coca cola localization analysis china 4.15.10
DESCRIPTION
This presentation is a quick analysis of what Coca-Cola does to localize their product for the Chinese market place. Coca-Cola reported that 4th quarter sales in China surged 29%.TRANSCRIPT
Note emphasis on close network of
friends(Collectivism)
Traditional meal (Long Term Orientation) emphasizes close relationships with family and
friends (collectivism)
Younger Chinese value travel and ‘Global’ view
Incorporating Coke into a traditional meal setting.
‘Coke’ is a tradition
Red is the color of happiness and prosperity in China and may be used to attract good
luck
Associating with the popularity of soccer and the
World Cup Coca-Cola ‘family’ of brands re-enforces family, friends,
close ties (collectivism) Localization/Translation of product versus not
translating ‘company’
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