T.C.

HALİÇ UNIVERSITY
INSTITUTE FOR GRADUATE STUDIES
DEPARTMENT OF BUSINESS ADMINISTRATION
BUSINESS ADMINISTRATION NON-THESIS MASTER’S
PROGRAMME

THE IMPACT OF THE COMMUNICATION PLAN PUT IN

PLACE BY NABC AND COCA-COLA COMPANY ON THE
OCCASION OF THE FIFA WORLD CUP 2018 ON THE
CONSUMER

TERM PROJECT

By
Touria BENYAHIA

Term Project Advisor

Assist. Prof. Şahver OMERAKI ÇEKİRDEKCİ

ISTANBUL
June 2022
 T.C.
HALİÇ UNIVERSITY
INSTITUTE FOR GRADUATE STUDIES
DEPARTMENT OF BUSINESS ADMINISTRATION
BUSINESS ADMINISTRATION NON-THESIS MASTER’S
PROGRAMME

THE IMPACT OF THE COMMUNICATION PLAN PUT IN

PLACE BY NABC AND COCA-COLA COMPANY ON THE
OCCASION OF THE FIFA WORLD CUP 2018 ON THE
CONSUMER

TERM PROJECT

By
Touria BENYAHIA

Term Project Advisor

Assist. Prof. Şahver OMERAKI ÇEKİRDEKCİ

ISTANBUL
June 2022
 10/06/2022

THESIS ETHICS STATEMENT

I declare that I have completed this study titled “The impact of the
communication plan put in place by NABC and Coca-Cola Company on the
occasion of the FIFA World Cup 2018 on the consumer” which I submitted as a
Term Project, under the responsibility of my advisor Assist. Prof. Şahver
OMERAKI ÇEKİRDEKCİ from the beginning to end, that I have collected the
respective data and examples myself, that I have done the analysis in the relevant
locations and that I have fully indicated the informations I received from other
sources in the text and in the references, I have acted in accordance with the
scientific research and ethics rules during the working process, and that I accept all
legal consequences in the contrary case.

Touria BENYAHIA

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 PREFACE
This term project was written for my Master degree in Business
Administration.
After thanking Allah Almighty, I would like to thank my esteemed advisor
Assist. Prof. Şahver OMERAKI ÇEKİRDEKCİ for her incredible patience,
guidance, advices and recommendations throughout the research.
I would also like to wholeheartedly thank my family especially my father
Mr. Mohamed BENYAHIA who always trusted my abilities and my mother Mrs.
Mériem CHAFCHAOUNI MOUSSAOUI who always prayed for me and
encouraged me, my siblings for their unconditional support, and my friends for
their kind wishes.

June, 2022 Touria BENYAHIA

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 TABLE OF CONTENT

Page Number
THESIS ETHICS STATEMENT .............................................................................. i
PREFACE ................................................................................................................... ii
TABLE OF CONTENT ............................................................................................ iii
ABBREVIATIONS ................................................................................................... iv
LIST OF TABLES ..................................................................................................... v
LIST OF FIGURES .................................................................................................. vi
ÖZET......................................................................................................................... vii
ABSTRACT ............................................................................................................. viii
1. INTRODUCTION .................................................................................................. 1
2. LITERATURE REVIEW...................................................................................... 3
3. METHODOLOGY............................................................................................... 15
3.1 Purpose and Type of The Study ....................................................................... 15
3.2 Place and Time of the Study ............................................................................ 15
3.3 Context and Sample of the Study ..................................................................... 15
3.4 Data Collection Tools....................................................................................... 15
3.5 Data Collection Method ................................................................................... 15
3.6 Evaluation of Data ............................................................................................ 16
3.7 Determined Study Time ................................................................................... 16
3.8 History of the Coca-Cola Brand ....................................................................... 16
3.9 Presentation of the NABC Group..................................................................... 17
4. FINDINGS ............................................................................................................ 18
5. DISCUSSION ....................................................................................................... 30
6. CONCLUSION..................................................................................................... 32
REFERENCES ......................................................................................................... 33
APPENDICES .......................................................................................................... 35
CURRICULUM VITAE (CV) ................................................................................ 42

