Coke Studio

MAIRA FATIMA (20191-25963)

FABIHA AMIR (20181-24402)
INSTRUCTOR: AMIR SAEED
  Work distribution:
1. Brand Introduction: Introduce the brand professionally. (Maira Fatima)

 Brand history, when, how, why, who and where it was introduced? . (Maira Fatima)
 The company, its key people. (Maira Fatima)
 Brand stories and Important events. (Maira Fatima)
 The reason behind brand name, and logo, tagline, jingles etc. (Maira Fatima)
 Most important events of the brands. (Maira Fatima)

2. Brand Mantra: Analyze the brand thoroughly, to understand Brand Vision,

or Brand Mantra. . (Maira Fatima)

3. CBBE: Analyze the brand on the basis of CBBE . (Maira Fatima)

4. Brand Prism: Analyze the brand on Brand Prism . (Maira Fatima)

5. Brand Key: Analyze the brand on the basis of Brand Key. . (Fabiha Amir)

6. Perceptual Map: Compare the brand with major competitors through

Perceptual Map. Current and future, based on Brand strategies. (Fabiha Amir)

7. Brand Association: Draw Brand Association and justify its logic. (Fabiha Amir)

8. IMC approach of Brand: Analyze the brand IMC Approach. All

communication including Content Marketing. Review and give your conclusion. (Fabiha Amir)

Table of Contents
 Brand Introduction..............................................................................................................................3
 History.................................................................................................................................................4
 Coca-Cola.............................................................................................................................................4
 Key People of Coke Studio...................................................................................................................6
 Season’s Overview & Key People.........................................................................................................7
 Important Events & Brand Stories.....................................................................................................10
 Coke Studio Explorer- A brand new module of Coke Studio..............................................................12
 Atif Aslam interpretation of Sabri brothers qawwali.........................................................................12
 Reason behind Brand Name, Logo, Jingles and Tagline.....................................................................13
 Brand Mantra....................................................................................................................................13
 Customer Based Brand Equity...........................................................................................................14
 Brand Prism.......................................................................................................................................15
 Brand Key..........................................................................................................................................17
 Perceptual Map.................................................................................................................................18
 Brand Association..............................................................................................................................19
 IMC Approach....................................................................................................................................20
 Bibliography.......................................................................................................................................21
  Brand Introduction
In 2007, the concept of Coke studio by the Marketing head of Coca-Cola,
Nadeem Zaman, was a turnout for the company as well as a huge success
for the music industry of Pakistan. The Coca-Cola partnershiped with Vital
Signs member, Rohail Hyatt and together they planned to inaugurate a
Pakistani folk and urbanized version of their musical concept in Pakistan.
In 2008, Nadeem zaman and Rohail Hyatt along with Umber Hyatt, took a
step forward and premiered the first live musical performance which
turned out as a success story. Later, the live performances were excluded
and a closed studio version was initiated which is still being practiced till
date. Rohail Hyatt is still the executive producer of the coke studio. Coke
Studio have been an economic rehab in multinationalism and built the
young talented artists, qawwals and boost up the economies as well.
During the procedure, economic framework developed, opened and
reconstructed; influences are exchanged and different music of
diversified regions are produced; communities and heritage music
discovered and portraying growth of the Pakistani music industry.
  History

Coke Studio main idea was borrowed Brazilian show ESTUDIO Coca-Cola, it was first
premiered in Brazil in 2007. In Brazil they were doing the performances as a live concert later in
Pakistan which was performed in a closed studio. In Pakistan it has been so diverse that
including Eastern Classical, Folk, Qawwali, Bhangra, Sufi and contemporary Hip Hop, Rock and
Pop. Coke Studio conveys the message of music experiments and fulfills the benefits of being
different, appropriate and easy to remember. It gives the experience of fusion and exploring
music with innovation.

