Coca Cola Advertising Campaign in the UAE
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Transcript of Coca Cola Advertising Campaign in the UAE
MCM 454: Case Studies in AdvertisingCoca Cola Advertising Campaign in the UAE
Outline
1. Brief Recap
2. The Brand
3. Coca Cola in Germany
4. Localizing Coca Cola in the UAE
• UAE psychographics related to Hofstede’s cultural dimensions
• Problem
• Communication Objective
• Target Audience
• The Big idea
When did It all start?• Sold in more than 200 countries Worldwide.
• Established in 1886.
• John Pemberton
• Asa Griggs Candler
Coca Cola as a Brand1. Brand Identity
a. Coca Cola became legendary
b. People associate Coca Cola with feelings of …
2. Brand Personality
a. Trust-worthy Brand
b. Build a long-lasting relationship with its customers
3. Brand Promise
a. Exceed customers’ expectations
German’s psychographics1. Low PDI
2. Future Orientation
3. Individualism
4. High Uncertainty Avoidance
Germany’s Coca Cola Campaign
The Campaign’s Feedback1. The Campaign’s survey concluded
• That almost half of Coca-Cola drinks are served with food, in Germany.
• 40% of these drinks are consumed in German houses.
• 95% of German families want to spend more time together
• More than two-thirds want to eat at home together more often but only half of the
German people do so.
2. YouTube Viewers’
• 14,474 viewers’
UAE psychographics1. High PDI
2. Collectivism
3. High Masculinity
4. High Uncertainty Avoidance
5. Past and Present Orientations
Problem
Coca Cola is not enforcing itself to local cultures, further adapting to their local
customs; wherein it travels across the globe carrying a single message.
Communication Objective
Go Global … Think Local
Strengths Weaknesses Threats Opportunities1) Popularity
2) Well-known
3) Branding obvious
and easily
recognized
4) A lot of finance
5) Customer loyalty
6) International
trade
1) Word of mouth
2) Lack of
popularity of
many Coca Cola’s
brands
3) Most unknown
and rarely seen
4) Result of low
profile or non-
existent
advertising
5) Health issues
1) Changing health
consciousness
attitudes
2) Legal issues
3) Health ministers
4) Competition (Pepsi)
1) Many successful
brands to pursue
2) Advertise its less
popular products
3) Buy out competition
4) More brand
recognition
S.W.O.T. Analysis
Target Audience
Mass customizationCosmopolitan
The Big Idea
• Collectivistic values• togetherness• happiness• Group interactivity
The Big Idea• Time: Ramadan 2010
• Place: We intend to launch our campaign
o Print Media: Advertisement
o In Broadcast Media: TV commercial
Why did we execute TWO ads ?
Corporate Name Logo
English Slogan
Arabic Slogan
Coca ColaCoca Cola
sets the table
كوال كوكاتجمعكم
Bon Appétit …