Arab Academy for Science & Technology
Graduate School of Business
MBA program
Final Exam- August 2021
Course Name: Advanced Marketing
Lecture Name: Dr. Nada Eman
The exam includes two parts:
Part I Case analysis- this part consists of two cases:
Case one: Coca Cola
Denim, Dungeons and Dragons, and dangerously big hair.
What comes to mind when you think of the eighties? A lot of great movies, best accompanied
by popcorn and an ice-cold Coke.
Shows like Stranger Things have tapped into the nostalgia for arguably one of the most
polarising decades of fashion history, and it’s going viral. The eighties were a great time for
Coke in the movies and the decade saw the brand cemented as a modern icon.
It was a highlight in Cokes illustrious career on the silver screen, which included a venture
into the actual production of motion pictures. Did you know that Coca-Cola owned Colombia
Pictures from 1982 to 1989?
Coca-Cola has always been an essential part of any movie experience both off and on the big
screen. From the Times Square billboard featured in 1933’s King Kong to the Coke
advertisement that triggers Eleven’s flashback in Netflix’s huge hit Stranger Things, Coca-
Cola has had a supporting role in many great TV shows and movies.
Pop some popcorn and relax while we take a look back through the fascinating history
of Coca-Cola in the movies.
Beyond “Product Placement”
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As Coke is such a symbol of Americana and a part of everyday life, it’s no wonder the brand
naturally found its way into film scripts and onto sets. Coke has often been a subtle part of the
narrative, integrated into the fabric of each scene.
“Sometimes it’s a Coca-Cola sign, vending machine or cooler in the background and
sometimes characters are talking about or drinking Coca-Cola,” said film historian Audrey
Kupferberg who has compiled an extensive list of movies and specific scenes featuring the
brand.
“This ubiquitous brand is ingrained in the cultural landscape and in the daily lives of the icons
of music, movies and sports to the effect that it’s part of their natural surroundings,”
said Coca-Colas head archivist Ted Ryan.
In the 1960s, the company set up an office in Los Angeles to ensure the authenticity of
all Coca-Cola film references.
In the 1960s the company set up an office in Los Angeles to ensure the authenticity of
all Coca-Cola film references. If a studio requested a vintage bottle or sign for example, the
Coke team in Hollywood would provide the items that matched the period and overall
aesthetic of the movie.
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Featured Flicks
Cokes cinematic cameos date back to the early 1900s, continuing through Hollywood’s
golden era and beyond.
The earliest film to include Coca-Cola according to Audrey is a 1916 silent comedy titled The
Mystery of the Leaping Fish. In the cult hit Douglas Fairbanks is seen driving on a California
freeway when he passes by a Coca-Cola billboard.
“It’s a great example of why Coca-Cola is in so many movies,” said Audrey Kupferberg
before naming a list of similar scenes.
“It’s part of our landscape.”
“From being on the billboard in Times Square in King Kong, to Warren Beatty enjoying the
refreshing beverage in Bonnie and Clyde, the influence cannot be denied,” said director
Ridley Scott in the forward to a book of photographychronicling Cokes indelible mark on the
movie world.
The director famously featured a Coca-Cola neon sign in his 1982 sci-fi thriller Blade Runner.
The message being Ridley said, “That even in a futuristic dystopian world, Coca-Cola is
everlasting.”
Some of the brand’s movie roles have been particularly iconic including the Coke bottle that
falls from the sky in The Gods Must Be Crazy (1980), E.T. (1982) opening can of
Coke, Superman (1978) crashing through a billboard, and a vending machine’s appearance
in Dr. Strangelove (1964).
World Movies
Cokes filmography also includes more than a few foreign films, a testament to the beverage’s
international appeal outside Hollywood.
“Our minds are triggered to expect Coca-Cola in America, but it’s easy to forget the brand is
global," said Audrey.
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"In Jean-Luc Godard’s classic 1959 French film, Breathless, Jean Seberg is seen sitting at a
Paris café. And what is she drinking? Not wine, but Coke in a contour bottle,” she said.
Colombia Pictures
Coca-Cola acquired Columbia in June 1982 just a few weeks before making another
groundbreaking move with the launch of Diet Coke. Newly elected Chairman and CEO
Roberto Goizueta was eager to write a new chapter of growth by pursuing ventures outside
the confines of carbonated soft drinks.
