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Dossier Master AINI 2012 Voir aussi ici : http://casesinmarketing.blogspot.fr/2010/05/coca-cola-forever.html
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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.
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