Introducing 

Prezi AI.

Your new presentation assistant.

Refine, enhance, and tailor your content, source relevant images, and edit visuals quicker than ever before.

Loading…
Transcript

Share a Coke Campaign

  • Replacing the Coca-Cola logo with popular names (specific for each country)

Recommendations

  • Personalization of product
  • Understand different cultures
  • Australia & New Zealand Europe China
  • Expand in emerging markets and develop new beverages
  • Sales went up by 2.9%
  • Energy and sports drinks for the youth

Local Idea Goes Global

China

  • Nicknames
  • Viral & WOM

Thank you!

Marketing Mix:

Product:

Improving Public Image

Global Marketing Strategy

Celebrity Endorsement

Over 500 brands & 3500 products available today

  • Cooperated with sports players, pop stars in different religions to connect with target audiences.

Price:

Promotion:

  • 70% of the company volume & 80% of the profit comes from outside the U.S.
  • Caffeine & Obesity problem
  • Objective: communicate brand image

  • Using every channel to advertise

  • Health Awareness Campaign

- TV, Billboard, Online, Sponsorship

- #1 In Social Media Marketing

  • Ads are always Creative
  • Since 2012 Coke has been available in every country in the world except Cuba and N. Korea

Place:

  • Being global is the main strength

Challenges

Indirect Selling

The Coca-Cola Co. Distributors Retailers

Stores

Restaurants

Cinemas...

  • Budget: $3.4 billion (2012)

Belgium Crisis 1999

more than Microsoft and Apple combined

India Crisis 2003

About The Company

  • Over 100 sick children
  • 15 million cans recalled
  • “Your coke is back!” campaign
  • Coca cola’s image is left untarnished
  • Allegation of unclean factories
  • High pesticide content in beverages
  • Expert teams sent in to deal with the problem
  • Restored faith and trust of people
  • Recently received environmental award for government
  • Brand value: $74 billion

more than Budweiser, Pepsi, Starbucks and Redbull combined

  • #1 non-alcoholic beverage company
  • Founded in 1886
  • Head office: Atlanta, Georgia
  • Annual Revenue: $40.02 billion

Sponsorship

What is Coca Cola?

  • Carbonated cola flavored soft drink
  • Original, Diet, Zero, Light as well as flavors such as Cherry and Vanilla
  • Sponsoring major events, organizations and projects around the world
  • Sponsorship results in positive effects, positive image and feelings

Standardization vs. Adaptation

  • Core 'global' brand is mainly standardized
  • Bottled locally (sugar & water)
  • Different cultures have different tastes for Coke
  • Certain products only available in certain countries

"Think globally, act locally."

China and Minute Maid Pulpy

  • Launched in 2004
  • Fruit Juice adapted to Chinese tastes
  • Target: 22 - 32
  • 7 years, 14th, $1B in Global Sales
  • Asian consumers associate Health with Actual Consuming of Fruit
  • China - Collectivism Culture

Brand Recognition

Mission Statement

To refresh the world.

To inspire moments of optimism and happiness.

To create value and make a difference.

Classic Campaigns

Always Coca Cola

  • Santa has been featured in Coke ads since the 1920s
  • Link Christmas to Coca Cola

Hilltop Ad Campaign

I'd like to buy the world a Coke

- The Greatest Gift in 2006

- Christmas Caravan in 2009

- Snow Globes in 2010

Always Coca Cola

Global Marketing Communication

CMGT 556

by Amy Mingjie Yuan

  • Happiness = Coke

Healthy = Happiness = Coke

Direct Selling

The Coca-Cola Co. Retailers

using its own vehicles to deliver

Learn more about creating dynamic, engaging presentations with Prezi