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Coca-cola international strategy
Coca-cola international strategy
Coca-cola international strategy
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Coca-Cola had emerged from a period of turmoil in 2005, sales were falling and there was limited synergy across international marketing efforts for the brand, which lead to inefficient usage of their resources and media budget. To correct this, a new leadership team was instilled with a renewed focus on strategized global marketing efforts and content creation. Specifically, a new team would be created out of the corporate headquarters in Atlanta to create synergy between the global and local positioning of the Coke brand by creating and locating content marketing campaigns that had potential global appeal.
Jonathan Mildenhall, VP of Global Advertising was part of this new team, and in 2013 he was presented with four different options of international marketing campaigns that could be recommended for implementation to the US business team.
2 Situation & Background Analysis
Coca-Cola is one of the world’s most recognizable and powerful brands. With over 130 years since its invention, it was one of the first brands to expand globally and has some of the most iconic and memorable advertising ever made. The Coca-Cola brand is so globally recognized and known that experts say it’s the “one word understood in almost every language”. Over the years Coke has strived to remain culturally relevant within its advertising campaigns by consistently
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An example of this is Coke’s 49% stake in Aujan’s brands, a Saudi Arabian beverage company that produces a line of juices that are more commonly consumed in Middle East nations than carbonated beverages. The investment in local products provides Coke with increased access to resources and allows them to market their global products alongside the localized beverage
Advancement pursued by Coke has relied heavily on expansion efforts throughout the globe and within the United States. Elmore describes one particular case example relating to Coke’s drive for increase presence when he states later on in the book that the Coca-Cola corporation created a Foreign Department for the purpose of international marketing. Heavily promoting the economic benefits that accompany the importation of Coke, a task force of five members were appointed to persuade officials overseas to bring the Coke product to their country. Commonly poor countries were preyed upon falling victim to Coke’s ploys, and promise of economic growth allowed Coca-Cola to move production operations throughout the world. Communities deprived of the natural resources to endure Coke’s presence suffered most from the expansion, yet Coke had no regard other but for themselves. Elmore reasons how goals of cutting costs for Coca-Cola have been achieved through exploiting countries on behalf of their own private
Catchy jingles are what persuades consumers to buy more and more products that they hear about every day. This concept has been around for years and the Coca-Cola Company is no stranger to it. Back in July of 1971, Coca-Cola released the commercial, “I’d like to Buy the World a Coke” that sent their customers into chaos with over 100,000 letters being sent to the company asking for more. This leaves many people asking: how did this one commercial have such an impact on the audience? And what did Coca-Cola use that drew so many people in? Here we will discover the method behind what is “I’d like to buy the World a Coke.”
Birchall, Jonathan (2008, February 14). Emerging markets help keep Coca-Cola bubbling: [LONDON 2ND EDITION]. Financial Times, p.25. Retrieved March 8, 2008, from ABI/INFORM Global datebate. (Document ID: 1429142611).
Why after all did Pepsi enter again, facing a country with such strongly adverse feelings towards foreign companies – which is rooted in Indians history of colonialistic times when the British, French and Portuguese were extracting the country‘s recources ‚‘its wealth‘ without returning noticeable benefits to its economy.
Introduction Coca Cola has fast become the world leader in the soft drink industry. But this didn’t happen overnight, the main driver behind their success is their clever marketing plans (Horowitz, 2011). Using current, local events to push their product to worldwide consumers. Coca Cola has used targeted campaigns directed at specific regions to maximise the effectiveness of their campaigns. For Example the ‘share a coke and smile’ campaign was run worldwide but was personalised from country to country. And here in South Africa the #SHAREACOKEZA campaign was a huge success. This campaign ran over several platforms: TV, Facebook, Instagram, twitter and YouTube. The main contributing factor to the success was the personalisation of the cans
Refreshing, ice cold, smooth are all words people think about when they are thirsty. Ever since the rise of soda back in the late 1800’s manufacturers claimed to have the best beverage. Coca Cola was no stranger to this. Being one of the first and arguably one of the most influential soft drinks on the market since its debut in 1892 has used colorful images and pleasant words to sell coke. Coke used three main methods to sway the public into buying their product over the competitors. Coca Cola used prominent gorgeous women in the 1970’s to give Coke an important look and resonate quality and appeal. Family was at the heart of advertising right after World War II and Coke put their product right at the heart of it with family scenes. By the 2000’s Coke changed gears and started advertising the experience of Coca Cola by its slogan, “Taste the feeling.” Drinking a coke is what brings Joy prestige and refreshment to all their consumers. Through these three decades of Coca Cola ads will portray how Coke used different ads to convey the same message of happiness and joy using logos ethos and pathos.
The Coca-Cola Company was founded in 1892. Since its inception, the organization has seen a steady increase in its market share over the years, and to this day has operations in over 200 countries worldwide. To achieve such success in its competitive market, Coca-Cola has employed sound strategies that have helped it become among the leaders in its industry. The Coca-Cola Company utilizes Market Based Management (MBM) techniques as well as Value Driven Management (VDM) techniques within the organization and in its market to help the firm sustain its stronghold of the market.
