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MCM 454: Case Studies in AdvertisingCoca Cola Advertising Campaign in the UAE
Outline1. Brief Recap2. The Brand3. Coca Cola in Germany4. Localizing Coca Cola in the UAE    • UAE psychographics related...
When did It all start?• Sold in more than 200 countries Worldwide.• Established in 1886.• John Pemberton• Asa Griggs Candler
Coca Cola as a Brand1. Brand Identity   a.   Coca Cola became legendary   b.   People associate Coca Cola with feelings of...
German’s psychographics 1. Low PDI 2. Future Orientation 3. Individualism 4. High Uncertainty Avoidance
Germany’s Coca Cola Campaign
The Campaign’s Feedback1. The Campaign’s survey concluded• That almost half of Coca-Cola drinks are served with food, in G...
UAE psychographics1. High PDI2. Collectivism3. High Masculinity4. High Uncertainty Avoidance5. Past and Present Orientations
Problem  Coca Cola is not enforcing itself to local  cultures, further adapting to their localcustoms; wherein it travels ...
Communication Objective      Go Global … Think Local
S.W.O.T. Analysis    Strengths            Weaknesses               Threats             Opportunities1) Popularity         ...
Target AudienceMass customization  Cosmopolitan
The Big Idea• Collectivistic values   • togetherness   • happiness   • Group interactivity
The Big Idea• Time: Ramadan 2010• Place: We intend to launch our campaign   o Print Media: Advertisement   o In Broadcast ...
Why did we execute TWO ads ?Corporate           English    Arabic  Name      Logo    Slogan     Slogan                   C...
Bon Appétit …
Coca Cola Advertising Campaign in the UAE
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Coca Cola Advertising Campaign in the UAE

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Coca Cola Advertising Campaign in the UAE

  1. 1. MCM 454: Case Studies in AdvertisingCoca Cola Advertising Campaign in the UAE
  2. 2. Outline1. Brief Recap2. The Brand3. Coca Cola in Germany4. Localizing Coca Cola in the UAE • UAE psychographics related to Hofstede’s cultural dimensions • Problem • Communication Objective • Target Audience • The Big idea
  3. 3. When did It all start?• Sold in more than 200 countries Worldwide.• Established in 1886.• John Pemberton• Asa Griggs Candler
  4. 4. Coca Cola as a Brand1. Brand Identity a. Coca Cola became legendary b. People associate Coca Cola with feelings of …2. Brand Personality a. Trust-worthy Brand b. Build a long-lasting relationship with its customers3. Brand Promise a. Exceed customers’ expectations
  5. 5. German’s psychographics 1. Low PDI 2. Future Orientation 3. Individualism 4. High Uncertainty Avoidance
  6. 6. Germany’s Coca Cola Campaign
  7. 7. The Campaign’s Feedback1. The Campaign’s survey concluded• That almost half of Coca-Cola drinks are served with food, in Germany.• 40% of these drinks are consumed in German houses.• 95% of German families want to spend more time together• More than two-thirds want to eat at home together more often but only half of theGerman people do so.2. YouTube Viewers’• 14,474 viewers’
  8. 8. UAE psychographics1. High PDI2. Collectivism3. High Masculinity4. High Uncertainty Avoidance5. Past and Present Orientations
  9. 9. Problem Coca Cola is not enforcing itself to local cultures, further adapting to their localcustoms; wherein it travels across the globe carrying a single message.
  10. 10. Communication Objective Go Global … Think Local
  11. 11. S.W.O.T. Analysis Strengths Weaknesses Threats Opportunities1) Popularity 1) Word of mouth 1) Changing health 1) Many successful2) Well-known 2) Lack of consciousness brands to pursue attitudes 2) Advertise its less3) Branding obvious popularity of 2) Legal issues popular products and easily many Coca Cola’s 3) Health ministers 3) Buy out competition recognized brands 4) Competition (Pepsi) 4) More brand4) A lot of finance 3) Most unknown recognition5) Customer loyalty and rarely seen6) International 4) Result of low trade profile or non- existent advertising 5) Health issues
  12. 12. Target AudienceMass customization Cosmopolitan
  13. 13. The Big Idea• Collectivistic values • togetherness • happiness • Group interactivity
  14. 14. The Big Idea• Time: Ramadan 2010• Place: We intend to launch our campaign o Print Media: Advertisement o In Broadcast Media: TV commercial
  15. 15. Why did we execute TWO ads ?Corporate English Arabic Name Logo Slogan Slogan Coca ColaCoca Cola sets the table
  16. 16. Bon Appétit …

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