tag:blogger.com,1999:blog-9425662736728729262024-03-12T22:37:00.099-07:00USA BrandingUnited State of America Branding NamesUSA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.comBlogger79125tag:blogger.com,1999:blog-942566273672872926.post-43937989996964934912014-07-17T08:32:00.000-07:002016-03-05T20:06:49.289-08:0018,000 Microsoft Jobs Gone... Eventually?<div dir="ltr" style="text-align: left;" trbidi="on">
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<b>1. Cut Once.</b><br />
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<b>2. Cut Deeply.</b><br />
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And might I humbly add:<br />
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<b>3. Cut Quickly.</b><br />
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As of this morning, we're looking to cut <a href="http://www.microsoft.com/en-us/news/press/2014/jul14/07-17announcement1.aspx">18,000 Microsoft positions</a> including around half of the Nokia destruction-palooza orchestrated by Mr. Elop and Mr. Ballmer.<br />
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How does <a href="http://www.techmeme.com/140717/p7#a140717p7">this affect all of Microsoft</a>? Redmond? That's a bit unknown. Just looking at the State of Washington WARN site, I don't see a notification from Microsoft yet: <a href="http://www.esd.wa.gov/newsandinformation/warn/">http://www.esd.wa.gov/newsandinformation/warn/</a> .<br />
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And that concerns me because now you have a level of stress and anxiety at Microsoft. First, the selfish stress about whether my job is affected. Then personal circle stress. Then partner collaboration stress. Then way out there general concerns about the company. And guess what: when folks are stressed and gossiping, they are not effectively - er, excuse me, productively (<i>?</i>) - implementing the latest strategy. Physiologically, they have increased cortisol and this time will turn into a fog.<br />
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That's why I hope that <b>Cut Quickly</b> happens. Without it, we're back to our first layoff experience. If anything broke the back of this blog, it was the first big Microsoft layoff back in 2009. How? How could the realization of a step towards Mini-Microsoft do that? Because it was implemented so poorly, with constant worries and concerns and doubts about engaging in new ideas due to expectations those would be the easiest to trim during ongoing cut-backs. When was it over? When was the "<span style="color: navy;">all clear</span>" signal given?<br />
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So if this truly drags on for a year: we need a new leader. This needs to be wrapped up by the end of July. 2014.<br />
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One last small comment: yeah, everyone loves to flatten, including me. But to truly flatten engineering at Microsoft we need to decide that people management is actually a well invested career path. Most developers I know that become Leads are invariably harmless as a manager but spend most of their time deeply technical because they know that's where the rewards are. For the others that I know that have embraced becoming a people manager and have excelled there: well, if they get flattened into an Individual Contributor then they might as well leave Microsoft. Bless their hearts, but if they had to reconstitute their Dev skills to match the career ladder level they climbed to as a leader, they are sorely out of luck. I'll be honest with them. I hope all the other leaders out there are just as honest.<br />
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So.<br />
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Thoughts? Are you affected? The one bit of advice I can pass on from the previous round of layoffs: don't leave any HR 1:1 meeting without being absolutely satisfied you know everything you need to know and have everything to move forward. Because once you're out the door, for all the assurances you're going to get, it's super-hard to make a connection for more information and follow-up.<br />
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Now, excuse me, I'm sure I'll have a busy morning. And like all of you, I'm keeping an eye out for a sudden HR Generalist meeting that pops up on my calendar... until I hear the All Clear.<br />
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<span style="font-size: 85%;"><i><a href="http://technorati.com/tag/mini-microsoft" rel="tag" title="http://technorati.com/tag/mini-microsoft">Mini-Microsoft</a></i> <i><a href="http://technorati.com/tag/microsoft" rel="tag" title="http://technorati.com/tag/microsoft">Microsoft</a> </i></span><br />
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<br />USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0tag:blogger.com,1999:blog-942566273672872926.post-28991980918140968262013-08-23T07:33:00.000-07:002016-03-05T06:06:02.825-08:00Steve Ballmer is Going to Frickin' Retire From Microsoft!<div dir="ltr" style="text-align: left;" trbidi="on"><br /><b><span style="font-size: medium;">OH</span></b><br /><br /><blockquote><br /><a href="http://www.microsoft.com/en-us/news/press/2013/aug13/08-23AnnouncementPR.aspx">Microsoft CEO Steve Ballmer to retire within 12 months</a></blockquote><br /><b><span style="font-size: large;">MY</span></b><br /><br /><blockquote><br /><a href="http://www.microsoft.com/en-us/news/press/2013/aug13/08-23StatementPR.aspx">Moving forward</a></blockquote><br /><b><span>GOODNESS</span></b><br /><br /><blockquote><br /><a href="http://www.zdnet.com/microsofts-next-ceo-whos-on-the-short-list-7000019798/">Microsoft's next CEO Who's on the short list ZDNet</a></blockquote><br />+1.<br /><br /><br /><br />Liked.<br /><br /><br /><br />Favorited.<br /><br /><br /><br />Ka-ching!<br /><br /><br /><br />A well prepared blogger, even a crusty spider-web covered 99.9%-retired one like me, would have at least had a post ready to go for this glorious circumstance, like how most news organizations have obituaries written up and ready to publish. I had no such optimism that this would be happening before 2017.<br /><br /><br /><br />To me, this throws the whole in-process re-org upside down. Why re-org under the design of the exiting leader? Even if the Senior Leadership Team goes forward saying that they support the re-org, it's undermined by everyone who is a part of it now questioning whether the new leader will undo and recraft the decisions being made now. I'd much rather Microsoft be organized under the vision of the new leader and their vision.<br /><br /><br /><br />As for that new leader? Let the guessing game begin. How about first crafting the list of skills. Microsoft is huge and complex and Ballmer does has to be respected for running something as crazy as Microsoft to the point where it always seemed like no one could possibly replace him.<br /><br /><br /><br />The first skill I'm putting down on my CEO job requisition is: "<span style="color: navy;">Has architected and implemented software features at the Principal level.</span>" Yeah, I want someone who has written complex software to run a big huge software (<i>and devices</i>) company. Crazy.<br /><br /><br /><br />What are your thoughts?<br /><br /><br /><br />This is going to be in interesting 2013 Company Meeting. As for Ballmer's habit of coming out to an inspirational song, may I suggest <a href="http://en.wikipedia.org/wiki/Dancing_in_the_Street">Dancing in the Street</a>. Because that's what my heart is playing right now. And of course, we need an exit song, too. Something, that perhaps begins with:<br /><br /><br /><br />"<span style="color: navy;">Na-na-na-na, Na-na-na-na, Hey-Hey-Hey. -</span>"<br /><br /><hr /><br /><br /></div><br />USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0tag:blogger.com,1999:blog-942566273672872926.post-37726102271049964552013-05-09T14:43:00.000-07:002016-03-05T06:00:00.068-08:00Innovation<div class="separator" style="clear: both; text-align: center;"> </div><div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg6cvOTJfUf1OJNCNsDlCZECZsaq7rbymttALpwUonqaKI9GQVXwHUJH2C-p61yBq6AMJqVYT2agtsaYx8nohvkx0lJc0SxoVJqU6PYwAzThhzXGtew-ihB4fFCtpD_MPzjGM8_TjVhsSI/s1600/innovation.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg6cvOTJfUf1OJNCNsDlCZECZsaq7rbymttALpwUonqaKI9GQVXwHUJH2C-p61yBq6AMJqVYT2agtsaYx8nohvkx0lJc0SxoVJqU6PYwAzThhzXGtew-ihB4fFCtpD_MPzjGM8_TjVhsSI/s200/innovation.png" width="136" /></a><span style="font-family: "Arial","sans-serif"; font-size: 12pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">PepsiCo is a big innovation company. They have so many different lines of drinks from sodas to waters and they seem to do such a good job with the changing with the times. With the health concern that has been happening there has been a trend of the healthier drinks coming out on the market. With that being said they seem to foster innovation within their company to keep up with the trends in the market. They also have innovation in the technology and how they get their product out for example their vending machines and their dispensaries that they have in restaurants which is making them more technologically advanced which is changing with the times. <o:p></o:p></span></div>USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0tag:blogger.com,1999:blog-942566273672872926.post-16537390377276319132013-04-24T20:42:00.000-07:002016-03-05T06:00:00.105-08:00Organizational Structure <br /><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgSREIr8tkxrIiOUd2pITo_HMFjOw5FgI9TfHjodCAkWo60URiH_X8kzitdahyphenhyphenQtD-ObDDsGHwQ4WawKCeYdXnC3DRjBzXFWuWiaGxvA95X78rXAaPaIAeiIuBpdq1lYHDGXByKZKGaZj8/s1600/divisional+structure.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="155" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgSREIr8tkxrIiOUd2pITo_HMFjOw5FgI9TfHjodCAkWo60URiH_X8kzitdahyphenhyphenQtD-ObDDsGHwQ4WawKCeYdXnC3DRjBzXFWuWiaGxvA95X78rXAaPaIAeiIuBpdq1lYHDGXByKZKGaZj8/s400/divisional+structure.jpg" width="400" /></a></div><br /><div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;"><!--[if gte vml 1]><v:shapetype id="_x0000_t75" coordsize="21600,21600" o:spt="75" o:preferrelative="t" path="m@4@5l@4@11@9@11@9@5xe" filled="f" stroked="f"> <v:stroke joinstyle="miter"/> <v:formulas> <v:f eqn="if lineDrawn pixelLineWidth 0"/> <v:f eqn="sum @0 1 0"/> <v:f eqn="sum 0 0 @1"/> <v:f eqn="prod @2 1 2"/> <v:f eqn="prod @3 21600 pixelWidth"/> <v:f eqn="prod @3 21600 pixelHeight"/> <v:f eqn="sum @0 0 1"/> <v:f eqn="prod @6 1 2"/> <v:f eqn="prod @7 21600 pixelWidth"/> <v:f eqn="sum @8 21600 0"/> <v:f eqn="prod @7 21600 pixelHeight"/> <v:f eqn="sum @10 21600 0"/> </v:formulas> <v:path o:extrusionok="f" gradientshapeok="t" o:connecttype="rect"/> <o:lock v:ext="edit" aspectratio="t"/></v:shapetype><v:shape id="Picture_x0020_1" o:spid="_x0000_s1027" type="#_x0000_t75" style='position:absolute;left:0;text-align:left;margin-left:305.5pt; margin-top:213.15pt;width:176.95pt;height:157.35pt;z-index:251659264; visibility:visible;mso-wrap-style:square;mso-width-percent:0; mso-height-percent:0;mso-wrap-distance-left:9pt;mso-wrap-distance-top:0; mso-wrap-distance-right:9pt;mso-wrap-distance-bottom:0; mso-position-horizontal:absolute;mso-position-horizontal-relative:text; mso-position-vertical:absolute;mso-position-vertical-relative:text; mso-width-percent:0;mso-height-percent:0;mso-width-relative:page; mso-height-relative:page'> <v:imagedata src="file:///C:\Users\TARAJE~1\AppData\Local\Temp\msohtmlclip1\01\clip_image001.jpg" o:title=""/> <w:wrap type="square"/></v:shape><![endif]--><!--[if !vml]--><!--[endif]--><!--[if gte vml 1]><v:shape id="Picture_x0020_2" o:spid="_x0000_s1026" type="#_x0000_t75" style='position:absolute; left:0;text-align:left;margin-left:-11.75pt;margin-top:8.95pt;width:268.35pt; height:151.5pt;z-index:251658240;visibility:visible;mso-wrap-style:square; mso-width-percent:0;mso-height-percent:0;mso-wrap-distance-left:9pt; mso-wrap-distance-top:0;mso-wrap-distance-right:9pt; mso-wrap-distance-bottom:0;mso-position-horizontal:absolute; mso-position-horizontal-relative:text;mso-position-vertical:absolute; mso-position-vertical-relative:text;mso-width-percent:0;mso-height-percent:0; mso-width-relative:page;mso-height-relative:page'> <v:imagedata src="file:///C:\Users\TARAJE~1\AppData\Local\Temp\msohtmlclip1\01\clip_image003.jpg" o:title=""/> <w:wrap type="square"/></v:shape><![endif]--><!--[if !vml]--><!--[endif]--><span style="font-family: "Arial Black","sans-serif"; font-size: 10pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">Pepsi Co. is a large company made up of many different divisions and an example would be PepsiCo Americas Beverages (PAB). There looks to be six different divisions in the Pepsi Co. Pepsi is a global company. Not only do they have to coordinate the many different divisions but they have to do it from all over the world. These divisions help to accomplish that goal of keeping the company on top doing well. Zein Abdalla is the president of Pepsi Co. Then underneath him there are six different Chief financial officers for all the different divisions. This is the hierarchy or command in the Pepsi Company. <o:p></o:p></span></div><br /><div class="MsoNormal" style="margin: 0in 0in 10pt;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhlV35_JE6YMJdHxpwPdwsyqXthOvO-FBSUY-0ZI46WjYNj1tA6OWBrKhy1eUOqjGO0Qn8tJX9h7ohV5OWZsorfkn2kMZZUjlNp_fCWeD2QOf88QTjZyCncGoCVf-6CQ48Tz-ZI2yTeEeI/s1600/pepsicofamily_main_01.