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Chapter 6: Positioning and Branding

E-ACTIVITY: INTERNATIONAL BRANDING (p. 227)

Activity: Analyse How a Company Adapts to the International Market Place

Companies can market the same products with the same brand name around the world. However, companies often develop completely new products for foreign markets. In this activity, you will find out how one large multinational company has created numerous products to meet the needs of a global market.

  1. When you hear the name Coca Cola, what product do you think of? How many different types of beverages, including soft drinks, fruit juices, bottled waters, and sports drinks, do you think Coca Cola sells?

  2. For each of the following brand names, sold by Coca Cola, try to figure out what it might taste like and in what country or region it would be sold. Try your luck and complete the lefthand Taste and Country/Region Sold columns. Click here to download a copy of this organizer.

 

Brand Name
Taste
Country/Region Sold
Taste
Country/Region Sold
Georgia Coffee        
Cappy        
Ciel        
Shock        
Imperial Orchid Tea        
Limca        
Qoo        
Mr. Pibb/ Pibb Xtra        
Fioravanti        
Joy        
Samurai        
Thums Up        
Wannabe        
Sparletta        

Smart

 

       

 


  1. Now, see how well you did. Visit the Coca Cola Web site and find out how many different brands of beverages Coca Cola markets. Click on "select a brand" and check your answers for the "Coca Cola-Tastes Around the World" chart. Update your answers in the second pair of columns. Which brand would you absolutely not buy?

  2. Select a brand name from your chart or the Web site and find out about the background of the brand and its taste.

  3. If you were a marketer for Coca Cola in Canada, which product would you recommend the company introduce to the Canadian market? Explain the reasons for your choice.