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MECCA-COLA: A MESSAGE IN A BOTTLE
There is no denying that Mecca-Cola is a political product. Commercially, it’s capitalizing on the growing anti-American sentiment. The interesting part, which probably no one has ever done before, is the fact that the founder is making a political statement as well as embracing others with the same attitude through a consumer product. At some level it looks ironic that an anti-American movement takes form in the very byproduct of American culture; however, this is also saying that not all about America is bad. It’s not the culture that is being fought, but rather the politics. And Mecca-Cola fights by trying to provide conscience to its consumers, to provide meaning in consumerism (“buvez engagé”).
Mecca-Cola was born as a reaction to the anti-American sentiments, and it primarily appeals to consumers who support American brands boycott campaign. Entry consumers are primarily Muslims, with the product first being distributed in “small ethnic shops in Muslim areas”. While Mecca-Cola may continue to appeal to Muslim consumers, its policy to give profits for charity may appeal to other “engaged consumers”.
By positioning itself as the non-American alternative of a cola, Mecca-Cola directly challenged Coca-Cola and Pepsi as the “American products”. However, as in Mathlouthi idealism, Mecca-Cola will keep the focus on providing an alternative cola drinks, not directly challenge those big players as competitors. Now that Mecca-Cola has successfully initiated a new segment of “alternative cola”, its real competitors are the other alternative cola that position themselves as a product for Muslims while also offering corporate social responsibility like Mecca Cola. Among the major competitors are ZamZam Cola, Qibla-Cola, Muslim Up and Arab Cola.
The launch of Mecca-Cola was a success, perhaps because it is providing a fresh alternative to common consumerism, while using political and social charity leveraging advantages. Nevertheless, Mecca-Cola is vulnerable to competition (specific target base, low entry barrier for me-too products), and its positioning appeal may wear out if world politics change. Mecca-Cola could be a sustainable business if it emphasizes on universal values that appeal to a broader, sustainable consumer base, rather than just another Anti-America alternative product.
Mathlouthi and Mecca Cola
Taufik Mathlouthi is a Muslim, Tunisian-born French entrepreneur. His exceptional entrepreneurship mindset, along with his involvement in social issues and a sense of pride for his origins, forms the right chemistry that led to the birth of Mecca Cola.
Mathlouthi is by nature an involved and exploring individual.
Opinions coupled alongside historical accounts provide a lesson demonstrating the truths of Coke’s corporate greed. Elmore’s argument development progresses in a way that the reader becomes furthered dismayed as the history lesson goes on. Coca-Cola ravaged precious water resources in third world countries which eventually resulted in a scale of humanitarian crisis, yet today The Coca-Cola Foundation’s mission statement reads: “…[We have] Committed ourselves to improving the quality of life in the communities where we do business”. Television commercials depicting delight paired with the soft drink, Coca-Cola’s slogan of, “open happiness” along with massive international event sponsorships that universally are recognized currently label the company as having a positive impact in communities. Elmore’s arguments successfully connect the dots, illustrating to the reader on the dissolute framework which held together and lead to the rise in Coca-Cola’s present day
Whether you get you a venti, grande or a tall at Starbucks they hand you just a cup right? In the article “Starbucks Cups Much Abrew About Nothing” the author explains how the uproar has grown about the latest Christmas cup that has hit the stores nationwide. In the Hartford Courant, published on November 17th, the article is gearing towards people who drink Starbucks regularly or people who wait all year for the special holiday drinks and explain to them the trap made by the liberal media to make the “Christians look stupid.” The author delivers the article in a conversational and organized piece paired with vivid sarcasm to express their amazement with all the hype over a
Coca- Cola has always been popular with America and in the 1950s; it became the main soda to drink during the 1950s and also the golden age for the product. One glass of Coca- Cola was only five cents. The soda was a symbol of social status. If you wanted to be refreshed and satisfied, then you have to drink Coca- Cola. Celebrities, actors, athletes, workers, kids and even Santa Claus had to have Coca- Cola in their hand. With the boom of television in households, Coca-Cola became more popular because of the advertisements contain relaxing and being comfortable with the soda in their hand. It became so appealing that Time’s Magazine stated that, “It is simpler, sharper evidence than the Marshall Plan, or a voice ...
As I had began my journey across Africa, and the Islamic holy land of Mecca, I envisioned flourishing commerce and busy streets, and that is exactly what I had foresaw. The streets were bustling with markets and shops for the purpose of buying and selling. I can still remember the vibrant and strong smell of the spices hitting my nose as I pass by numerous stands. My restless pilgrimage to the Middle East was one worth remembering. The richness in the Islamic culture found throughout my
Coffee has played a major role in the lives of many people around the world. “Yet, poetic as its taste may be, coffee’s history is rife with controversy and politics…[becoming a] creator of revolutionary sedition in Arab countries and in Europe” (Pendergrast xvi). After reading Uncommon Grounds, it is apparent that the history of coffee is intertwined with the aspects of the globalization process, the role of Multi-National Corporations, and global economic issues.
