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Marketing study on the advertising strategies of The Coca-Cola Company in France and the UK.


[...] Conclusion Throughout the years, Coca Cola has become a symbol of the American virtue and Coca Cola is now a global product in our minds and in our lives. The name and especially the icon are known in the farthest reaches of the world. Visit the highest mountain or the loneliest jungle, and Coca Cola will be there. And there are more countries in the world where Coca Cola can be found, than a Mac Donald’s. According to various research studies, Coca-Cola is the most widely recognized and best-loved brand in the world. There are three English words known universally which are okay, and Coca Cola". [...]

[...] They are making the advertising codes of practice and deals with complaints. In France = Conseil Superieur de l’Audiovisuel (CSA) The CSA is an independent organisation which delivers the entire license for TV, radio, internet and mobile phone. They are able to punish all the broadcaster who is breaking the law. All the advertising agencies submit their publicity before its broadcasting We will focus particularly for both country in the decreasing of TV media and the increasing of internet, these current trends are a bit similar in UK and France. [...]

[...] Numerous other ads in the "Always Coca-Cola" campaign were introduced over the course of the next seven years (1993-2000). Appealing to people's enjoyment of the cola taste and the refreshment it provides, the commercials used a variety of approaches—humor, music, stories, animation, and even Shakespearean parody—in an effort to build on the emotional connection between Coca-Cola and its consumers. ( Sponsorship: Coca-Cola was the first-ever sponsor of the Olympic games, at the 1928 games in Amsterdam and has been an Olympics sponsor ever since. [...]

[...] All over the world the brand's image of this old man in a red suit is something we all recognize as Father Christmas nowadays. ( Television: Some of the memorable Coca-Cola television commercials between 1960 through 1986, were very famous. Many of these early television commercials for Coca-Cola featured movie stars, sports heroes, and popular singers of the day. In 1993, The Coca-Cola Company made a dramatic shift in its advertising by introducing the "Always Coca-Cola" campaign, by Creative Artists Agency and later Edge Creative. [...]

[...] The firm make its popularity thanks to fun advertising and it is nearly the same for their non media advertising. Their image is associated to sports through exposure in special events such as Olympic Games or even the world’s cup. We know that their targets are teenagers and young adults but if in the future they want to extend their target maybe they have to associate their image to other actions such as social or even humanitarian action. Other recommendations will be to provide abroad retailers with the right techniques, tools and knowledge to operate in a new retail environment it could be positive for their productivity but also for their image. [...]

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étude de cas
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21 pages
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Informations sur l'auteur Camille G. (étudiant)

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