Medias for advertising ? • Mass media Advertising – Television – Billboard – Web • Non media advertising – Sponsoring – Event promotion
ADVERTISING SLOGANS• 1886 “Drink Coca-Cola” • 1993 “Taste it all.”• 1900 “Deliciously refreshing” • 1998 “Thirsty for life? Drink Coca-Cola!”• 1904 “Coca-Cola is a • 2000 “Coca-Cola Enjoy” delightful, palatable, healthful beverage” • 2001 “Life tastes good”• 1982 “The antidote for • 2009 “Open Happiness” civilization” – Coke slogans for the past 100+ • 2010 “Twist The Cap To years Refreshment”• 1986 –“Like a Rock” • 2011 “Life Begins Here” (Inspired by the Bob Seger song “Like a Rock”)
The advertising messages. BillboardingThe american way of life…
TV commercials• The opposition between good and evilhttp://www.cultur epub.fr/videos/c oca-cola- videogame
TV commercials• Happiness, peace, enjoy http://www.culturepub.fr/vi deos/coca-cola-friendly- man
The advertising messages Sponsoring• Va l u e s o f s p o r t ( te a m s p i r i t , fa i r p l ay, re s p e c t … ) http://www.youtube.com/wa tch?v=S2nBBMbjS8w
Sponsoring online.• Sponsoring health activities
PePsi is the ‘official’ soft drink of the Soviet Union in the 1970s.
COCA-COLA IN THE NEW RUSSIA • Ideological fetish • The Coca-Cola Company entered Russia in 1992, only one year after the fall of the Soviet Union. • In 1994, the countrys first Coca-Cola plant opened in Moscow. • Today, the Coca-Cola System in Russia owns and operates 15 bottling plants .
Represent the consumer within the act of consumption The focus from desire to identification.Develop the illusion of a personal relationship
Coca cola kiosk, Moscow, 2010 Bus station, Moscow, 2010 Bus, Moscow, 2010
Russian consumer « Coca-Cola comes into your home»He is not rich.He almost never drinks cola at home.Never in the morning, extremely rarely in theafternoon, and sometimes in the evening infront of the television set.
Coca-cola in ChinaIntroduction: Coca-cola in ChinaAdvertisementSponsoringPromotion
Coca-cola communication strategy: Advertisement• Traditional Médias: television/ newspaper/ Magazine• New medias: outdoor billboards/ internet• POP (point of purchase) : logo/ brand stickers/ posters/ price tags/ Cold drink equipment labels/ signboards
Coca-cola communication strategy Sponsoring• Sponsoring sports events: Beijing Olympic Games National Football team ( official drink)
Sponsoring social welfare activities: more than 3000 millions RMB ‘’Hope Project’’: Save the Yellow River program:
Coca-cola communication strategy:Promotion• Level 1: Wholesalers and retailers * Price reduction/ discount• Level 2: Sales persons: commission
• Level 3 : Consumers Free tasting/ special price/ Adding volume/ Gifts/ Corporation with the supermarkets or other companies ( i.e. : IT) Temporary promotion stands/ stages /quizes Joint promotion: Internet games/ Tencent/ Lenovo
Strategy AnalysisGlobal strategy : Youth:Energy and fun, Sports spiritLocalization strategy : (cultural adaptation/Acceptability)• Brand traslation: 可口可乐 “tasty and happy”• Celebrity effect of brand ambassadors• Advertisement creation: Chinese cultural elements
Mass Media Non-Media Advertising Advertising• TV commercials • Point of sale Ad • Special Offers (coupons)• Billboard • Event Promotion• Street furniture (sponsoring) • Local style (painted houses)
Another way of advertising.-adaptation to distribution-branded rickshaw vans,tricycles and pushcarts
Adaptation of the message • Global coca cola values: refresh, hapiness,etc • Football the sport n.1 • Youth: dance sing play drink • Community life: children, women • Social ResponsabilityHow lucky are Africans to have such a caringfriend like Coca Cola, the continents largestemployer with 65,000 employees.
Conclusion USA China Russia Africa Street Online Point of Sale Media TV Commercial avdvertising/Pr advertising Advertising omotion Refreshing/ComLocal message Happiness Family/Meal Freedom/Youth munity Sport National sponsoring Super Bowl Football team/ Sochi 2014 COPA Coca Cola Kungfu Supporting Awarness Yellow River New Names The Coca Colasocial welthare campain for program/Hope Charity RAIN Program activities women health Project Foundation