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Main university of economics Since 1920 3 different campuses

Main university of economics Since 1920 3 different campuses. New building in 2007 Incorporates the library. 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

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Main university of economics Since 1920 3 different campuses

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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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