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="177" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhlV35_JE6YMJdHxpwPdwsyqXthOvO-FBSUY-0ZI46WjYNj1tA6OWBrKhy1eUOqjGO0Qn8tJX9h7ohV5OWZsorfkn2kMZZUjlNp_fCWeD2QOf88QTjZyCncGoCVf-6CQ48Tz-ZI2yTeEeI/s200/pepsicofamily_main_01.jpg" width="200" /></a><span style="font-family: "Arial Black","sans-serif"; font-size: 10pt; line-height: 115%; mso-bidi-font-size: 11.0pt;"><span style="mso-tab-count: 1;"> </span>PepsiCo has four different global business units. These units are PepsiCo Americas Beverages, PepsiCo Americas Foods, PepsiCo Europe, PepsiCo Middle East and Africa. Each of these four different global business units has businesses under them. They all have different ones. This is how it is split up globally. <o:p></o:p></span></div>USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0tag:blogger.com,1999:blog-942566273672872926.post-52412217377650533202013-04-21T11:06:00.000-07:002016-03-05T06:00:00.116-08:00Pepsi Employee Culture <br /><div class="separator" style="clear: both; text-align: center;"><br /></div><a href="https://encrypted-tbn3.gstatic.com/images?q=tbn:ANd9GcQbSnWBE_YJZoJ3w8QwuENvaZ0qjppWdFUMU9W-AeK7GI-8KdM2" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"></a><div class="separator" style="clear: both; text-align: center;"><a href="https://encrypted-tbn3.gstatic.com/images?q=tbn:ANd9GcQbSnWBE_YJZoJ3w8QwuENvaZ0qjppWdFUMU9W-AeK7GI-8KdM2" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><a href="https://encrypted-tbn3.gstatic.com/images?q=tbn:ANd9GcQbSnWBE_YJZoJ3w8QwuENvaZ0qjppWdFUMU9W-AeK7GI-8KdM2" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" class="rg_i" data-src="https://encrypted-tbn3.gstatic.com/images?q=tbn:ANd9GcQbSnWBE_YJZoJ3w8QwuENvaZ0qjppWdFUMU9W-AeK7GI-8KdM2" data-sz="f" height="117" name="2iIrA9C5X8l_UM:" src="https://encrypted-tbn3.gstatic.com/images?q=tbn:ANd9GcQbSnWBE_YJZoJ3w8QwuENvaZ0qjppWdFUMU9W-AeK7GI-8KdM2" style="height: 172px; margin-top: 0px; width: 293px;" width="200" /></a></a></div><div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;"><span style="clear: left; float: left; font-family: "Arial","sans-serif"; font-size: 12pt; height: 313px; line-height: 115%; margin-bottom: 1em; margin-right: 1em; mso-bidi-font-size: 11.0pt; width: 639px;">Pepsi Company has some interesting culture. Pepsi co has many incentives to get their employees to do the things that help the company succeed. Some of these incentives are insurances like medical and dental to also having retirement plans.<span style="mso-spacerun: yes;"> </span>They also strive to help to help their employees be very healthy by giving tools and resources for being both physically healthy and also having financial counseling so that their employees can succeed. They also offer help if families need it by offering many different assistance programs for employees that may need help. Pepsi co seems so invested into their employees so they feel safe in their work environment and situation. <o:p></o:p></span></div><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;"> </div>USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0tag:blogger.com,1999:blog-942566273672872926.post-53217853783465213932013-04-05T17:15:00.000-07:002016-03-05T19:45:13.390-08:00Global Company<div style="text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgesgM8RQUbYHWChdgzmt41ZXXA06slslA17lsKvc-Eg95dIKpugGni_e74MHQLZqu7pgIf0UM0SRl-vyiOUAKrqBnQSsl2oBC1nyUE-kkzEFH5nldiSwCmPa1dMeQMmAcT7jt1R-bCIOQ/s1600/untitled2.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgesgM8RQUbYHWChdgzmt41ZXXA06slslA17lsKvc-Eg95dIKpugGni_e74MHQLZqu7pgIf0UM0SRl-vyiOUAKrqBnQSsl2oBC1nyUE-kkzEFH5nldiSwCmPa1dMeQMmAcT7jt1R-bCIOQ/s1600/untitled2.png" /></a><span style="font-family: "arial" , "helvetica" , sans-serif;">Pepsi Company is on the heals of Coca Cola Company when it comes to their global markets. Pepsi has been expanding its growth with the setting up of product supplies in more countries than had already have had presence in already. Pepsi has a foot in the door in over 200 counties according to the Pepsi Co website. In 2009, Pepsi Co had a two big deals that got them two huge advantages in their competitive market of the global soda market. These two big deals were through China and Latin America which got their feet in markets that were controlled by Coca Cola before. </span></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Overall, it seems as though Pepsi Company has made their product global and sustained the market that they have had for a long time. Pepsi has many other substitutes that it has to compete with in both the global market and the United States market. </span></div>
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USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0tag:blogger.com,1999:blog-942566273672872926.post-57836280256921511552013-03-22T13:02:00.000-07:002016-03-05T06:00:00.170-08:00Business Level Strategy<div class="separator" style="clear: both; text-align: center;"> </div><table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOifdkvxN5t5GgPsXCEgCL7_bkIi6xkKK-PPtmlyLvI0edJjaoJl0EbrPIFXejUw5QVKIS-y1jjvlMtSW5cYZ_ja9ECSuc5Z9VzrcldwpO2yMcPtdYySvcibE2e36eqvJoCfICRhbEJ0U/s1600/pepsi-500x375.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOifdkvxN5t5GgPsXCEgCL7_bkIi6xkKK-PPtmlyLvI0edJjaoJl0EbrPIFXejUw5QVKIS-y1jjvlMtSW5cYZ_ja9ECSuc5Z9VzrcldwpO2yMcPtdYySvcibE2e36eqvJoCfICRhbEJ0U/s200/pepsi-500x375.jpg" width="200" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;">Pepsi logo</td></tr></tbody></table><div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 115%;">Pepsi seems to be in a growth stage in the industry life cycle . The reason I believe they are in a growth stage is because they are doing many things to differentiate themselves from other companies such as Coke. In the differentiation process I think it is important to talk about their relationships with stores and different companies, so in other words there network is very strong. They are well known for their brand or image. They have many commercials that have famous actors or people drinking Pepsi products in them and that is what gives them their image. They also have good customer service. This is actually personally known by me because I had to call and deal with them because I bought a defective twelve pack of Pepsi and it was bad so they sent me coupons for a couple free twelve packs to make it up to me. It was exceptional service. I would say they are not doing much as far as trying to be a cost leader because all pop prices are the same the majority of the time so they don’t have lower prices. <o:p></o:p></span></div><div class="separator" style="clear: both; text-align: center;"> </div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiYsHC-jqyJab6_O7ZV0CPSu2ini1CxlbICqQupxtvNeMK9gqXtPoisZ7lEKpApUHHwnSxlOz42ABjvA0Cy2I0bM4Aopb3JeKxjx0Z9ejK0bjS7NAlh8_IzdPGqrdsDusQim0EXsmqejco/s1600/untitled.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="149" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiYsHC-jqyJab6_O7ZV0CPSu2ini1CxlbICqQupxtvNeMK9gqXtPoisZ7lEKpApUHHwnSxlOz42ABjvA0Cy2I0bM4Aopb3JeKxjx0Z9ejK0bjS7NAlh8_IzdPGqrdsDusQim0EXsmqejco/s200/untitled.png" width="200" /></a></div><div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 115%;">Pepsi has its logo that keeps changing and that has a copyright along with they probably have patents on their different products. There are many substitutes for Pepsi but they are very successful and they try to stay on top. This is referring to Porter’s five forces model. <span style="mso-spacerun: yes;"> </span>They also have bargaining power over their suppliers because they produce such large amounts of their product that they have to have a good relationship with their suppliers in order to keep up such a good product. I wouldn't say that Pepsi has control over the buyers just because they have other options if they don't want to buy Pepsi.</span></div><div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 115%;"></span> </div><div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 115%;"></span> </div><div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 115%;"></span><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 115%;">The Pepsi logo came from <a href="http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=8h1hjJRpz0PJuM&tbnid=hnv3uzuDZYUuxM:&ved=0CAQQjB0&url=http%3A%2F%2Fhtmlgiant.com%2Frandom%2Fwell-be-back-soon-drink-pepsi-products%2F&ei=QbBMUbimJcPc2gWu4IDYBg&bvm=bv.44158598,d.aWc&psig=AFQjCNE8VXQ4aF2hYz4_-_VXOpEMenHSaw&ust=1364066719267442">http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=8h1hjJRpz0PJuM&tbnid=hnv3uzuDZYUuxM:&ved=0CAQQjB0&url=http%3A%2F%2Fhtmlgiant.com%2Frandom%2Fwell-be-back-soon-drink-pepsi-products%2F&ei=QbBMUbimJcPc2gWu4IDYBg&bvm=bv.44158598,d.aWc&psig=AFQjCNE8VXQ4aF2hYz4_-_VXOpEMenHSaw&ust=1364066719267442</a></span></div><div class="separator" style="clear: both; text-align: center;"> </div>USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0tag:blogger.com,1999:blog-942566273672872926.post-7631872585691031482013-03-08T19:33:00.000-08:002016-03-05T06:00:00.213-08:00Intellectual Capital<br /><div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;"><span style="font-family: Calibri;">Pepsi is a very large company. They are in the business of many different products. Pepsi has a large base for intellectual capital. From human capital such as employees and the knowledge they have of their jobs and just how to best do their job. They want to retain employees so they have everything from insurance to retirement plans and have a competitive workforce. They want the people they have working for them so they have the benefits to help entice them to stay. They have to have a good line of communication between their human resources communication and their employees. In order to keep themselves current with what their employees want they have to be evolving along with the generations to be as large and successful as they have been. With evolving times it is important to know what the employees value and what will keep them doing good work and keep them at Pepsi. Other than human capital they also have patents and copyrights that they have in order to keep their brand and image in good shape. They don't want just anyone to be able to make Pepsi on their own because then it would take away from their business. Pepsi overall has a lot of intellectual capital. </span></div>USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0tag:blogger.com,1999:blog-942566273672872926.post-59846074486086666172013-02-28T19:12:00.000-08:002016-03-05T06:00:00.223-08:00Internal enviroment <br /><div class="MsoNormal" style="margin: 0in 0in 10pt; text-indent: 0.5in;"><span style="font-family: Calibri;">I want to talk about the value chain within Pepsi. Pepsi is such a large company I think that they don’t outsource many aspects of the value chain. I think they might outsource marketing just because they are all over the place.<span style="mso-spacerun: yes;"> They also dont have a service. They distribute the product and then they are done with it. Pepsi has a general administration, but on that note I do not believe they have a service section. </span>They have a pretty good outbound logistics because they are good at the distribution. they also must have a good Procurement to because they are such a large company that they make a mass amount of products so they have a buyer power. The also probably have a very productive inbound logistics because they have such a big operation so they need to be organized. I believe that Pepsi’s core competency is quality and price. <o:p></o:p></span></div>USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0tag:blogger.com,1999:blog-942566273672872926.post-32086836073393655712013-02-21T18:21:00.000-08:002016-03-05T20:07:12.872-08:00General Enviroment, Enviormental Scanning and Porter's Five Forces of iIdustry Competition<br />
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<span style="font-family: "calibri";">For Pepsi Company there are several things to think about in the general environment of the business. For instance, with the nation and the world being so focused on the health of the population there might be less people buying Pepsi soda when you think of the demographic group of 16-30. Then on the other side with people older than the 30 who grew up drinking soda they might be less prone to trade out a healthier option for the soda. There are also a couple other things to take into consideration. When it comes to the sociocultural part of the general environment there will be some problems with the people focusing on the health aspect of the products that Pepsi offers. They might be less prone to buy pop and maybe more prone to buying a water or juice in which Pepsi also has products in. I believe they have to focus on pointing out that pop maybe isn’t as unhealthy as everyone makes it out to be. I couldn’t find anything that went with the legal or political side of the spectrum. Technology could be improved to have a better turn out on any of the parts of bottling or production of the many products that Pepsi sells. Thinking about the economical setting of the general environment the rise in minimum wage will have an impact on Pepsi because that will drive cost of making and distributing the products to go up which will in turn raise prices which will maybe put more people on the fence about buying the products all together. <o:p></o:p></span></div>