 Coca-Cola
Atlanta, Georgia U.S, Coca –cola is an American multinational beverage industry which bug in
the

manufacturing, retailing and marketing of concentrated, non-alcoholic beverages, whose formula

is unique and unknown. It has established a huge market flow globally. Coca-Cola is a leading
business globally and occupies 80% of market share all around the globe.
  Coke Studio
Coca-Cola launched coke studio,
the aim was to establish
happiness and thrill among
youth. From, 2008 till date coke
studio features musical talent and
annually broadcast its musical
seasons. From, famous singers to
the immerging talent of Pakistan
they feature them and broadcast
on television and social media
platforms. Coke studio is an
international music franchise,
that features multitude musical
influences across the globe
which ranges from classical,
folk, ghazal, Sufi, qawwali and
bhangra, traditional music to
contemporary hip hop, rock and pop music. The core purpose of the show is to portray the
multiculturism of Pakistani art and artists from various parts of Pakistan, speaking different
language but united on a single cause that is having one language of music. It started from 2007,
live concert which later was excluded and a closed studio version was initiated which is still
being practiced till date.
 The years 2006 and 2007 were the occasions when
Pakistan was wrestled with tremendous issues of
psychological oppression, financial gap and ethnic
gap. These distinctions affected the social, social
and strict texture of the country. The crack was
apparent on the web, which was further enlarging
the disarray individuals had regarding their
financial, political and social frameworks. They
detected being important for a 'lost country'.
Globally, Coca-Cola is associated with ‘bringing
happiness’. There was nothing happy about the
situation, but the company astutely found a
creative space and decided to deliver a message of
‘hope, positivity, optimism, celebration of
diversity’ through the language of music. To
defeat this opposition, the organization in the
wake of conceptualizing with Rohail Hyatt, an
individual from the Vital Signs band at that point and furthermore the inventive master behind
Coke Studio, concocted the possibility of Fusion. A combination of western music and eastern
people melodies to bring the Pakistani pride back.

Everything at Coke Studio exemplified the regular qualities that it needed to bring out. The
marriage of ethnic varieties and western instruments, the use of Sufism as an antitoxin to
radicalism, the old-style custom of impromptu creation by performers alongside the western
convention of structure and game plan, among others, plainly shouted to the individuals of
Pakistan.

 Key People of Coke Studio

 Till date 72 episodes of coke studio
have been released and for that the
key producers who worked are as
under:

 Nadeem Zaman
 Rohail Hyatt
 Strings
 Ali Hamza
 Zohaib Kazi
 Rohail Hyatt

 Important Events & Brand Stories

Coke studio’s sole aim is to spread happiness, bring the people closer together on a single
platform. Divided by culture, tradition, language yet united on a single frame of music. Coke
studio key events and the revolutionary stories include the coke studio module of exploration of
young talent across Pakistan before the season 11.

Season 8 was launched in 2015, which was a huge success. It was a tribute to Sohail Rana and
Masroor Anwar for their patriotic performance.
Season 8 success:

 Bewajah by Nabeel Shaukat Ali

 Tajdar e haram by Atif Aslam
 Ae Dil by Sara Haider and Ali Zafar
 Man Amadeh Am by Gul Panra and Atif Aslam
 Rockstar by Ali Zafar

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Coke Fest
The Active Media facilitated the Coca-Cola Food and Music Festival in Lahore which ended up
being an enormous achievement. It had more than 100,000 or more individuals appreciating
different food from more than 135 slows down and some extraordinary music exhibitions by
Farhan Saeed, Abrar-Ul-Haq, Aima Baig, Sahir Ali Bagga, Sahara UK and some more.

CFF likewise teamed up with Rizq Foundation to guarantee that the food excess doesn't go to
squander; all things being equal, it is given to the penniless and oppressed segment of the general
public. During the celebration in Lahore, CFF and Rizq had the option to save an aggregate of
350+ kilograms of food which was then taken care of to more than 1000 individuals. Stepping
forward, Coca-Cola Food and Music Festival made exceptional plans to guarantee simple entry
for the individuals in wheelchairs. In addition, a free passage was given to a group of 20
impaired people called The Dancing Wheels from the Team Dreams association upon their
solicitation on the Facebook bunch Foodies R' Us.

