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the executive management 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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BMW Swot

Strengths
BMW is a well-known company with a high status branding that has a very high recognition factor. The company has been strengths in both research and development and design as well as in marketing.  For example when it comes to marketing it was a BMW advertisement that was the first e-advertisement that made it to Campaigns 'Pick of the Week' (Doman). However, in a long-term purchase such as this there is a need for moire substance than just marketing, otherwise the life of the company would be relatively short due to the nature of the purchase. It is in these longer-term systems and strategies that we can see many of the strengths of BMW, we can consider these by starting with the market position of the company.
BMW as well as Mercedes' and a few other companies have managed too successful attain m a market position where they have a focus on a narrow range of exclusive cars. These can be seen as aimed at the market place that is not also sensitive to price, and as such we must argue that the market positioning may be seen as a strength as there will not be such a reaction if the economic conditions change. The customers that are in the target group are happy to pay a premium price for what they perceive as a premium product (Thompson).
This may not be so true of the subsidiary companies that have had different problems, such as the ill-fated Rover group. However, the core product has remained strong (Thompson). This may be seen as diversification, and some of the diversification may also be seen as a strength, for example the purchase of Rolls Royce where there is a similar strategy, however the range and target market are even more focussed and exclusive.
The strategy of BMW is designed to be defensive against other car manufactures, and as we will see when it comes to the section on threats this is a defensive strategy that BMW have adopted after learning the need for defensive as well as aggressive marketing and strategies. These strategies can be seen as follows;

 Customers may choose any color that the wish from the entire range, this is only matched by Rolls Royce and Aston Martin, other companies offer a choice of color but only within a limited range (Thompson). The advantage of this is by differentiation and the gaining of a competitive advantage, the target market here is different from he other companies that offer the same facility of choice. Therefore there is an advantage over companies such as Toyota and Mercedes. There is also a very wide range of optional extras (BMW).
 The marketing as well as design emphases the differentiation by focusing on safety, the environment, as well as comfort and economy (Thompson). This is emphasized in all models and can also be seen as reinforcing the branding of the BMW logo and name.
 the way in which the company is run allows for a high level of control. The national BMW sales companies in each country are all wholly owned subsidiaries of the company. This is also co-ordinated with the strategic location of the parts warehouses so that they are in the most beneficial locations (Thompson).
 The computer system that BMW use for the ordering of parts by the independent distributors is also very efficient, reducing the time it takes between placing and order ands supply. The orders are placed directly into the BMW central computer for processing (Thompson).
 There has been a sting message form BMW that it intends to retain its independent position, and this appears to have given the market confidence in the company, as such the company may be seen as stronger financial in the markets own perception (Thompson).  
 In the United States BMW managed to gain a first mover advantage in terms of its European competitors, being the first company to produce cars on this continent (Thompson).
However we can also argue that it was this international desire that also bought about a realization of some of the weaknesses of the company.

Weaknesses
There has also been a desire to make use of strategic alliances and acquisitions. This has not always ... more

the executive management

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