Did you know that Coca-Cola owned Colombia Pictures from 1982 to 1989?
Movies and television were high on a shortlist of investment possibilities. The U.S.
entertainment industry was poised for significant growth in the early ‘80s thanks largely to
the emergence of cable television and home video, which created both unprecedented
consumer demand for content and lucrative new revenue streams for key players. Columbia
Pictures was seen as a rising star.
Soon after the deal went through, Columbia, CBS and Home Box Office (HBO) formed a
new studio called TriStar Pictures, which boosted Columbia’s production capacity while
offsetting much of the financial risk. The studio got off to a fast start releasing a string of hits
including Tootsie, The Toy and The Big Chill. Gandhi won the 1982 Academy Award for
best picture.
The company also delighted movie fans around the globe by bringing Ghostbusters, The
Karate Kid, Stand by Me and other blockbuster films to screens big and small through its
ownership of Columbia Pictures.
From the Hilltop to Madison Avenue
In recent years, Coca-Cola in television represented more than just product placement. The
commercial known as “Hilltop” has been regarded as one of the most iconic pieces of
advertising of all time. The 1971 spot re-entered the pop culture conversation when it was
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featured during the final scene of the final episode of one of history's most celebrated TV
shows, Mad Men in 2015.
Mad Men ended its seventh-season run with Don Draper meditating at a spiritual retreat on
the California coast when inspiration apparently strikes. A bell rings, his eyes open and he
smiles, at peace. The screen then fades to the famed Coca-Cola spot featuring the jingle, “I’d
Like to Buy the World a Coke”, suggesting that Draper got the idea after a cross-country,
soul-searching journey that concluded, appropriately, on a hilltop overlooking the Pacific.
Australian Made
Locally, Coca-Cola has made impact on our screens. The quirky 1985 romantic
comedy The Coca-Cola Kid starring Eric Roberts and Greta Scacchi tells the story of a Coca-
Cola marketing executive visiting from U.S. Head Office.
Most notably, in a pivotal scene in Baz Luhrmann’s acclaimed Strictly Ballroomthe central
couple dance in front of a glittering Coca-Cola billboard in his signature whimsical, colourful
style.
Part I questions (15 marks)
These questions are related to Coca Cola case (attached to the exam).
1- Analyze the reasons of relying on brand placements in movies and its relevance to Coca
Cola? (10 marks)
2- What would you change or add to the brand placement strategy adopted by Coca Cola?
(5 marks).
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Answers:
Analysis of the reasons of relying on brand placements in movies and its relevance to Coca
Cola
Although large brands such as coca cola need to pay large sums of money for their brand to
be placed in movies. the return can be even higher for the brand. why is that one of the
reasons is empowering brand recognition, higher brand recognition will benefit the business
in the long run. Also, brand placement offers a promotional tool that may prove powerful in
influencing subsequent target viewers regarding of recall and recognition of brand.
And by the way brand is placed in movies I mean the positive one ,the brand awareness is
increase with adding a positive image to the brand in the subconscious of the customer
leading to good perception of the brand or product so you buy it.
brand placements in movies affects on Emotional response and the humor of consumers and
many studies decided that Emotions can also play a fundamental role in the purchase or
consumption.
So
Brand placement will increase interest about the brand and lead to easy brand recall ,Growing
awareness and Positive feelings i.e. positive impression about the brand.
Relevance to Coca Cola
Coca Cola message using brand placement says to customer I’m still here, I am part of your
life, and I am part of your culture I am one of your joy, achieving their objectives via Creating
awareness of the company and its products, Informing and educating consumers and buyers,
decrease potential of the competitors (Love me not him I am the best) and increasing sales
through pushing the desire to buy in the customers mind and changes their behavior.
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Case 2 Red Bull
One such marketing powerhouse is the Austrian beverage giant, Red Bull – known almost as
well for their daring and widespread campaigns as for their actual core product. This out-of-
the-box approach hasn't deviated attention from its drinks range, though; in fact, it helped it
gain a leading 24.9% share of the US energy drink market in 2019, selling more than 7 billion
cans globally during this period.
Red Bull's Marketing Strategy
By basing its marketing and advertising approach around promoting a high-energy philosophy
for the lives of its consumers, Red Bull arguably sells a way of life rather than a simple
energy drink product.
