Theses (GTK)

Állandó link (URI) ehhez a gyűjteményhez

https://hdl.handle.net/2437/200281

Böngészés

Theses (GTK) Tárgyszó szerinti böngészés "advertising"

Megjelenítve 1 - 2 (Összesen 2)
  • Nincs kép
    TételKorlátozottan hozzáférhető
    Marketing of coca-cola: a case study
    Gardezi, Syed Ali Husain; Csapóné Riskó, Tünde; DE--Gazdaságtudományi Kar
    The thesis talks about different marketing techniques like segementation, positioning and targeting and uses Coca-Cola as an example. Taking a look at the brands marketing along with its advertising campaigns over the years. The thesis concludes that Coca-Cola uses a 'global-localization' approach in which it blends itself into the culture of the local market by incorporating local celebrities and traditions in its advertising to resonate with the target audience, all while maintaining its global brand image. However, this strategy requires extensive research to be done in the market that the company is operating in, because not doing so opens a threat of misrepresenting the culture and potentially offending the consumers. Coca-Cola has also faced backlash based on health concerns and sustainable business practices to which the company has responded by introducing healthier alternative options such as plant-based beverages. To tackle the sustainability concerns the company has pledged to make packaging completely recycleable by 2025.
  • Nincs kép
    TételKorlátozottan hozzáférhető
    Marketing strategies in the alcoholic beverage sector in Turkey
    Sevgen, Cem; Tóth, Eszter; DE--Gazdaságtudományi Kar
    In Turkey, there is a full advertisement ban in the alcoholic beverage sector since 2013. Turkish government fully restricts the players in the sectors to advertise, sponsor, have a social media account and even a website. Last advertisement the brands had with their name and logo which sells alcohol were “goodbye” messages on the newspapers just before this new law has been set into act by the Turkish government. We tried to see its effects and which marketing techniques and strategies are being chosen and used by the firms to stand-out. Brands in the sector mainly focusing on slogan advertisement. Advertising and marketing are still important, maybe more than ever, and the most commonly used methods are the word to mouth method, supported by and beyond reproach customer service and viral marketing.