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<span style="font-family: "calibri";">Then there is external scanning which could be the watching of other pop and juice products producers and trying to determine the changes before they happen. This would be like watching Coke products and tracking the trends as they occur. This can help keep the firm with a competitive advantage. Last but not least let’s talk about porter’s five forces model. With much consideration and review it does not seem like there is a potential for new entrants just because Pepsi is a huge company and trying to compete with Pepsi and Coke products may be difficult with both their vast amount of products. <span style="mso-spacerun: yes;"> </span>With looking at all the information don’t think they have bargaining power of buyers either.<span style="mso-spacerun: yes;"> </span>But people could definitely have substitutes for Pepsi such as coke or other products in the market. <o:p></o:p></span></div>
USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0tag:blogger.com,1999:blog-942566273672872926.post-16652432389108580812012-12-07T23:30:00.000-08:002016-03-05T05:53:54.754-08:00Video warThank you very much for your attention and for following us during these last months. It is the last post of our blog. We hope you enjoyed our work on these two historical brand.<br />A good illustration of the war is available on youtube videos:<br /><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/PjYeL-cvvEc?feature=player_embedded' frameborder='0'></iframe></div><div class="separator" style="clear: both; text-align: center;"><br /></div>And for a funny end, here are our favorite commercials about COKE VS PEPSI:<br /><br /><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/pyMTSr8hbow?feature=player_embedded' frameborder='0'></iframe></div><br /><br />USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0tag:blogger.com,1999:blog-942566273672872926.post-25053634779000168312012-12-07T14:14:00.000-08:002016-03-05T05:53:54.766-08:00Brand Mantras<table border="1" cellpadding="0" cellspacing="0" class="MsoTableGrid" style="border-collapse: collapse; border: none; mso-border-alt: solid black .5pt; mso-border-themecolor: text1; mso-padding-alt: 0cm 5.4pt 0cm 5.4pt; mso-yfti-tbllook: 1184;"> <tbody><tr> <td style="border: solid black 1.0pt; mso-border-alt: solid black .5pt; mso-border-themecolor: text1; mso-border-themecolor: text1; padding: 0cm 5.4pt 0cm 5.4pt; width: 230.3pt;" valign="top" width="307"> <div class="MsoNormal" style="margin-bottom: 0.0001pt;"><b><span lang="EN-US" style="font-family: 'Times New Roman', serif; font-size: 16pt;">Pepsi Brand mantra<o:p></o:p></span></b></div><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><br /></div></td> <td style="border-left: none; border: solid black 1.0pt; mso-border-alt: solid black .5pt; mso-border-left-alt: solid black .5pt; mso-border-left-themecolor: text1; mso-border-themecolor: text1; mso-border-themecolor: text1; padding: 0cm 5.4pt 0cm 5.4pt; width: 230.3pt;" valign="top" width="307"> <div class="MsoNormal" style="margin-bottom: 0.0001pt;"><b><span lang="EN-US" style="font-family: 'Times New Roman', serif; font-size: 16pt;">Excitement,music,fun,adventure<o:p></o:p></span></b></div></td> </tr><tr> <td style="border-top: none; border: solid black 1.0pt; mso-border-alt: solid black .5pt; mso-border-themecolor: text1; mso-border-themecolor: text1; mso-border-top-alt: solid black .5pt; mso-border-top-themecolor: text1; padding: 0cm 5.4pt 0cm 5.4pt; width: 230.3pt;" valign="top" width="307"> <div class="MsoNormal" style="margin-bottom: 0.0001pt;"><b><span lang="EN-US" style="font-family: 'Times New Roman', serif; font-size: 16pt;">Coca Cola brand mantra<o:p></o:p></span></b></div><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><br /></div></td> <td style="border-bottom: solid black 1.0pt; border-left: none; border-right: solid black 1.0pt; border-top: none; mso-border-alt: solid black .5pt; mso-border-bottom-themecolor: text1; mso-border-left-alt: solid black .5pt; mso-border-left-themecolor: text1; mso-border-right-themecolor: text1; mso-border-themecolor: text1; mso-border-top-alt: solid black .5pt; mso-border-top-themecolor: text1; padding: 0cm 5.4pt 0cm 5.4pt; width: 230.3pt;" valign="top" width="307"> <div class="MsoNormal" style="margin-bottom: 0.0001pt;"><b><span lang="EN-US" style="font-family: 'Times New Roman', serif; font-size: 16pt;">Hapiness,Joy,Family,magic<o:p></o:p></span></b></div></td> </tr></tbody></table>USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0tag:blogger.com,1999:blog-942566273672872926.post-74799187547892370602012-12-07T14:06:00.000-08:002016-03-05T05:53:54.809-08:00Pepsi ,Coke Points of differences and parity<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiv7YzBCaz6CbQmSo2N333hdGF3TrUloGBeWgN5Ni9Iss0h5ieKcl4594TQwoK39li4lfEidCtcWpYnfKD-jQ3xd780nyiifXCGcgVMOx5rYzAOpD63udpUWyitKieNhR9mXZ5plan4krs/s1600/coke+vs+pepsi+mantras.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiv7YzBCaz6CbQmSo2N333hdGF3TrUloGBeWgN5Ni9Iss0h5ieKcl4594TQwoK39li4lfEidCtcWpYnfKD-jQ3xd780nyiifXCGcgVMOx5rYzAOpD63udpUWyitKieNhR9mXZ5plan4krs/s1600/coke+vs+pepsi+mantras.png" height="222" width="400" /></a></div>USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0tag:blogger.com,1999:blog-942566273672872926.post-15460695467375144542012-12-07T11:55:00.000-08:002016-03-05T05:53:54.819-08:00Coke & Pepsi Archetypes<div class="separator" style="clear: both; text-align: center;"></div><div style="text-align: left;"><span style="font-family: Verdana, sans-serif; font-size: x-small;">“Archetypes helps us to understand the intrinsic meaning of product categories and consequently helps marketers create enduring brand identities that establish market dominance, evoke and deliver meaning to customers, and inspire customer loyalty – all potentially in socially responsible ways”.</span></div><span style="font-family: Verdana, sans-serif;"><div style="text-align: right;"><span style="font-size: xx-small;">Carol Pearson &</span><span style="font-size: xx-small;"> </span><span style="font-size: xx-small;">Margaret Mark, The hero and the outlaw</span></div><div style="text-align: right;"><span style="font-size: xx-small;"><br /></span></div><div style="text-align: right;"><span style="font-size: xx-small;"><br /></span></div></span><br /><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgLmMwL-zuCtHAE4r9kTsHV-V-XySPIE2TpyZD8K62ZGfls0RkaL14UcW7_RrSrAa2xDhyphenhyphen_HwND-8nw8V4ruHijc2XGkFcnoT6_k6_Bdw3RCaxJ9dJbO9N6czmSLThxNtrWTYHGeIQAdNI/s1600/Archetypes.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgLmMwL-zuCtHAE4r9kTsHV-V-XySPIE2TpyZD8K62ZGfls0RkaL14UcW7_RrSrAa2xDhyphenhyphen_HwND-8nw8V4ruHijc2XGkFcnoT6_k6_Bdw3RCaxJ9dJbO9N6czmSLThxNtrWTYHGeIQAdNI/s1600/Archetypes.png" height="303" width="400" /></a></div><br /> Coke can be defined as the innocent. Indeed, you can see in their ads the message conveyed that Cola Cola believes in the purity of life, in enjoying nature, friends ans family. It seems that in Coca Cola's world, everything is beautiful like in a paradise. The goal is to be happy, and they clearly show it, from the famous song "I want to teach the world to sing", promoting universality and unity around the world, to the innocent celebration of christmas with a family of polar bears.<br />Actually, the brand created the modern standarized image of Santa Claus, with his white beard and red uniform. It was in 1931, when the company was looking for a way to increase its famous product sales.<br />From 1931 to 1964, the company advertising showed Santa Claus delivering toys, drinking a coke, raiding refrigerators...<br /><br /><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiREXksbk7_k0FnKmdOnpQnVo9ybkpA-50dAG_KGpAt8s4LrShI6q0XMGwXqcCaXU9yg1MC7JvMDFuo5KdFK-nnMsz791ou_bh4s64bAwP7-vlCJlF_RzFbv5I-ux-I5G-lt5oCT8HIEgo/s1600/santa+claus.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiREXksbk7_k0FnKmdOnpQnVo9ybkpA-50dAG_KGpAt8s4LrShI6q0XMGwXqcCaXU9yg1MC7JvMDFuo5KdFK-nnMsz791ou_bh4s64bAwP7-vlCJlF_RzFbv5I-ux-I5G-lt5oCT8HIEgo/s1600/santa+claus.png" height="242" width="320" /></a></div><br /><br /> When you think about pepsi, the first thing that comes in mind is adventure, self-discovery. Pepsi is more modern than Coke is the way that the message addressed is to think outside the box ( also refering to the competition with the traditional and leader Coke). Pepsi archetype is thus the explorer, its ads deliver the message that with Pepsi, you have a better and a more fullfilling life. Pepsi helps you to discover and experience new things, to be part of pioneers, to express your individualism. It claims autonomy, modernity. These are all characteristics in Pepsi communications, sponsorships...<br />But Pepsi can also be defined as the Jester. The core desire of jesters is to live in the moment with full enjoyment, to have great time.<br /><br /><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/CcOkvG4ls1Q?feature=player_embedded' frameborder='0'></iframe></div><br /><br /><span style="color: #999999;">Sources:</span><br /><span style="color: #999999;">Class n°7</span><br /><span style="color: #999999;">http://www.snopes.com/holidays/christmas/santa/cocacola.asp</span><br /><span style="color: #999999;">http://trevorfisher.com/the-innocent-archetype</span><br /><span style="color: #999999;">http://www.coca-colacompany.com/stories/coke-lore-santa-claus</span><br /><span style="color: #999999;">http://www.synotac.com/wordpress/wp-content/uploads/2011/05/Marketing_Archetypes_L_L.pdf</span><br /><br />USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0tag:blogger.com,1999:blog-942566273672872926.post-79221489854810459192012-12-07T10:17:00.000-08:002016-03-05T20:07:29.298-08:00Coke keller pyramid<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiSvnXLjJM4fVckdi8SloLUgZkpjn-ls68p1yyNwSY_EOMmx9mpqQ0a4n2OOPA1KRRzo7fC_oTIRe9PmzqB8dcH8Iw7qbYtVJx3mzG9lBLCCCzTI6bvhT4GpEQ7LQwCpUpiRiPwnO_mG1A/s1600/pyramid+cbbe.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><br /></a></div>
Click on the pyramid for a bigger size<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhNC0JeOIklTzD31ECaWvbj6m9D-DKuOIWFDnOrnZBEXQY7TIBFvoECaSZD-otni8fLs5d1UA0EgM9_mLHLNb87NXGlq89xQ0GuVuL29zGvKkgh6lhW-me1I7jS6W9gAMnigX8g4OuzzSg/s1600/coke+cbbe.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="486" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhNC0JeOIklTzD31ECaWvbj6m9D-DKuOIWFDnOrnZBEXQY7TIBFvoECaSZD-otni8fLs5d1UA0EgM9_mLHLNb87NXGlq89xQ0GuVuL29zGvKkgh6lhW-me1I7jS6W9gAMnigX8g4OuzzSg/s1600/coke+cbbe.png" width="640" /></a></div>