This is most prevalent in the range of extreme sporting events that it hosts and
sponsors, working with influencers in the field and sharing captivating content that inspires its
target audience to be more active and adventurous. In this way, Red Bull cultivates an
emotional, authentic connection with its consumers, creating a loyal community of adrenaline
enthusiasts, athletes, sporting spectators and more.
Its famous slogan, "Red Bull gives you wings!", is used across online and offline campaigns,
delivered through television advertisements, print media, outdoor advertising, digital channels
and, of course, Red Bull's own websites and microsites.
Customer Profile
In terms of identifying a customer profile, the brand clearly pinpoints key demographics to
ensure its marketing messaging and placement is tailored.
To that end, Red Bull's consumers are – according to Numerator – predominantly between the
ages of 18 to 34, both male and female, with an average to high income, and with preferences
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for sports participation or spectatorship. They are defined as young, independent
professionals, with lofty aspirations.
Red Bull collects the data required to identify this by inspecting its internal insights, such as
website and digital campaign analytics, as well as conducting external market research.
Relevant information is also collected through customer surveys, field trials and focus groups,
with the company ensuring that its buyer profile is consistently updated. This ensures that
their strategies continue to be both relevant and effective at all times.
Medium
As a reflection of this fairly broad profile, Red Bull's marketing delivery is diverse and
eclectic, utilising a combination of online and offline channels to target its shoppers and
expand its consumer breadth.
The key platforms it targets include:
Influencer Digital Marketing
Red Bull masterfully uses influencer marketing to attract audience engagement, retain viewer
attention and reinforce positive brand association among its consumers.
In keeping with its high-energy theme, the brand collaborates with a combination of carefully
selected influencers – generally elite athletes and extreme sports personalities – such as Max
Verstappen, Marc Márquez, and Letícia Bufoni. These ambassadors document their training
and participation in sporting competitions, bringing this promoted content to their own
audiences through social media, thus broadening the delivery of Red Bull's philosophy and
promoting brand affinity to new viewers.
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Emil Sollie / Red Bull Content PoolBrazilian skateboarder Leticia Bufoni is sponsored by
Red Bull
User-Generated Digital Content
The brand also utilises user-generated content across its own corporate social media profiles,
essentially allowing its digital following to become micro-influencers. This further promotes
a sense of inclusivity and community among its consumers and online fans, lending a unique,
organic feeling to its digital presence.
Taking this one step further, Red Bull conducts an international photo competition every three
years, called Red Bull Illume. This enormously popular contest aims to promote photography
within the sphere of extreme sports and adventure, once again linking back to the brand's
primary marketing objective.
This provides a clear example of how Red Bull takes an innovative approach to its marketing,
turning a simple tactic into a standalone campaign that succeeds in capturing attention and
engagement.
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Event Sponsorship
Red Bull is well known for its sponsorships of sporting events, but in recent years it has taken
this concept even further through its ever-growing portfolio of sports teams, including the
Red Bull F1 and NASCAR teams, football clubs in New York, Leipzig and Salzburg, and ice
hockey teams in Munich and Salzburg.
One of the core pillars of its marketing strategy, this offline practice is effective in
underpinning the excitement around the wider brand and is a clear portrayal of its key
philosophy to consumers and new audiences alike.
The beverage giant also uses this approach to successfully differentiate itself from its
competitors, and dominate its chosen consumer market by focusing on a delivery technique
that innately stimulates a loyal community among its consumers.
TV Streaming and Advertising
Red Bull ensures that the excitement of its sporting events is also available online and is
brought to digital audiences far and wide. The company owns its own video streaming
platform, accessible through TVs, mobiles and tablets, and offers coverage of live events,
while related sports, music, and entertainment content are also available on demand.
Despite its focus on online streaming, the brand does not neglect regular television, though.
Red Bull invests heavily in TV advertising globally – so much so, in fact, that it was the third
most advertised beverage in the US in the final quarter of 2018. Indeed, the brand ran over
3,000 TV ads throughout that period alone.
The content of these adverts differs markedly from the action photography utilised across Red
Bull's social media and influencer marketing, highlighting its understanding of the relevant
content types and suitability for various platforms. The TV commercials consist of a series of
witty, illustrated cartoon animations that play on controversial social and political themes.