Aside from the extraordinary music and food, the dynamic media guaranteed to make it a hit
against progress by giving each conceivable office. With all these astonishing things, we make
certain about the way that coke fest will return one year from now on a greater and a superior
scale. Our nation without a doubt needs such occasions so we can depict a superior picture of our
general public on a worldwide level.

 Important events and brand stories:

Coke studio’s sole aim is to spread happiness, bring the people closer together on a single
platform. Divided by culture, tradition, language yet united on a single frame of music. Coke
studio key events and the revolutionary stories include the coke studio module of exploration of
young talent across Pakistan before the season 11.

 Coke Studio Explorer- New module of Coke Studio:

Coke studio explorer was introduced by the producers Zohaib Kazi and Ali Hamza. Their sole
aim was to find the talent from different regions of Pakistan along the mountainous regions of
KPK to the deserts of Baluchistan- to the areas they can travel with their small gadgets with the
purpose to make the dreams of the unnoticed singers true and providing them with the best
opportunities.

Coke studio explorer merged the folk songs with urban music of the day making the soundscape
as modern as they likeness of the people yet being true to their heritage. It was a huge success for
the brand as well as for the hidden talent of Pakistan.
  Atif Aslam interpretation of Sabri brothers
qawwali

Tajar-e-haram was a huge success for Pakistan. It broke all records and were listened over 186
countries around the globe. The fusion of qawwali with the urban music made it a hit. More
than100 million views over the YouTube and was aired on television with a mega success of fan
following. It was appreciated by the neighboring countries as well. Coke studio the born product
of Pakistan is a huge success and landmark of brilliance for the people of Pakistan as a whole.

 Reason behind Brand Name, Logo, Jingles

and Tagline

Reason behind the brand name and logo is that it is associated with Coca-Cola. It is an
internationally recognized musical franchise which is the representative of Coca-Cola. It features
multitude musical influences across the globe which ranges from classical, folk, ghazal, Sufi,
qawwali and bhangra, traditional music to contemporary hip hop, rock and pop music. The
concept of Coke studio was introduced by the Marketing head of Coca-Cola, Nadeem Zaman. Its
tagline “sound of the nation” represents the idea of getting together the multiculturism of
Pakistan. Logo; can be altered with respect to themes, absolute attention catcher, color red gives
the message of happiness, energy, action, love desire, passion. Black; power and control, strong
comfort. White; innocence and purity, equality and unity, safety fairness simplicity. Their tagline
says; the sound of nation through which they say that they diversify in every culture and tradition
and exploring new thing all over.

 Brand Mantra

Coke studio depicts optimism, happiness, thrill and energy. Its brand mantra is to spread
happiness and Coke studio is consistent with its brand mantra and it preach what it promises. Its
brand mantra can be experienced by the audience by listening to their music. Targeting the youth
and also the urban people but basically the one which have an access to the digital media
Pakistani indigenous cultural platform that the youth could be proud of. Coke Studio stands out
in a manner in the market that they adopted the essence of the culture of Pakistan, they inherited
the DNA of Pakistan an did not create anything new which might have lost the essence of the
culture. They stand out as per the modern folk music and poetry and that is Pakistani essential
and it makes it stand out from anything else around the world. Coke Studio wins in such a way
that every time they come across a new instrument and a new sound, exploring a different
experience with the vibe it gives of the folk, poetry and the cultural essence. Also, it attaches so
many sentimental values that linked to the history and memories. It benefits in a manner that it
gives a safe platform for the youngsters to express themselves.
  Customer Based Brand Equity

