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

3 A’s

AVAILABILITY Distribution network

AFFORDABILITY Product pricing

ACCEPTABILITY convincing the customer to buy

LOVEBRAND

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”

• 1982 “The antidote for civilization” – Coke slogans for the past 100+ years

• 1986 –“Like a Rock” (Inspired by the Bob Seger song “Like a Rock”)

• 1993 “Taste it all.”

• 1998 “Thirsty for life? Drink Coca-Cola!”

• 2000 “Coca-Cola Enjoy”

• 2001 “Life tastes good”

• 2009 “Open Happiness”

• 2010 “Twist The Cap To Refreshment”

• 2011 “Life Begins Here”

T h e a m e r i c a n w a y o f l i f e …

The advertising messages. Billboarding

TV commercials

• The opposition between good and evil

http://www.culturepub.fr/videos/coca-cola-videogame

TV commercials • H a p p i n e s s , p e a c e , e n j o y

http://www.culturepub.fr/vi

deos/coca-cola-friendly-

man

The advertising messages Sponsoring

• Values o f sport ( team sp i r i t , fa i r p lay, respect…)

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

P r o m o t i o n The streets

The shops

The cinema

TV advertising

New Year Young people

Live Positively, Coca-Cola's Community Relations Website

www.vkontakte.ru 3792 Coca-Cola fan pages on the VKONTAKTE server

SZETGRY

Russian consumer

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 comes into your home»

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’’

’Copa Coca Cola‘

http://www.y

outube.com/

watch?v=RJ

b1o8SJQnc

http://www.yout

ube.com/watch

?v=5bUfz7UgP

Dw

Street furniture

Point of Sale Advertising

Discouraged by internet social medias WASHI KUWAHI

BILLBOARDING

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