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 ABBREVIATIONS

ATL : Above The Line

BTL : Below The Line
CBGN : Compagnie des Boissons Gazeuses du Nord
(Northern Soft Drinks Company)
CBGS : Compagnie des Boissons Gazeuses du Sud
(Southern Soft Drinks Company)
COBOMI : COmpagnie des BOissons Marocaines et Internationales
(Moroccan and International Beverages Company)
ECCBC : Equatorial Coca-Cola Bottling Company
FIFA : Fédération Internationale de Football Association
(International Federation of Association Football)
FWC 2018 : FIFA World Cup 2018
NABC : North Africa Bottling Company
PLV : Publicité sur Lieu de Vente
(Point Of Sale advertising)
POS : Point Of Sale
SCBG : Société Centrale des Boissons Gazeuses
(Central Company of Soft Drinks)
SOBOMA : SOciété des BOissons Mauritanienne
(Mauritanian Beverage Company)
TCCC : The Coca-Cola Company

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 LIST OF TABLES

Page Number
Table 3.1 Material Safety Data Sheet ........................................................................ 14

v
 LIST OF FIGURES

Page Number
Figure 2.1 Models of hierarchical response levels ...................................................... 5
Figure 2.2 Diagram of ATL Communication tools ..................................................... 7
Figure 2.3 Diagram of BTL Communication tools ..................................................... 9
Figure 2.4 PLV/Duration Mapping ........................................................................... 14
Figure 4.1 Gender of the respondents ....................................................................... 21
Figure 4.2 Age of the respondents ............................................................................ 21
Figure 4.3 Profession of the respondents .................................................................. 22
Figure 4.4 Highest degree or level of school completed by the respondents ............ 23
Figure 4.5 Monthly income of the respondents......................................................... 23
Figure 4.6 Marital status of the respondents ............................................................. 24
Figure 4.7 Awareness of the brand............................................................................ 25
Figure 4.8 Channels where are the most communication media............................... 25
Figure 4.9 Visibility of Coca Cola advertising of the FWC 2018............................. 26
Figure 4.10 Visibility of Coca Cola advertising on the FWC 2018 .......................... 27
Figure 4.11 Most remembered content ..................................................................... 29
Figure 4.12 Communication channels information about Coca-Cola game ............. 30
Figure 4.13 Participation to the Coca-Cola game ..................................................... 31
Figure 4.14 Factors encouraging the participation to the Coca-Cola game .............. 32
Figure 4.15 Impact of Coca-Cola advertising at FWC 2018..................................... 33
Figure 4.16 Qualification of the communication campaign ...................................... 33
Figure 4.17 Improvements suggested........................................................................ 34

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 ÖZET
NABC VE COCA-COLA TARAFINDAN 2018 FIFA DÜNYA KUPASI
VESİLESİYLE UYGULAMAYA KONULAN İLETİŞIM PLANININ TÜKETİCİ
ÜZERİNDEKİ ETKİSİ

Araştırmanın amacı, FIFA Dünya Kupası 2018 İletişim Kampanyasının

(NABC tarafından BTL bileşeninde ve The Coca-Cola Şirketi tarafından ATL
bileşeninde) FIFA Dünya Kupası sırasında Coca-Cola markasına ilişkin tüketici
algılarını nasıl etkilediğini incelemektir.
Anketler veri toplamak için kullanılır ve bunlar daha sonra frekans dağılımları
kullanılarak analiz edilir. Doldurulan anket, sosyal medya aracılığıyla kolayda
örnekleme tekniği kullanılarak 300 kişiye uygulanmıştır. Genel yanıt oranı yüzde 67
idi.
Tüketiciler, genellikle tüketiciler tarafından iyi algılanmış gibi görünen bir dış
uyaran oluşturan kitle iletişim araçlarına ek olarak sokağa yerleştirilen çeşitli iletişim
ortamlarına da genellikle dikkat etmektedir ve bu, iletişim kanalının anlamsal olarak
büyük potansiyele sahip bir kanalı temsil ettiğini düşündürmektedir etkili iletişimden.
Bu çalışma, hem ticarette hem de geleneksel pazarlamada iletişim politikasının,
biçimlerinin ve işlevlerinin faydası hakkında daha iyi bir bilgiye katkıda bulunur.
Araştırma bulguları, FWC 2018 iletişim kampanyasının tüketici üzerindeki pratik
etkilerine ışık tutacaktır.
Anahtar Kelimeler: 2018 FIFA Dünya Kupası, Coca-Cola Şirketi, İletişim, NABC,
Tüketiciler

