Advertising Coca Cola And Mcdonalds In Russia

Advertising Coca Cola And Mcdonalds In RussiaCoke has been in operation for a long time and throughout this period, from as early as 1886, it has been very lucky in its operations and food market sh are acquisition. It was disc everyplaceed by a curious pharmacist who on one evening coalesce some few chemicals and took the mixture d witness to a friends chemist where it was mixed with carbonated water and some few customers samplight-emitting diode it, and upon tasting the mixture, they were delighted with the new creation and there and then, they pontificated it as a superior and novel drink that had not been seen before (Associated Press 2). A closely homogeneous story is what McDonalds has been. This paper describes these two companies with the view of analyzing the disaccordent aspects of their operation and discusses unique cultures that they have that make them quality in their respective niche markets.Five cents a glass is the price that was charged for the drink which w as exchange in a chemist. Pemberton, who was the founders friends book keeper named the drink coca cola which is how the drink is sleep withn invariably since then. It was received relatively slower in the market when it was introduced as only glasses were sold by Pemberton.Through the period of 1888-1891, businessman Assa Griggs Candler acquired the rights to the drink for a total of $2,300 (Pendergrast 47) and this make him the firstly president for the beau monde who is on record to have creatively and ingeniously developed and popularized the c eacher-outs vision. Candler who is characterized as a naturally natural salesman identified the turgid market of the thirsty market and oversaw his drink quenching their thirst. He transformed Coca-Cola from a mere drink to a fully grown caller-up. By 1985 Candler had already established a syrup firm in Chicago, Dallas and Los Angeles. The drink was first packed into bottles by Mississippi business man Joseph Beidenharn. He sen t 12 Samples to Candler who embraced the idea with enthusiasm. This dream was not realized until 1899 when two lawyers, Thomas Benjamin and milium Joseph acquired the full rights to bottle and sell the beverage for only one dollar per bottle (BBC News 2).The Coca-Cola conjunction exists to provided refreshment, joy and quenching of thirst to its customers. It functions under a friendship called Coca-Cola classical in the Russian region. The come with first ventured into Russia in 2001. Coca-Cola Hellenic is based in Moscow and has 14 bottling branches scattered all over the country. It has an employee capacity of 10,000 and indirectly supports 5-10 times its supply chain making it one of the largest non-alcoholic beverages companies in the region (Lundy 23). The partys historied increased operations are traced pricker to 2005 when the Coca-Cola Company and the Coca-Cola Hellenic acquired Multon on a 50/50 ratio. The company has gradually built a strong business in Russia owin g it to its diverse multinational premium brand and its extensive sale and distribution chain and Russia is considered as a high electromotive force market (Mikkelson David 15).Given the increasely complexity of the market Coca-Cola Hellenic Russia operates in, it has to adjust its business approach to tack together the demand in the market. The company implemented a new strategic plan in 2006 as a way of ensuring business function offered met the consumers expectations. Basically the company is building a powerful route-to-market trunk and a strong partnership with its consumers to ensure that their sales in the market place are what is ask by the consumers. Coca-Cola Hellenic deals with merchandising equipment to offer consumers their right products that they want (Munizi 36).Consumers have different tastes and preferences considering their society and location. The Coca-Cola Hellenic company is adjusting to this preference so that it can provide the appropriate marketing a ctivities and beverages to suit and connect the consumers. The Coca-Colas envisage locally, act locally marketing strategy allows it to fit into the market and go through the local market demands and determine how to understand and satisfy the demands of their target consumers (Murden 53).Coca-Cola publicizings have revolutionized the manhood of advertisings. Most of their advertizings are rooted in the examine of a red Santa clause. The company began using the figure of Santa Clause in the year 1930 making it the first soft drink company to use that figure in the history of advertisement (Michaelssssss, 1). Before the estimate of using Santa Clause, Coca-Cola dep cease on the use of smartly dressed young ladies to sell their beverages. In the year 1941 the company developed its official throwmark nick name coke, this was followed by a series of advertisement aimed at informing the consumer that coke was coca-cola.Coca-Colas advertisements are pervasive and their main goal is to ensure that everybody on planet country drinks coke as their preferred beverage. Most of Coca-Colas memorable advertisements were written by former Atlanta radio set presenter Don Naylor during his span as a producer at