SO#6 2025 Globalisering og bæredygtighed

International Kommunikation

Modul 9 + 10 + 11

Kernestof
Den udvidede kommunikationsmodel

Læs om den udvidede kommunikationsmodel kapitel 23.1. (se model nedenfor)

Læs også om standardiseret/differentieret marketingmix kapitel 24.

Ny teori vil kort blive gennemgået.

Den udvidede kommunikationsmodel, Systime Marketing

Opgave 1
Coca Cola julekampagne 2024

Med udgangspunkt i nedenstående kampagnemateriale og kilder skal du besvare følgende spørgsmål:

Redegør for de forskellige promotionformer en virksomhed kan anvende og relater til Coca Colas kampagner. Se kapitel 22
Analyser Coca Colas globale julekampagne ved brug af den udvidede kommunikationsmodel og vurder, hvad det er i kampagnen der gør, at andet filmen kan ses globalt på 91 af Coca Colas markeder. Husk også at komme ind på målgruppen.
Diskuter fordele og ulemper ved standardiseret promotion.
Hvis I skulle vurdere om reklamefilmen bør anvendes standardiseret i f.eks. Indien også – hvilke oplysninger skal I indsamle om det indiske marked for at kunne besvare spørgsmålet?

Opgaven skal besvares i en powerpoint. En eller to grupper præsenterer.

Coca Cola kampagne materialer 2024

Vidste du, at juletrucken besøger 25 byer i Danmark i år? Kom forbi og støt Julehjælpen med et smil og en donationVidste du, at halvdelen af danskerne vil åbne deres hjem for andre til jul? 🎅❤️

Link til coca colas hjemmeside

www.coca-cola.com/dk/da

Coca-Cola | It's Magic When the World Comes Together | Paris 2024 | Global

The Coca-Cola Company - New Guy :90

Opgave 2 - Coca Cola kampagne i Indien

Læs nedenstående artikel omkring en emballage med bluetooth samt se den tilhørende reklamefilm. Besøg derudover det indiske Coca Cola website.

Besvar herefter spørgsmålene:

Analyser den indiske reklamefilm "the invitation" med udgangspunkt i den udvidede kommunikationsmodel
Diskuter fordele og ulemper ved at Coca Cola også laver lokale produkter og kampagner (dvs. differentieret parametermix)
Vurder ud fra en kulturmæssig vinkel om Coca Cola kunne bruge markedsføringen i Danmark

Vi gennemgår opgaven i fællesskab

Opgave 3

Analyser én af nedenstående amerikanske reklamer. Tag udgangspunkt i kommunikationsmodellen. Inddrag så meget fagligt som muligt i analysen, herunder også bæredygtighed, hvis muligt.

Vi følger op fælles i klassen

Undeniably Dairy: You’ll be surprised how far US dairy farmers go to protect the environment in HOBBY’s latest spot • Ads of the World™ | Part of The Clio NetworkIn this spot for Undeniably Dairy, HOBBY director Oskar Bård shows how, when it comes to US dairy, a farmer is more than just a farmer. They’re also embracing eco-conscious practices that are helping save the planet. The creative from Mischief focuses on how most US dairy farms recycle their water four times, reusing it for everything from chilling milk to irrigating the land. The film puts this into perspective, imagining how far an individual would have to go to recycle their own water that many times. It follows one woman’s painstakingly elaborate system to preserve water around her home - finding ingenious ways to channel water from her shower to wash her car, and then water her garden and house plants. "This being my fifth cow film, I've truly found my calling,” said Bård. “I love working on farms and directing cows; it feels like a meeting of the minds. Or rather, a meeting of the moos. It's as if the cows and I are operating on the same intellectual level, and I couldn't be happier about it! And it was such a pleasure to spend time with the farmers. They work incredibly hard but always with a smile on their face. They welcomed me to the herd and made me feel very much at home on the farm.” Shooting the farm scenes on a real dairy farm three hours outside of LA, the crew got to see the farmers’ eco-friendly efforts first-hand. The mercury rose to a sweltering 107 degrees Fahrenheit, making the team more than a little envious of the sprinkler system cooling the cattle - with recycled water, of course. “It was great to see the cows enjoyed even better working conditions than us!” joked HOBBY Producer John Gerard. DOP Nick Bupp used his talent for capturing natural light to give the film a richly organic feel, both around the hero’s home and on the farm. Camera Operator Connor O’Brien drew on his background as a pro skater to keep the shots flowing as smoothly as the water - effortlessly riding a hoverboard while wielding his Ronin. The hero’s home recycling system was created by Production Designer Elmi Badenhorst. She worked with a machine shop to custom build a system that worked for real, while giving it an endearingly homemade look. "The shoot was an absolute joy,” said Bård. “The agency team was brilliant—smart and as friendly as they come. And the farmers? They were the real stars, warmer than a summer day in the pasture.”

Mill: The Wonderful Feeling of Wasting Nothing • Ads of the World™ | Part of The Clio NetworkMill, the award-winning food recycler, has launched a new brand campaign, “The Wonderful Feeling of Wasting Nothing,” showing how reducing food waste can be cathartic, life-changing, and maybe even help you find true love. The latest videos launch on digital and social platforms, following a successful “Make Food, Not Waste” campaign in New York City. The four spots were produced by creative production agency Avocados and Coconuts, which amplified the characters' passion for the problem of food waste to an almost absurd level.

Bonterra Organic Vineyards: Tastes Like Saving the Planet • Ads of the World™ | Part of The Clio NetworkThe “Tastes Like Saving the Planet” campaign is a departure from traditional wine promotion, appealing to consumers who are looking to change the world with their purchase power while gently poking fun at clichés associated with wine tasting.

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