<br />USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0tag:blogger.com,1999:blog-942566273672872926.post-40765561454612710792012-12-07T09:55:00.000-08:002016-03-05T05:53:54.872-08:00Pepsi Keller pyramid<div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhh70QvxBnC26lJCvcXnULOKgQ6s6Q049nDsPp-AahNfKz2v9L7ICg08Vpw_KXvUhyphenhyphenhR07s2GerDXP-PZowyemPdBOrseoQNtqZ1ejBT8ycK5HNqznkiQMrE9av2SGJAv2n0Qzy_U64_DQ/s1600/pyramid+cbbe+pepsi2.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhh70QvxBnC26lJCvcXnULOKgQ6s6Q049nDsPp-AahNfKz2v9L7ICg08Vpw_KXvUhyphenhyphenhR07s2GerDXP-PZowyemPdBOrseoQNtqZ1ejBT8ycK5HNqznkiQMrE9av2SGJAv2n0Qzy_U64_DQ/s1600/pyramid+cbbe+pepsi2.png" height="488" width="640" /></a></div><br />USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0tag:blogger.com,1999:blog-942566273672872926.post-52295819652794525912012-12-07T08:43:00.000-08:002016-03-05T05:53:54.915-08:00Coke & Pepsi Brand personalities<br /><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">The process of positioning a brand or product is a complex managerial task and must be done over time using all the elements of the marketing mix. Positioning is in the mind of the consumer and can be described as how the product is considered by that consumer, which enables to develop a character statement and thus a personality.<o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Coca-Cola and Pepsi have always been similar in their “fun and young” personalities, the two brands have always been on separate paths over the decades. On the one hand, Pepsi has stuck with its high energy, music and comedy-driven strategy; on the other hand, Coke can be seen constantly gravitating towards the emotional side of branding.<o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Coca-Cola ads are about human experience in two ways. First, before global branding strategy becomes the trend we know today, Coca-Cola was embracing diversity. This can be clearly seen in its long-running “I’d like to buy the world a Coke” series of ads, showing people from all over the globe joining together in Coke and song. Nostalgic people, check it out:<o:p></o:p></span><br /><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/ib-Qiyklq-Q?feature=player_embedded' frameborder='0'></iframe></div><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Moreover, Coca-Cola is available in countries all across the world. As noticed before, it’s even rumored to be the most recognizable brand, logo and even word on the planet.<o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">When Coca-Cola isn’t targeting diversity, it still has a strong sense of community through universal similarities such as a love for Coke.<o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">The second way that Coke has leveraged the human experience is throughout families. <o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Pepsi always stayed aimed right at children but Coke seems to know that Mom are the buyers; they played on emotions and feeling moms know and are sensitive too. Coca Cola communicates as the product desired by the whole family and as a daily life product.<o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">This is more an evidence during Christmas period where families are targeted, through for example a polar bear family.<o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/Mmxuew-9f10?feature=player_embedded' frameborder='0'></iframe></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">This occurs all over Coca-Cola’s advertising throughout the years but is never more evident than in Coke’s Christmas ads. Whether its an endearing scene of a father and son watching the Santa Coke truck go by or a family of polar bears consistently being brought together by Coke, the Christmas ads are aimed right at the hearts of American consumers.<o:p></o:p></span></div><div class="MsoNormal"><br /></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Pepsi has always had a young target audience. Their ads were historically targeted at teens and even pre-teens and are injected with fun, sports and most often, music. Pepsi has leveraged all manner of musical celebrities over the years, from Ray Charles to Britney Spears.</span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Here is a commercial on YouTube featuring Michael Jackson and a group of kids that are probably far too young to legally target for such a sugary product nowadays.<o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/po0jY4WvCIc?feature=player_embedded' frameborder='0'></iframe></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">When Pepsi wasn’t using musical celebrities, humor was their weapon of choice, again utilizing young kids in the ads. Who could forget the lovable little girl telling the bartender, “I asked for a Pepsi Pal” in the voice of the Godfather?<o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/KdGw-mGxXQY?feature=player_embedded' frameborder='0'></iframe></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div>USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0tag:blogger.com,1999:blog-942566273672872926.post-65634012509008026092012-12-02T10:38:00.000-08:002016-03-05T05:53:54.927-08:00Coke identity: Kapferer prism<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg4XSazuDcSIgHK_w4PGeIVsyzhh6C6YLbgdKCr4HTpDpLda_26bp_NwA0Qc03apLKme3LC3AgXFKbs22iZT3RBNCaMLAbnVH_1X4xgFO0Z85i-pLpkAYutncSLyzHF3ZUXhntOpYmGL1A/s1600/coke+kapferer.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg4XSazuDcSIgHK_w4PGeIVsyzhh6C6YLbgdKCr4HTpDpLda_26bp_NwA0Qc03apLKme3LC3AgXFKbs22iZT3RBNCaMLAbnVH_1X4xgFO0Z85i-pLpkAYutncSLyzHF3ZUXhntOpYmGL1A/s1600/coke+kapferer.png" height="318" width="400" /></a></div><br />USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0tag:blogger.com,1999:blog-942566273672872926.post-56081028637602461972012-12-02T10:36:00.000-08:002016-03-05T05:53:54.970-08:00Pepsi identity: Kapferer Prism<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0-F1YS5wW2XfYLaZQ2fUeZLCh9bX061BOovlJVtvzE9Z36qRpx2ErPlhv_gWByY14my8GrOCvKK4rhqY1NgM8KbbDesPHNQM8OlM2TDbEsm_50pIup4nnvlFn6tm66HfQukzUXeKbZFQ/s1600/pepsi+kapferer.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0-F1YS5wW2XfYLaZQ2fUeZLCh9bX061BOovlJVtvzE9Z36qRpx2ErPlhv_gWByY14my8GrOCvKK4rhqY1NgM8KbbDesPHNQM8OlM2TDbEsm_50pIup4nnvlFn6tm66HfQukzUXeKbZFQ/s1600/pepsi+kapferer.png" height="315" width="400" /></a></div><br />USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0tag:blogger.com,1999:blog-942566273672872926.post-66771804986722756792012-12-01T10:39:00.000-08:002016-03-05T05:53:54.980-08:00Success of Pepsi branding strategy<span style="color: #20124d; font-family: Verdana, sans-serif;"><br /></span><br /><div style="line-height: 24px; padding: 0px 0px 15px; text-align: justify;"><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;"><strong>Customer Desired Benefits</strong> : Pepsi has been successful in capturing the Youth Spirit.It has also ventured out to different customer segments with different offering for e.g. Diet Pepsi was introduced to cater to the health conscious people. Pepsi’s entire Product Portfolio caters to the different customer segments.</span></div><div style="line-height: 24px; padding: 0px 0px 15px; text-align: justify;"><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;"><strong>Relevance</strong> : It’s considered to be a new generation drink, the drink has managed to grab the imagination of Teens and young Adults alike. Pepsi through the combination of innovative ideas (like Pepsi Blue even though a failure), effective communication and aggressive advertising has been able to stay relevant to its customers.</span></div><div style="line-height: 24px; padding: 0px 0px 15px; text-align: justify;"><span style="font-family: Verdana, sans-serif;"><span id="more-2711" style="background-color: #cc0000; color: #20124d;"></span></span></div><div style="line-height: 24px; padding: 0px 0px 15px; text-align: justify;"><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;"><strong>Pricing</strong> : based on consumer’s perception of Value and on the market. Pepsi isn't on a price war with coke in order to keep its brand equity.</span></div><div style="line-height: 24px; padding: 0px 0px 15px; text-align: justify;"><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;"><strong>Brand positioning</strong> : The brand positioning is based on its sweet sugary taste suited for its young consumers. Thus it was able to create a Point of difference from Coca cola.</span></div><div style="line-height: 24px; padding: 0px 0px 15px; text-align: justify;"><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;"><strong>Consistency</strong> : Pepsi has maintained continuity in its brand image and has been consistent in its brand promise of refreshing drink for Youth. It has always depicted a defying attitude and continued to challenge the market leader. Its campaign have been about making a mark and proving its real benefit among young people & cool people.</span></div><div style="line-height: 24px; padding: 0px 0px 15px; text-align: justify;"><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;"><strong>Brand Portfolio and hierarchy</strong> : All Pepsi brands cater to different market segments and rarely cannibalize each others sales. It also gives Pepsico optimum market coverage as its products are diversified.</span><br /><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;"><br /></span><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;"><b>Repertoire of marketing Activity</b> : Pepsi’s Brand Elements are distinctive and the awareness is very high. It has an extensive distribution network. Promotional campaign have also been innovative in the usage of social media like Facebook ore twitter .</span></div><div style="line-height: 24px; padding: 0px 0px 15px; text-align: justify;"><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;"><strong>Internal Branding</strong> : Pepsi’s give it brand manager the liberty to experiment ideas to capture customers at the bottom of the pyramid. Pepsi also has predefined set of rules that brand manager should follow which is meant to develop a sense of ownership for the brand.</span></div><div style="line-height: 24px; padding: 0px 0px 15px; text-align: justify;"><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;"><strong>Sustainable and support marketing programs</strong> : Pepsi marketing team is probably the most innovative when it come to determining go to market strategy for its product. The company’s marketing expenditures are very high.</span><br /><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;"><br /></span><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;"><b>Monitoring Sources of Brand Equity</b> : Pepsi has a series of monitoring programs like periodic brand audit, routine brand sales tracking, monitoring brand performance, etc.</span></div><div style="line-height: 24px; padding: 0px 0px 15px; text-align: justify;"><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">Pepsi branding strategy is very effective. Its brand value has been estimated to $12,762 million.</span></div><div style="line-height: 24px; padding: 0px 0px 15px; text-align: justify;"><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">Source:</span></div><div style="padding: 0px 0px 15px; text-align: justify;"><div style="line-height: 24px;"><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">Building, measuring and managing Brand equity, Kevin Lane Keller</span></div><div style="line-height: 24px;"><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">Pepsico.com</span></div><span style="font-family: Verdana, sans-serif;"><span style="line-height: 24px;"><span style="background-color: #cc0000; color: #20124d;">http://www.marketingweek.co.uk/brands/pepsico/</span><span style="color: #20124d;"> </span></span></span><br /><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif; line-height: 24px;">http://www.ideasmakemarket.com/2012/03/ideasclash20-entry12-branding-strategy.html</span><br /><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif; line-height: 24px;">http://article.unipack.ru/eng/18573/</span><br /><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif; line-height: 24px;">http://fr.slideshare.net/rohitpatel203/branding-of-pepsi-cola#btnNext</span><br /><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif; line-height: 24px;"><br /></span><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif; line-height: 24px;"><br /></span><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif; line-height: 24px;"><br /></span></div>USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0tag:blogger.com,1999:blog-942566273672872926.post-47419935848779742322012-12-01T09:04:00.000-08:002016-03-05T20:07:44.508-08:00Coke Brand Identity<span style="font-family: "calibri" , sans-serif;">A brand is based on:</span><br />
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<span lang="EN-US" style="font-family: "calibri" , "sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">-the name<o:p></o:p></span></div>
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<span lang="EN-US" style="font-family: "calibri" , "sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">-physical elements: logo, color, shape…<o:p></o:p></span></div>
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<span lang="EN-US" style="font-family: "calibri" , "sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">-its identity<o:p></o:p></span></div>
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<span lang="EN-US" style="font-family: "calibri" , "sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">It defines who you are, who you want to be as well as how you are perceived. It is important to know exactly your market and your strategy to be successful.</span></div>
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<span lang="EN-US" style="font-family: "calibri" , "sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Coke bottle for example is red, scripted “Coca Cola” and is known for its Old-style bottle. The main identity of Coca corresponds to the message they vehicle, in other words “Coke makes you happy”.<o:p></o:p></span></div>
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<span lang="EN-US"><b>Brand image</b><o:p></o:p></span></div>
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<span lang="EN-US">It is an important factor influencing Coca Cola sales. The brand has the privilege to be known all around the world as they have built their image on a universal value, happiness. The brand is perceived by consumers as a part of daily life and of their life style. Coke is this globalized product that has the same taste customers are looking for, and which give the same pleasure of refreshment during break together.<o:p></o:p></span></div>
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<span lang="EN-US"><b>Brand loyalty</b><o:p></o:p></span></div>
