This GFP was about the marketing communication strategy for Coca-Cola especially for the youth market segment. It focused on the advertising theme and promotion.

The frame of work that we used to formulating the strategy is a model of complex decision making.

Consumer survey was conducted to collect the consumer characteristic. This survey was focused on consumer drinking behavior, consumer life style and consumer personality attributes. Those data was collected to analysis the statement: why consumption per capita of Indonesian consumer is low, there is a strong potential threats from direct competitor and Indonesian consumer have perceived Coca-Cola is a prestigious drink.

The strategy can be recommended as follows :

- Integrated communication.

- Use global theme as an equity.

- Harmonize message with teenagers self-concept.

- Strive for the bets fit among advertising image, self-concept and product perception.

- Use local execution format to get optimum result



Research Location: PT Coca Cola Indonesia

Sepervisor: Hadi Satyagraha, Ph.D.

Accepted on 1994



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