Pepsi Cola Marketing Strategy PEPSI COLA For Pepsi Cola Ltd, marketing opportunity analysis is a continual and ongoing process. Pepsi have used the new product strategy to realise their ambitions to both defend their current market position, and reinstate their position as a product innovator. Pepsi wishes to create a clear cola that is 100% natural, low in sodium, caffeine-free, and still maintains the flavour of its original cola. They will call it Pepsi Au Naturel.
Associations help piece different wants, needs and solutions together; they create pathways to solutions to problems the consumer might confront. For example, if a consumer has an issue with their vehicle, they can associate automobile repair services with the solution to fixing their mode of transportation. It 's one of the most fundamental pillars of marketing. Association also plays a very critical role in the creation of a positioning statement: the statement must associate with the needs of consumers in the present, and at the same time show the potential of growth in meeting the wants or needs of consumers that will arise in the future. "A good positioning has one foot in the present and one in the future. It needs to be somewhat aspirational so the brand has room to grow and improve (Kotler & Keller, 2016)." As mentioned previously, the ability to associate the qualities of the brand with the cultural dimensions of the targeted market, itself, leads to a successful endeavor of positioning the brand in the minds of the global consumers. Therefore, the statement must adhere to these cultural dimensions in order to establish relationships between the offerings of the brand and the solutions the targeted consumer market is seeking , in order to increase the attractiveness of the brand. The brand statement must market to the culture of their target in order to attract the segment. In order for Coca-Cola to achieve a dominant global brand position, the first step is to have the statement appeal to or associate itself with the cultural dimensions of the local, foreign and global markets. According to Alden, Steenkamp and Batra (1999), consumer cultural dimensions fall into the following categories: language, aesthetic styles, and story themes. The statement must address all these factors, given that they vary from region to region around the globe, in order to increase
The Coca-Cola company was founded in 1886 by John Pemberton, a Civil War veteran and Atlanta pharmacist. He was inspired by his curiosity as he stirred up a fragrant, caramel-colored liquid that he brought down to a place called Jacobs’ Pharmacy. There he added carbonated water and let several customers sample the new concoction. Jacobs’ Pharmacy put it on sale for five cents a glass and named it Coca-Cola. This “inspired curiosity” has now grown to be the world’s leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. In 1906 Coca-Cola opened bottling plants in Canada, Cuba, and Panama. Today they produce nearly 400 brands in over 200 countries. More than 70% of their income comes from outside the U.S. (1). This paper will focus on an analysis of operations of the statement of cash flow reports and a vertical and horizontal analysis of the consolidated balance sheets. Also an analysis of the global financial condition of the Coca-Cola Company and the value of goodwill and other intangible assets will be discussed.
As the world 's largest manufacturer and distributor of non-alcoholic beverages, Coca-Cola is certainly no stranger to global marketing. Established in the US, Coca-Cola initiated its global expansion in 1919 and now markets to more than 200 countries worldwide. It is one of the most recognizable brands on the planet and also owns a large portfolio of other soft drink brands including Schweppes, Oasis, 5 alive, Kea Oar, Fanta, Lilt, Dr Pepper, Sprite and PowerAde. Despite this, Coca-Cola often struggles to maintain its market share over its main rival PepsiCo in some overseas markets, particularly Asian countries.
Thanks to my fascination with PepsiCo and partly because this is an assignment, I went online and search for some of PepsiCo’s most successful and ongoing marketing campaigns and strategies. During my research I noticed several daring marketing strategies Pepsi employed throughout the years. For example, gaining the support of Michael Jackson in the 1980’s and latest gaining the endorsement of global pop star Beyoncé.
This proven track record for the company can be attributed to a number of factors, the first which is relatively crucial is the company's secret formula for Coca-Cola, which comparably tastes better than what competition has to offer in the market. The company's ability to come up with new products while at the same time reinventing the old products has offered them a competitive edge over their peers. The company boasts of having the world's most diverse and comprehensive distribution networks, this offers them accessibility to billions of people in areas that would prove rather difficult for their peers to distribute their products. The African continent has been cited as an excellent example, it is more often than not to see a distribution outlet for coke on a remote location on the continent
Coca - Cola : Claims, Values and Polices Coca-Cola is a well-known and cherished brand name. When people think of this name, memories tend to overflow in their heads. Why do you need to be a member? Because, not only does Coke taste great and refresh your own personal memories, it also fills you with memories of the Coca-Cola like "Always Coca-Cola", the antics of the Coke polar bears, and all of the different ads that have represented Coke over the years. Just about every ad you see, as a consumer, has tons of hidden meanings.
"Coke" is the second most recognized word throughout the whole world right after the word “Ok”. Take a moment and realize what this means. Almost everyone in the whole world knows what a Coke is and relate it to the Coca-Cola Company. The Coca-cola Company was founded in 1886. This is the same year the Coca-Cola soda was invented. I've seen people drinking this soda all my life and throughout my own life I have taken up this action as well. Coca-Cola has become very popular over the decades and has even stayed very well known the whole time. Why is that? Maybe it is because of their advertisements. This Coca-Cola advertisement expresses happiness with a Coke to persuade and even manipulate its audience with natural and pure imagery, includes