Customer based brand equity is an important aspect for marketers. CBBE model help marketers
to understand and work on what are the customer’s needs and want even before the customer
even buy the product. Coke studio represents Coca-Cola. It represents happiness, thrill,
livelihood and supports innovation. By the huge success of coke studio, it made a prominent
image in the mind of the youngsters and the viewers as it is broadcasted on television. Coke
Studio made itself quite a recognizable brand and made their happy energetic image in the mind
of the customers. By their top-notch and successful musical performances, it made its brand
image and meaning to the consumers. Coke studio is a revival for the Coca- Cola brand and it
helped in gaining the market share from Pepsi in Pakistan. Keller’s Brand Equity Model is
implied in a way that it starts with brand Identity as what is the brand and how it came into
esxitence – Coke studio is known for the traidtional music. The brand image – what they offer is
new experience and also their performance their likes and fan following. The judgements and
feels about the brand – how people feel about it are they able to relate to it or not. Resonance is
the relationship you share with the customer the attachement and the sentiments.

 Brand Prism
  Capabilities: What do we do?

The brand delivers quality music representing the culture of Pakistan. It is one of the most
successful music franchises airing its closed studio performances depicting happiness, energy
and thrill to the youngsters.

 Personality: How do we deliver?

Coke studio showcase best singers of Pakistan and deliver quality music through airing on
television and YouTube. It promotes itself through popup advertisements as well. It has a strong
personality and coke studio is listened in various countries as well and is being encouraged. Coke
studio also showcase new talent and merge folk music with urban music.

 Values & Culture: What do we care about most? How do we treat one
another?

The values and culture of coke studio depicts that the folk songs with urban music of the day
making the soundscape as modern as the likeness of the people yet being true to their heritage. It
tries to merge and showcase the real culture and tradition of Pakistan to the world. What coke
studio really cares about is to spread happiness and show the real and talented face of Pakistan.

 Shared Values & Community:

Both the brand and community experience pleasure in the music. Coke studio caters the best
fusion of urban and folk music compilation and attract its audience and Coke studio is consistent
with its purpose and it preach what it promises. Its values can be experienced by the audience by
listening to their music.

 Noble Purpose: Why do we exist?

Coke studio exists to work on the sole purpose

to generate happiness to the audience especially
youth.

 Rallying Cry: What does it all

add up to?

It adds ups to recognizing the talent of the

nation. It represents Pakistan on a global level as
an inspirational music industry.
  Aspirational self-image:

It is an internationally recognized global musical franchise aspiring youngsters to pursue what

they dream. It explores the young talent of the nation as well and broadcast them on musical
forums. It aspires the nation to be happy and spread energetic vibe.

 Brand Key

Values Beliefs and Personality Reasons to Believe

It believes in the culture, folk, poetry and also They promise to give the best experience and
that the essence of tradition stays. how youngster are allowed to express
themselves, they will always explore a new
thing as any instrument can be tested and give
a new affair.

Essence Brand Idea

Live music performances appreciating the culture and diversity

Benefits Discrimination / USP

Functional Benefit: Revival of Pakistani Fusion music
music, increase of market share of Coke Blend of pop, rock, folk and classic
Emotional Benefit: sense of celebration and
 happiness
Consumer Insights
Youngsters, people exploring new instruments, folks, poetry, all over Pakistan

Competitive Environment Target

Nescafe Basement Attitude: influenced by folks, traditional,
Velo sound station poetry
Behavior: Purchase, benefit and loyalty
Socio Economic: A, B and C
Root Strengths
Divers musical influences and also Coca Cola having an image built with fusion music since
back in time.

 Perceptual Map
High Quality
 High service Moderate service

Moderate quality

Analysis

coke studio is termed as high quality and high service as it has attempted various practices, such as
significantly raising its advertising budget, the use of a high-profile celebrity, major product promotions
and discounts, all backed by very strong brand awareness. Nescafe is also termed as high service and
high quality but at a lower level. They use different strategies to attract people. Nescafe use lifestyle and
personality in their commercials to place their target segment. Cafe crown latte for young people and
cheerful personalities, for example. Behavioral: advantages, use rate, status of loyalty. Velo sound
station is termed as high quality and moderate service. Velo Sound stations are ostensibly a forum
hoping to revive and energize mainstream music as well as an arbiter and initiator of music's potential
pop culture trends.
  Brand Association