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<span lang="EN-US">The brand image conveyed, the visibility and availability of products and ads, and also the expected quality everywhere make Coca Cola one of the most bought brand in the world. It is the most sold one. <o:p></o:p></span></div>
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<span lang="EN-US">If we take purchasing frequency in the US, figures speak for themselves: 48% of Americans drink a soda everyday with an average of 2.6 glasses per day. When we know that coke represents almost 50% of Soda consumption, there is no doubt that its customers are loyal. Around the world, more than 3% of beverages consumed are Coca Cola, that is to say 1.7 billion serving/day.</span><o:p></o:p></div>
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<span lang="EN-US">As we have noticed, it is seen as part of daily life, and we can thus say that Coke has achieved a high level of loyalty. </span>A recent Coca-Cola annual report reported that the second most recognized expression in the world after “ok?” is “Coca-Cola.”</div>
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<span lang="EN-US"><b>Brand equity</b><o:p></o:p></span></div>
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<span lang="EN-US"> Because of brand extension, Coca Cola equity is difficult to measure. People do not distinguish all brands own by the company, and might even buy without knowing they will be drinking or eating Coca Cola’s product. However, the brand promises the same experience around the world: refreshment, fun and good times, American lifestyle.<o:p></o:p></span></div>
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<span lang="EN-US"> Moreover, Coca-cola is recognized as the most valuable in the world by the respected inter brand corporation valued at above US $ 67 billion , coke has become effectively a part of modern world culture though its advertising campaign has changed over the years, “THE REAL TASTE” has always stood for a ”REAL” COLA DRINK with authenticity. There is legitimacy recognized and appreciated by everyone.<o:p></o:p></span></div>
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<span lang="EN-US">The identity has been built with consistent values and differentiating elements during a decade. Despite the competition, the brand continues to be a number one position globaly in brand equity rankings. <o:p></o:p></span></div>
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Coke is affecting every part of life and every cultures.</div>
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What far can we go to have 2 cokes?<br />
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<span style="color: #999999;">Sources: </span></div>
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<span style="color: #999999;">http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1</span><br />
<span style="color: #999999;">http://fr.scribd.com/doc/46403814/Coca-Cola-CBBE-Model</span></div>
<br />USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0tag:blogger.com,1999:blog-942566273672872926.post-377302648720732282012-11-25T07:02:00.000-08:002016-03-05T05:53:55.034-08:00How values influence consumer's Coke choice?<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiZedTA018XAoHXITQ_7I-9HNmFgDb66hviCDjQq8t399iEr05-Naae6oWosBKs6n93a_ZPXpnel_va77vzbRcvwX6OGkr3zqR91Jg7aCmHJCt6KFX5kVOnGkZ2KPm4x4k9sudUsXAZbV4/s1600/values.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiZedTA018XAoHXITQ_7I-9HNmFgDb66hviCDjQq8t399iEr05-Naae6oWosBKs6n93a_ZPXpnel_va77vzbRcvwX6OGkr3zqR91Jg7aCmHJCt6KFX5kVOnGkZ2KPm4x4k9sudUsXAZbV4/s1600/values.png" height="238" width="400" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: left;"></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><b>Emotional value:</b> </span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Coke has always been, and especially during though times, the brand which brings positivity and joy to people simply by taking a break with Coke. That has always been their message: to enjoy simple pleasure of life. That emotion is transcribed all over the world and shared by all the society whatever their age, social status or gender. The power of coke is to turn this benefit into its advantage by making it differentiating, and it works! A blind test revealed that Pepsi was preferred to Coke, while testers affirm they prefer Coke when they know the brand that is to say when the test is not “blind”. That is the emotional power Coca Cola achieved: changing a taste preference through the brand.<o:p></o:p></span></div><div class="MsoNormal"><br /></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><b>Social value:</b> </span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Coca cola is the symbol of sharing and social values. Throughout our own experiences reflected in their advertising, we share coke in different occasions such as beach trips, family dinners, football games, parties with friends…Coca cola brings people together, and makes all occasions good to share a Coke.<o:p></o:p></span></div><div class="MsoNormal"><br /></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><b>Condition & function values:</b><o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">High availability: anywhere you are, whenever you want you will find Coke. <o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Available in all sizes and quantities.<o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Different tastes<o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Hydrating, refreshing, replacement for water.<o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Affordable for all social segment of a society<o:p></o:p></span></div><br /><br />USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0tag:blogger.com,1999:blog-942566273672872926.post-86417224270310137052012-11-22T06:59:00.000-08:002016-03-05T05:53:55.076-08:00Coca Cola development strategy success<span style="font-family: Calibri, sans-serif;"> </span><br /><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> For sure, brand loyalty is an important variable in maintaining Coke’s number one position. Founded in the year 1886, the Coca Cola company is the biggest non alcoholic beverage company of the world. It has a distribution system, which makes it unique from the rest of the soft drink manufacturers. Over the years, Coca Cola has enhanced the brand through tests and the company continues to communicate as much as possible to stay in consumer’s mind. <o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">The brand development strategy of Coca Cola included brand and product development, but also techniques and strategies in order to keep up with the switching and changing trends of its consumers.<o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-weight: bold; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> Earlier, this brand believed in <b><span style="font-size: large;">affordability, availability and acceptability.</span></b></span><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">However, brand development strategy of Coca Cola was reworked to match a higher loyalty and equity. They have based their branding on <span style="font-size: large;"><b>price value, preference and “pervasive penetration”</b>.</span> </span><br /><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">In order to have an effective brand identity, Coca tests each month more or less 20 attributes involving as many as 4000 customers. </span><br /><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> The brand development strategy of Coca Cola has been able to build, manage and maintain its brand image according to consumers’ attitudes and behavior. </span><br /><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-size: large;">A</span> <span style="font-size: large;">worldwide acceptance</span> and a constant brand image has been possible thanks to brand loyalty; Coca Cola is connected with its customers and they do not count expenses on that field. </span><br /><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Constant communication enables to enhance frequency of purchase, which is instrumental for brand loyalty. Also, by responding to a trend and a need which is “health” and “diet”, Coca Cola has segmented its market into 3 parts: Classic Coke, Diet Coke for girls style-conscious about their weight and Coca Cola Zero for men, promoting an unconventional but effective ad. Coca Cola went from “the real thing” to “many things” successfully thanks to its positioning and branding strategy.<o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="color: #cccccc;">Sources:</span></span></div><div class="MsoNormal"><span lang="EN-US"><span style="color: #cccccc; font-family: Calibri, sans-serif;">http://fr.scribd.com/doc/22027744/Coca-Cola-Branding-Strategy</span></span></div><div class="MsoNormal"><span lang="EN-US"><span style="color: #cccccc; font-family: Calibri, sans-serif;">http://fr.scribd.com/doc/46403814/Coca-Cola-CBBE-Model </span></span></div>USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0tag:blogger.com,1999:blog-942566273672872926.post-35968098545303196882012-11-21T07:56:00.000-08:002016-03-05T05:53:55.088-08:00Pepsi Promotion<span style="background-color: #cc0000; font-family: Verdana, sans-serif;"><span style="color: #20124d;">Over the last decades and since the 1990’s, Pepsi revitalized their advertising campaigns with celebrities from a wide range of fields. Besides, their attractive and inspiring website was a huge asset to the company as it not only presents the Pepsi products but also includes promotions games, music, and movie trailers.</span></span><br /><div style="line-height: 12pt; margin: 13.2pt 0cm;"><div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;"><span style="background-color: #cc0000;"><span lang="EN-US" style="color: #20124d; font-family: Verdana, sans-serif;"></span></span></div><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">Pepsi promotion for Pepsi’s Project Blue introduced the first commercial to be filmed in space. <o:p></o:p></span><br /><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;"><br /></span></div><div class="separator" style="clear: both; line-height: 13px; text-align: center;"><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/2-ZIQsKYix8?feature=player_embedded' frameborder='0'></iframe></span></div><span style="color: #20124d; font-family: Verdana, sans-serif;"><span style="background-color: #cc0000;"><br /></span><span style="background-color: #cc0000;"><br /><span lang="EN-US" style="line-height: 13px;"> Pepsi also reiterated their promotions with their new ads featuring</span></span></span><br /><span style="color: #20124d; font-family: Verdana, sans-serif;"><span style="background-color: #cc0000;"><span lang="EN-US" style="line-height: 13px;"><br /></span></span><span style="background-color: #cc0000;"><span lang="EN-US" style="line-height: 13px;"> basketball superstar Shaquille O’Neal. The ad offers the buyer to earn points </span></span></span><br /><span style="color: #20124d; font-family: Verdana, sans-serif;"><span style="background-color: #cc0000;"><span lang="EN-US" style="line-height: 13px;"><br /></span></span><span style="background-color: #cc0000;"><span lang="EN-US" style="line-height: 13px;">that can be exchanged for Pepsi prizes. With the advent of the new </span></span></span><br /><span style="color: #20124d; font-family: Verdana, sans-serif;"><span style="background-color: #cc0000;"><span lang="EN-US" style="line-height: 13px;"><br /></span></span><span style="background-color: #cc0000;"><span lang="EN-US" style="line-height: 13px;">millennium, Pepsi confirmed their established promotions and advertisements </span></span></span><br /><span style="color: #20124d; font-family: Verdana, sans-serif;"><span style="background-color: #cc0000;"><span lang="EN-US" style="line-height: 13px;"><br /></span></span><span style="background-color: #cc0000;"><span lang="EN-US" style="line-height: 13px;">strategies Pepsi’s younger image is also aided by celebrities endorsement </span></span></span><br /><span style="color: #20124d; font-family: Verdana, sans-serif;"><span style="background-color: #cc0000;"><span lang="EN-US" style="line-height: 13px;"><br /></span></span><span style="background-color: #cc0000;"><span lang="EN-US" style="line-height: 13px;">touted by the teen market including Britney Spears,pink, Beyonce ,</span><span style="line-height: 13px;">NSync, </span></span></span><br /><span style="color: #20124d; font-family: Verdana, sans-serif;"><span style="background-color: #cc0000;"><span style="line-height: 13px;"><br /></span></span><span style="background-color: #cc0000;"><span style="line-height: 13px;">along with popular rappers.