Contrast Coke And Mcdonald's Global Branding Strategies

The Coca Cola Company is an American beverage corporation, manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups, which is headquartered in Atlanta, Georgia.

officials. Coca-Cola is a major soft drink company with ties to many countries. With the

Increase Outlets: In terms of total sales Mc Donald’s is the world’s largest F&B outlet. Mc Donald’s is also the second largest outlet operator with more than 33,000 restaurants in 118 countries serving more than 67 million customers each day.

REFERENCES•www.mcdonalds.com, accessed on 18 July, 2008•www.mcdonldsindia.net, accessed on 18 July, 2008•en.wikipedia.org/wiki/McDonald's, accessed on 19 July, 2008•http://www.associatedcontent.com/article/263943/mcdonalds_strategic_marketing_mix.html?cat=4, accessed on 19 July, 2008•www.kfc.com, accessed on 25 August, 2008

Coca Cola and Pepsi are the brands with the highest brand equities. Both, Coca Cola and Pepsi have gone through the highs and lows of their business to reach that position. Coca Cola’s marketing has been changing over time with more and more products being added every day, while Pepsi has implemented several smart marketing strategies to improve its turnover and profits. So, let’s see what were the marketing strategies implemented by Coca Cola and Pepsi.

The menu however is different across nations. There are a variety of choices depending on the location. For example, in France, one of the highest selling items after Big Mac is a mustard topped burger called Le Royal Deluxe. In India, Mc Donald’s do not serve beef at all, instead it offers vegetarian dishes. In some Asian locations, Mc Donalds serves fried shrimp in Big Mac roll. In Brazil, it offers baked banana pies for desert. It had taken around 33 years for Mc Donald’s to open its first 10,000 restaurants. In April 1988, the 10000th unit was opened. However, the 20000 mark was reached in only eight more years. However, everywhere across the world, Mc Donalds has not received a warm welcome. Many European nations feel it is an insult to the national cuisines that they cherish. In 1999, Jose Bove was declared a national hero when he along with other activists destroyed Mc Donalds under construction. This was to protest “globalization and bad food”. Although there were protests, Mc Donalds is seen as a symbol of peaceful globalization. After discussion of 14 years with Kremlin, the first Mc Donalds restaurant was opened in Moscow in 1990. This move has supposedly helped thaw Cold

Coca-Cola Company is the world’s largest beverage company. Coca-Cola Company owns 500 non-alcoholic beverage brands, such as water, sparkling drinks, juices, fruit juices, sports and energy drinks, coffees, and teas. It owns and markets four of the world’s most popular carbonated drinks: Coca-Cola, Sprite, Fanta, and Diet Coke and is sold in over 200 countries .

Their war over beverage market has been started since the beginning of 20th. It is not only the war of better cola taste, but also the war of marketing. They share the same target customer: young people and also same marketing segmentation of cola include regular, low calories (Diet Coke/Pepsi Light) and zero calories (Coca-Cola Zero/Pepsi Max). However, their marketing approach is very different from each other.

It entered in 1996 in India. This company is the world’s largest chain hamburgers fast food restaurants. It started in 1940 with two brothers Dick and Mac Mc Donald and was opened firstly in San Bernardino, California by Richard and Maurice Mc Donald. The headquarters are in US. It is serving 111 countries and to serving 69 million people. It is the symbol of globalization and spreading the American culture. The restaurant can be opened by franchisee, an affiliate or corporation. Its located in different locations like that of Mumbai, Delhi, Pune, Ahmedabad, Jaipur, Ludhiana and so on.

Brand awareness means how familiar a consumer is with a product or service. Cokes strong self-belief and its consistent advertising helped achieve its position in the market. Coke helped adapt their drink to various markets around the world and they wanted to achieve to satisfy the different tastes of the consumers. This showed great flexibility and innovativeness. Coke is also a very aesthetic product. The design of the product is recognised all over the world. Consumers remember the glass bottle and the red and white can. Even though coke is one of the most recognisable product in the world people still think it is not recognised for the product but for the marketing around it, especially for its commercials. It is one of the most persistent and well-loved brands and is considered among the most

The Coca-Cola ad is presented as a Coke bottle with a burst of colors shooting out with smiling faces of women in the midst of all the different colors. The women are presented to be from the 60 's. In fact, the most recognizable woman in the print ad is Mary Poppins. The style gives off an odd feeling, and brings out nostalgia. There are men in the ad as well. They are looking at the women with pure adoration and love. Coca Cola bottles are located everywhere in the ad, in forms of bottles, cups, and even in boxes. With this Coke ad, Coca Cola chose to use a colorful scheme to appeal to the audience’s fun and free-spirited side, and a line saying “live on the coke side of life.” By using pathos, ethos, and logos, Coca Cola were able to construct a successful ad.

Coca-Cola is the result of a patent medicine formulated in a small southern pharmacy over a hundred years ago. It has grown into a multibillion dollar international company. It also owns one of the most valuable brands in the world. Their Coca-Cola banner has won the world’s top brand 13 times on brand c-consulting firm Interbrand’s annual list (Fraser, 2012). In addition to its main product, Coke, the company owns over 3500 beverages. One of its core competencies is brand building. They have built their brand to have respectability and dependability. Their brand and logo are recognized all around the globe. It has actually become a new known on almost all households worldwide (RNWILKIN, 2009).

Coca-Cola Company is the world’s largest beverage company with almost 500 different types of brands, such as Coca-Cola, Diet Coke, Fanta, Sprite and etc… Coca-Cola is founded is Georgia 1886 by the pharmacist call Dr. John Smith. Dr John Smith caramel color liquid and carried out to the street with a jug. The drink was accepted by the customers and they commented this drink is special. So they sold it through the pharmacy for 5 cent per glass.

McDonald’s Corporation is the world’s largest chain of hamburger fast food restaurants. There are over 31,000 McDonald’s locations worldwide primarily selling hamburgers, cheeseburgers, chicken products, french fries, breakfast items, soft drinks, and desserts.

McDonald’s was founded in 1937, by two brothers, Dick and Maurice McDonald. The first store the brothers owned was built in Pasadena, California and was originally a one window drive-in, serving only hot dogs and milkshakes. The success of this establishment led them to open their second restaurant in San Bernardino, California, where they actually employed twenty or more car hops and other staff with a much broader menu. These restaurants were incredibly successful and by 1948 the brothers had made more money then they had ever dreamed. With their newly found success, the brothers decided to overhaul their operations. After analyzing their operations they noticed that hamburgers were the majority of their sales so when