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 ABSTRACT
THE IMPACT OF THE COMMUNICATION PLAN PUT IN PLACE BY NABC AND
COCA-COLA COMPANY ON THE OCCASION OF THE FIFA WORLD CUP 2018
ON THE CONSUMER

The objective of the research is to examine how the FIFA World Cup 2018
Communication Campaign (by NABC on the BTL component and The Coca-Cola
Company on the ATL component) affected consumer perceptions of the Coca-Cola
brand during the FIFA World Cup 2018.
Questionnaires are used to collect data, which are then analyzed using
frequency distributions. Through social media, the completed questionnaire was
administered to 300 individuals using a convenience sampling technique. The overall
response rate was 67 percent.
Consumers generally pay attention to the various communication media
implanted in the street in addition to the mass media, which generally constitutes an
external stimulus that appears to be well perceived by consumers, suggesting that the
communication channel represents a channel with great potential in terms of effective
communication.
This study contributes to a better knowledge of the utility of communication
policy, its forms, and functions in both trade and traditional marketing. The research
findings will shed light on the practical implications of the FWC 2018 communication
campaign on the consumer.
Keywords: Coca-Cola Company, Communication, Consumers, FIFA World Cup
2018, NABC

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1. INTRODUCTION

A firm can sell a product without advertising, but not without communication.
Making a good product isn't enough if you don't market it and promote it. This is the goal
of the marketer's communication network, which he creates in order to reach and persuade
the market he is targeting. Communication is "the set of signals emitted by the company
toward its customers, prospects, distributors, opinion leaders, prescribers, and any other
target", and thus the development of a product is not easy; it is taken into account in a
carefully studied communication policy that takes into account the realities on the ground,
in order to establish the strategy and appropriate actions (Lendrevie and Lindon, 2018).
The point of sale, on the other hand, is a primary determinant of the act of purchase,
and with the development of communication channels (mail, Internet, point of sale,
telephone, etc.) today's consumers are over-solicited by companies and exposed to a
plethora of information. This situation is affecting consumer behavior as well as their
purchase motivations, which are centered on finding the best prices, having the most
options, saving time, and so on.
Given that more than half of all purchases are made at the point of sale, the latter
continues to play a crucial role in customer decision-making.
This is why analyzing the impact of a communication campaign is such an
important part of marketing analysis. His contributions are critical, and he contributes
equally to strategic and operational marketing. It's all about comprehending, explaining,
observing, and anticipating consumer reactions to each marketing action.
NABC is a Moroccan firm that has made a name for itself on the Moroccan market.
It sells several products in a variety of market areas, including soft drinks, water, juices,
and energy drinks. Furthermore, NABC has established itself as a market leader in
Morocco thanks to its soft drink products, particularly its Coca-Cola product. It should be

1
noted, however, that the soft-drink market is undergoing intense competition, particularly
with the return of PEPSI, which poses a strong threat.
NABC has thus prepared for changes in the environment by pursuing an aggressive
marketing strategy and implementing strategic measures aimed, first, at countering
emerging competition and, second, at attracting new customers through mass
communication plans and the widespread activation of its various distribution channels.
In this regard, it would be wise for NABC to be interested in: “The impact of the
communication plan put in place by NABC and Coca-Cola Company on the occasion
of the FIFA World Cup 2018 on the consumer”.
In order to fully understand the usefulness of communication policy, its forms, and
functions in Trade Marketing as well as Traditional Marketing, I will first address the
theoretical framework. However, when I investigate the influence of the FWC 2018
communication campaign on the customer, which is directly related to the study's issue,
this section will go into greater detail in the practical conceptions. These researched
notions will also be established and linked from a variety of scientific works. In a second
step, a more empirical section with the study's specific problem as well as the project's
operational and managerial goals will be presented.
The purpose of this study is to determine the impact of the FWC 2018
Communication Campaign (By NABC on the BTL component and The Coca-Cola
Company on the ATL component) on the occasion of the FWC 2018 on the perception of
the Coca-Cola brand by the consumer.

