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Coca-Cola in Hungary: A Marketing Evolution Narrative

Delve into the rich history and modern strategies of Coca-Cola in Hungary, from its socialist origins to becoming the second largest food producer in the country. Explore innovative marketing campaigns like the iconic Coke Club in Siófok and the online video campaigns of the late 2000s. Uncover the journey of Coke in Hungary, its growth in revenue, and the shift in customer perception. Discover the impact of event marketing, the unique product life cycle, and the challenges faced by this iconic brand.

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Coca-Cola in Hungary: A Marketing Evolution Narrative

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  1. Main university of economics • Since 1920 • 3 different campuses

  2. New building in 2007 • Incorporates the library

  3. History of Coca-Cola in Hungary • Produced from 1968, as first US product • Heavy regulations • The import of the Coca-Cola extract was oversaw by socialist authorities until 1991 • Now the company strongly defines the soft drinks segment

  4. Current position of Coca-Cola in Hungary • second largest producer in food segment • strongest contender for soft drinks • 520 million liters per year • wide product range aimed at different target audiences 5% growth in revenue While food industry suffered a loss of 5% 21 %

  5. The background of event marketing • Coca-cola and Pepsi both prefered road shows in the 90’s • The perception of customers changed regarding road shows • Coca-Cola started Beach House • Pepsi decided to support music festivals • Sziget Festival

  6. created as a new brand in 2007 • with the rebranding of Coca-Cola • western style of summer club life • at Lake Balaton (Siófok) • additional features: • beach covered with sand, island, restaurant, swimming pool, terrace • home of various parties • inculding the exclusive MTV Icon party Coke Club – a basic overview Siófok, Coke Club

  7. Original idea was a web 2.0 campaign • Video content • viral-like videos • through own homepage • main newsportal • and its video sharing service • Live broadcasting of concerts • 9000 viewers on the most succesful day • No real campaign afterwards The online campaign of Coke Club

  8. 2007-2008 • „Feri tíví” • Online video campaigns on the rise • CPP[cost per rating point] = 100 EUR • same level as the cost for television! • Channels • through own homepage • main newsportal • and its video sharing service (not youtube!) • Music downloads • only on the coke.hu site

  9. 2009 • AJAX based interface • Membership function • Videos and photos unavailable • Limited information • Three webpages at the same time

  10. Social networks • Myspace • branding of IWIW • no facebook 

  11. Product life cycle Webpage as a product

  12. Hapiness is missing • No aftercampaign • viral-like videos • Three webpages at the same time • Structure Faults

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