Sufi Urban
Tradition Folk

Multiculturism Instruments
Pop
Talent
Heritage
Classic
Revival

Brand Association: All these factors are associated with Coke Studio in a manner that; tradition
as its linked with the culture of Pakistan it carries the essence of the folk, classic, qawwali,
bhangra, and a bit of rock, pop and fusion to give it a modern look. Instruments so that can
explore new ways and are given a freedom to explore their talents. They have appreciated
diversity and work on the multiculturism to give a revival to the urban and modern culture and
not to lose the essence of Pakistani culture. Coke Studio have been carrying out the heritage and
also to maintain the balance between modern and classic music to target their audience.
  IMC Approach

The survival of Coke Studio is there due to their fan following, they look for variety due to the
fact that they its common consumer mentality. Coke-studio in Pakistan has become famous
because of its unique song variety, which has been popularized by young budding artists.
YouTube comments can be used to get the sentimental attachments of the end listeners to have
an idea of their needs and demands. The new market is all about usage of digital tools, Artificial
Intelligence and marketing analytics to analyze the customer segments and provide the best as
per their expectations. They can have a good experience when the operations meet the
technology or mobile marketing.

Advertising: advertising can be done through social media – Facebook, Instagram, Twitter and
other social media platforms, where they can do a pre-launch and post launch campaign which
will help them attract the potential customers also through that platform, they will get to know
their target audience and how to engage them. There are man ways of engaging the audience,
Live sessions, getting to know their preferences through polls and comments, brand community
where people get to know each other. Also, the fact that the parent brand Coca-Cola itself have
such a brand image that there are loyal customers and will always give an honest word of mouth
and recommendation to others on their own experiences. Making use of technology and
touchpoints is very important to attract your audience. The customer experience, perception and
expectations as they have a vast variety of options available, from online contest to SEO,
blogging, E mail, banners, pop up advertisements. The communication should be in a way that it
conveys the message and aware the consumer.

Sponsorship and events include the huge Coke Fest that happens and in which the artists of the
Coke Studio perform, it a food festival that happens every year in competition with Karachi Eat
but the specialty of Coke Fest is there the artist of Coke Fest have a special performance for their
audience. Coca-Cola sponsors it and they have been doing different musical events as well where
Coke sponsors. Publicity is done in a way where they promote themselves when the share a coke
campaign was launched through this, they actually spread the message of share the happiness
with people who are not able to celebrate anything. Point of purchase can be covered in a manner
that how they customized the names on the bottles and when ever the consumer is given a
personalization factor that gives the sentiments and attracts even the potential customers.
  Bibliography

 "Coke Studio 11 gears up for season premiere".  The Express Tribune. 23 July 2018. Retrieved  11
August  2018.

  "'Music Transcends Everything': Coke Studio Fuses Genres and Cultures, Creates International
Franchise". The Coca-Cola Company. 1 November 2013. Retrieved  26 August  2015.

Journey Staff (23 August 2013).  "Coke Studio". The Coca-Cola Company. Retrieved  21 July  2017.

Ali Raj; Rafay Mahmood (25 January 2019).  "Rohail Hyatt returns to 'Coke Studio' after five years".  The
Express Tribune. Retrieved  2 February  2019.

https://www.globalvillagespace.com/coke-studio-is-a-pakistani-indigenous-cultural-platform-
sadaf-zarrar-imc-manager-coke-studio/
https://internationaljournalofresearch.com/2020/07/06/why-coke-studio-is-so-popular/
https://www.coca-cola.pk/news/music/introducing-coke-studio-explorer-a-brand-new-module-
of-coke-stud
https://www.slideshare.net/fizzza18/coke-studio-pakistan
https://dailytimes.com.pk/329362/coke-food-festival-eyeing-a-bigger-venue-after-the-success-of-
season-2/#:~:text=The%20Active%20Media%20hosted%20the,Sahara%20UK%20and%20many
%20more.
https://tribune.com.pk/story/19032/coke-studio-unplugged