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Coca cola presentation
- 1. MCM 454: CaseStudies in AdvertisingCoca Cola Advertising Campaign in the UAESubmitted to: Professor Moh'd IbrahineSarah Kayyem @27358Chirine Hamdan @26944Ahmad Sawan @13394
- 2. OutlineBrief RecapThe BrandCocaCola in GermanyLocalizing Coca Cola in the UAEUAE psychographics related to Hofstede’s cultural dimensions
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- 6. The Big ideaWhendid It all start? Sold in more than 200 countries Worldwide.
- 7. Established in1886.
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- 9. Asa Griggs CandlerCocaCola as a BrandBrand IdentityCoca Cola became legendary People associate Coca Cola with feelings of …Brand PersonalityTrust-worthy BrandBuild a long-lasting relationship with its customersBrand PromiseExceed customers’ expectations
- 10. German’s psychographicsLow PDIFutureOrientationIndividualismHigh Uncertainty Avoidance
- 11. Germany’s Coca ColaCampaign
- 12. The Campaign’s Feedback1.The Campaign’s survey concluded That almost half of Coca-Cola drinks are served with food, in Germany.
- 13. 40% ofthese drinks are consumed in German houses.
- 14. 95% ofGerman families want to spend more time together
- 15. More thantwo-thirds want to eat at home together more often but only half of the German people do so.2. YouTube Viewers’14,474 viewers’UAE psychographicsHigh PDICollectivismHigh MasculinityHigh Uncertainty AvoidancePast and Present Orientations
- 16. ProblemCoca Cola isnot enforcing itself to local cultures, further adapting to their local customs; wherein it travels across the globe carrying a single message.
- 17. Communication ObjectiveGo Global… Think Local
Editor's Notes
- #4 Coca Cola is being sold in more than 200 countries worldwide.The Coca Cola company was established in 1886John Pemberton first introduced coca cola as a patent medicineAsa Griggs Candler , a businessman, successfully made Coca-Cola dominant in the worlds “soft –drink market”.
- #5Â Brand Identity:activeness, energy, joy, passion, and enthusiasm.
- #7 Coke deckt den Tisch … in German, means in English: Coke sets the table; this is basically Coca-Cola’s campaign that was launched in Germany, 2009. This campaign carries a collectivistic message for the individualistic society of German; wherein it speaks about bringing the whole family back to the table, further successfully communicating that Coca-Cola is a perfect drink to serve at mealtime. German families usually meet together when they face hard times, where they are more likely to do so at home. http://www.youtube.com/watch?v=Y4XJw8cVv28
- #8 In addition, this campaign was broadcasted in different media classes, as discussed before. However the most important one was the one broadcasted as a TV 0.31 sec. commercial. The sample of the commercial was posted on YouTube; in which the video has not reached the YouTube magic 1 million hits, however it attracted more than 10,000 visitors in the first couple of weeks. Specifically speaking, the viewers of the above stated YouTube link were 14,474 viewers’. Note to that, there are several links posted on YouTube that carries the same campaign. Also, the number of viewers of YouTube links alters each and every day; where the numbers of viewers increase each and every day!
- #11 However, our main objective, through this campaign is to follow what is said “Go Global … Think Local”’ wherein through this campaign, we intend to think local.
- #13 1) MASS CUSTOMIZATION … For targeting Coca Cola in the UAE; mass customization is the strategy to follow, though our target audience is not clearly specified, since we are targeting all of the UAE population.2) COSMOPOLITAN … It should be pointed out that since we’re targeting all of the UAE population we intend to execute our campaign in both the english and arabic languages; so that it would be clear to our population’s arabs vs. non-arabs.
- #14Â we will apply the same collectivistic values the German campaign used like: togetherness, happiness, group interactivity etc.
- #15Â To start with, we intend to launch our campaign in Print mediaLater on, the campaign will evolve to be broadcasted as a TV commercial
- #16 Basically the print ad will take place in Ramadan’s evening time setting; wherein the UAE family will meet in a tent to eat their traditional food all together and enjoy Coca Cola as a soothing drink.
- #17Â we will be introducing two campaigns to our target audience living in the UAE; since the population is divided into Arabs and Non Arabs. One of which is in English and the other in Arabic languages.