In this research, I examine selected commercial videos promoting the American corporations Coca-Cola and McDonald's in the Russian market over the period 2007-2010. Proceeding on the assumption that the selected videos are typical TV commercials utilized by these two companies in the Russian market, my major goal is to determine the ways in which the ads attempt to make the given products appealing to Russian consumers. I found that the video ads of these two corporations revealed a strategy aimed at avoiding negative attitudes against the products (and their potential profits) because of their strong identification with America and everything that America might represent to Russian consumers. This challenge is complicated because a segment of the potential market, principally young people, undoubtedly would not mind an association with American values and would generally respond favorably to American and broad cosmopolitan (foreign, non-Russian) interests. Moreover, creating ads with exclusively Russian themes (for example, from folklore) could potentially reach customers in other segments of the population less enamored of American products. The challenge facing both companies was to make a foreign product acceptable and appealing to a Russian market. The strategies they used to do this are worth examining for the sake of obtaining insights into successful advertising campaigns in Russia in particular and in foreign cultures in general. Analyses will yield conclusions that may be useful to psychologists, linguists, cultural historians and members of other disciplines involved in advertising design and business strategies.

Thesis advisor: Donald Fishman / This thesis examines the role of culture in international business communication through case studies of several multinational corporations. The first case looks at Coca-Cola's product recall crisis in Belgium in 1999, which exhibited an uncharacteristic deviation from the company's well-known brand marketing brilliance. The second case deals with problems that Disney encountered as it tried to establish its first theme park in Europe in the 1990s and found itself facing a culture as proud and protective as Disney itself. At the heart of these cases were outdated international strategies and an attitude of arrogance that assumed that an American business approach could easily be transferred to a different country and culture. The thesis concludes with an analysis of Google as a case study for the future followed by suggestions for successful international strategies and final thoughts on globalization's effect on culture and corporations. / Thesis (BA) — Boston College, 2007. / Submitted to: Boston College. College of Arts and Sciences. / Discipline: Communication. / Discipline: College Honors Program.

This dissertation deals with marketing communication of three brands: Coca-Cola, Pepsi and Kofola on the Czech market. The aim of the work was to analyse and assess the current state of marketing communication of these three brands and with the help of research among consumers to propose activities that could help them in their communication. Information from consumers of cola based beverages of these three brands were gathered by means of a questionnaire survey.

Práce analyzuje finanční výkonnost společnosti Coca-Cola Beverages Česká republika z pohledu externího analytika. Pro hodnocení jsou použity všechny vhodné metody finanční analýzy, tj. rozbor absolutních ukazatelů, analýza poměrovými ukazately a aplikace ukazatele ekonomické přidané hodnoty (EVA). Dále je finanční situace podniku porovnána s jeho největšími konkurenty na trhu (General Bottlers a Kofola).

The subject of this diploma thesis is the communications mix of The Coca-Cola Company and it is focusing on the brand Coca-Cola on the Czech market. The aim is to analyze current communication mix of brand Coca-Cola, reveal fundamental aspects that influence the communication mix and propose specific changes to the mix. Introductory part acquaints readers with the various communication tools, their advantages and disadvantages, the optimal structure of the communication mix and other theoretical information. This theoretical framework forms the basis for the understanding of marketing communications and this knowledge is connected with the brand Coca-Cola on the following pages. The main part is devoted to soft drinks market, trends and analysis. There are captured key factors influencing the structure of the communication mix. This information forms the basis for changes in the communications mix of brand Coca-Cola.

This thesis deals with the business strategy in the Chinese market, which is introduced a concrete example of the business strategy of Coca-Cola. According the breadth of the topic there is not included the overall business strategy of mentioned company, but corporate social responsibility, which is the third pillar of the strategy. The aim is to compare by values of social responsibility and setting the Coca-Cola's current situation on the Chinese market and local governments attitude to the main problems of this area. The first chapter is describe the economic growth and current economic development of China, which is marked by the global financial crisis. In the context of sustainable development of Coca-Cola is worth mentioning the Convention and the obligations arising from the country for membership in the ILO. This issue is devoted to the second chapter. The last chapter describes the business strategy (including the basic pillars of the strategy "4A"), with a focus on ensuring sustainable growth. This information is used not only to approach the business strategy, but also for possible access to government compared with the real situation in the country.

The research has investigated the celebrity effect¡¦s relationship between brand image, perceived quality, and purchase intention. Using the case of the world-renowned brand: Minute Maid, Coca-Cola, it has only been introduced to Taiwan for two years, yet it made a huge success. It has faced the issue of changing spokesperson recently. The research uses ¡§Judgmental sampling¡¨ to get the samples and data that we need. We use factor analysis and reliability analysis to check our questionnaire, and then the data was analyzed mainly on Pearson correlation analysis and regression to check out whether the factors are effective. The results showed: 1. Consumers would think that the better the product¡¦s celebrity effect is, the better the product¡¦s perceived quality and brand image is. 2. Consumers would think that the higher the perceived quality and brand image is, the higher their purchase intention would be. 3. Overall, the celebrity effect would affect consumer¡¦s purchase intention. Companies which try to use these kinds of marketing strategy should really be aware of it.

Universiẗat, Diss. 2002--St. Gallen, 2002.