</span></span></span></div><div class="separator" style="clear: both; text-align: center;"><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/CfxwXneCtEM?feature=player_embedded' frameborder='0'></iframe></span></div><div style="line-height: 12pt; margin: 13.2pt 0cm;"><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif; line-height: 13px;"><span lang="EN-US">The company engaged in the popular Pepsi Challenge, and became the</span></span><br /><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; line-height: 13px;"><span lang="EN-US"><br /></span></span><span lang="EN-US" style="background-color: #cc0000; line-height: 13px;"><span lang="EN-US"> National Football League’s official soft drink sponsor with Gatorade. For its </span></span></span><br /><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; line-height: 13px;"><span lang="EN-US"><br /></span></span><span lang="EN-US" style="background-color: #cc0000; line-height: 13px;"><span lang="EN-US">marketing campaign “dare for more” has succeed to have great soccer players </span></span></span><br /><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; line-height: 13px;"><span lang="EN-US"><br /></span></span><span lang="EN-US" style="background-color: #cc0000; line-height: 13px;"><span lang="EN-US">of the world such as Roberto Carlos,David Beckham,Ronaldinho,Totti</span><span lang="EN-US" style="line-height: 12px;"></span></span></span></div><div class="separator" style="clear: both; text-align: center;"><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/AYWAq0AbU-E?feature=player_embedded' frameborder='0'></iframe></span></div><div style="margin: 13.2pt 0cm;"><div style="line-height: 12pt;"><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="line-height: 13px;"><span lang="EN-US"></span></span><br /></span></div><div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;"><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif; line-height: 13px;"><br /></span></div><div style="line-height: 12pt;"><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="line-height: 13px;"><span lang="EN-US"></span></span><br /></span></div><div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;"><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif; line-height: 13px;"><br /></span></div><div style="line-height: 12pt;"><span lang="EN-US" style="background-color: #cc0000; line-height: 13px;"><span lang="EN-US" style="color: #20124d; font-family: Verdana, sans-serif;"></span></span></div><div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;"><span lang="EN-US" style="line-height: 13px;"><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;"><b><u><span lang="EN-US"> </span></u></b><b><u><span lang="EN-US">Pepsi slogans from 2008:</span></u></b></span></span></div><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="line-height: 13px;"><span lang="EN-US"></span></span></span><br /><div style="line-height: 12pt;"></div><div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;"><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;"><br /></span></div><table border="1" cellpadding="0" cellspacing="0" class="MsoTableLightGridAccent5" style="border-collapse: collapse; border: none; line-height: 12pt;"><tbody><tr style="height: 32.6pt;"><td style="border: 1pt solid rgb(75, 172, 198); height: 32.6pt; padding: 0cm 5.4pt; width: 130.63333129882813px;" valign="top" width="22%"><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><span class="MsoSubtleEmphasis"><b><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">2008:<o:p></o:p></span></b></span></div></td><td style="border-bottom-color: rgb(75, 172, 198); border-bottom-width: 2.25pt; border-right-color: rgb(75, 172, 198); border-right-width: 1pt; border-style: solid solid solid none; border-top-color: rgb(75, 172, 198); border-top-width: 1pt; height: 32.6pt; padding: 0cm 5.4pt; width: 488.6333312988281px;" valign="top" width="77%"><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;"><span class="MsoSubtleEmphasis"><b><span lang="EN-US">"Pepsi Stuff" </span></b></span><b><span lang="EN-US"><span class="MsoSubtleEmphasis"><span style="text-decoration: initial;">Super Bowl</span></span></span></b><span class="MsoSubtleEmphasis"><b><span lang="EN-US"> Commercial (</span></b></span><b><span lang="EN-US"><span class="MsoSubtleEmphasis"><span style="text-decoration: initial;">Justin Timberlake</span></span></span></b><span class="MsoSubtleEmphasis"><b><span lang="EN-US">)<o:p></o:p></span></b></span></span></div></td></tr><tr style="height: 32.6pt;"><td style="border: 1pt solid rgb(75, 172, 198); height: 32.6pt; padding: 0cm 5.4pt; width: 130.63333129882813px;" valign="top" width="22%"><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><span class="MsoSubtleEmphasis"><b><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">2008:<o:p></o:p></span></b></span></div></td><td style="border-bottom-color: rgb(75, 172, 198); border-bottom-width: 1pt; border-right-color: rgb(75, 172, 198); border-right-width: 1pt; border-style: none solid solid none; height: 32.6pt; padding: 0cm 5.4pt; width: 488.6333312988281px;" valign="top" width="77%"><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><span class="MsoSubtleEmphasis"><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">"Pepsi is #1" Тv commercial (Luke Rosin)<o:p></o:p></span></span></div></td></tr><tr style="height: 32.6pt;"><td style="border: 1pt solid rgb(75, 172, 198); height: 32.6pt; padding: 0cm 5.4pt; width: 130.63333129882813px;" valign="top" width="22%"><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><span class="MsoSubtleEmphasis"><b><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">2008–present:<o:p></o:p></span></b></span></div></td><td style="border-bottom-color: rgb(75, 172, 198); border-bottom-width: 1pt; border-right-color: rgb(75, 172, 198); border-right-width: 1pt; border-style: none solid solid none; height: 32.6pt; padding: 0cm 5.4pt; width: 488.6333312988281px;" valign="top" width="77%"><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><span class="MsoSubtleEmphasis"><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">"Something For Everyone"<o:p></o:p></span></span></div></td></tr><tr style="height: 32.6pt;"><td style="border: 1pt solid rgb(75, 172, 198); height: 32.6pt; padding: 0cm 5.4pt; width: 130.63333129882813px;" valign="top" width="22%"><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><span class="MsoSubtleEmphasis"><b><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">2009–present:<o:p></o:p></span></b></span></div></td><td style="border-bottom-color: rgb(75, 172, 198); border-bottom-width: 1pt; border-right-color: rgb(75, 172, 198); border-right-width: 1pt; border-style: none solid solid none; height: 32.6pt; padding: 0cm 5.4pt; width: 488.6333312988281px;" valign="top" width="77%"><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><span class="MsoSubtleEmphasis"><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">"Refresh Everything"/"Every Generation Refreshes the World"<o:p></o:p></span></span></div></td></tr><tr style="height: 32.6pt;"><td style="border: 1pt solid rgb(75, 172, 198); height: 32.6pt; padding: 0cm 5.4pt; width: 130.63333129882813px;" valign="top" width="22%"><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><span class="MsoSubtleEmphasis"><b><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">2010–present:<o:p></o:p></span></b></span></div></td><td style="border-bottom-color: rgb(75, 172, 198); border-bottom-width: 1pt; border-right-color: rgb(75, 172, 198); border-right-width: 1pt; border-style: none solid solid none; height: 32.6pt; padding: 0cm 5.4pt; width: 488.6333312988281px;" valign="top" width="77%"><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><span class="MsoSubtleEmphasis"><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">"Every Pepsi Refreshes The World"<o:p></o:p></span></span></div></td></tr><tr style="height: 32.6pt;"><td style="border: 1pt solid rgb(75, 172, 198); height: 32.6pt; padding: 0cm 5.4pt; width: 130.63333129882813px;" valign="top" width="22%"><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><span class="MsoSubtleEmphasis"><b><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">2011–present<o:p></o:p></span></b></span></div></td><td style="border-bottom-color: rgb(75, 172, 198); border-bottom-width: 1pt; border-right-color: rgb(75, 172, 198); border-right-width: 1pt; border-style: none solid solid none; height: 32.6pt; padding: 0cm 5.4pt; width: 488.6333312988281px;" valign="top" width="77%"><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><span class="MsoSubtleEmphasis"><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">"Summer Time is Pepsi Time"<o:p></o:p></span></span></div></td></tr><tr style="height: 32.6pt;"><td style="border: 1pt solid rgb(75, 172, 198); height: 32.6pt; padding: 0cm 5.4pt; width: 130.63333129882813px;" valign="top" width="22%"><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><span class="MsoSubtleEmphasis"><b><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">2011–present<o:p></o:p></span></b></span></div></td><td style="border-bottom-color: rgb(75, 172, 198); border-bottom-width: 1pt; border-right-color: rgb(75, 172, 198); border-right-width: 1pt; border-style: none solid solid none; height: 32.6pt; padding: 0cm 5.4pt; width: 488.6333312988281px;" valign="top" width="77%"><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><span class="MsoSubtleEmphasis"><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">"Born in the Carolinas"<o:p></o:p></span></span></div></td></tr><tr style="height: 32.6pt;"><td style="border: 1pt solid rgb(75, 172, 198); height: 32.6pt; padding: 0cm 5.4pt; width: 130.63333129882813px;" valign="top" width="22%"><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><span class="MsoSubtleEmphasis"><b><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">2012:<o:p></o:p></span></b></span></div></td><td style="border-bottom-color: rgb(75, 172, 198); border-bottom-width: 1pt; border-right-color: rgb(75, 172, 198); border-right-width: 1pt; border-style: none solid solid none; height: 32.6pt; padding: 0cm 5.4pt; width: 488.6333312988281px;" valign="top" width="77%"><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;"><span class="MsoSubtleEmphasis"><span lang="EN-US">"Where there's Pepsi, there's music" – used for the 2012 Super Bowl commercial featuring </span></span><span lang="EN-US"><span class="MsoSubtleEmphasis"><span style="text-decoration: initial;">Melanie Amaro</span></span></span><span class="MsoSubtleEmphasis"><span lang="EN-US"><o:p></o:p></span></span></span></div></td></tr><tr style="height: 32.6pt;"><td style="border: 1pt solid rgb(75, 172, 198); height: 32.6pt; padding: 0cm 5.4pt; width: 130.63333129882813px;" valign="top" width="22%"><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><span class="MsoSubtleEmphasis"><b><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">2012<o:p></o:p></span></b></span></div></td><td style="border-bottom-color: rgb(75, 172, 198); border-bottom-width: 1pt; border-right-color: rgb(75, 172, 198); border-right-width: 1pt; border-style: none solid solid none; height: 32.6pt; padding: 0cm 5.4pt; width: 488.6333312988281px;" valign="top" width="77%"><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><span class="MsoSubtleEmphasis"><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">"Live For Now"<o:p></o:p></span></span></div></td></tr><tr style="height: 32.6pt;"><td style="border: 1pt solid rgb(75, 172, 198); height: 32.6pt; padding: 0cm 5.4pt; width: 130.63333129882813px;" valign="top" width="22%"><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><span class="MsoSubtleEmphasis"><b><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">2012<o:p></o:p></span></b></span></div></td><td style="border-bottom-color: rgb(75, 172, 198); border-bottom-width: 1pt; border-right-color: rgb(75, 172, 198); border-right-width: 1pt; border-style: none solid solid none; height: 32.6pt; padding: 0cm 5.4pt; width: 488.6333312988281px;" valign="top" width="77%"><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><span class="MsoSubtleEmphasis"><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">"Change The Game"<o:p></o:p></span></span></div></td></tr><tr style="height: 32.6pt;"><td style="border: 1pt solid rgb(75, 172, 198); height: 32.6pt; padding: 0cm 5.4pt; width: 130.63333129882813px;" valign="top" width="22%"><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><span class="MsoSubtleEmphasis"><b><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">2012<o:p></o:p></span></b></span></div></td><td style="border-bottom-color: rgb(75, 172, 198); border-bottom-width: 1pt; border-right-color: rgb(75, 172, 198); border-right-width: 1pt; border-style: none solid solid none; height: 32.6pt; padding: 0cm 5.4pt; width: 488.6333312988281px;" valign="top" width="77%"><div class="MsoNormal" style="margin-bottom: 0.0001pt;"><span class="MsoSubtleEmphasis"><span lang="EN-US" style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif;">"The Best Drink Created Worldwide"<o:p></o:p></span></span></div></td></tr></tbody></table><div class="MsoNormal" style="margin: 7.5pt 0cm 0.0001pt; vertical-align: baseline;"><div style="line-height: 10.5pt;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><br /></span><br /><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; color: #20124d; font-family: "Verdana","sans-serif"; line-height: 115%;"><br /></span></div><h3><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; color: #20124d; font-family: "Verdana","sans-serif"; font-size: small; line-height: 115%;">PEPSI REFRESH PROJECT</span></h3><span style="color: #20124d; font-family: Verdana, sans-serif;"><br /></span><br /><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;"><br />We can't talk about Pepsi communication without mentioning the Pepsi refresh project. Indeed, PepsiCo is one of the first company to have used internet for its communiction and advertising.