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2. LITERATURE REVIEW

The term communication is quite broad. Communication literally means “the

action or event of communicating, of establishing a relationship with others, of
transmitting something to someone”, and comes from the Latin Communicare, which
meaning “to put in common”, “to share” (Brassington and Pettitt, 2000).
It is also known as communication, and it is the action of someone, such as a firm,
informing and promoting its activities to the public, as well as maintaining its image,
through any media process. It is thus the set of acts that enable the company to make its
products recognized and to convey the image that it wishes to project (Chakor and
Bekkari, 2019). Ultimately, communication is a continuous process of exchanging
information via various signals and one or more channels. As Escarpit (1991) states
“Communication is an act, and information is its product”.
The name “strategy” comes from the Greek “stratos” (army) and “geîn” (to lead),
and it means “the art of conducting war” (Cho and Sagynoy, 2015). Starting with this
definition, the function of communication and strategy in the development of a firm and
its products has been more apparent in recent years. The theories developed in this area
take their inspiration from Sun Tsu's “The art of war”, a best-selling management book
from the 4th century BC that influenced managers to put military strategy at the center of
their approach (Darley et al., 2010).
“Given the possibilities offered by information technologies, the company should
no longer simply ask itself: how to reach my clients?”, but also, “How to allow my
customers to reach me?” (Kotler and Dubois, 2003). The French father of corporate
finance literature specifies that “know-how alone is no longer enough, if it is not
accompanied by knowledge” (Vernimmen, 1988). However, “to communicate effectively,
you have to understand the different elements of the communication process” (Kotler and
Dubois, 2003).

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 They continue by giving an important place to communication by specifying that
“the marketing activity is not limited to the development of a product and the choice of
the price and the mode of distribution. A company that wants to go beyond a flow of
spontaneous sales, must design and transmit persuasive information about its products”
(Kotler and Dubois, 2003).
Communication has three well-defined levels (Heinonen, 2011):

✓ Cognitive: This objective aims to promote the notoriety of the brand, by informing
the targets about a product, a brand, an event... And therefore, to make the brand
known (Fill, 2011).
✓ Affective: In this phase, we aim to highlight the brand image, trying to build a positive
image by playing on the feelings of the targets, and therefore to make the brand in
question liked (Haughey, 2020).
✓ Conative: At this stage, the purpose is to impact the behavior of the targets, by
influencing the behavior of the main target (customer, current or potential consumer,
etc.), attracting them to the product by pushing them to act (in particular translated in
the act of purchase), and at the same time ensure that the relay target (prescribers,
influencers, journalists, etc.) influence the behavior of the main target (Darley, W.K.,
Blankson and Luethge, 2010).

Several models have been proposed to describe the responses of individuals to a

communication campaign, which can be grouped together in the following table (Hoffman
ve Novak, 2000):

4
Figure 2.1 Models of hierarchical response levels.

Reference: Kaynak, Tatoglu and Kula (2005)

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 These models assume that the buyer goes through stages of a cognitive, affective
or behavioral nature following a communication; in other words, his reaction corresponds
to the construction of knowledge, feelings and behaviors. It is often considered that the
cognitive stage precedes the affective, which itself precedes behavior (Kotler, Philip and
Gary, 2008). This “know-feel-act” sequence is relevant when the target is strongly
involved in the purchase and considers that there are major differences between existing
products. This is, for example, the case of the purchase of cars or housing. An alternative
sequence, “feel-do-know”, applies when the purchase decision is based on emotional
factors, such as for video games or children’s toys. The “act-feel-know” sequence, for its
part, applies when the involvement is strong, but the products are not very differentiated
or difficult to evaluate before purchase (air transport, novel). Finally, the “know-do-feel”
sequence corresponds to products that are not very involving and not very differentiated
(salt, flour) (Lodhi and Shoaib, 2017).
The different stages of the hierarchy of effects model (second column of the figure)
applicable to differentiated products with high involvement and which corresponds to a
sequence of cognitive, affective and then behavioral stages will be discussed below
(Mandal & Joshi, 2017).