McCann Erickson Advertising Agency. Most of the old-fashioned coke advertisements featured musicians, movie personalities and sports icons (Pendergrast 34).Cola wars happened in the 1980s when Coca-Cola and Pepsi were fighting for a larger market share. Coca-Cola ran a number of advertisements to try and combat Pepsi and ended up tarnishing the image of Pepsi. In one of Coca-Colas advertisement, Coca-Cola compared the scrap that was posed by Pepsi to two chimpanzees that were deciding on which tennis ball that they had was furrier (Mohamed, 2). The wars later ended and Coca-Cola took back its popularity.In 1992 the Coca-Cola Company bought Colombia pictures and started using movies to advertise their brands. This was archived through inserting images of its p roducts in close to of the movies they produced.Coca-Cola has had two slogans since its inception in Russia which are CocaCola (1993-2009, which means Always Coca-Cola) and Coca-Cola (2010, which means Coca-Cola is going to the house).Coca-Cola mainly uses the above lines for its advertisement and preferred using the media rather than personal encounters. One such advertisement is The Holidays are Coming which is characterized by a train of red delivery trucks covered in the name coke and decorated with lights all round. As the train moves on a snowy terrain it lights up for people to see as they pass. The advertisement was produced in the U.S by Doner Advertising Agency and it was in addition use as the companys worldwide campaign for more years (Smith 32).Coca-Cola has also designed a new way to advertise through sports. It began the spirit of sponsoring the Olympics back in 1928 Olympics which were held in Amsterdam and has continued sponsoring sports ever since. The Olymp ics games command a very large mob of people which is what coke needed. The concept behind sponsoring the Olympics was that Coca-Cola products would be on dis mash to a very large crowd of people simultaneously which was a very good advertisement strategy for coke. Coca-Cola has also been associated with the Fifa world cup and has been one of Fifas biggest sponsors since 1978. It is also the main soft drink for umpteen collegiate teams in Russia and elsewhere (Watson 56).Coca-Cola Hellenic can be termed as one of the most successful businesses to advertise in the telecasting world or above the line advertisement. All of its advertisements have taken the market with a wedge and have generated a very high response. At one point consumers asked for the advertisement label, The Holidays are Coming, to be re-ran during the approach of Christmas holidays. This proves that the company has been successful in relaying its concept to the mass public. Due to the success of Coca-Cola video advertisements many books have picked its case up to be used a case study in many educational institutions (Watson 100).McDonalds RestaurantsAn new(prenominal) company that has made a very significant success in the field of battle of video advertising is McDonalds. It is a company that deals in hamburger and degraded foods where it serves well over 58 million customers on a daily basis. Its restaurants and stores are operated be either a franchisee, a given affiliate or by the corporation itself (Naruto 76). McDonalds basically sells Cheeseburgers, hamburger, chicken products, French fries, breakfast items, soft drinks, shakes and sweet (Quidoo 65). Due to the rising cases of obesity in the western Nations and general reflection of lack of healthy meals, the company has been forced to edit its board and squeeze in some healthier items such as salads, wraps, and fruits. McDonalds fast food came into existence in 1940 when two Brothers, Richard and Maurice McDonald decided to o pen a restaurant in San Bernardino, California. These brothers are also responsible in bringing into existence the idea of fast food joints used in day-to-day life through a system they introduced called Spedee fast service . McDonalds first applied for U.S trade mark on the name McDonalds on May 4th 1961 with the slogan Driver-in Restaurant Services. McDonalds filled for a logo trademark using the symbol of M which is overlapping. The logo was later changed on September sixth 1962 to a single arch shaped M. The first McDonald restaurants were opened in United States, Canada, Costa Rica, Panama, Japan, The Netherlands, Germany, Australia, France, El-Salvador, and Sweden in the stage of opening (Tuner 206). The company entered into the public stock exchange in 1955 where Ray Kroc obtaind the McDonalds Equity and led the company to venture worldwide. The McDonalds argued about the control of the company with Kroc as is documented in the autobiography of Kroc and that of the McDonald s where it was purview to have been a good thing for the company and due to its level of prominence it has become a topic of many public debates. McDonalds restaurants are found in 119 countries and operate 31,000 restaurants in these countries. McDonalds also runs other joints such as pile cafMost McDonalds offer both on counter services or drive through services with indoor and at times outdoor serving. In parliamentary law to lie in the new trends of quality coffee the