Aini 2012 coca cola international comparison

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description

Fraicheur et être ensemble - une analyse comparative.

Transcript of Aini 2012 coca cola international comparison

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Nr 1 beverage company

500 sparkling and still brands

15 billion dollar portfolio

200 countries

1.7 billion servings a day.

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Coca Cola Advertising Story

1900

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Coca Cola strategy

3 A’s

AVAILABILITY Distribution network

AFFORDABILITY Product pricing

ACCEPTABILITY convincing the customer to buy

LOVEBRAND

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OUR ANALYSIS USA

RUSSIA

CHINA

KENYA

1. TYPES OF MEDIA

• MASS MEDIA

• NON MEDIA

2. COPY STRATEGY

• Values

• Messages

• Casting

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Coca Cola in the USA

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Symbol of America

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Medias for advertising ?

• Mass media Advertising

– Television

– Billboard

– Web

• Non media advertising

– Sponsoring

– Event promotion

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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”

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

The advertising messages. Billboarding

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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

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Sponsoring online.

• Sponsoring health activities

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Friends with COKE ?

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Russia

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PePsi is the ‘official’ soft drink of the Soviet Union in the 1970s.

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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 .

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Represent the consumer within the act of consumption

The focus from desire to identification.

Develop the illusion of a personal relationship

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Coca cola kiosk, Moscow, 2010

Bus station, Moscow, 2010

Bus, Moscow, 2010

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P r o m o t i o n The streets

The shops

The cinema

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TV advertising

New Year Young people

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Live Positively, Coca-Cola's Community Relations Website

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

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SZETGRY

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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»

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Coca-cola in China

Introduction: Coca-cola in China

Advertisement

Sponsoring

Promotion

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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

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Coca-cola communication strategy Sponsoring

• Sponsoring sports events:

Beijing Olympic Games

National Football team ( official drink)

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Sponsoring social welfare activities: more than 3000 millions RMB

‘’Hope Project’’:

Save the Yellow River program:

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Coca-cola communication strategy:Promotion

• Level 1: Wholesalers and retailers

* Price reduction/ discount

• Level 2: Sales persons: commission

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• 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

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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

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• Youth:Energy and fun

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• Sports spirit

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• Spring festival

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• Value of family

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-Food and health

- Criticism

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Coke’s

last

frontier

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Coca Cola in

Africa

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Kenya

•Since 1948

•Local bottling plant

•200 ml bottle

•30 Kenyan shillings (37 cents)

Availability/distribution

•No Pepsi

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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)

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Another way of advertising. -adaptation to distribution -branded rickshaw vans, tricycles and pushcarts

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Street furniture

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Point of Sale Advertising

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Discouraged by internet social medias WASHI KUWAHI

BILLBOARDING

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EVENT

PROMOTION

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Sponsoring: CHARITY

•Coca Cola Foundation

•Aids

•Women

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Typical affrican advertising…

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Coca Cola earrings…

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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.

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DANCE, SING PLAY, DRINK!!

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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