</span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;"><br />The Pepsi refresh project became a reference in social media campaign after its launch in 2010. Let's have a look to this huge campaign, representing a rupture in Pepsi's strategy.</span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;"><br />Pepsi has been acting in this project in coherence with its Modern, innovtive image as its archetype defines it. Indeed, Pepsi has spent less money promoting the brand in the super bowl very expensive ad and they have invested in social marketing to help communities. Just like Coca Cola, they are willing to prove they can help people in 8 different categories by improving local communities well-being. They invited people to submit their ideas that people would vote for; all that through social media. $20 million were given to support the wining ideas.</span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;"><br />Passing from a traditional 23 years old super bowl ad to an innovative and without precedent campaign, Pepsi took a lot of risks investing in such a project with uncertain issues. But the positioning of the campaign ensured them a successful buzz on media, especially social media. The on-line and off-line media coverage was huge. Rare are the media who haven’t mentioned this initiative. From newspapers to magazines, from Facebook to radio, from YouTube to Blogs: every medium in every format have talked about the Pepsi Refresh project.</span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;">Each person concerned or who have heard of the project had something to share about it. The personal involvement about a cause, or the one of a close relative/friend would necessarily generate interest.</span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;">Even marketer/communicators seized the phenomenon, talking about it in study cases, making videos of it, and taking it as an example of innovation, of success or of branding.</span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><br /></span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;">The Refresh Project accomplished everything a social media program is</span><span lang="EN-US" style="line-height: 115%;"> </span><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;">expected to:</span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><br /></span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm; text-indent: -18.0pt;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;">· </span><span lang="EN-US" style="line-height: 115%;"> <span style="background: #CC0000;">Billion of ideas submitted</span></span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm; text-indent: -18.0pt;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;">· </span><span lang="EN-US" style="line-height: 115%;"> <span style="background: #CC0000;">1000+ ideas selected</span></span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm; text-indent: -18.0pt;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;">· </span><span lang="EN-US" style="line-height: 115%;"> <span style="background: #CC0000;">Over 80 million votes were registered</span></span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm; text-indent: -18.0pt;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;">· </span><span lang="EN-US" style="line-height: 115%;"> <span style="background: #CC0000;">3.5 million “likes” on the Pepsi Facebook page</span></span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm; text-indent: -18.0pt;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;">· </span><span lang="EN-US" style="line-height: 115%;"> <span style="background: #CC0000;">60,000 Twitter followers.</span></span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><br /></span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;">In order o have an idea of what Pepsi Refresh Project grantees have accomplished, here are a quick overview of what the project has accomplished:</span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></div><ul type="disc"><li class="MsoNormal" style="margin-bottom: 0.0001pt;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;">“68 Parks and playgrounds that have been built or improved</span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></li><li class="MsoNormal" style="margin-bottom: 0.0001pt;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;">30 Prom outfits that have been donated to high school seniors who could not afford them</span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></li><li class="MsoNormal" style="margin-bottom: 0.0001pt;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;">50 States that have voted for ideas in the Pepsi Refresh Project</span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></li><li class="MsoNormal" style="margin-bottom: 0.0001pt;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;">108 Schools that have been improved</span><span style="line-height: 115%;"><o:p></o:p></span></span></li><li class="MsoNormal" style="margin-bottom: 0.0001pt;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;">+/- 200 iPods/Smartboards that have been installed in classrooms</span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></li><li class="MsoNormal" style="margin-bottom: 0.0001pt;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;">3,800 Animals that have been saved or treated</span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></li><li class="MsoNormal" style="margin-bottom: 0.0001pt;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;">4,500 Donations in dollars raised in addition to Pepsi Refresh Project funding</span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></li><li class="MsoNormal" style="margin-bottom: 0.0001pt;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;">23,000 Volunteers involved in the Project</span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></li><li class="MsoNormal" style="margin-bottom: 0.0001pt;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;">1,000 Pajamas that have been donated to those in need</span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></li><li class="MsoNormal" style="margin-bottom: 0.0001pt;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;">123,332 Miles grantees have traveled by foot, bike and skate on Pepsi Refresh Project-funded action trips</span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></li><li class="MsoNormal" style="margin-bottom: 0.0001pt;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;">One million People impacted by grantees over the course of the Pepsi Refresh Project</span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></li></ul><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 36.0pt; mso-margin-top-alt: auto;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><br /></span></div><ul type="disc"><li class="MsoNormal" style="margin-bottom: 0.0001pt;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;">3.2 million Dollars of additional funding leveraged”</span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></li></ul><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm; margin-left: 36.0pt; mso-margin-top-alt: auto;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><br /></span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;">The campaign had therefore a lot of success among people and among media, thanks to its innovative concept and the rupture with the traditional ad they were making each year at the same time. But the social media campaign has faced a lot of critics and skepticism from marketers and communicators who weren’t sure of the results for Pepsi even if they were amazed by its success. </span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; background-position: initial initial; background-repeat: initial initial; line-height: 115%;"><br />Indeed, the only thing the campaign failed to do was sell Pepsi. Indeed, the brand lost 5% of its market share within the campaign period. It has proved that traditional advertising can't be totally replaced by social media; they are complementary.</span><span lang="EN-US" style="line-height: 115%;"><o:p></o:p></span></span></div><span style="color: #20124d; font-family: Verdana, sans-serif;"><br /></span><br /><div class="separator" style="clear: both; text-align: center;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/srY7Wkl2IbI?feature=player_embedded' frameborder='0'></iframe></span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm; tab-stops: 269.35pt;"><span lang="EN-US"><span style="color: #20124d; font-family: Verdana, sans-serif;"><br /></span></span></div><span style="color: #20124d; font-family: Verdana, sans-serif;"><br /><span style="background-color: #cc0000;"><br /></span><span style="background-color: #cc0000;"><br /></span></span></div><span style="background-color: #cc0000; font-family: Verdana, sans-serif;"><span style="line-height: 10.5pt;"><span lang="EN-US" style="color: #20124d; font-size: xx-small; line-height: 9px;">Sources:</span></span></span><br /><span style="background-color: #cc0000; color: #20124d; font-family: Verdana, sans-serif; font-size: xx-small;"><span style="line-height: 10.5pt;"><span lang="EN-US" style="line-height: 9px;"> </span></span>http://www.poetpatriot.com</span><br /><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm; tab-stops: 269.35pt;"><span style="background-color: #cc0000;"><span style="color: #20124d; font-family: Verdana, sans-serif; font-size: xx-small;"><span lang="EN-US">http://popsop.com/41621</span><span lang="EN-US"><o:p></o:p></span></span></span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm; tab-stops: 269.35pt;"><span lang="EN-US" style="background-color: #cc0000;"><span style="color: #20124d; font-family: Verdana, sans-serif; font-size: xx-small;">http://multivu.prnewswire.com/mnr/pepsirefreshproject/47651/ </span></span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm; tab-stops: 269.35pt;"><span style="background-color: #cc0000;"><span style="font-family: Verdana, sans-serif;"><span lang="EN-US" style="color: #20124d; font-size: xx-small;">http://awards.ixda.org/entry/2012/pepsi-refresh-project</span></span></span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm; tab-stops: 269.35pt;"><span style="color: #20124d; font-family: Verdana, sans-serif;"><span lang="EN-US" style="background-color: #cc0000; font-size: xx-small;">http://adage.com/article/viewpoint/a-teaching-moment-professors-evaluate-pepsi-refresh-project/237629/</span><span lang="EN-US"><o:p></o:p></span></span></div><span style="color: #20124d; font-family: Verdana, sans-serif;"><br /></span><br /><div style="line-height: 10.5pt;"><span lang="EN-US" style="font-family: Calibri, sans-serif; font-size: 10pt;"><br /></span></div></div><div class="MsoNormal" style="background-color: white; line-height: 10.5pt; margin: 7.5pt 0cm 0.0001pt; vertical-align: baseline;"></div></div>USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0tag:blogger.com,1999:blog-942566273672872926.post-41721521685418712722012-11-21T04:52:00.000-08:002016-03-05T05:53:55.131-08:00Coca Cola Intergrated marketing communications<br /><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Coca Cola uses Integrated Marketing Communications in order to communicate with its target.</span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">It is a pioneer company in 360° communications as they rapidly understood they had to get in touch with consumers to create links and to look for them wherever they are. </span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">The communication plan is adapted regarding the market, the society, the potential, the product positioning etc. Coca Cola is willing to be close to its consumers, to be part of their daily life, to become a kind of ritual attached to specific moments; for that, they use social media and social marketing through social responsibility for example, creating emotions and feeling of affiliation toward its customers. For example, they raise funds for social causes like earthquake or hurricane.