International Marketing Study Program 2000
Hong Kong
10 January 2000
Coca Cola was the first company the tour had the pleasure of visiting. Mr Timothy Chow holds the title of Brand Director for Sprite. Located on the top floor of the Times Square building, the surrounds created a fantastic prelude to what was a fantastic presentation.
Mr Chow began by telling us of previous work history, consisting of various multi-national companies including Procter and Gamble. Currently in his second year with Coca Cola Mr Chow, was extremely excited about the fact that Sprite is currently growing at a double digit rate in comparision to the USA's cola market which is currently relatively stagnant.
Mr Chow then moved on to Asia current econmic climate, explaining that the extremely low GDP throughout Hong Kong is a stark contrast to the worlds largest soft drink market - the U.S. It was extrodinary to note that in China - the second largest market in the world - Sprite and Coke have relatively the same sales volume.
After introducing the Sprite brand and its current achievements and potential, Mr Chow went on to discuss the exceptionally high brand equity the Coca Cola company enjoys and how they achieve this in relation to their positioning and target audience.
Sprite currently sponsor many major events such as the NBA, various music concerts and celebrities and have placed a major emphasis on the upcoming World Cup with huge executions organised. Mr Chow explained that around 80% of the marketing budget within Coke is used on their advertising.
Then Mr Chow proceeded to explain that the Chinese have a preference for sweet beverages and also a preference for transparent drinks and transparent containers.
In closing, Mr Chow went on to discuss the fundamental involved in ensuring the continual success of the Sprite brand. Things such as the companies concentration on key consumer values, behaviours, motivations and feelings. He also mentioned that Chinese consumers are still prepared to believe the advertising they are exposed to, which is in stark contrast to the U.S. who now seem to resent advertising messages.
The Coca Cola presentation further enhanced our perceptions of the company and showed why it is one of the largest and most professional companies in the world. The presentation provided a great insight into the company's marketing procedures and was a pleasure to be involved with.
Copy prepared by Paul Byham.
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