RED BULL, A POLEMIC & A DRINK!
Posted onNovember 11, 2008
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We will take about red bull advert in France because during a long period this energizing drink was prohibited in France because it was considered dangerous for the health. But the French version of Red Bull contains no bullfighting ( or taurine ) which was repalced by an other substance. The following ad was in a French newspaper (le Figaro ) a few time after the French agreement with the brand. This ad is adressed to a high category of people because not everybody read “le Figaro” so it could be hard to understand.
” we kindly request the honourable academy to teach us the good use of the French language”.
This is at the same time an ad but al a criticism of the French governement decision: because if we look clausely the ad we can see that it is written in French…Why Red bull has to keep is name if French government change the ingredients of the product?
In the following ad it is a reference to Asterix. It is adressed to everybody (it was in “le Metro”, a free newspaper). It promot the effects of the Red Bull comparating it with Asterix’s magic potion.
IKEA…
Posted onNovember 11, 2008
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JAPAN
Before launching its new store in Japan, Ikea turned the monorail of Kobe into showroom. While redecorating the interior and the outside of the train with lot of colors as the “flower power” way, Ikea transports passengers in its world. For japanese, the best way to do some advert, it is to make people try the new brand. They need to be convinced, and to do so, Ikea wants to make passengers of the railway escape through its compaign.
EUROPE
We know that in Europe we have a certain humour. To promot its brand Ikea chooses to use usual advert on TV or magazines, but with a lot of humour.
For example, this following ad is really funny because it shows the French mentality
The woman is so surprise by the weak amount of its purchases, she thinks it is an error. Instead of going back to the checkout, she is running away.
The next ad I want to show is an english ad. I never see it in France and I am not suprise because this manner of living sexuality is not very well seen in France.
A lot of ad need to include sex in it, which is most of the time uncongruous. But this one is funny. I think English people are more open minded than French concerning this subject.
Finally the next ad is one in East of Europe, where women are less “free” that in Western Europe. This mother wants to show that she does her best maternal duty, but…
WHAT ABOUT LUXURY BRANDS?
Posted onOctober 31, 2008
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The brands and the contemporary groups of luxury are subjected to an increasingly complex management, requiring the installation of more and more elaborate and significant strategies.
Globalisation is not a new event for the big groups of luxury which have always worked abroad and always have an international approach.
But they have to cultivate, the specificity of these trades, resting on precise and very readable codes and on modern or old references and anticipating growth markets within a competition increasingly important and international and for users unceasingly more demanding and unpredictable.
That is why, the French, distinctive and famous Houses of luxury for example, were exerted, since their recognition, to decline their most significant products, to diversify on growth markets, to develop their sales on the international markets, while communicating on their wealth symbolic system, cultural and historical.
The key to success of these famous brands is their capacity to overcome paradoxes. They can raise constraints and answer to the most demanding requests.
Through a training course I did in a luxury brand few years ago, I remember the importance of the weight of the history of a brand of luxury proves to be a determining factor. But only if specificities of this brand, its reference , its codes of recognition are always emergent, easily understandable and brought up to date, thanks to a policy of creation – significant innovation and skilfully linked with the style and the identity of the brand.
Coca cola advertising
Posted onOctober 15, 2008
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The firm was always a precursor in the field of publicity. In the United States, publicity exists in the schools and Coca-Cola is one of its main actors. Everywhere in the United States we can find Coca Cola publicity: on the drink distributors, in the school newspapers, the school television channel Chanel One,… To obtain the right of doing this advertising the factory gives school material. You can see different sort of advert to target a bigger part of the market (for men, for children, for girls…)
Coca Cola budget for advertising in the United States is hudge. But this advertizing is omnipresent and it is what makes its success. The company is present every where and that is why it is the most famous brand in the world. All the supports are used as means of publicity.
With those pictures we understand that Coca wants to be EVERYWHERE, at both poor or wealthy countries, on cars, in schools, outside… Because of this omnipresence the firm has a big sucess even in non developped countries.
With those pictures we understand that Coca wants to be EVERYWHERE, at both poor or wealthy countries, on cars, in schools, outside… Because of this omnipresence the firm has a big sucess even in non developped countries.
A bad example of Mac Donald’s strategy
Posted onOctober 13, 2008
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Mac Donald’s was created in 1948 by both brothers Mac Donald. Nowadays, this fast food line is the most famous one. It chooses to develop a global strategy and to be present all over the world. “The international marketing of Mac Donald’s is very interesting because it represents a very important model that consists in providing the same offer through the world with an adaptation per country” and by the way per culture. The aim of this strategy is to target a bigger part of the population. I choose the following picture because I think it is a good example of what Mac Donald’s can do to attract more consumers.
Is that works? I am not really sure. In reality an advertising campaign has to have an appropriateness with the target. This campaign was launched last year and influenced muslims to eat as much as they can during the period of Ramadhan wich is not really consistent. We know that a lot of muslims eat a lot during the night but the message that the advert gives is in total contradiction with religion principles: a month of temperance and frugality. In addition if we look more precisely at the advert we can see the offer is only available from 6.30 pm to 8.30 pm. Muslims has the right to eat only at nightfall. But at 6.30 pm the light sun is still shining…
Wii an example of advertising
Posted onOctober 2, 2008
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Advertising is a form of communication to persuade costumers to buy a product. As I already said, because of globalisation big companies want to target the market all overthe world. But they had to adapt ad to the country and its culture. When watching on Youtube some videos I saw those following ones
In the French advertising we don’t have a lot of detail about what it is exactly. The costumer knows that it is something you have to take in full hand and you can moove with it. The costumer will be interested by this product because we don’t really learn about it with the ad.
Now let’s see the american advertising:
Contrary to the French ad, in this one we can see a guy who seems to play with the Wii. Maybe American have to identify themselves to the product to be more receptive.
Posted onSeptember 17, 2008
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Introduction
Posted onSeptember 17, 2008
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If I choose this subject, it is first because I am interested in this subject and because I would like to choose cross cultural and marketing in master 2. So why not begin now?
Nowadays a lot of big companies want to be every where in the world. To have a good place in the market, it is important to adapt its politicy and strategy in function of the country they want to target. We will see the difference of the advertising in several countries through the exemple of famous companies.
Hello world!
Posted onSeptember 17, 2008
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