Aini 2012 coca cola international comparison

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Dossier Master AINI 2012
Voir aussi ici :
http://casesinmarketing.blogspot.fr/2010/05/coca-cola-forever.html

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Aini 2012 coca cola international comparison

  1. 1.  Nr 1 beverage company 500 sparkling and still brands 15 billion dollar portfolio 200 countries 1.7 billion servings a day.
  2. 2. Coca Cola Advertising Story 1900
  3. 3. Coca Cola strategy 3 A’sLOVEBRAND AVAILABILITY Distribution network AFFORDABILITY Product pricing ACCEPTABILITY convincing the customer to buy
  4. 4. OUR ANALYSISUSA 1. TYPES OF MEDIARUSSIACHINA • MASS MEDIAKENYA • NON MEDIA 2. COPY STRATEGY • Values • Messages • Casting
  5. 5. Coca Cola in the USA
  6. 6. Symbol of America
  7. 7. Medias for advertising ? • Mass media Advertising – Television – Billboard – Web • Non media advertising – Sponsoring – Event promotion
  8. 8. 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”)
  9. 9. The advertising messages. BillboardingThe american way of life…
  10. 10. TV commercials• The opposition between good and evilhttp://www.cultur epub.fr/videos/c oca-cola- videogame
  11. 11. TV commercials• Happiness, peace, enjoy http://www.culturepub.fr/vi deos/coca-cola-friendly- man
  12. 12. 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
  13. 13. Sponsoring online.• Sponsoring health activities
  14. 14. Friends with COKE ?
  15. 15. Russia
  16. 16. PePsi is the ‘official’ soft drink of the Soviet Union in the 1970s.
  17. 17. 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 .
  18. 18. Represent the consumer within the act of consumption The focus from desire to identification.Develop the illusion of a personal relationship
  19. 19. Coca cola kiosk, Moscow, 2010 Bus station, Moscow, 2010 Bus, Moscow, 2010
  20. 20. The shops The streets Promotion The cinema
  21. 21. TV advertising Young people New Year
  22. 22. Live Positively, Coca-ColasCommunity Relations Website www.vkontakte.ru 3792 Coca-Cola fan pages on the VKONTAKTE server
  23. 23. SZETGRY
  24. 24. 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.
  25. 25. Coca-cola in ChinaIntroduction: Coca-cola in ChinaAdvertisementSponsoringPromotion
  26. 26. 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
  27. 27. Coca-cola communication strategy Sponsoring• Sponsoring sports events: Beijing Olympic Games National Football team ( official drink)
  28. 28. Sponsoring social welfare activities: more than 3000 millions RMB ‘’Hope Project’’: Save the Yellow River program:
  29. 29. Coca-cola communication strategy:Promotion• Level 1: Wholesalers and retailers * Price reduction/ discount• Level 2: Sales persons: commission
  30. 30. • 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
  31. 31. 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
  32. 32. • Youth:Energy and fun
  33. 33. • Sports spirit
  34. 34. • Spring festival
  35. 35. • Value of family
  36. 36. -Food and health- Criticism
  37. 37. Coke’s lastfrontier …
  38. 38. Coca Cola in Africa
  39. 39. Kenya•Since 1948•Local bottling plant•200 ml bottle•30 Kenyan shillings (37 cents)Availability/distribution•No Pepsi
  40. 40. 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)
  41. 41. Another way of advertising.-adaptation to distribution-branded rickshaw vans,tricycles and pushcarts
  42. 42. TV Advertising http://www.y http://www.yout‘’Brr’’ outube.com/ ube.com/watch watch?v=RJ ?v=5bUfz7UgP b1o8SJQnc Dw ’Copa Coca Cola‘
  43. 43. Street furniture
  44. 44. Point of Sale Advertising
  45. 45. BILLBOARDING Discouraged by internet social medias WASHI KUWAHI
  46. 46. EVENTPROMOTION
  47. 47. Sponsoring: CHARITY•Coca ColaFoundation•Aids•Women
  48. 48. Typical affrican advertising…
  49. 49. Coca Cola earrings…
  50. 50. 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.
  51. 51. DANCE, SINGPLAY, DRINK!!
  52. 52. 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

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