Essays on Coca-Cola, Qantas, Huaweis International Marketing Strategies Case Study

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The paper "Coca-Cola, Qantas, Huawei’ s International Marketing Strategies" is a great example of a marketing case study.   This report is a compilation of cases that depict successful and failed strategies applied in international marketing. The first section of the report discusses three excellent examples of international marketing strategies to show approaches that have been successful in an international marketing context. The second section discusses three examples of unsuccessful or failed international marketing solutions. Three excellent examples of international marketing strategies “ Share a Coke” by the Coca-Cola Company (Australia) “ Share a Coke” is a marketing campaign that was developed in Australia to promote the sales of the Coca-Cola brand of soft drinks manufactured by the Coca-Cola Company (Moye, 2014).

Although the campaign initially targeted people in Australia when is started in 2010, it was later used in many countries across the world. The “ Share a Coke” campaign invited Australians to nominate people’ s names to be printed on Coca-Cola (Coke) bottles (Mason-Jones & Zeeng, 2012). It involved the use of the mainstream media as well as social media and received more than 65,000 suggestions and stories from people across Australia within less than one week (Mason-Jones & Zeeng, 2012; Moriarty et al. , 2015).

In addition to having people’ s names printed on Coke bottles and cans, the company also had an iconic digital sign showing different names and the Coca-Cola brand name in Sydney, Australia (Moye, 2014). The “ Share a Coke” campaign personalised the Coca-Cola brand to its consumers and is one of the marketing campaigns that show how personalising a brand can create brand loyalty. This is because the strategy was so successful in Australia that the company sold over 250 million cans and bottles in a country of fewer than 23 million people (Moye, 2014).

Part of the success of the campaign is attributed to the fact the company had realised the need to talk directly to young people (most of whom liked the concept of having their names on Coke cans and bottles) (Moye, 2014). Also, the company realised that in order to sell in a developed country like Australia where market growth is low, it had to be very innovative in regard to its marketing strategy (Moye, 2014).

The advantage of personalisation is that it makes consumers have a feeling that the personalised brands recognise them better (Davis, 2010). “ I still call Australia home” by Qantas “ I still call Australia home” is a marketing campaign that features a song by the Australian Boy and Girls Choir (Mason-Jones & Zeeng, 2012). The use of the song has been intrinsically linked to the Qantas brand through the use of Australian children, attractive music, emotional lyrics and beautiful scenery (Kotler, Burton, Deans, Brown & Armstrong, 2013; Mason-Jones & Zeeng, 2012). The song sends a message to Australians across the world that wherever they are, they are still Australians.

Since 1998 when the campaign was first released, it has been recreated and re-released several times (Kotler et al. , 2013). The focus of the “ I still call Australia home” campaign can be said to be focusing on ethnocentrism since the advert also features the Kangaroo, which is part of the logo of Qantas and the unofficial symbol of Australia (Solomon, Hughes, Chitty, Marshall & Stuart, 2014). The combination of different themes in the “ I still call Australia home” campaign can undoubtedly make an Australian want to fly home using Qantas.

As noted by Kotler et al. (2013), millions of people have fond memories when they see the Qantas advertisement, and the emotions stirred by the advertisement imply that some of those people (both Australians and non-Australians) will be likely to use Qantas. In addition, ethnocentric consumers who are Australian are likely to feel that it is ethically wrong to use other airlines to fly to Australia after seeing the advert in the “ I still call Australia home” campaign (Solomon et al. , 2014).

As a result, such people are more likely to fly Qantas.

References

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Chan, S., & Zakkour, M. (2014). China's super consumers: What 1 billion customers want and how to sell it to them. Hoboken, NJ: John Wiley & Sons, Inc.

Chong, G. (2015). Huawei: Chinese telecommunications giant Huawei: Strategies to success. http://www.ntc.ntu.edu.sg/ntcc/Documents/Full%20Version/13.%20HUAWEI%20-%20CHINESE%20TELECOMMUNICATIONS%20GIANT%20HUAWEI-%20STRATEGIES%20TO%20SUCCESS.pdf

Davis, J. A. (2010). Competitive success, how branding adds value. Chichester, West Sussex: Jogn Wiley & Sons, Ltd.

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Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2013). Marketing (9th ed.). Frenchs Forest, NSW: Pearson Australia.

Kühne, B. (2016). Mattel’s second attempt to crack the Chinese market: Will China embrace the American Barbie doll this time? In C. Prange (Ed.), Market entry in China: Case studies on strategy, marketing, and branding. Cham, Switzerland: Springer International Publishing Switzerland.

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Mason-Jones, H., & Zeeng, A. (2012). Media reloaded. Cambridge: Cambridge University Press.

Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R. (2015). Advertising: Principles and practice (3rd ed.). Melbourne: Pearson Australia.

Moye, J. (2014, September 25). Share a Coke: How the groundbreaking campaign got its start 'down under'. The Coca-Cola Company. Retrieved from http://www.coca-colacompany.com/stories/share-a-coke-how-the-groundbreaking-campaign-got-its-start-down-under

Shepard, W. (2016, May 25). China's Huawei 'growing up' to become the world's no. 1 smartphone brand. Forbes. Retrieved from https://www.forbes.com/sites/wadeshepard/2016/05/25/chinas-huawei-growing-up-to-become-the-worlds-number-one-smartphone-brand/#2c44ed293adf

Solomon, M., Hughes, A., Chitty, B., Marshall, G., & Stuart, E. (2014). Marketing: Real people, real choices. Frenchs Forest, NSW: Pearson Australia.

Solomon, M., Russell-Bennett, R., & Previte, J. (2013).Consumer behaviour (3rd ed.). Frenchs Forest, NSW: Pearson Australia.

Yihua, W. (2009). Corporate culture and organization of Chinese multinationals. In J-P. Larçon (Ed.), Chinese multinationals (pp. 167-192). Singapore: World Scientific Publishing Co. Pte Ltd.

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