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Cultural Differences in International Marketing Carreira Sara, Portugal Forleo Roberto, Italy Kabageni K. Grace, Rwanda Tek Suleyman, Turkey Coming from Salford University, Manchester to TAMK University Virrat – Finland International Marketing Impact of global brands on local markets Common message with different words Adapting market penetration strategies Individual country brand identity Heartbrand & Coca-Cola Examples of two worldwide brands that conquered the world with their “glocal” strategies. History of an international ice cream brand • Unilever is the owner of Heartbrand • Heartbrand is the biggest ice cream company worldwide • Strategy: “Go global, stay local” - takes over local brands: Olá, Algida, HB, Miko, Frigo... • Good way to reduce the marketing costs: Same logo Same packaging Same product BUT DIFFERENT LOCAL IDENTITIES ! Algida – an italian gelato • 1945: Italian ice cream maker : “Algida” • 1969: First take away ice cream “Cremino” • 1974: Taken over by Unilever • 1976: Launching of “Cornetto” • 1990: “Magnum”: young adults audience • 2003: “Heartbranding” is born Online strategy Source: globalwebindex Communication strategy Communication strategy Ice cream going fashion ... Olá – a portuguese sorvete • 1959: Olá is created from the joint venture between Unilever and Jerome Martins • 1970: Unilever takes over Raja ice creams • 1973: Launching of “Epá” and “Cornetto” • 1979: Launching of “Perna de Pau” • 1985: Launching of “Calippo” • 1998: “Heartbranding” is created A brand for kids Olá Kids Football Cup Clube Olá – online kids platform Coca Coca, bottle superstar • 1886 from medicine to soft drink • First bottling : Canada, Panama, Cuba and France • 200 countries ; 17.8 billions products sold • Aim to internationalize and to unify the product • Advertising message : REFRESHMENT East Africa • • • • • 1928 Coca-Cola in South Africa Biggest sporting sponsor : Africa Cup of Nations “African-specific communication” Fanta Orange 80% of sales Young and fun Adapted advertising Coca-Cola’s Turkish marketing strategy • Turkey`s population is over 74 million people. • Population of Turkey is 99% Muslim. • Company had a big problem to identify with American Brand in Iraq Invasion, this time Turkish Brand cola Turka had announced by Ulker. • Cola Turka advertisment was built on nationalist theme. Advertising theme • Coca-Cola focuses on families and children and young people. • Turkey is used like an education centre to understand the middle-east and Asia culture by Coca Cola. • Muhtar Kent has worked as a General Manager of CocaCola Turkey and Central Asia in 1985 . Coca-Cola & Ramadan Think global act local strategy is followed by many multinational brands. According to the research conducted by the Medi Taiko , between 9 September and 25 October Muslim themed commercials were used by 68 different companies during holy month Ramadan festivals and Coca Cola brand was the top allocated as much as 83 % of its over 4.000 commercials. Obrigada! Murakoze Grazie Any questions? Thank you Teşekkürler