Aini 2012 coca cola international comparison
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Aini 2012 coca cola international comparison

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Fraicheur et être ensemble - une analyse comparative.

Fraicheur et être ensemble - une analyse comparative.

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Aini 2012 coca cola international comparison Aini 2012 coca cola international comparison Presentation Transcript

  •  Nr 1 beverage company  500 sparkling and still brands  15 billion dollar portfolio  200 countries  1.7 billion servings a day.
  • Coca Cola Advertising Story 1900
  • Coca Cola strategy LOVEBRAND 3 A’s AVAILABILITY Distribution network AFFORDABILITY Product pricing ACCEPTABILITY convincing the customer to buy
  • OUR ANALYSIS USA RUSSIA CHINA KENYA 1. TYPES OF MEDIA • MASS MEDIA • NON MEDIA 2. COPY STRATEGY • Values • Messages • Casting
  • Coca Cola in the USA
  • Symbol of America
  • Medias for advertising ? • Mass media Advertising – Television – Billboard – Web • Non media advertising – Sponsoring – Event promotion
  • ADVERTISING SLOGANS • 1886 “Drink Coca-Cola” • 1900 “Deliciously refreshing” • 1904 “Coca-Cola is a delightful, palatable, healthful beverage” • 2000 “Coca-Cola Enjoy” 1982 “The antidote for civilization” – Coke slogans for the past 100+ years • 2009 “Open Happiness” 1986 –“Like a Rock” (Inspired by the Bob Seger song “Like a Rock”) • 2011 “Life Begins Here” • • • 1993 “Taste it all.” • 1998 “Thirsty for life? Drink Coca-Cola!” • 2001 “Life tastes good” • 2010 “Twist The Cap To Refreshment”
  • The advertising messages. Billboarding The american way of life…
  • TV commercials • The opposition between good and evil http://www.cultur epub.fr/videos/c oca-colavideogame
  • TV commercials • Happiness, peace, enjoy http://www.culturepub.fr/vi deos/coca-cola-friendlyman
  • 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
  • Friends with COKE ?
  • Russia
  • 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 country's 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
  • The shops The streets Promotion The cinema
  • TV advertising Young people New Year
  • Live Positively, Coca-Cola's Community Relations Website www.vkontakte.ru 3792 Coca-Cola fan pages on the VKONTAKTE server
  • SZETGRY
  • 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 the afternoon, and sometimes in the evening in front of the television set.
  • Coca-cola in China Introduction: Coca-cola in China Advertisement Sponsoring Promotion
  • 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 Analysis Global strategy : Youth:Energy and fun, Sports spirit Localization strategy : (cultural adaptation/Acceptability) • Brand traslation: 可口可乐 “tasty and happy” • Celebrity effect of brand ambassadors • Advertisement creation: Chinese cultural elements
  • • Youth:Energy and fun
  • • Sports spirit
  • • Spring festival
  • • Value of family
  • -Food and health - Criticism
  • Coke’s last frontier …
  • Coca Cola in Africa
  • Kenya •Since 1948 •Local bottling plant •200 ml bottle •30 Kenyan shillings (37 cents) Availability/distribution •No Pepsi
  • Mass Media Advertising • TV commercials • Billboard • Street furniture Non-Media Advertising • Point of sale Ad • Special Offers (coupons) • Event Promotion (sponsoring) • Local style (painted houses)
  • Another way of advertising. -adaptation to distribution -branded rickshaw vans, tricycles and pushcarts
  • TV Advertising ‘’Brr’’ http://www.y outube.com/ watch?v=RJ b1o8SJQnc http://www.yout ube.com/watch ?v=5bUfz7UgP Dw ’Copa Coca Cola‘
  • Street furniture
  • Point of Sale Advertising
  • BILLBOARDING Discouraged by internet social medias WASHI KUWAHI
  • EVENT PROMOTION
  • Sponsoring: CHARITY •Coca Cola Foundation •Aids •Women
  • Typical affrican advertising…
  • Coca Cola earrings…
  • 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 Responsability How lucky are Africans to have such a caring friend like Coca Cola, the continent's largest employer with 65,000 employees.
  • DANCE, SING PLAY, DRINK!!
  • Conclusion USA China Russia Africa Media Online advertising TV Commercial Street avdvertising/Pr omotion Point of Sale Advertising Local message Happiness Family/Meal Freedom/Youth Refreshing/Com munity Sport sponsoring Super Bowl National Football team/ Kungfu Sochi 2014 COPA Coca Cola Supporting social welthare activities Awarness campain for women health Yellow River program/Hope Project New Names Charity Foundation The Coca Cola RAIN Program