Marketing
Marketing Research
How do you think Pepsi reacted to Coca-Cola’s campaigns? What is Coca-Cola up to in Ramadan 2016?
Reasons to why Coca-Cola Egypt strategy in Ramadan 2016 is hard to anticipate?
From year to year, Egyptians wait
for the most important month of the year “Ramadan”. Since Ramadan is knocking
the door and few days are left in the countdown and with an increased
purchasing power throughout this month. Brands compete fiercely in the market
during this month especially the production companies.
However, the marketing battle that
takes the Egyptian society sights away, is the battle between Coca-Cola and
Pepsi during Ramadan.
Throughout the previous years, both
companies designed and executed wonderful campaigns and strategies to benefit
the most from this special occasion. Our concentration will be on Coca-Cola Company
analyzing their strategies in previous Ramadans.
As most of us concluded, Coca-Cola’s
main target segment are the youth segment. Actually during Ramadan, Coca-Cola
did not follow just one marketing strategy but they designed their strategy
based upon situations. Yet, it seems that Coca-Cola intentions and
concentration was to increase their sales volume during Ramadan every year.
Coca-Cola introduced the campaign
“Nerga3 tany wahed” in 2013, which included a song by famous youth band
“Cairokee” that aimed to remind people they are all Egyptians after having many
political disputes between them. The youth loved the ad, loved the song and was
emotionally touched by the idea.
In 2014, Coca-Cola
had plans of conquering the market and introduced “Coca-Cola ahla ma3” by
putting a huge variety of Egyptian names on cans and a variety of activity names
on the family bottles along with an energetic ad. Egyptian society went crazy
and they really enjoyed searching for their names. The campaign made a huge
success and Coca-Cola achieved high sales volume that Ramadan.
Previous Ramadan, they did not
introduce any TV ads. Coca-Cola marketing research was rewarding in satisfying
their youth customers whom asked not to spend money on ads but yet, spend the
money on charity works and so did Coca-Cola. With Coca-Cola spending on
developing poor villages, it only introduced the ad “Thanya wahda tefreq” on
Facebook and YouTube. Coca-Cola did benefit as they satisfied their customers
and that is the most important aspect in marketing.
Coca-Cola knows exactly how to reach
the desired target segment “The Youth” and what makes Coca-Cola effective in
reaching them, is the operation excellence in executing the strategies
designed. Moreover, every year the company designs different strategies in Ramadan which makes it unpredictable.
How do you think Pepsi reacted to Coca-Cola’s campaigns? What is Coca-Cola up to in Ramadan 2016?
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