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Print Promotion
To ensure that the brand captures each segment of its target consumer group, Red Bull also
invests in print promotion. As is consistent with the company's approach, it distributes its own
print magazine, the content of which revolves around the typical Red Bull active lifestyle,
sports and adventure themes.
The readership of this magazine also consists of a different audience compared to its online
campaigns, therefore extending the brand's reach and awareness among its related
demographic.
Style
Red Bull is consistent in its marketing delivery, retaining its coverage across online and
offline channels in its attempt to maintain a reputation for reliably producing and distributing
enjoyable content.
However, to capture the attention of new audiences – as well as re-activate lost consumers –
Red Bull also launches spontaneous campaigns and promotions, predominantly focused
on raising brand awareness. The Stratos marketing campaign is a spectacular and memorable
example of this periodic guerilla marketing.
Key Campaign
Defined by the company as a "world-class, multi-stage, scientific flight test program", Red
Bull hit global headlines in 2012 when it sponsored Austrian skydiver Felix Baumgartner's
ascent to the Earth's stratosphere in a helium balloon – and his subsequent jump from it.
During this event – known as the Stratos project – Baumgartner became the first person to
break the speed of sound during a captivating freefall that lasted for four minutes and 19
seconds.
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Red BullFelix Baumgartner preparing to jump during the Red Bull Stratos project
The freefall was live-streamed through YouTube (and 280 other digital video delivery
partners) to some 52 million global viewers, becoming the world's most-viewed live stream
and a mainstream media phenomenon. The video of the jump inspired audiences around the
world, capturing their imagination and igniting a global conversation around the ingenuity of
Red Bull's campaign. As a result, Stratos generated more media attention than the brand could
have ever dreamed of achieving with a regular marketing campaign – coverage worth an
estimated earned media value in the tens of millions. The event embodied the slogan "Red
Bull gives you wings!" in possibly the most impactful way in the company's history.
In addition to the phenomenal coverage and significant brand affinity, the Stratos project also
supplied Red Bull with unique photography that it would go on to use in its marketing
campaigns for the ensuing years.
Indeed, the company experienced a bottom-line increase of 7% in sales within just six months
of Stratos, garnering a total of $1.6bn in the US, while the project also earned Red Bull Media
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House a Sports Emmy in the category of 'Outstanding New Approaches [to] Sports Event
Coverage'.
Overall, the Stratos campaign is an extreme but excellent example of creative marketing,
bringing people together and appealing to their curiosity for scientific innovation and personal
development. Though this project was conducted on an enormous scale with a significant
budget and boundless resources, budding businesses can still apply this theory to their own
marketing campaigns, leveraging creative ideas relevant to their industries or brand identities,
to begin memorable conversations among consumers.
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Red Bull's marketing strategy effectively appeals to its target consumers and organically earns
their valuable engagement. The company raises brand awareness through various channels,
ensuring all content used accurately reflects Red Bull's brand identity – and thereby driving
positive association through the use of this exciting, active, sporting subject matter.
While the company is able to implement these processes and ideas on a grand and spectacular
scale, their successes in marketing still offer many teachable lessons for small business
owners, too. Indeed, many of the techniques that Red Bull implements are readily available to
any entrepreneur, even if their execution and reach are significantly different. Remember to
keep your marketing approach and activities authentic to your brand, experiment with various
methods, content forms and mediums, and – above all – focus on inspiring your consumers!
Questions:
1- Analyze the IMC strategy adopted by Red Bull? (7 marks)
2- Analyze the marketing strategy followed by Red Bull? (5 marks)
3- What else can you learn from Red Bull campaigns that may benefit you in your
future business? (8 marks)
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Answer:
Analyze the IMC strategy adopted by Red Bull? (7 marks)
Red Bull’s major elements of IMC are include branding, corporate image, advertising,
promotional tools, media selection and public relations.
The IMC strategy adopted by Red Bull is to target the emerging markets and the female
segment that has been not involved to be a main customer since the product’s
introduction into the market. Working on building loyalty in all the markets of operation.
Working in making a new product image. By enhancement of brain energy, reduced
prices, increased health benefits, natural ingredients, multi flavors and high quality.
Analyze the marketing strategy followed by Red Bull? (5 marks)
Give more attention on the 4 Ps of the marketing mix, this will be vital for effective
success.
