Case Study - Coke Flashcards
Global marketing
Process of promoting and selling products and services
What does global marketing include
Whole process of planning, producing, placing and promoting a country’s products in a worldwide market
Big Mac in global marketing
Tastes the same in every country but varies items on menu according to local food tastes
How is coke like the Big Mac
Formula and bottle design is the same in every country
Where is Coke’s HQ
Atlanta
How many countries if coke’s operation base in?
200
What advertising approach do coke use
. Standardised advertising approach but adapts for local culture
Average servings of coke a year in the UK
210
In 2011 how much coke did the average person consume
92 cans
Average serving of coke in a year in India
12
How much does the Mexico drink compared to the US, UK and India
. 2x more than US
. 4x more than UK
. 20x more than Inida
Where and when was the water pollution problem
. Kerala, South India
. 2004
What happened to the well in Kerela
. Villager’s well ran dry and available water turned toxic after a coke factory opened
How much were damages in Kerela
. Around $30 mil
What did the villagers do in Kerela?
. In 2002 they protested outside the factory which was eventually shut down in 2004
Working conditions at coke
. Long hours with little pay
What does franchise operation mean for local bottlers?
. They profit from the sale supporting the economy indirectly and directly
What did coke set up to help obesity and how much was spent
. $4.86 million spent
. European Hydration Institute set up
How much was invested into expanding markets like Africa
$90 million
How many more times did coke contain pesticide above the recommended level
30x
How many females have been empowered by coke
5 million
Where are the majority of coke’s profits returned to?
Shareholders in the USA
What was coke’s marketing strategy?
. One brand
. Taste the feeling campaign
What is meant by a one brand strategy
. Brings together four product variants like Diet Coke
. Will provide more health choices
How many ads were launched in 2010 and what was the aim of them?
. 10 ads
. Glimpse into intimate experience of drinking coke
Role of GIFs in taste the feeling
. Boost viral share ability
. Personalise the scene
Why was coke inspired by Disney
. Stay true to brand values
. Avoid erratic behaviour
. Stay consistent
What % of coke sales are outside the US
70%
How many people does coke employ worldwide
80,000
What is coke’s net worth
$235 billion