<o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Also, it always focuses on fun and entertainment as it is the main message they want to deliver. They adapt their message to the target market but they are always based on the same values: sharing, happiness, fun, tradition of coke…</span><br /><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span><span style="font-family: Calibri, sans-serif;">One of the most spectacular action for by Coca Cola done to show their leadership is certainly the one made for their 125th birthday:</span><br /><span style="font-family: Calibri, sans-serif;"><br /></span><div class="separator" style="clear: both; text-align: center;"><object width="320" height="266" class="BLOGGER-youtube-video" classid="clsid:D27CDB6E-AE6D-11cf-96B8-444553540000" codebase="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=6,0,40,0" data-thumbnail-src="https://ytimg.googleusercontent.com/vi/KFshiUe_Mmw/0.jpg"><param name="movie" value="https://www.youtube.com/v/KFshiUe_Mmw&fs=1&source=uds" /><param name="bgcolor" value="#FFFFFF" /><param name="allowFullScreen" value="true" /><embed width="320" height="266" src="https://www.youtube.com/v/KFshiUe_Mmw&fs=1&source=uds" type="application/x-shockwave-flash" allowfullscreen="true"></embed></object></div><span style="font-family: Calibri, sans-serif;"><br /></span><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US;"><br /></span><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US;">Here is a very funny, social and emotional campaign that Coca Cola has implemented in several countries:</span><br /><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US;"><br /></span><br /><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/oiu9PcEyQ5Y?feature=player_embedded' frameborder='0'></iframe></div><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US;"><!--[if !supportLineBreakNewLine]--><br /><!--[endif]--></span><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">The IMC campaign has started in 2006, with the new brand platform “Taste the Coke side of life”. From there, the company had to rethink its whole organization in communications department (from a vertical and unilateral communication to a dialogue with customers). Such an approach means creating new jobs, new departments, different recruitment process and strategy…<o:p></o:p></span></div><div class="MsoNormal"><br /></div><h3><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Element of IMC mix</span></h3><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">This depends on not only on the market & the product but also on the objectives. In IMC mix there are the three types of mass media: TV advertising, Print media, and banners advertisement. The various elements that are included in the IMC mix must work together to deliver a consistent and persuasive message to the target audience.<o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div><h3><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Tools of IMC:</span></h3><div class="MsoListParagraph" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;"><!--[if !supportLists]--><span lang="EN-US">-<span style="font-size: 7pt;"> </span></span><!--[endif]--><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><b>Advertising</b>: very important for Coca as it cater mass consumers market worldwide. They allow building a brand image and creating brand awareness. Coca Cola Slogan became memorable and universal, as well as the message conveyed.<o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> EX: print media, POS, TV commercials, billboards… <o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiKX0pJCxOIZl9OQtVVQMEBkbcjAiSPctDjM_EizP3jf6Q8f1qPHD0G45jNeA40SlFTvAqRj2-ESmesrBBWpsGJB9txmFj-ObELeP0q3n5OEGvho51kVfQhv-ot1AF4TItOCuCjjsfbc2Y/s1600/coke+side+of+life.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiKX0pJCxOIZl9OQtVVQMEBkbcjAiSPctDjM_EizP3jf6Q8f1qPHD0G45jNeA40SlFTvAqRj2-ESmesrBBWpsGJB9txmFj-ObELeP0q3n5OEGvho51kVfQhv-ot1AF4TItOCuCjjsfbc2Y/s1600/coke+side+of+life.jpg" /></a></div><div class="MsoNormal" style="text-align: center;"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-size: xx-small;">source: reportingonhealth.org</span></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div><div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;"><!--[if !supportLists]--><span lang="EN-US">-<span style="font-size: 7pt;"> </span></span><!--[endif]--><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><b>Direct marketing</b>: offerings throughout partnerships such as restaurants, hotel…, but also campaigns including emailngs, texting/SMS, sponsorships…<o:p></o:p></span></div><div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEieX8R14_DsuqpVFS5ePjhxHUs0VkDKvPXrj954_dzqlFLpSc2MtWc2fZDoUAoc253mSNbPSwOwOx6myJ_4g13DMvmrwh3FkG5b2bT-jf9yqYD2xsSo5PZHIq4qIcBuA6eBBJD0CDc5J-w/s1600/sms.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEieX8R14_DsuqpVFS5ePjhxHUs0VkDKvPXrj954_dzqlFLpSc2MtWc2fZDoUAoc253mSNbPSwOwOx6myJ_4g13DMvmrwh3FkG5b2bT-jf9yqYD2xsSo5PZHIq4qIcBuA6eBBJD0CDc5J-w/s1600/sms.png" /></a></div><div class="MsoListParagraphCxSpFirst" style="text-align: center; text-indent: -18pt;"><span style="font-family: Calibri, sans-serif; font-size: xx-small;"> source: tatango.com</span></div><div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;"><span style="font-family: Calibri, sans-serif;"><br /></span></div><div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;"><!--[if !supportLists]--><span lang="EN-US">-<span style="font-size: 7pt;"> <b> </b></span></span><!--[endif]--><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><b>Interactive marketing & social media</b>: interactive & entertaining website, social networks, advertising…<o:p></o:p></span></div><div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiqgkwL0DcKTZt4lG5z1CHngqYWQSm9glt9bJS-ZTRKAxzZneOR-kGUwC_D9ifyjr6gfJExgn9I3ww3bKuE1i1owAzHmr1Rids6FnHKjo2PCGZaqq7IJjPqpSYzxIXh_uPRrBSQ63IuIkA/s1600/facebook+coke.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiqgkwL0DcKTZt4lG5z1CHngqYWQSm9glt9bJS-ZTRKAxzZneOR-kGUwC_D9ifyjr6gfJExgn9I3ww3bKuE1i1owAzHmr1Rids6FnHKjo2PCGZaqq7IJjPqpSYzxIXh_uPRrBSQ63IuIkA/s1600/facebook+coke.png" /></a></div><div class="MsoListParagraphCxSpMiddle" style="text-align: center; text-indent: -18pt;"><span style="font-family: Calibri, sans-serif; font-size: xx-small;"> source: socialmediajamaica.com</span></div><div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div><div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;"><!--[if !supportLists]--><span lang="EN-US">-<span style="font-size: 7pt;"> </span></span><!--[endif]--><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><b>Sales promotion:</b> It is really important for Coke to be distinguished from its competitors in supermarkets, city markets… thus, the company uses different strategies, oriented toward consumer or toward trade:</span></div><div class="MsoListParagraphCxSpMiddle"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">-Consumer oriented strategy: Visibility in shelves, eye-catching positions…</span></div><div class="MsoListParagraphCxSpMiddle"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">-Trade: Discounts, merchandising, free goodies, return back allowance…<o:p></o:p></span></div><div class="MsoListParagraphCxSpMiddle"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div><div class="MsoListParagraphCxSpMiddle"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">For example, Coke Zero has built a reversed pyramid, it was an ingenious idea for its merchandising strategy. Its aim is to prove that nothing is impossible, so does Coke Zero which has the same taste than Coke but without calories.</span></div><div class="MsoListParagraphCxSpMiddle"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi-VNjAh8HTnW6WFPaTQHzr7khMoZnKIctcrDjK9dCVU0ia4FbgnYLH7U7grHtN_n2DVCC4BlymFrvCtUnhcjduhL3zZa5UdIthYy1EbGdjHWrJk2a32xy-Dw1w4_nHZNmhwP1_-GE3zlc/s1600/pyramid+zero.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi-VNjAh8HTnW6WFPaTQHzr7khMoZnKIctcrDjK9dCVU0ia4FbgnYLH7U7grHtN_n2DVCC4BlymFrvCtUnhcjduhL3zZa5UdIthYy1EbGdjHWrJk2a32xy-Dw1w4_nHZNmhwP1_-GE3zlc/s1600/pyramid+zero.png" /></a></div><div class="MsoListParagraphCxSpMiddle" style="text-align: center;"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-size: xx-small;">source: algorythms.blogspot.com</span></span></div><div class="MsoListParagraphCxSpMiddle"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div><div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;"><!--[if !supportLists]--><span lang="EN-US">-<span style="font-size: 7pt;"> </span></span><!--[endif]--><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><b>PR</b>: Coca uses PR in its strategy through events (culture, music, cinema…), social causes, CSR,…<o:p></o:p></span></div><div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;"><!--[if !supportLists]--><span lang="EN-US">-<span style="font-size: 7pt;"> </span></span><!--[endif]--><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Personal selling: build relationship with buyers and indirect consumers (restaurant, grocery, supermarket…)<o:p></o:p></span></div><div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div><div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;"><span style="font-family: Calibri, sans-serif;"> Coca Cola has made Americans vote for their favorite park, and the beverage giant donated $ 175,000 total to the three top vote-getters</span></div><div class="MsoNormal"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjQtP9wKBM0OBEv-fDfBJf2YrJ3oEEWQppzrsxhJqqHynOs79QwZQQ-PlWC89fhkFTnKY2cWGBsCMuYTCsIjr-TNXALcr9qdarb1QwMJ6sPTjivkVoD6Wn6IvQuz9gspcLsOUVynVh4s-0/s1600/PR.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjQtP9wKBM0OBEv-fDfBJf2YrJ3oEEWQppzrsxhJqqHynOs79QwZQQ-PlWC89fhkFTnKY2cWGBsCMuYTCsIjr-TNXALcr9qdarb1QwMJ6sPTjivkVoD6Wn6IvQuz9gspcLsOUVynVh4s-0/s1600/PR.png" height="123" width="320" /></a></div><div class="MsoNormal"><div style="text-align: center;"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; font-size: xx-small; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Source: http://www.reportingonhealth.org</span></div></div><div class="MsoNormal"><span lang="EN-US" style="color: red; font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div><div class="MsoNormal"><span style="font-family: Calibri, sans-serif;">By using different types of media, the message will be delivered to the whole target, who doesn’t necessarily have the same attitude toward the brand and toward communication. Some people are more on TV while others more on Internet, and others are willing to live and/or share an experience with the brand.</span><br /><span style="font-family: Calibri, sans-serif;"><br /></span><span style="font-family: Calibri, sans-serif;">Cokes uses a lot interaction with its consumers throughout PR and social media advertising.</span><br /><span style="font-family: Calibri, sans-serif;">As an example, here is a campaign in Korea:</span><br /><span style="font-family: Calibri, sans-serif;"><br /></span><br /><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/3MnDAWlhegw?feature=player_embedded' frameborder='0'></iframe></div><span style="font-family: Calibri, sans-serif;"><br /></span><span style="font-family: Calibri, sans-serif;">Partnerships & sponsorships:</span><br /><br /><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">The strategy is based primarily on major events to be coherent with its global strategy and to have a global IMC program. As an example, we can cite:<o:p></o:p></span></div><div class="MsoNormal"><br /></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">- In 1923, Coke became the drink of the "sportsman"<o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">- Olympic Partner since 1928<o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">- partner of FIFA since 1974<o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">-Since 1996, Official Partner of the France team football<o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> -Presence in all major sports events (World Cup soccer, rugby, skiing world championships, NBA)<o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> -Partner of Rugby World Cup 2007<o:p></o:p></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Coca Cola is also involved in cinema and music. the last campaign they have featured was a PR campaign based on their sponsorship with James Bond 007. Check out the video, it is really innovative and it increases consumer's engagement toward Coke's Zero community:</span></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/RDiZOnzajNU?feature=player_embedded' frameborder='0'></iframe></div><div class="MsoNormal"><span lang="EN-US" style="font-family: "Calibri","sans-serif"; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div><br /><span style="font-family: Calibri, sans-serif;"><br /></span><span style="font-family: Calibri, sans-serif;">For more information and more Coca Cola campaigns, visit this website:</span><br /><span style="font-family: Calibri, sans-serif;">http://www.trendhunter.com/trends/coca-cola-recycling-bins</span><span style="color: #cccccc; font-family: Calibri, sans-serif; font-size: x-small;">Sources: </span><br /><span style="font-family: 'Times New Roman', serif;"><span style="color: #cccccc; font-size: x-small;">http://kninn.blogspot.fr </span></span><br /><span style="color: #cccccc; font-family: Times New Roman, serif; font-size: x-small;">http://fr.slideshare.net/VikasGupta12/coke-vspepsi#btnNext</span><br /><span style="color: #cccccc; font-family: Times New Roman, serif; font-size: x-small;">http://fr.slideshare.net/saptarshic/integrated-marketing-communications-tools-used-by-coca-cola#btnNext</span><br /><span style="color: #cccccc; font-family: Times New Roman, serif; font-size: x-small;">http://www.strategies.fr/articles/r48443W/la-communication-inte-gree-c-est-leur-metier.html</span></div>USA Branding Companies Reviewerhttp://www.blogger.com/profile/07387738654873685584noreply@blogger.com0