{"id":26458,"date":"2024-04-11T21:39:32","date_gmt":"2024-04-11T19:39:32","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=213413"},"modified":"2024-11-11T07:54:17","modified_gmt":"2024-11-11T06:54:17","slug":"coca-cola-media-talk-einblicke-in-geschaeftsmodell-nachhaltigkeit-und-marketing","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2024-04-11\/coca-cola-media-talk-einblicke-in-geschaeftsmodell-nachhaltigkeit-und-marketing\/","title":{"rendered":"Coca-Cola Media Talk: approfondimenti su modello di business, sostenibilit\u00e0 e marketing"},"content":{"rendered":"<p><\/p>\r\n<p>Vincent Rameau, Country Manager Coca-Cola Svizzera, ha illustrato il modello aziendale a tre livelli di Coca-Cola, basato su una strategia globale e sulla creazione di valore locale. La Coca-Cola Company di Atlanta, in quanto proprietaria dei diritti del marchio, produce il concentrato di bevanda e sviluppa il marketing per i consumatori. Le licenze vengono concesse in tutto il mondo a societ\u00e0 di imbottigliamento come la Coca-Cola Hellenic Bottling Company, che gestisce i propri impianti di imbottigliamento come licenziatario anche in Svizzera e in altri 28 Paesi.<\/p>\r\n<figure id=\"attachment_213415\" class=\"wp-caption alignnone\" style=\"width: 2606px\" aria-describedby=\"caption-attachment-213415\"><img class=\"alignnone wp-image-213415 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/04\/Bildschirmfoto-2024-04-10-um-21.19.32.png\" alt=\"Coca-Cola Svizzera\" width=\"2606\" height=\"1522\" \/>\r\n<figcaption id=\"caption-attachment-213415\" class=\"wp-caption-text\">Vincent Rameau, Country Manager di Coca-Cola Svizzera, parla del modello commerciale globale di Coca-Cola. (Foto: Beat H\u00fcrlimann)<\/figcaption>\r\n<\/figure>\r\n<h3>Ancoraggio locale di Coca-Cola<\/h3>\r\n<p>Un aspetto importante dell'incontro con i media \u00e8 stata l'enfasi sul valore aggiunto svizzero dei prodotti Coca-Cola. Presente in Svizzera dal 1936, l'80% dei prodotti \u00e8 fabbricato qui e il 95% degli ingredienti proviene da fornitori svizzeri. Questa presenza locale non solo crea posti di lavoro, ma rafforza anche il rapporto dell'azienda con l'economia e la societ\u00e0 svizzera.<\/p>\r\n<figure id=\"attachment_213417\" class=\"wp-caption alignnone\" style=\"width: 2012px\" aria-describedby=\"caption-attachment-213417\"><img class=\"size-full wp-image-213417\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/04\/Bildschirmfoto-2024-04-10-um-21.24.44.png\" alt=\"\" width=\"2012\" height=\"1518\" \/>\r\n<figcaption id=\"caption-attachment-213417\" class=\"wp-caption-text\">Rameau sulla posizione della Coca-Cola in Svizzera.<\/figcaption>\r\n<\/figure>\r\n<h3>L'impegno di Coca-Cola per la sostenibilit\u00e0<\/h3>\r\n<p>Un altro argomento chiave \u00e8 stato l'impegno di Coca-Cola per la sostenibilit\u00e0. Vincent Rameau e Patrick Wittweiler hanno presentato gli sforzi dell'azienda per integrare pratiche pi\u00f9 sostenibili in diverse aree. Tra questi, l'utilizzo del 100 per cento di rPET nel portafoglio di bibite gassate, l'introduzione di Pfizer Labelfree come prima acqua minerale senza etichetta in Svizzera e lo sviluppo di nuovi prodotti con un contenuto di zucchero inferiore.<\/p>\r\n<p><img class=\"size-full wp-image-213418\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/04\/Bildschirmfoto-2024-04-10-um-21.27.44.png\" alt=\"\" width=\"2128\" height=\"1558\" \/><\/p>\r\n<figure id=\"attachment_213419\" class=\"wp-caption alignnone\" style=\"width: 1916px\" aria-describedby=\"caption-attachment-213419\"><img class=\"size-full wp-image-213419\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/04\/Bildschirmfoto-2024-04-10-um-21.31.06.png\" alt=\"\" width=\"1916\" height=\"1510\" \/>\r\n<figcaption id=\"caption-attachment-213419\" class=\"wp-caption-text\">Patrick Wittweiler, Country Sustainability Manager di Coca-Cola Svizzera.<\/figcaption>\r\n<\/figure>\r\n<p>Il Dr. Joachim Stuessi, Direttore Scientifico e Regolatorio, ha fatto luce su aspetti affascinanti dell'acqua, dalla storia dell'acqua minerale in Svizzera alle tendenze attuali. Il consumo pro capite di acqua minerale \u00e8 passato da 65 litri nel 1989 a ben 103 litri nel 2021.<\/p>\r\n<h3>Sfide nel settore del marketing<\/h3>\r\n<p>Per quanto riguarda le strategie di marketing, Natasja Sommer-Feldbrugge, Direttore Affari Pubblici Svizzera Coca-Cola Svizzera, ha presentato le sfide che Coca-Cola deve affrontare, in particolare in relazione al contenuto di zucchero nelle sue bevande. Il <a href=\"https:\/\/www.werbewoche.ch\/de\/marketing\/marken\/2021-07-12\/coca-cola-zero-zucker-neue-rezeptur-und-neues-design\/\" rel=\"noopener\">Campagna \"La migliore Coca Cola di sempre?