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    Midterm Assignment #2

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    edrianclyde
    The Coca-Cola brand personalized bottles by printing popular names to drive engagement on social media. People shared photos and stories featuring the bottles, generating user-generated content. Similarly, in Japan, the Kit Kat brand leveraged the phrase "Kitto Katsu" meaning "surely win" to offer personalized messages on wrappers sent via post for good luck. This received extensive free media coverage and highlighted alternative sales opportunities beyond supermarkets. Both companies successfully localized their brands in new markets through personalized marketing strategies that resonated locally and encouraged user sharing on social media and elsewhere.

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    Midterm Assignment #2

    Uploaded by

    edrianclyde
    62 views3 pages
    The Coca-Cola brand personalized bottles by printing popular names to drive engagement on social media. People shared photos and stories featuring the bottles, generating user-generated content. Similarly, in Japan, the Kit Kat brand leveraged the phrase "Kitto Katsu" meaning "surely win" to offer personalized messages on wrappers sent via post for good luck. This received extensive free media coverage and highlighted alternative sales opportunities beyond supermarkets. Both companies successfully localized their brands in new markets through personalized marketing strategies that resonated locally and encouraged user sharing on social media and elsewhere.

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    midterm assignment #2

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    The Coca-Cola brand personalized bottles by printing popular names to drive engagement on social media. People shared photos and stories featuring the bottles, generating user-generated content. Similarly, in Japan, the Kit Kat brand leveraged the phrase "Kitto Katsu" meaning "surely win" to offer personalized messages on wrappers sent via post for good luck. This received extensive free media coverage and highlighted alternative sales opportunities beyond supermarkets. Both companies successfully localized their brands in new markets through personalized marketing strategies that resonated locally and encouraged user sharing on social media and elsewhere.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    62 views3 pages

    Midterm Assignment #2

    Uploaded by

    edrianclyde
    The Coca-Cola brand personalized bottles by printing popular names to drive engagement on social media. People shared photos and stories featuring the bottles, generating user-generated content. Similarly, in Japan, the Kit Kat brand leveraged the phrase "Kitto Katsu" meaning "surely win" to offer personalized messages on wrappers sent via post for good luck. This received extensive free media coverage and highlighted alternative sales opportunities beyond supermarkets. Both companies successfully localized their brands in new markets through personalized marketing strategies that resonated locally and encouraged user sharing on social media and elsewhere.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    LOCAL ADVERTISEMENT

    Coca-Cola – ‘Share a Coke’


    THE GLOBAL MEGABRANDT GET PERSONAL WITH ITS AUDIENCE THROUGH

    INDIVIDUALIZATION

    The leading drinks brand researched the most popular names in its core markets and printed them

    on individual bottles to drive engagement and purchasing. By using popular regional names,

    coke spoke to individuals.

    In result, this generated a sharing frenzy, because the campaign specifically targeted consumers

    who use social media, asking them to post photos and stories online. By encouraging user-

    generated content in this way, people shared sentiments that were more personal to them, with

    Coke initiating the conversation and fitting naturally within these stories. Cultural factors of coca

    cola consist of seven core values: leadership, passion, integrity, collaboration, diversity, quality,

    and accountability. Coca-Cola has been named the worst company for plastic pollution for the

    second year running by an environmental pressure group. The global beverages brand came out

    top in a list of the top-polluting companies worldwide published by Break Free From Plastic.

    A significant part of Coca-Cola's success is its emphasis on brand over product. ...

    Instead, Coke aims to sell consumers the experience and lifestyle associated with its

    brand. For example, Coke recently unveiled a new packaging campaign where they

    individualized 2 million bottle designs. The brand Coca Cola is probably the most famous

    brand in all over the world. But even if its popularity, Coca Cola has to create

    advertisings, to use social media to be closed with its consumers.

    I really appreciate the culture theory which is about values and the culture that the
    company transmits with the years. And it’s true that Coca Cola makes sure to stay the

    same with its values but adapted its strategy with the evolution of the world and minds.

    Coca Cola is very present for example during big events but they use also the social

    media to stay in the mind of the consumers. The competition is hard between Coca Cola

    and Pepsi, so Coca Cola has to adapt its strategy with the modifications of the world.

    Coca does’t changed a lot, they keep their values and their history but they improve their

    marketing strategy by using social media.

    Foreign advertisement
    Kit Kat
    In Japan, KitKat is famous for bringing good luck as it sounds similar to the Japanese phrase
    “Kitto Katsu”.

    Leveraging this and the Japanese tradition of sending “good luck” cards for the new school year,

    the famous chocolate bar brand offered customers the chance to print personalized messages on

    the wrapper and send via Japan Post. The campaign received PR coverage on national news and

    throughout the blogosphere, totaling more than $11 million in free media. It also highlighted the
    opportunity of alternative points of sale, aside from major super markets. As industries continue

    expanding their international reach, their success is becoming increasingly dependent on their

    ability to localize big-name products. KIT KAT, it seems, has been so successful at this that it’s

    taken root in the local markets as a “Japanese” candy, to the point that even foreign tourists want

    to buy it as a souvenir that represents Japan. In achieving this success, Nestlé has become a case

    study for Japanese candy companies looking to expand overseas.


    Japanese KIT KAT series come in many flavors, including limited-time seasonal flavors and

    “regional” flavors sold only in specific parts of the country. Limited-time products are hardly a

    rarity nowadays, but the first Japanese candy to employ seasonal and regional marketing

    strategies was, in fact, KIT KAT.

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