Case Study
Coke and Pepsi
Different countries accept ads in different ways. Culture of countries plays an important role in legal consideration of advertisements. What is accepted by one
countries culture may not be accepted by some other countries culture.
In some places it is illegal to use any comparative terminology; a competitor can sue you if you do so. Whereas it is clearly authorized to use comparative
techniques in some places. Pepsi for its campaign “Joy of Pepsi” came up with an ad which showed a kid stepping on coke can in order to reach up to get Pepsi
from the vending machine. This ad was a direct case of effective comparative advertising.
It was only allowed to be screened in Netherlands and was banned in all the other countries.
On the other hand India too has come up with comparative strategies wherein the competitors brand is left disclosed. The Indian advertising culture does not allow
direct comparing of brands of the same product category. So in India the ad message is very subtly brought out.
Case study 2
Mc Donald’s
McDonalds worldwide is well known for the high degree of respect for the local customers and cultures. McDonalds has its menu different from place to place to
suit the people’s taste. In America they have pork and beef burgers as their main menu.
While McDonalds has developed a menu especially for India with vegetarian selections to suit Indian tastes and preferences. Keeping in line with this McDonalds
does not offer any beef or pork items in India.
In the last 2 years, it has introduced some vegetarian and some non vegetarian products with local flavors that have appealed to the Indian palate. McDonalds
has also re- engineered its operation to address the special requirements of a vegetarian menu.
Vegetable products are 100% vegetarian and are separately prepared using different equipments and utensils. Pure veg oil, cheese and sauces are completely
veg and egg less.
Separate vegetarian and non vegetarian food products are maintained throughout the various stages of procurement, cooking and serving.
Coke and Pepsi
Different countries accept ads in different ways. Culture of countries plays an important role in legal consideration of advertisements. What is accepted by one
countries culture may not be accepted by some other countries culture.
In some places it is illegal to use any comparative terminology; a competitor can sue you if you do so. Whereas it is clearly authorized to use comparative
techniques in some places. Pepsi for its campaign “Joy of Pepsi” came up with an ad which showed a kid stepping on coke can in order to reach up to get Pepsi
from the vending machine. This ad was a direct case of effective comparative advertising.
It was only allowed to be screened in Netherlands and was banned in all the other countries.
On the other hand India too has come up with comparative strategies wherein the competitors brand is left disclosed. The Indian advertising culture does not allow
direct comparing of brands of the same product category. So in India the ad message is very subtly brought out.
Case study 2
Mc Donald’s
McDonalds worldwide is well known for the high degree of respect for the local customers and cultures. McDonalds has its menu different from place to place to
suit the people’s taste. In America they have pork and beef burgers as their main menu.
While McDonalds has developed a menu especially for India with vegetarian selections to suit Indian tastes and preferences. Keeping in line with this McDonalds
does not offer any beef or pork items in India.
In the last 2 years, it has introduced some vegetarian and some non vegetarian products with local flavors that have appealed to the Indian palate. McDonalds
has also re- engineered its operation to address the special requirements of a vegetarian menu.
Vegetable products are 100% vegetarian and are separately prepared using different equipments and utensils. Pure veg oil, cheese and sauces are completely
veg and egg less.
Separate vegetarian and non vegetarian food products are maintained throughout the various stages of procurement, cooking and serving.