Coke's International Marketing Adaptation
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This paper discusses Coca-Cola's international marketing adaptation and the M5 aluminum bottle campaign. The paper evaluates its success, and recommends ways the company could improve it. The paper also includes an evaluation of the company's internal and external marketing environment.
From the Paper:"In "Coke's Quest for Cool", Jeremy Caplan describes the beverage giant's experimental M5 marketing campaign designed to revive its appeal around the globe. Coca-Cola has been repositioning itself for the global marketplace to meet the challenge of steadily slipping cola consumption which has fallen annually. In preparation for the M5 project, Eugenio Mendez, Coke's global brand manager from Mexico, traveled the world to see what kids are drinking and what styles and products they favor. The trend in beverages has been toward those that..."
Cite this Case Study:
Coke's International Marketing Adaptation (2008, December 01) Retrieved August 20, 2019, from https://www.academon.com/case-study/coke-international-marketing-adaptation-120851/
"Coke's International Marketing Adaptation" 01 December 2008. Web. 20 August. 2019. <https://www.academon.com/case-study/coke-international-marketing-adaptation-120851/>