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7:43 - LTE | 140.jpeg PART THE WORLD MARKETPLACE but wanita Al No which was The They the best on the Middle Witte Sum dry. Ahmad Chen wa Al Mare They mend that the film will she is one with the prin by Decano diced by Diamantino Ferreira The vende toe Pupilem in the Lan. Talu While the ove was to local malike Dhah and Beyonce topther. The w Polsce movie. The Sea of Stars, would these meditsiing mas the first pri des experience in there. He was bocul that it would be one experience and it would also reces the oppositioned to wypu The Marketing Manager for PepsiCo in the region, San Awat believed that the movie was a unique event and her de ew type of emertainment and that it was part of Pep's come to bring its customers incomparable fun and excitement Alieved that this new marketing strat named the dual purpose of promoting the Pepsi brand while meeting customers' needs and rewarding customers for their loyalty to the Pepsi bind prodats. Awad stressed that this was also part of a broader initiative by Pepsi, focusing on football and music and the movie venture was in parallel with our policy to always being continuous innovation The Real Marketing Director for Pepu International, ima Chamat, explained why Pepsi had chosen toivent the film base. The company was com investigate pertanities and techniques to bring their messages to the con is with these awe This was why they ve me parts who were popular in the Millet Al Newslety of who father to run the family. The style of a and people berat, as the trade The family busins badly affected and the per o try and revive the forces of his city. The stars character who help the tear to raise his dreams Pics International been prominent les path increase visibility and market share in the Middle In late 2007, the company launched Gade and sponsored the Blom licut Marathon Tatal El Khalil Pepco Vice President for the region explained their moi whind sponsoring the marathon PepsiCo's Gatorade produce inted to cement their market leadership in a more clearly defined sector, related to sports, hydration, and well be Gatorade, with its special formula, was a natural fit with Benut narathon is a product that is designed specifically for wees to their performance levels. The compan support of the Bein marathon ensured the success of event and provided witlascistance to the competito Gatorade works by replacing this and electrolytes in the bloodstream. It also delivers carbohydrates to the muscl Equally as important it also help to substitute sodit that lost in exercise through weat. Mark Dickinson, the Managing Director of the Beim Matthon Asoc. was delighted with the support Gatade hodie the event and the marathon run Dickinson www the murto being a chical commity event which aims to encourage sports participation. His hope was the partnership with Gatorade would entre the long term vival and climate the event In December 2007 Pupuo International also signed Agreement with the World Links Arab Region (WLAR) mental organization that operates in Arab cou tries with the goal of improving literacy, use of the Internet and other digital equipment. It operates particularly Jordan, Syria, Lebanon, Palestine and the Yemen Pepsi donated 51.5 million, helping WLAR to train 8.000 teachers in 1.200 schools, allowing the program to be rolled out to million Arab dents. Across the world, World Links ha trained more than 22.00 teachers in 35 countries, teachic around 3 million students Chammas believed that in producing Bae Al Nujoom, epilad badened and extended their existing marketing regies to tie the company new creative edge. It was just the beginning of process of linking celebrities with the tastes, Characteristics and lifestyles of their target con- umen, something he believed that Pepsi had done success tully for some year. Chummas believed that they had to be careful in choosing the right kind of celebrityaspirational celebritia either those that were just beginning in the bu mess or at the height of their careers. This would bring credi Mility to projects in which they were featured Some were well know faces, while others were new to the Arab music scene It would be assist the artists and help build their fanbase. The movie, having been shot and edited, was released in July 2008 It was released in the United Arab Emirates in cooperation with the Dubai Refreshment Company. The PepsiCo International Regional President, Saad Abdatatit felt that the launch illustrated the link that Pepsi has always had with its customers unique li hased on trust and an ending relationship. He saw the launch of Rah Al Najoom as a natural progrestion, an exciting project, marrying the movie, the music and the Pepsi brand in a way in which it related directly to their consumers. He was keen to pre- serve Pepsi's upbeat and creative image and maintain direct Case Questions 1. PepsiCo International launched Pepsi's Sea of Surs in the Midille Bastion to help build brand awareness Pepsis brand awareness is very high in the Middle East Should Pepsise a similar kind of campaign in the Lets and is there any value in having identical tvertising in both markets? 2. How important is it for Pepu Co to adapt the way it man kets products in the Middle East? Should PepsiCo be more Middle Eastern or more American? Building Global Skills ence of the Du w Produto Se poate that in high boco wply immer bemecul wedding their producto Closing Case Assignment Fizz and Film Ane Dorad when he new level by an inched by PC The couch was the cial et produced directly the Middle East yaiaartanchat in 1954, they were the first of a kind pop star la promote its brand when they found Michael chodowe chake his CD. The de football which could 2001, sady with mados now include Christina Aguilera 7:43 - LTE | 141.jpeg CHAPTER 4. THE ROLE OF CULTURE 141 3. In May 200%, to promote Pepsi Max mio distributed over 400.000 free coon of the drink in the Middle What was the purpose of this promotion? 4. Why might it be essential for Gatorade the directly acciated with professional athletes such as there that look part in the Beint Martoo? What advantage mig it give the product in the broader marketplace (www.wp.com www. www MA w Washion www.Ama www.bmw www 7:43 - LTE | 140.jpeg PART THE WORLD MARKETPLACE but wanita Al No which was The They the best on the Middle Witte Sum dry. Ahmad Chen wa Al Mare They mend that the film will she is one with the prin by Decano diced by Diamantino Ferreira The vende toe Pupilem in the Lan. Talu While the ove was to local malike Dhah and Beyonce topther. The w Polsce movie. The Sea of Stars, would these meditsiing mas the first pri des experience in there. He was bocul that it would be one experience and it would also reces the oppositioned to wypu The Marketing Manager for PepsiCo in the region, San Awat believed that the movie was a unique event and her de ew type of emertainment and that it was part of Pep's come to bring its customers incomparable fun and excitement Alieved that this new marketing strat named the dual purpose of promoting the Pepsi brand while meeting customers' needs and rewarding customers for their loyalty to the Pepsi bind prodats. Awad stressed that this was also part of a broader initiative by Pepsi, focusing on football and music and the movie venture was in parallel with our policy to always being continuous innovation The Real Marketing Director for Pepu International, ima Chamat, explained why Pepsi had chosen toivent the film base. The company was com investigate pertanities and techniques to bring their messages to the con is with these awe This was why they ve me parts who were popular in the Millet Al Newslety of who father to run the family. The style of a and people berat, as the trade The family busins badly affected and the per o try and revive the forces of his city. The stars character who help the tear to raise his dreams Pics International been prominent les path increase visibility and market share in the Middle In late 2007, the company launched Gade and sponsored the Blom licut Marathon Tatal El Khalil Pepco Vice President for the region explained their moi whind sponsoring the marathon PepsiCo's Gatorade produce inted to cement their market leadership in a more clearly defined sector, related to sports, hydration, and well be Gatorade, with its special formula, was a natural fit with Benut narathon is a product that is designed specifically for wees to their performance levels. The compan support of the Bein marathon ensured the success of event and provided witlascistance to the competito Gatorade works by replacing this and electrolytes in the bloodstream. It also delivers carbohydrates to the muscl Equally as important it also help to substitute sodit that lost in exercise through weat. Mark Dickinson, the Managing Director of the Beim Matthon Asoc. was delighted with the support Gatade hodie the event and the marathon run Dickinson www the murto being a chical commity event which aims to encourage sports participation. His hope was the partnership with Gatorade would entre the long term vival and climate the event In December 2007 Pupuo International also signed Agreement with the World Links Arab Region (WLAR) mental organization that operates in Arab cou tries with the goal of improving literacy, use of the Internet and other digital equipment. It operates particularly Jordan, Syria, Lebanon, Palestine and the Yemen Pepsi donated 51.5 million, helping WLAR to train 8.000 teachers in 1.200 schools, allowing the program to be rolled out to million Arab dents. Across the world, World Links ha trained more than 22.00 teachers in 35 countries, teachic around 3 million students Chammas believed that in producing Bae Al Nujoom, epilad badened and extended their existing marketing regies to tie the company new creative edge. It was just the beginning of process of linking celebrities with the tastes, Characteristics and lifestyles of their target con- umen, something he believed that Pepsi had done success tully for some year. Chummas believed that they had to be careful in choosing the right kind of celebrityaspirational celebritia either those that were just beginning in the bu mess or at the height of their careers. This would bring credi Mility to projects in which they were featured Some were well know faces, while others were new to the Arab music scene It would be assist the artists and help build their fanbase. The movie, having been shot and edited, was released in July 2008 It was released in the United Arab Emirates in cooperation with the Dubai Refreshment Company. The PepsiCo International Regional President, Saad Abdatatit felt that the launch illustrated the link that Pepsi has always had with its customers unique li hased on trust and an ending relationship. He saw the launch of Rah Al Najoom as a natural progrestion, an exciting project, marrying the movie, the music and the Pepsi brand in a way in which it related directly to their consumers. He was keen to pre- serve Pepsi's upbeat and creative image and maintain direct Case Questions 1. PepsiCo International launched Pepsi's Sea of Surs in the Midille Bastion to help build brand awareness Pepsis brand awareness is very high in the Middle East Should Pepsise a similar kind of campaign in the Lets and is there any value in having identical tvertising in both markets? 2. How important is it for Pepu Co to adapt the way it man kets products in the Middle East? Should PepsiCo be more Middle Eastern or more American? Building Global Skills ence of the Du w Produto Se poate that in high boco wply immer bemecul wedding their producto Closing Case Assignment Fizz and Film Ane Dorad when he new level by an inched by PC The couch was the cial et produced directly the Middle East yaiaartanchat in 1954, they were the first of a kind pop star la promote its brand when they found Michael chodowe chake his CD. The de football which could 2001, sady with mados now include Christina Aguilera 7:43 - LTE | 141.jpeg CHAPTER 4. THE ROLE OF CULTURE 141 3. In May 200%, to promote Pepsi Max mio distributed over 400.000 free coon of the drink in the Middle What was the purpose of this promotion? 4. Why might it be essential for Gatorade the directly acciated with professional athletes such as there that look part in the Beint Martoo? What advantage mig it give the product in the broader marketplace (www.wp.com www. www MA w Washion www.Ama www.bmw www