We are now a consumer based society, where we rely entirely on buying alone, not the trio of production, jobs, and purchasing. The economy now revolves around Starbucks. This has cost us our jobs because the production and the job part have moved overseas, where cheap labors are easily acquired. Drinking Starbucks’ coffee is more than just about the quality and the functionality; it’s about an expression of longing, a source of entertainment, a strategy for mood management, and a form of symbolic communication about class and social standing. This gave rise to the “Starbucks Moment.” Starbucks Moment is when the company popped up everywhere from airports, malls, parking lots, street corners, and social medias, like Facebook to television shows and movies. Since buying Starbucks meant buying social status, many Americans thought that it will make their private and public lives better. This “desire” for better life allowed the corporation to slowly encroach upon our private lives. The company took over the civic institutions, due to the pullback of community, the state, and other binding agents, which allowed brands like Starbucks the chance to sell more of their “luxurious” products, garner allegiance and profits by reaching deeper into our lives. They talked and acted like NGO or a political party and by making claims that they are serving for the greater good, they made it harder for government agencies to reclaim their legitimacy as vital decision makers in domestic and foreign policies. However, in reality, they are working for the shareholders at Wall Street. Therefore, when we consume Starbucks, we are giving away parts of our environment, our culture, and even our politics, as they take over more state functions.
Some of our group improvement programs incorporate the "Parivartan" and "Pragati" retailer preparing program, Career Development focuses to prepare youth and make them employable, ladies strengthening program as stated in “COCA-COLA ZERO – ONE OF THE COCA-COLA COMPANY’S MOST SUCCESSFUL AND SIGNIFICANT INNOVATIONS –– NOW IN INDIA (2015)”.Because of its waste concentrates, Coca-Cola was condemned for dirtying the close-by crisp water and ground water and soil; as a result of this issue, ranchers are experiencing water shortage. Regardless of all these social and social issues, clients are utilizing Coca-Cola due to its solid image notoriety everywhere throughout the
PepsiCo discloses their stakeholder engagement as a contribution towards sustainability. As part of the company social responsibility and sustainability strategic planning, the company has put in place strict policies to guarantee a long-lasting relationship with all its stakeholders. According to the company website, ‘PepsiCo has established a strong relationship with NGOs and routinely engage them to leverage their areas of expertise or interest to help shape their CSR processes and tracking methods. These relationships have helped to better identify sustainability priorities that supports both the business model and the expectations of the stakeholders’ (PepsiCo 2013). PepsiCo invests mainly in activities linked to their chain of management, they totally applied Kramer and Porter’s ideas. Porter explains that businesses are socially responsible today because they realized that socially responsible activities build and develop credibility, integrity, and give competitive advantage.
Gladwell offers several hypotheses for caffeine’s success as the drug of choice for the modern world. Through the eyes of Coca-Cola the modern world gets hooked with the beginning of caffeine. Gladwell writes on how the adaptability of caffeine not just in adults, but also children causes the success of the drug caffeine to become successful in the modern world. Galdwell is able to grab the readers attention by representing the product that almost every child grew up drinking, Coca-Cola. The original Coca-Cola was the late-nineteenth century blend, the mixture of alcohol, the rich kola nit and coca, which is the raw ingredient of cocaine (Gladwell 232). After the removal of the wine, and the coca, it left the modern beverage known in the twenty-first generation: the carbonated, caffeinated sugar water with less of a kick then the popular warm refreshment.
Did you know that Starbucks was started by three former students at the University of San Francisco? For my paper, I decided to choose Starbucks. There are many reasons why I chose it, some of the reasons I chose it is because it is tangible- meaning that you can go out and get it. Also, it has a simplified, condensed Marketing Mix which I will partly talk about in my paper. Throughout this paper, it will cover the Marketing Mix, how Starbucks markets for its customers, the environmental issues, its position in the marketplace, how they implement different marketing techniques, and if their marketing works or does not work.
Coca-Cola HBC has a close relationship with its investors as an important stakeholder to discuss different strategies on water stewardship and anti corruption. Annual assessment of the company’s sustainability performance is provided by Foundation Guile. Coca-Cola HBC is chosen among top three in Europe by analyst regarding investor relations (Coca-Cola HBC Corporate Social Responsibility Report 2011).
Cola Wars Environmental Analysis 1. Introduction External environmental analysis of US carbonated soft drink (CSD) industry allows concluding that declining CSD sales call for changes in industry operations whereby market players can benefit from the fundamental shift in the industry development and maintain its leadership positions in beverage market. Analyses of macrolevel, industry, and competitive environments suggest that expansion, strong brand recognition, and changes in value chain will be key success factors in the future industry development. 2. What is the difference between a.. External environmental analysis a. Macrolevel environment (PESTEL analysis) i. Political New federal nutrition guidelines identified CSD as the largest source of obesity-causing sugars in the American diet.
Coca-Cola is a company with sustainable competitive advantage. The company is innovative and has an extensive business model with boasts of a sustainable distribution network. The company was incorporated in the late 1800s to commence the production of a sweet fizzy beverage that has become the world's most known brand. Presently, the company is still on an upward trajectory as it remains one of the world's most sought-after stocks. The company's competitive advantage has shown resilience and sustainability over the years.
Thanks to my fascination with PepsiCo and partly because this is an assignment, I went online and search for some of PepsiCo’s most successful and ongoing marketing campaigns and strategies. During my research I noticed several daring marketing strategies Pepsi employed throughout the years. For example, gaining the support of Michael Jackson in the 1980’s and latest gaining the endorsement of global pop star Beyoncé.
The case study "Cola Wars Continue: Coke and Pepsi in the Twenty-First Century" focuses on describing Coke and Pepsi within the CSD industry by providing detailed statements about the companies’ accounts and strategies to increase their market share. Furthermore, the case also focuses on the Coke vs. Pepsi goods which target similar groups of costumers, and how these companies have had and still have great reputation and continue to take risks due to their high capital. This analysis of the Cola Wars Continue case study will focus mainly on the profitability of the industry by carefully considering and analyzing the below questions: