Caso Colombiana: la bebida tras una cultura

Manuel is a marketing executive and who has under his belt the responsibility for one of the most representative brands of the Colombian culture. When he begins to review the historical data and processes of the advertisements strategies, he becomes aware that the developments of this type of publishing campaigns have many variables that must be taken in consideration for an effective development and clear message delivery. The Colombian soft drink industry has a vast 90 year old history, that has witnessed many arguments and has undergone many different marketing strategies that have historically mirrored the audience for it which it was intended to. Now that Manuel has become aware of the brand’s marketing characteristics, he must make important decisions to boost the consumption of cola in times when the advertisement demand increases.