<\/a> \u00e8 stata introdotta in risposta alla sfida di cambiare la percezione che le bevande senza zucchero non siano altrettanto gustose delle bevande originali con zucchero. Anche l'innovazione ha svolto un ruolo importante, con l'annuncio di sette nuove varianti di prodotto a basso contenuto di zucchero, soprattutto nei segmenti a basso e zero zucchero.<\/p>\r\n<figure id=\"attachment_213421\" class=\"wp-caption alignnone\" style=\"width: 1300px\" aria-describedby=\"caption-attachment-213421\"><img class=\"size-full wp-image-213421\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/04\/Bildschirmfoto-2024-04-10-um-21.36.40.png\" alt=\"\" width=\"1300\" height=\"952\" \/>\r\n<figcaption id=\"caption-attachment-213421\" class=\"wp-caption-text\">Natasja Sommer-Feldbrugge, Direttore Affari Pubblici Svizzera Coca-Cola Svizzera.<\/figcaption>\r\n<\/figure>\r\n<figure id=\"attachment_213426\" class=\"wp-caption alignnone\" style=\"width: 1347px\" aria-describedby=\"caption-attachment-213426\"><img class=\"size-full wp-image-213426\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/04\/Bildschirmfoto-2024-04-10-um-22.21.29.png\" alt=\"\" width=\"1347\" height=\"810\" \/>\r\n<figcaption id=\"caption-attachment-213426\" class=\"wp-caption-text\">Tendenza chiara: Coca-Cola Media Talk - Sviluppo di bevande leggere e normali in Svizzera.<\/figcaption>\r\n<\/figure>\r\n<figure id=\"attachment_213420\" class=\"wp-caption alignnone\" style=\"width: 2464px\" aria-describedby=\"caption-attachment-213420\"><img class=\"size-full wp-image-213420\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/04\/Bildschirmfoto-2024-04-10-um-21.33.04.png\" alt=\"\" width=\"2464\" height=\"1470\" \/>\r\n<figcaption id=\"caption-attachment-213420\" class=\"wp-caption-text\">Sviluppo del portafoglio Coca-Cola - a basso e zero zucchero.<\/figcaption>\r\n<\/figure>\r\n<p>Un'altra sfida importante per il marketing e la pubblicit\u00e0 \u00e8 rappresentata dalle prevedibili restrizioni pubblicitarie, in particolare la prevista revisione dell'Ordinanza sui prodotti alimentari (articolo 14). Ci\u00f2 consentirebbe al Consiglio federale svizzero di limitare la pubblicit\u00e0 di alimenti destinati ai bambini di et\u00e0 inferiore ai 13 anni se questi non soddisfano criteri specifici, in particolare per quanto riguarda il contenuto di grassi, sale o zucchero. In particolare, questo articolo di legge limiterebbe la pubblicit\u00e0 di bevande contenenti edulcoranti, indipendentemente dal fatto che contengano zucchero tradizionale o sostituti dello zucchero.<\/p>\r\n<p>In sintesi, il Coca-Cola Media Talk ha fornito una visione completa dell'azienda e delle sue attivit\u00e0, dal modello commerciale globale all'impatto locale in Svizzera. L'evento ha sottolineato l'importanza della sostenibilit\u00e0 e dell'innovazione nell'industria delle bevande, nonch\u00e9 le sfide e le opportunit\u00e0 del marketing. L'intervista video esclusiva a Marco Manzo, Senior Manager, Marketing Frontline Activation Austria &amp; Svizzera di Coca-Cola Svizzera, approfondisce gli aspetti di marketing e pubblicit\u00e0 affrontati nel corso dell'incontro. <em>(vedi sopra)<\/em>.<\/p>","protected":false},"excerpt":{"rendered":"<p>In occasione del Media Talk, Coca-Cola ha fornito un'ampia gamma di approfondimenti: dal modello di business globale alla creazione di valore in Svizzera, dagli sforzi di sostenibilit\u00e0 alle strategie di marketing innovative, \u00e8 stato coperto un ampio spettro. In una video-intervista con Werbewoche.ch, Marco Manzo, Senior Marketing Manager di Coca-Cola Svizzera, approfondisce gli aspetti di marketing e pubblicit\u00e0.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Coca-Cola Schweiz","_yoast_wpseo_metadesc":"Coca-Cola Schweiz betont lokale Wertsch\u00f6pfung, Nachhaltigkeit und Marketing-Herausforderungen im Media Talk 2024.","articlekey":"","footnotes":""},"categories":[29],"tags":[2883,339,4185,1787],"class_list":["post-26458","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-coca-cola","tag-marketing","tag-marketingstrategie","tag-nachhaltigkeit"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Coca-Cola Media Talk: Einblicke in Gesch\u00e4ftsmodell, Nachhaltigkeit und Marketing - 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