Case Study - Coke

Question 1

Global marketing

Answer 1

Process of promoting and selling products and services

Question 2

What does global marketing include

Answer 2

Whole process of planning, producing, placing and promoting a country’s products in a worldwide market

Question 3

Big Mac in global marketing

Answer 3

Tastes the same in every country but varies items on menu according to local food tastes

Question 4

How is coke like the Big Mac

Answer 4

Formula and bottle design is the same in every country

Question 5

Where is Coke’s HQ

Answer 5

Atlanta

Question 6

How many countries if coke’s operation base in?

Answer 6

200

Question 7

What advertising approach do coke use

Answer 7

. Standardised advertising approach but adapts for local culture

Question 8

Average servings of coke a year in the UK

Answer 8

210

Question 9

In 2011 how much coke did the average person consume

Answer 9

92 cans

Question 10

Average serving of coke in a year in India

Answer 10

12

Question 11

How much does the Mexico drink compared to the US, UK and India

Answer 11

. 2x more than US
. 4x more than UK
. 20x more than Inida

Question 12

Where and when was the water pollution problem

Answer 12

. Kerala, South India
. 2004

Question 13

What happened to the well in Kerela

Answer 13

. Villager’s well ran dry and available water turned toxic after a coke factory opened

Question 14

How much were damages in Kerela

Answer 14

. Around $30 mil

Question 15

What did the villagers do in Kerela?

Answer 15

. In 2002 they protested outside the factory which was eventually shut down in 2004

Question 16

Working conditions at coke

Answer 16

. Long hours with little pay

Question 17

What does franchise operation mean for local bottlers?

Answer 17

. They profit from the sale supporting the economy indirectly and directly

Question 18

What did coke set up to help obesity and how much was spent

Answer 18

. $4.86 million spent
. European Hydration Institute set up

Question 19

How much was invested into expanding markets like Africa

Answer 19

$90 million

Question 20

How many more times did coke contain pesticide above the recommended level

Answer 20

30x

Question 21

How many females have been empowered by coke

Answer 21

5 million

Question 22

Where are the majority of coke’s profits returned to?

Answer 22

Shareholders in the USA

Question 23

What was coke’s marketing strategy?

Answer 23

. One brand
. Taste the feeling campaign

Question 24

What is meant by a one brand strategy

Answer 24

. Brings together four product variants like Diet Coke
. Will provide more health choices

Question 25

How many ads were launched in 2010 and what was the aim of them?

Answer 25

. 10 ads
. Glimpse into intimate experience of drinking coke

Question 26

Role of GIFs in taste the feeling

Answer 26

. Boost viral share ability
. Personalise the scene

Question 27

Why was coke inspired by Disney

Answer 27

. Stay true to brand values
. Avoid erratic behaviour
. Stay consistent

Question 28

What % of coke sales are outside the US

Answer 28

70%

Question 29

How many people does coke employ worldwide

Answer 29

80,000

Question 30

What is coke’s net worth

Answer 30

$235 billion