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foreign languages Advertising and promotion campaigns of coca-cola in the euro

Advertising & Promotion Campaigns of Coca-Cola in the European Union
Executive Summary                1

Coca-Cola, which was named Beverage Industry's 1999 Company of the Year, has embraced a decentralized operating philosophy, recognizing that each market in which they operate has "different demands which must be met in unique ways"1.  Coca-Cola Enterprises (The European bottler for Coke) CEO Henry Schimberg has stated that although they have well-defined general policies, much of the responsibility to succeed and make decisions has to come from each local market, not headquarters in Atlanta.2
While it may seem that firms have to choose between the extremes of a global vs. customized approach, in practice the method used is often a combination of both, "blending uniformity with individual area differences".3  Coca-Cola, for instance, has previously had a successful international soccer-star campaign which featured the same common theme, but with a different celebrity athlete for each targeted country.  Such pan-European advertising is becoming increasingly popular and common. 4   This strategy has built a strong global brand awareness not only in Europe but throughout the world.  Based on this strong brand awareness, Coca-Cola tailors each ad to a specific country to achieve global sales success through local penetration.
 EU Promotional Campaigns         2

Coca-Cola uses a multitude of promotional vehicles to attract new coke drinkers and retain current ones.  One of the strongest promotional venues has been through television and sporting events (mainly soccer) but in the nineties the internet is strongly becoming a popular means to increase promotions.
 Sports Promotion
 Coke takes a global approach to its sports promotion.  In 1997 they established managers for each of the different sports that Coke sponsors worldwide.5  This global coordination effort helps to oversee major marketing campaigns, however it also still allows unique advertising techniques and messages to be conveyed in each country.  
 Television
Recently, Coca-Cola has hired the services of TeleVest, a New York media agency specialized in purchasing television airtime, to select and locate TV series to purchase or sponsor in order to more effectively reach European television viewers.  By purchasing programs, Coca-Cola will be able to license them to various markets with contracts stipulating that Coca-Cola receive a certain amount of free ad-time spread across other shows on the station.  This strategy seems attractive especially as most international markets have national networks (such as TF1, A2, or FR3 in France) but no local stations. 6
Website Promotion
As expected, Coca-Cola has not just a European website, but several websites for certain countries in the EC; the countries offering such sites are France, Belgium, Denmark, Spain, Germany, and Norway.  Upon examining these various sites, we concluded that they are another example of Coca-Cola's decentralized marketing campaign.  Each country's management team has the freedom to market itself the way they want, as long as certain guidelines are followed.  In France, the site (www.coca-cola.fr) is presented as a web-zine, offering the latest in music and sports-related news, obviously targeting a young public; In Spain, the site (www.siempre-on.com) offers coupons which you can print out at home, indicating that Coca-Cola reaches a price conscious audience.  Denmark's site (www.coca-cola.dk) is primarily a contest site currently featuring trips to Australia.  Thus, Coca-Cola customizes its web campaign for each country in order to more effectively tap into people's feelings, integrating any culturally relevant issues or preferences into the sites' presentation.
Specific Promotional Activities
The following are specific promotional activities that are currently being done in the various countries in the European Union.
Spain
Telefonica Interactiva entered into a promotional arrangement with Coca-Cola Espana aimed at boosting Teleline's user base.  Telefonica Interactiva, Internet subsidiary of Telefonica, has entered into a promotional arrangement with Coca-Cola Espana aimed at boosting Teleline's user base. Under the deal, people who buy 20 half-litre Coca-Cola bottles will receive a year's Internet access for only Pta4k Vs Pta13k/y on average at present. 7
Coca-Cola launched "Dress-up with Coca-Cola Light" promotion in Spain in co-operation with clothing retailer Cortefiel.  A consumer who buys the soft drink at a bar can have a special card marked by the waiter, building up points giving discounts of up to 20% at outlets of Cortefiel's Springfield and Women's Secret chains.  The promotion ... more

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Vietnam's Economy

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Vietnam's Economy
Vietnam is a unique civilization with highly cultured people. I chose this country because it is filled with natural beauty, tranquil rural settings, and bustling urban centers. In this period of renovation, Vietnam is emerging as an economic powerhouse in South East Asia. From the bustling commercial center of Ho Chi Minh City to the gracious capital of Ha Noi, local business is flourishing and international companies are lining up to invest in new projects. The nation, strangled by years of war, is now flexing its muscles. To succeed in international business is to understand the uniqueness of the culture you will encounter. The purpose of this report is to inform you of some of the business customs you could encounter in Vietnam.
The climate of Vietnam is subtropical. The average temperature for the country is 84 degrees. The country receives most of their annual rainfall in the summer. The southern moisture air currents move across the land during the summer. When traveling to Vietnam on business during the summer, be prepared for unexpected rainfall.
The unit of currency in Vietnam is the New Dong. One United States dollar is approximately worth 15,000 Dong. The Dong has constantly fallen in value for the last decade. In Vietnam you are not allowed to export the Dong, however, you are allowed to import other forms of currency. You should pay your bills with Dong instead of low denominations of American currency. The standard of living in Vietnam is much lower than the U.S.s. The value of the Dong is low, and the price for food and supplies are high. Many Vietnamese dont own cars, the preferred method of transportation is a simple bicycle, or occasionally a bus.
A valid passport and visa are required for all foreigners visiting Vietnam. Vietnamese embassies and consulates issue visas in Vietnam. Business visas are good for six months and provide for multiple entries. Sponsorship by a licensed Vietnamese enterprise is required.
Vietnams major exports are petroleum, unprocessed agricultural and marine products, coal, clothing, footwear, ceramics, gemstones, and silk. About 71% of Vietnam businesses are agricultural, 19% services, and 10% industrial. Vietnams major trade partners are Japan, Germany, Singapore, Taiwan, Hong Kong, France, and South Africa. The agricultural products produced in Vietnam range from rice, cassava and sweet potatoes to natural rubber, livestock, and sugarcane. Shrimp, mollusks, crab, and other shellfish are main products of fishing. The industrial section of Vietnam produces paper products, cement, textiles, fertilizers, and electronics.
Business procedure has more ritual with government officials than it does within the private area. When you meet with government officials, a local person will accompany you to make your introduction. Shake hands with everyone present in the room. Expect a soft handshake. Avoid any other touching, such as, slapping people on the back or grabbing their arms. Loud behavior, laughing, and talking should also be avoided. Immediately after the introduction it is appropriate to exchange business cards. Vietnamese prefer to exchange cards with both hands. In a government office, your hosts will show you where to sit. Most meetings take place in a conference room rather than in someone's office. The higher the rank of the person you meet, the more likely that you will meet in a conference room. When you are offered tea, you should accept it. Even if you are not a tea drinker, you should at least sip it. During your introductory conversations, stay away from discussing politics or the war. It is quite common for Vietnamese officials to ask your opinion on how to solve the remaining problems of US-Vietnamese relations. It is always a good idea to brush it off with a smile. Introductory pleasantry may take some time. Do not push to start talking business. Let that come from the other side. When they feel that the relationship has advanced far enough, they will start asking questions about the topic you have come to discuss.
Though Vietnamese is the official language of Vietnam there are several other languages spoken, such as, Chinese, English, and French. There are also several different religions in Vietnam. The religious groups include Buddhist, Taoist, Roman Catholic, indigenous beliefs, Islam, Protestant, Cao Dai, and Hoa Hao. Religion is a very ... more

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