Aini 2012 coca cola international comparison

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Fraicheur et être ensemble - une analyse comparative.

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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 LOVEBRAND 3 A’s AVAILABILITY Distribution network AFFORDABILITY Product pricing ACCEPTABILITY convincing the customer to buy
  4. 4. OUR ANALYSIS USA RUSSIA CHINA KENYA 1. TYPES OF MEDIA • MASS MEDIA • 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” • 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”
  9. 9. The advertising messages. Billboarding The american way of life…
  10. 10. TV commercials • The opposition between good and evil http://www.cultur epub.fr/videos/c oca-colavideogame
  11. 11. TV commercials • Happiness, peace, enjoy http://www.culturepub.fr/vi deos/coca-cola-friendlyman
  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 country's 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-Cola's Community 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 the afternoon, and sometimes in the evening in front 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 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
  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 last frontier …
  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 Advertising • TV commercials • Billboard • Street furniture Non-Media Advertising • Point of sale Ad • Special Offers (coupons) • Event Promotion (sponsoring) • Local style (painted houses)
  41. 41. Another way of advertising. -adaptation to distribution -branded rickshaw vans, tricycles and pushcarts
  42. 42. TV Advertising ‘’Brr’’ http://www.y outube.com/ watch?v=RJ b1o8SJQnc http://www.yout ube.com/watch ?v=5bUfz7UgP 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. EVENT PROMOTION
  47. 47. Sponsoring: CHARITY •Coca Cola Foundation •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 Responsability How lucky are Africans to have such a caring friend like Coca Cola, the continent's largest employer with 65,000 employees.
  51. 51. DANCE, SING PLAY, DRINK!!
  52. 52. 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

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