✓ Awareness: If the target audience is not aware of the product concerned, the first task
is to build awareness to make it known (Martin, 2015).
✓ Knowledge: Mere notoriety is not enough and, beyond the memorization of the name
by consumers, they must have information on the characteristics of the brand or
product (Mir, 2012).
✓ Appeal: An audience may know a product very well and be indifferent or even hostile
to it. It is therefore necessary to build the most positive attitude possible towards the
brand or product. This stage, as well as the next, corresponds to the affective response
to advertising (Mohan and Shiva, 2016).
✓ Preference: A target can like a product, but not prefer it. This time, the focus is on its
distinguishing features and points of superiority. Regular measurement of preference
is one of the key indicators of a communication action (Moreno, 2017).

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✓ Conviction: Preference itself remains insufficient as long as it is not accompanied by
a strong conviction about the qualities of the brand, which translates into purchase
intention (Nedumaran, 2016).
✓ The purchase: Finally, the intention must turn, for at least part of the target, into an
actual purchase. The objective of the communication is then to facilitate this final step.
POS is a form of communication present in large and small areas or in the case of
Morocco in traditional points of sale (Percy and Elliot, 2005).

According to the Mercator (2017), Communication Above the Line (ATL)

designates, in a communication budget, the expenditure made in the six major media:
press, television, poster, radio, cinema and Internet. Above the line is synonymous with
advertising, refers to all promotional activities carried out through the mass media and
therefore these are the advertising investments made on the large so-called traditional
advertising media to which is now added the "digital advertising media".
We can group the categories of ATL or Media Communication as follows
(Persons, 1996):

✓ Press (dailies, specialized magazines, monthlies, etc.): Represents excellent

targeting possibilities, and also a certain stability of audiences.
✓ TV (advertising spots, sponsored programmes, etc.): Considered the most powerful
media, it offers enormous targeting possibilities depending on the programs, the
Médiamétrie, etc.

Figure 2.2 Diagram of ATL Communication tools

✓ Cinema (Advertising films, etc.): Has a very high quality of communication given
the possibility of geographical selectivity.

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✓ Internet (As a means of mass communication): The most developed medium, with
several advantages of proximity and visibility.
✓ Radio (Spots, sponsored programs)
✓ Posters (3 by 4, cars): Characterized by a wide variety of means (walls, means of
transport…), and leads to a large number of contacts and repetitions.

Still according to the Mercator (2017), BTL Communication or Below The Line
refers to non-media expenditure and includes in particular direct marketing and sales
promotion actions, alternative advertising actions (viral marketing, point-of-sale
marketing, point-of-sale advertising, sponsorship, fairs and events) but also press
relations, public relations, etc.

Non-media is an immediate or deferred incentive to purchase, all the more

effective and profitable when it targets a restricted and specific group. It uses less
conventional methods and focuses on more direct and personalized means of
communication (Rehmood and Khan, 2011).

Figure 2.3 Diagram of BTL Communication tools

Given the activity of NABC, which specializes in BTL Communication thanks to

its Trade Marketing department, the project will focus on the POS and Activation
component.
It is an advertising action inside a store that complements outdoor advertising in
the catchment area ([Link]). It is not a sales promotion, even if often the
POS is integrated into the promotion. Because the POS can allow tastings or immediate
reductions.
It is therefore an ambiguous term: it can include both advertising posters, furniture,
electronic or computer tools, information, promotion and communication at the point of

8
sale. POS is a form of communication present in large and small areas or in the case of
Morocco in traditional points of sale.
Moreover, it is a media in its own right like the press and is sometimes called the
“sixth media”. Compared to other media, it is the 3rd most important media (at 40%)
(Wellhoff, 2013)
The eye that is solicited, needs concrete and strong signs and it is the POS that will
provide them. The POS is not necessarily specific to a brand. It can group together the
brands of a group (for example Danone). POS is therefore part of our cultural, intellectual
and visual landscape. Another term used is ProLV. According to [Link]:

✓ ProLV in shop windows and aisles: this is a promotional offer capable of increasing
the number of customers in the aisle or at the point of sale (for example, the ProLV of
a supermarket shows at the entrance the promotions of the day on fish or fruit).
✓ Contrary to this, the POS is in the immediate vicinity of a product on the shelf: the
strength of the brand may be enough to provoke a purchase (e.g. Gilette).

