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Merging and Clashing Cultures, & Defending Human Rights - Essay Example

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Summary
Inside the International Marketing of Coca-Cola Introduction: Coca-Cola may be a brand all across the world but its marketing strategies differ from region to region. One of the main reasons for this is that it believes in versatile advertising campaigns. These campaigns need to be area specific and have to maintain marketing standards of Coca-Cola…
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Merging and Clashing Cultures, & Defending Human Rights

Download file to see previous pages... For example “Have a Coke and Smile” and then the latest “Open Happiness” with which people all across the world can relate to, but the campaign “Coke is it” is restricted to shores of the United States only. Moreira very logically elucidates this saying that although Coke is a host in America, yet “Coke is a guest, not the host, in most countries” and this could campaign would be rejected by an international audience. Marketing Strategies Applied by Coca-Cola It is very true that the trademark of Coca-Cola identifies itself with a positive tone of advertising. This can be further explicated as a technique in world marketing. The name Coca-Cola is found to be comparative with happiness of all kinds. This why one can find the trade name to be correlated with festivities, major sporting events like the World Cup, stadiums, and posters that represent light spirited frivolities. It is believed that the company intentionally associates itself with all these values of life that can create an atmosphere of joviality. This is deliberately done to increase a positive consciousness among the common masses. Coca-Cola: Relating Itself with the Customers It has been observed that Coca-Cola works on the positive psychology of the masses. People can relate to the optimism that it projects as a brand. People who are pent up with their ordinary lives can feel a sudden freshness by procuring a Coke. A typical example of this is a working executive, confined to his or her cubicle or even a laborer working in a factory find it to be a refreshing drink. What this means is that all humans think alike, there is no basic difference between them as the emotion remains to be the same and this is exactly what Coca-Cola aims to accomplish. In simple words this creates a desire which Coke tries to charm by fascinating all and sundry irrespective of their social backgrounds. Coca-Cola: In American Culture The fact that the marketing tactics of Coca-Cola is based on ubiquity is quite interesting in itself. This can be further justified by this piece of information that it has merged with the country’s culture it has visited into. In short it has become a part of the major culture wherever it has marketed itself. It is like the very instance of ‘El Kiosko Budweiser’ show in Puerto Rico that Arlene Davila points out. She finds that people think “locally produced shows are reflections of the local culture.” Hence the Puerto Ricans have acknowledged “Budweiser beer as a local product” (Davila, 2004). Likewise Coca-Cola has been mingled with mainstream cultures like in Taiwan they have chosen one their best as a brand ambassador. The Wang Lee Hom who is admired by all in Taiwan, sings the jingle of Coca-Cola with a Taiwanese melody. That is Coke does not act like the oppressive colonizer. Much to the contrary it has mingled itself with the larger cultures of the world. This has one more string attached to it that of the company’s regard for music. It comprehends world music as part of their marketing strategy for sure. Coca-Cola in Indian Culture In India Coca-Cola has to cope with a number of things. The new “Indian consumer” had a different taste. This consumer did not want to be fooled by a foreign company. This nouveau generation of consumer preferred Indian products over ...Download file to see next pagesRead More
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