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Untitled Prezi

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by

Bely Basarte

on 25 October 2013

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Transcript of Untitled Prezi

Chupa Chup’s internationalization in the USA: cultural factors
Spain & USA
Global advertising
2.Chupa Chups
Index
strategy
1. Aim and goals
2. Chupa Chups
3. Cultural factors in Us
4. Advertisment & Marketing policy
2.1. Communication
5. Recommendations
Chupa Chups' logo timeline
1958
1963
1961
1969
1978
1988
What is Chupa Chups?
1958
Enric
Bernat
The name
CHUPS
GOL
CHUPA
CHUPS
Communication
Early 60's
Radio
Strengths
Selective audiences
Free production
Inside and outside media
Loyalty
Limitations
Lack of visuals
One way - No feedback
Demands an habit
Lack of motion
Magazines
Television
Strengths
Specific target
Color quality
Longer life
Loyalty
Limitations
Lack of sound
Higher price
Lack of motion
Strengths
High impact
Sound, visuals,
motion, color
Limitations
Lack of details
Lack of credibility
Not portable
Short life
Audience reach
Global vs local branding
Lollipops 4 billion

Countries 150

Employees 2000

% sales abroad 90

Revenue 500 million €
Marketing policy
Commercializing cross-borders requires interaction with people and their institutions and organizations, developed in different cultural environments.

Cultural differences have a huge impact and influence on market behaviour
Geert Hofstede´́s work (1980)
3. CULTURAL FACTORS IN US
“It is difficult to define what an American is because there are so many kinds of Americans.” — Korean student at Yale University.

The values that Chupa Chups portrayed were easily adapted to those highlighted, which turned into a complete and huge success in USA.
The society is dominated by competition, personal achievement and success, considered more “masculine” values,
MASCULINITY
American society is what one would describe as


Larger degree of acceptance for new ideas, innovative products and a willingness to try something new or different
UNCERTAINTY AVOIDANCE
Chupa Chups associated with pleasure.
The US, with a score of 91% on this dimension, is a highly individualistic culture.

Loosely-knit society in which people are expected to look after themselves.
INDIVIDUALISM
major distribution and

marketing
“uncertainty accepting”
Johan Cruyff

Gennady Strekalov
Advertisement campaigns in USA
Chupa chups numbers worldwide
Material life
social interactions roles
Language
Aesthetics
styles
Colours
Expressions
symbols
Movements
Emotion
Religion and Faith
Pride and Prejudice
Ethics and Mores
1. Aim and goals
MERCHANDISING OF CHUPA CHUPS
Suggest recomendations to achieve future goals and improve
Chupa Chups as a global brand
Marketing tools for the expansion
Learn the differences between the 2 countries
Creative... but controversial ads
Chuck the muppet , the icon
Life less serious......
TV celebrity and viral phenomenon
Branded items of chupa-chups
toothpaste
helmets
clothes
toys
4.Advertisement and marketing policy
5. Recommendations
JOIN VENTURE
APPS AND GAMES
Kids' cartoons
Give a Dam
Chups Calendar
QUESTIONS
CHUCK'S TRIPS. GOING VIRAL
THANK YOU FOR
YOUR ATTENTION!
:)
Bubble
Chups
SALES PROMOTION
Full transcript