Part 1 of Essay
Advertising & Promotion Campaigns of Coca-Cola in the European Union Executive Summary 1 Coca-Cola, which was named Beverage Industry's 1999 Company of the Year, has embraced a decentralized operating philosophy, recognizing that each market in which they operate has "different demands which must be met in u ....

Part 2 of Essay
.... targeted country. Such pan-European advertising is becoming increasingly popular and common. 4 This strategy has built a strong global brand awareness not only in Europe but throughout the world. Based on this strong brand awareness, Coca-Cola tailors each ad to a specific country to achieve global sales success through local penetration. EU Promotional Campaigns 2 Coca-Cola uses a multitude of promotional vehicles to attract new coke drinkers and retain current ones. One of the strongest promotional ....