McDonalds was compelled to start McCafe as an accompaniment to McDrive. The company earns money through investments in properties, franchise of restaurants and managing restaurants. Around 15% of McDonalds managed by the McDonalds kitty are owned directly by the McDonalds mass (Berger 121).As a renowned fast food corporation McDonalds is frequently under criticism for its menu, its enlargement and its business practices. In a form of counter attack McDonalds has sought to add healthier foods to its menu and h as even designed a new slogan to its recruitment posters which is Not for a Bad McJob. In 2007 the company launched an advertisement campaign with the slogan Would You Like a Career With That on Irish telecasting outlining that their business had many prospects (Caro 1).McDonalds advertises in many ways apart from only video advertisements. They first receive with handling the companys publicity. This is accomplished through several ways one of which is captured in this quoteIn April 2008 the Corporation announced that 11 of their Sheffield were operating under biomass under trial and this had cut its wastefulness and carbon electric discharge footprints by half in the area. In this trial waste from the restaurants was collected by Veolia environmental services and was recycled in a plant to produce energy for the restaurants (Grimes 122 123).In Europe McDonalds has been recycling vegetable waste into diesel that is used to fuel trucks. The United States has also commended McDo nalds for its continuous efforts towards reducing solid waste by coming up with more efficient packaging products and promotion of recycled products. All these efforts are driven towards promoting a solid and creditable publicity. The theory here is that if the company does give back to the confederation then the community will recognize its efforts and the community will be more acquainted with the company hence increasing its market prominence percentagewise (Watson 210).McDonalds has for its lifespan had a very antic and extensive way of advertisement campaign. Majorly the company advertises through media that is T.V, Radio and e- advertising but aside from that the corporation also makes use of billboards and signage. Sponsoring sports events ranging from little leagues to the Olympics is also a way that the corporation is designing for its advertisement benefits just like its fellow company Coca-Cola. The company also advertises through making of products that bear the company s logo to operate in various events. Nevertheless goggle box still remains their major mode of advertisement for McDonalds (Orozco Quintanilla 87).Children represent a great part of tv set viewers and are also a great deal of audience. Advertisers do not only know that children are easily swayed by advertisements but they also know that children have the ability to pursued grown-ups to purchase stuff of their (childrens) preference. If a child spots something and wants it he becomes disturbingly persistent and annoying to the parent and in most cases, obliges his/her parent into buying what he/she (the child) wants. This is one fact that McDonalds knows and has delved fully into its exploitation for its business growth. At one specific point McDonalds advised employees to specifically pore on kids in an advertisement labeled Kids ar Stars. The employees were advised to pay extra attention to children eating at the restaurant in order to make sure that they had a positive view o f the restaurant as they ate. This campaign was one of the most successful advertisement strategy McDonalds had ever come up with but was stopped due to criticism that it was immoral to use children as advertisement props (Orozco Quintanilla 90).Summary of the Analysis of the two CompaniesThe overview that has just been made shows how these two great companies have utilized a great deal of advertisement in order to increase their respective audience market. These companies have some few similar methods of advertising. For instance the Coca-Cola advertisement comprising of a train was mainly targeted at affecting the child audience as is similar with McDonalds advertisement dubbed Kids Are Stars signifying that the two companies have identified that children are a viable target audience (Whyte Lauridsen 45). These companies also focus on giving back to the community in order to increase their publicity through polish and effective Corporate Social Responsibility initiatives. Still both of these companies extend their advertisement strategy to the play ground by acting as key sponsors of major and notable sports events like the Olympics (Murden 56).This notwithstanding, Coca-Cola and McDonalds do differ in their advertisement strategies in some ways. One way is that McDonalds only ventures into sponsorship of small sports events whereas Coca-Cola Majorly deals with promotion of sports of a higher caliber. McDonalds also produces adverts that are used by all the companys branches as compared to Coca-Cola that prefers that each region produces its own advertisement style according to the nature of the area it is located in. These two companies can be used to signify the power that advertisement holds.