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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.
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.
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
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.
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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A public relations proposal for the american egg board
A Public Relations Proposal for the American Egg Board, 1997
"AN EGG IS ALWAYS AN ADVENTURE" - OSCAR WILDE
Eggs should be avoided because they are high in cholesterol. This is the biggest MYTH that has cracked the good reputation of the egg in the past years. In 1945, the number of eggs consumed per capita each year was 402. Then the news broke - scientists discovered a link between high cholesterol levels in the bloodstream and an increased risk of heart disease. Americans have cut down on their egg consumption fearing negative effects on their health. Fifty years later, in 1995, consumption dropped to 240 eggs per capita.
The cracked reputation of the egg is now being patched up. New research is reveals a positive future for the mistreated egg. Furthermore, the egg industry has experienced an increase in production in recent years. In 1995, 174.4 million cases of eggs (360 eggs/cartons in each case) were produced, and in 1997, the number rose to 183.2 million cases. The U.S. egg industry is a major contributor to the nation's food supply. In 1996, the distribution into the marketplace of the 177.6 million eggs produced is as follows:
53.0% - purchased at retail
27.9% - further processed (used in the manufacturing of products such as cakes, pies, pasta, etc.) for food service, manufacturing, retail and export
17.4% - for food service use
1.7% - for export
Cholesterol and its link to heart disease have been the biggest detriments to the egg's good name. Nutrition experts recommended a daily limit of 300 milligrams of cholesterol in order to maintain a low cholesterol level. A single egg yolk contains 200 milligrams of cholesterol thereby causing experts to suggest a 4-egg-a-week limit. Since that time, however, changes in expert opinion have come about. Recent research has shown that there are two types of cholesterol: Dietary cholesterol, the cholesterol consumed in foods and blood cholesterol, the cholesterol found in the bloodstream (also called serum cholesterol). Recent studies have concluded that the amount of dietary cholesterol has little effect on the level of blood cholesterol.
The culprit is actually saturated fat, a substance that is not abundantly found in eggs. Blood cholesterol can be broken down into two major parts: HDL or high-density lipoprotein and LDL, low-density lipoprotein. HDL, known as good cholesterol, helps move cholesterol back to the liver for removal from the bloodstream. LDL, referred to as the bad cholesterol, helps cholesterol stick to artery walls. Saturated fat raises blood cholesterol and LDL levels more than any other element in the diet. Eating foods like red meat, which are high in saturated fat, strongly affect the cholesterol levels in the blood. On the other hand, eating eggs, which contain The. HDL cholesterol, is less threatening, according to nutrition experts. Studies have shown that many people on a low-fat diet can eat one or two eggs a day without measurable changes in their blood cholesterol levels.
The discovery of the differences between the bad cholesterol (HDL) and good cholesterol (LDL) helps to end this delusion of the egg. Prevention of heart decease means strict monitoring of the bad cholesterol in the blood stream. Spreading the news of the dietary cholesterol (good cholesterol) present in the egg will encourage American's to consume more eggs. In addition, based on data from the American Heart Association, there are no direct relationships between egg consumption and Coronary Vascular Disease (CVD) mortality in male or female populations. Evaluating the data resulted in some interesting comparisons.
Weekly per capita egg consumption in France, the United States and England are 5.1, 4.5, and 3.3 eggs per week where as the CVD mortality rate per 100,000 per year is 250, 460 and 516 respectively. Japan showed the lowest CVD mortality rate, with the highest per capita egg consumption (6.5 eggs per person per week).
Salmonella Enteritidis (S.E.) bacterium was another concern regarding eggs. The situation with this bacteria is fortunately not as grave as it seems. If the egg is properly handled and prepared, the chances of consuming an egg that is infected with Salmonella is slim. In fact, the number of outbreaks linked to Salmonella ... more
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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 ways1. Coca-Cola Enterprises (The European bottler for Coke) CEO Henry Schimberg has stated that although they have well-de...
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