The role of the POS has been taken up in a definition set out by Wellhoff (2013).
Indeed, according to them, the POS can be defined around three main axes:

✓ Serve as a relay to other media by recalling all the elements of the message
conveyed at a point of sale: In fact, customers go to a point of sale, after having seen
or heard an advertisement made by another media. To meet the expectations of
customers who want to find the messages they have seen, the POS displays a reminder
of the elements of the message at the point of sale. Thus, the implementation of a
promotional campaign will be systematically taken up by promotional displays in the
various GMS or traditional distribution channels.
✓ Informing about products and guiding consumers: When a customer comes to a
GMS with a precise idea in mind of what he wants to buy, the POS displays serve as
an information medium to find out where the product is. Similarly, a customer who is
aware of a promotion in progress will use the POS to find out how he can benefit from
it, whether by looking for the product in the ends of the shelves (case of supermarkets)
or by asking for more information.

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✓ Encourage impulse buying: Making customers want to move around the store space
encourages them to go to cold areas and bring them closer to product families that
generate sales. The POS will help hold the customer's attention for a moment and make
him visualize the product offer as a whole. And the more products he sees, the more
he will be likely to be tempted and to buy a product that was not originally planned
and therefore by impulse. It is even said that point-of-sale advertising can in some way
eliminate the merchandising principle concerning the product offer: “not seen, not
taken, not sold!”. In the assortment of the store, the POS makes it possible to add color
and forms in standardized and cold shelves for the customer. The objective is to give
more life to the stores so that the customer feels good there and stays there longer.
Thus, the POS animates the point of sale. POS can double sales. These specific
locations are therefore purchasing engines, whether at supermarkets or traditional
points of sale.

In summary, this POS technique must be simple, clear, readable. Its role is to
inform about the specificities of the product by explaining the products and recalling all
the elements of the message and the communication conveyed by the brand. In addition,
the POS highlights the product, signals and helps to guide the consumer, to cause him to
stop in order to generate his purchase.
POS is an inseparable part of in-store marketing. So the question to ask is what
type and format to use to be as effective as possible. First of all, it is necessary to
distinguish between the POS used in supermarkets and that used in traditional points of
sale.

✓ Case of supermarkets: Some authors such as Wellhoff (2013) divide the PLV into
two:
o Window POS: It aims to bring the consumer into the store by highlighting the
products and dramatizing them.
o POS material inside the store exists in several forms:
▪ A light POS: bringing together stickers, banners, posters and signs.
▪ A packaging POS: with pediments with message, display boxes.

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 ▪ An image POS: which consists of artificial giants, luminous displays,
video-discs.
▪ Practical POS: with shop in shop, color charts, gondola equipment and
testers.
▪ An information and animation POS: displays, sound advertising,
videos, animations.
✓ Case of traditional points of sale:
o POS outside the point of sale: It attracts the consumer by highlighting the
brand concerned by the advertisement. It exists in several forms:
▪ One-way dressing (windows)
▪ Door trim
▪ Posters
▪ Tarps
▪ Lambrequin
▪ Entrance Display
▪ Sidewalk stop sign
▪ Totems
▪ Illuminated signs
o POS inside the point of sale: It exists in several forms:
▪ Beam cladding
▪ Wall covering
▪ Display boxes
▪ Menu signs
▪ Displays
▪ Decals

The consumer is not the only one concerned in this concept of POS as the POS
must provide information to the distributor as well (Cohen, 2018). The POS adapts
according to the size of the store, the style and the type of store. Before, POS displays
were imposed without taking into account the size of the store, which hindered distributors
(supermarkets and traditional ones) from accepting POS display at their points of sale.
From now on, it is POS specialists who take care of it and who design a good size POS.
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Distributors are afraid that POS material will invade the sales area. A good POS display
must therefore be suitably distributed over the space.
The concept of POS is now known but little appreciated (because it is an
appropriation of the distributor's space). It is therefore necessary to pay attention to the
visual overload for the consumer, which would be counterproductive. This pollution could
damage the signage of the sign, harm the visibility of the assortment and make the
consumer uncomfortable (Cohen, 2018). Indeed, the consumer who is in the store already
receives a lot of information.
In addition, distributors want POS advertising to be adapted to their brand
([Link]). Because the signs have a personality in their own right and the POS can
depersonalize their store. The implementation of a POS display therefore requires good
supplier/distributor cooperation both upstream and downstream.
To make a good POS, you have to pay attention to the duration (its effectiveness
declines according to the duration), it is necessary to make brief and renewed actions, well
integrated and not static POS (Cohen, 2018). Because to sell, you need readability and
space in a point of sale. The POS has a limited duration (except for those close to the
furniture) and there is deterioration.

