Communication strategy in culturally diverse countries : launch of Vio by Coca-Cola in the US | |
| Author | Pequignot, Laurent |
| Call Number | AIT Proj. no.SM-10-06 |
| Subject(s) | Carbonated beverages--United States Communication, International Coca-Cola (Trademark) |
| Note | A project submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Series Statement | |
| Abstract | In 2009, Coca Cola Company decided to launch Vio, a carbonated milk-based beverage on the US market. Several years beforehand, this beverage had already been introduced in Japan, known under the name Qoo. Qoo became rapidly very famous and conquered the Asian market at a steady pace.Nevertheless, cultural differences between both Asia and America, forced Coca Cola Company to develop a new communication strategy to launch Vio in US. Objectives of the paper are to underline why Coca Cola Company felt the need to adapt its communication strategy especially owing to cultural issues and show how they adapted the overall communication strategy to the US market and consumers. A particular emphasis is put on cultural differences and associated marketing challenges. |
| Year | 2010 |
| Corresponding Series Added Entry | |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Beize-Zee, Rian |
| Examination Committee(s) | Zimmermann, Willi;Muller, Logan |
| Degree | Project (M.B.A.) - Asian Institute of Technology, 2010 |