For the product,
All the benefits reflected around promoting a high-energy philosophy for the lives of its
consumers i.e (the content and its valued effect) and directing changes in packaging and
offer more ingredients and flavors .
Regarding the price, the company use penetration and skimming strategies. With
penetration, the company can let the product starts with low prices then gradually
increase the price as the demand increases.
Place will involve massive distribution of the product all over the world.
Regarding the promotional aspect, a strong and positive slogan should be used that
reflect the whole good things provided by its product
All of that achieves brand recall, the brand recognition, preference, positive brand image
that increase the brand equity.
What else can you learn from Red Bull campaigns that may benefit you in your future
business? (8 marks)
1. Believe in your dream
2. Patience: Gradual expansion step by step but stable moving.
3. Stick to your values and commitments
4. Consistency and organizing planning
5. Continuous Innovation.
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PartII Critical discussion questions (15 marks)
Critically discuss the following two quoted questions and cite evidence (examples) from
the real world to support your opinion
1- The theory of consumption values identifies five consumption values influencing
consumer choice Behavior trying to answer the question of why we buy what we
buy?.” Discuss the five consumption values and link them to one of the products or
services you personally selected recently. (8 marks)
The theory identifies five consumption values influencing consumer choice behavior.
These are functional value, social value, emotional value, epistemic value, and
conditional value.
Functional Value. :The perceived utility acquired from an alternative’s capacity for
functional, utilitarian, or physical performance. i.e the the decision to purchase a
particular product might be based onits effective function e,g electric cars (More cost
effective and environmental keeping)
Social Value : The perceived utility acquired from an alternative’s association with one or
more specific social groups. An alternative acquires social value through association with
positively or negatively stereotyped demographic, socioeconomic, and cultural-ethnic
groups. Social value is measured on a profile of choice imagery.
For example highly visible products (e.g., clothing, jewelry) and goods or services to be
shared with others (e.g., gifts, products used in entertaining) are often driven by social
value.
Emotional Value. The emotional value of an alternative is defined as: The perceived
utility acquired from an alternative’s capacity to arouse feelings or affective states. An
alternative acquires emotional value when associated with specific feelings or when
precipitating or perpetuating those feelings. Emotional value is measured on a profile of
feelings associated with the alternative.
For example the fear associated with viewing a horror movie.
Epistemic Value. The epistemic value of an alternative is defined as: The perceived utility
acquired from an alternative’s capacity to arouse curiosity, provide novelty, and/or
satisfy a desire for knowledge. An alternative acquires epistemic value by questionnaire
items referring to curiosity, novelty, and knowledge.
Conditional Value. Finally, the conditional value of an alternative is defined as: The
perceived utility acquired by an alternative as the result of the specific situation or set of
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circumstances facing the choice maker. An alternative acquires conditional value in the
presence of antecedent physical or social contingencies that enhance its functional or
social value. Conditional value is measured on a profile of choice contingencies.
2- “Branding is the key element to generate fans for a country both at home and
abroad.” Critically discuss the importance of destination branding and elaborate
the identity image gap on Egypt. (7 marks)
The objective of destination branding is shaping the tourism demand oriented to a
destination; because of international market competition which has been increasing in
recent years destination branding is difficult to many marketers. Tourism marketing for
cities is an activity causing economic, politic and social changes in a city and it brings
developments into the operational environment of cities. While countries increase their
attractions by city marketing, they are use their resources and corporate investments
making elements that visitors and residents benefit from. This will help in making all
products and services produced by the targeted city become more desirable for the
target tourists. destination branding is a management process which aims to be more
flexible in meeting demands of current and potential tourists and satisfying them better
by comparison with other destinations.
Egypt is one of the world’s great countries in terms of tourism, boasting beautiful
landscapes, thriving culture, and bustling cities. Moreover, according to the Nation Brand
Index, Egypt has been one of the ten fastest growing nation brands this year.
Egypt is a leading country in the media industry, politics, and culture, Egypt has been also
a leader of the region in creating and developing a strong, print and broadcast media.
Historically, Egypt was the first country in the Arab world that started the print and
broadcasting media industry, transferring the Egyptian culture and language to be
understood in the region. As a result, Egypt was the first country in the region that
started and developed advertising and communications.
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Good Luck
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