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Case
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Reference no. 596-037-1
Subject category: Marketing
Authors: Leo Paul Dana (McGill University)
Published in: 1996

Abstract

In the year of 1994, when Lublin Coca-Cola Bottlers Ltd, situated in the eastern side of Poland in a region where soft drinks often relied on horse-drawn carts for distribution, wanted to increase sales of its products they were experiencing some problems with their target market. Polish youths and young adults were looking down on the American Way and preferred to preserve their own identity and heritage; therefore many would rather support a local cola brand than buy a Coke. The case stresses the fact that people drink Coke for different reasons in different regions. The facts that even formats and the generic descriptions vary (Government regulations have major impacts on the Cola-contents) and product lines are adopted from place to place stand as evidence for the importance of acting locally. Though, while the consequences of this insight logically should lead to an emphasis of multi-local production of advertising in each market, it''s realised in the case that this would involve considerable duplication of efforts, and therefore the company is trying to adopt a strategy of rising pattern advertising from a universal prototype.
Location:
Industry:
Size:
Allocation of USD300 million for expansion in Poland
Other setting(s):
1994

About

Abstract

In the year of 1994, when Lublin Coca-Cola Bottlers Ltd, situated in the eastern side of Poland in a region where soft drinks often relied on horse-drawn carts for distribution, wanted to increase sales of its products they were experiencing some problems with their target market. Polish youths and young adults were looking down on the American Way and preferred to preserve their own identity and heritage; therefore many would rather support a local cola brand than buy a Coke. The case stresses the fact that people drink Coke for different reasons in different regions. The facts that even formats and the generic descriptions vary (Government regulations have major impacts on the Cola-contents) and product lines are adopted from place to place stand as evidence for the importance of acting locally. Though, while the consequences of this insight logically should lead to an emphasis of multi-local production of advertising in each market, it''s realised in the case that this would involve considerable duplication of efforts, and therefore the company is trying to adopt a strategy of rising pattern advertising from a universal prototype.

Settings

Location:
Industry:
Size:
Allocation of USD300 million for expansion in Poland
Other setting(s):
1994

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