do not drink soft drinks in winters in North India
o
Brand Goals
From a seasonal relief
To a soft drink to always cherish your closeness and memories with

Target Audience
As a brand, Coca Cola targets the universal audience
– the people of north India, specifically in this case

Influencers
Happiness | Food, Music, Bottle | Youth appeal

2. Truth Illumination
 Truth Audit
o Category truth
Cold drinks are not consumed in winters as much as in summers
o
o
Connection truth
People have a strong connect with Coca Cola amongst competitive brands
o
Consumer truth
People like celebrating occasions – big and small – with food and drinks
o

Company truth
Coca Cola is a global brand that is also popular in India and very successful in recent
years. However, its “Thanda Matlab Coca Cola” campaign has dented sales in winters
Culture truth
People like sharing and intermingling between each others’ cultures
Transformation truth
Food, drinks and happiness are things that bring people close
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