Coca-Cola, which was named Beverage Industry's 1999 Company of the Year, has embraced a decentralized operating philosophy, recognizing that each market in which they operate has "different demands which must be met in unique ways"1. Coca-Cola Enterprises (The European bottler for Coke) CEO Henry Schimberg has stated that although they have well-defined general policies, much of the responsibility to succeed and make decisions has to come from each local market, not headquarters in Atlanta.2

While it may seem that firms have to choose between the extremes of a global vs. customized approach, in practice the method used is often a combination of both, "blending uniformity with individual area differences".3 Coca-Cola, for instance, has previously had a successful international soccer-star campaign which featured the same common theme, but with a different celebrity athlete for each targeted country. Such pan-European advertising is becoming increasingly popular and common. 4 This strategy has built a strong global brand awareness not only in Europe but throughout the world. Based on this strong brand awareness, Coca-Co

27.) World Wide Web: http://www.washingtonpost.com;80/wp-srv/Wplate/1999-06/21/0691-062199-idx.html

Coca-Cola launched "Dress-up with Coca-Cola Light" promotion in Spain in co-operation with clothing retailer Cortefiel. A consumer who buys the soft drink at a bar can have a special card marked by the waiter, building up points giving discounts of up to 20% at outlets of Cortefiel's Springfield and Women's Secret chains. The promotion was created by Think for Sale and is supported by an outdoor ad campaign and leaflets. 8

16.) Source: Evening Standard (London), May 14, 1999.

9.) Source: Advertising Age International Supplement:i2, March 11, 1996. ISSN: 0001-8899

15.) Advertising Age - November 17th, 1997. Crain Communications, Inc.

22.) Mattelart, Armand; Advertising International; Comedia; New York; 1991; pg. 56.

Coca-Cola's market strategy is supported by their organizational structure. A corporate group dedicated to overseeing all advertising/promotion in Europe directs the local marketing and promotional campaigns. This group selects advertising and public relations firms as well as ensures that the proper strategy is being implemented in each specific country.

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