Made available in DSpace on 2014-05-06T02:01:56Z (GMT). No. of bitstreams: 1 000457552-Texto+Completo-0.pdf: 3874286 bytes, checksum: bddad85a790310bcbc07a23d8a6daf2a (MD5) Previous issue date: 2014 / In a communication context that changes constantly, it becomes ever timelier the searching for a theoretical study which offers subsidies on the relationship between brands and consumers in postmodernity. Thus, the primary objective of this research is to understand in which aspects the involvement of consumers with brands can be boosted by developing a relationship tie as a brand communication strategy. On this dynamic scenario we seek to understand - through the analysis of the Coca-Cola campaign for Coca-Cola Zero product, titled “Descubra a sua Coca-Cola Zero” with the theme “Quanto mais você, melhor” - the manifestations of contemporary practices for building brand communication strategies which emphasizes the relationship among people by a brand. For such investigative adventure we chose to adopt the assumptions of Comprehensive Sociology offered by Michel Maffesoli and Complexity by Edgar Morin. / Em um contexto comunicacional em constante transformação, torna-se cada vez mais oportuna a busca de um aprofundamento teórico que ofereça subsídios sobre a relação entre marcas e consumidores na pós-modernidade. Sendo assim, o objetivo primeiro desta pesquisa consiste em compreender em quais aspectos o envolvimento dos consumidores com as marcas pode ser impulsionado pela criação de uma relação vincular como estratégia de comunicação marcária. Em meio a este cenário dinâmico, buscar-se-á perceber - através da análise da campanha da marca Coca-Cola para o produto Coca-Cola Zero, intitulada “Descubra a sua Coca-Cola Zero” com o tema “Quanto mais você, melhor” - as manifestações das práticas contemporâneas para a construção das estratégias de comunicação marcária que privilegiam a relação vincular entre pessoas através da marca. Para a condução de tamanha aventura investigativa optou-se pela adoção dos pressupostos da Sociologia Compreensiva oferecida por Michel Maffesoli e da Complexidade apresentada por Edgar Morin.

Submitted by Automa??o e Estat?stica (sst@bczm.ufrn.br) on 2017-04-27T18:21:53Z No. of bitstreams: 1 AnaCarolinaMouraMendonca_DISSERT.pdf: 328158 bytes, checksum: e8473bf0957cd5585ed5d1584ea406c4 (MD5) / Approved for entry into archive by Monica Paiva (monicalpaiva@hotmail.com) on 2017-04-27T18:25:47Z (GMT) No. of bitstreams: 1 AnaCarolinaMouraMendonca_DISSERT.pdf: 328158 bytes, checksum: e8473bf0957cd5585ed5d1584ea406c4 (MD5) / Made available in DSpace on 2017-04-27T18:25:47Z (GMT). No. of bitstreams: 1 AnaCarolinaMouraMendonca_DISSERT.pdf: 328158 bytes, checksum: e8473bf0957cd5585ed5d1584ea406c4 (MD5) Previous issue date: 2015-06-16 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior (CAPES) / Esta pesquisa visa analisar o romance Sangue de Coca-Cola (1980), de Roberto Drummond, a partir de alguns questionamentos pertinentes para a compreens?o de seu car?ter inovador, considerando o contexto repressivo da ?poca em que foi escrita e publicada. Dentro das quest?es que orientam a investiga??o, consideramos, sobretudo, a estrutura formal da obra. Essa estrutura se apresenta de modo experimentalista quando se compara ? estrutura comum ? maioria das produ??es liter?rias do mesmo per?odo e, sem d?vida, ? constituinte de um diferencial est?tico. O romance apresenta-se como uma composi??o est?tica dial?gica por trazer os discursos sociais em disson?ncia na narrativa. Al?m desse aspecto dial?gico, a carnavaliza??o ? um conceito imprescind?vel ao analisar Sangue de Coca-Cola, j? que este romance elabora uma s?tira do contexto s?cio-pol?tico ditatorial brasileiro. Elementos da carnavaliza??o e do fant?stico fazem da obra uma literatura que se preocupa em engajar-se na discuss?o pol?tica da ditadura militar. A partir do estudo da formaliza??o est?tica do romance, buscamos entender de que modo a sociedade vem participar de sua composi??o. Nosso estudo, no entanto, n?o pretende esgotar as possibilidades interpretativas da obra, nem pretende debru?ar-se sobre a situa??o s?cio-pol?tico de uma ?poca, mas observar o di?logo entre a obra e o contexto, ressaltando de que modo a sociedade participa e ? relevante para a configura??o do romance. / Esta pesquisa visa analisar o romance Sangue de Coca-Cola (1980), de Roberto Drummond, a partir de alguns questionamentos pertinentes para a compreens?o de seu car?ter inovador, considerando o contexto repressivo da ?poca em que foi escrita e publicada. Dentro das quest?es que orientam a investiga??o, consideramos, sobretudo, a estrutura formal da obra. Essa estrutura se apresenta de modo experimentalista quando se compara ? estrutura comum ? maioria das produ??es liter?rias do mesmo per?odo e, sem d?vida, ? constituinte de um diferencial est?tico. O romance apresenta-se como uma composi??o est?tica dial?gica por trazer os discursos sociais em disson?ncia na narrativa. Al?m desse aspecto dial?gico, a carnavaliza??o ? um conceito imprescind?vel ao analisar Sangue de Coca-Cola, j? que este romance elabora uma s?tira do contexto s?cio-pol?tico ditatorial brasileiro. Elementos da carnavaliza??o e do fant?stico fazem da obra uma literatura que se preocupa em engajar-se na discuss?o pol?tica da ditadura militar. A partir do estudo da formaliza??o est?tica do romance, buscamos entender de que modo a sociedade vem participar de sua composi??o. Nosso estudo, no entanto, n?o pretende esgotar as possibilidades interpretativas da obra, nem pretende debru?ar-se sobre a situa??o s?cio-pol?tico de uma ?poca, mas observar o di?logo entre a obra e o contexto, ressaltando de que modo a sociedade participa e ? relevante para a configura??o do romance.