12
 Figure 2.4 PLV/Duration Mapping

The implementation of a POS consumes 45% of the budget for a point of sale,
followed by animations and the hiring of sales forces (Wellhoff, 2013).
Visibility can be improved by focusing on the following issues (Cohen, 2018):

✓ The innovative and differentiating nature of certain projects.

✓ The visual impact (Color code, quick to read text).
✓ The advice dimension (Help to choose).
✓ The price dimension (Promo, MDD).
✓ Usage history (Gondola head)

The concept of marketing activation, also called brand activation generally refers
to a set of operational actions to engage consumers through actions oriented towards brand
sales or customer relations ([Link]). It is the execution of the
marketing mix by being part of the Marketing process.
Brand activation then consists of arousing consumer interest by allowing the latter
to use a product or experience a service. In this way, the value of the brand is “activated”
or realized by the consumer, who then connects the given value to the brand and walks
away with a strong impression. With enough brand activation work, a community of
13
consumers will have a strong and favorable opinion of the company through personal
interaction and will spread that opinion among others. The key to brand activation is to
show customers that the promises made in advertising are varied, and will ultimately build
a lasting emotional relationship or connection between the brand and the consumer.
Also, within the definition of the concept of activation, store (point of sale)
activation, which represents the deployment of a wide range of personalized ideas, events
and experiential activations for promote store openings, attract customers and stimulate
purchases. The activation of points of sale or stores generally includes POS /
Merchandising, sales promotion and commercial animation actions. Retail activations can
range from street marketing to interactive window displays to unique in-store influencer
marketing events. And therefore, the activation of points of sale represents a direct means
of developing sales, which can also help to promote the perception of the product and
make it possible to mobilize or re-mobilize distributors. It can be deduced that the PLV
represents the major action of any activation strategy.
Coca-Cola has decided to organize a game with a purchase requirement during the
21st edition of the FWC 2018 in order to give some customers the chance to win one of
six trips for two to Russia to take part in this fantastic sporting event! A soccer ball will
be awarded to 466 additional Internet users at the end of this competition.
Customers had to purchase one of the following items from the Coca-Cola group
between February 27 and March 5, 2018 to be eligible: Coca-Cola (classic, zero, or light),
Fanta, Sprite, Finley, Powerade, Burn, Monster, Minute maid, Ocean Spray, or Capri Sun.
Once you have completed a purchase, keep your receipt safely! It will allow you
to participate in the FIFA World Cup Great Game and try to win one of the 472 prizes.
It's incredibly easy to play! Scan or take a photo of your proof of purchase, click
on the banner "I'm taking advantage of this good plan" and on "Participate", log in or
register for a free account, and then follow the on-screen instructions.
On March 20, 2018, the draw that will determine the 472 winners was conducted.
The organizer will get in touch with you to arrange your stay if you are one of the 6
luckiest. After the game period has ended, the balloon winners will get their gift by post
within 60 days.

14
3. METHODOLOGY

3.1 Purpose and Type of The Study

The purpose of this study is to determine the impact of NABC and Coca-Cola
Company's communication plan on the customer during the FIFA World Cup 2018.
Given the descriptive nature of the study, which aims to establish how the FIFA
World Cup 2018 communication plan will affect consumers, a quantitative approach is
appropriate.

3.2 Place and Time of the Study

Using a convenience sample of 300 individuals data was collected in June 2022.

3.3 Context and Sample of the Study

Through social media, the completed questionnaire using a convenience sampling

technique will be sent to 300 individuals.

3.4 Data Collection Tools

Using the questionnaire in the appendix the Google form link will be shared on
social media platforms.

3.5 Data Collection Method

Questionnaires will be used to collect primary data. The survey will be

administered using Google Forms, and data will be gathered through technology
techniques (such as Facebook or WhatsApp). It was predicted to last about five minutes
on average.

15
3.6 Evaluation of Data

The research is a quantitative study, and it involves an analysis of the data

collected through the questionnaires. Frequency distributions will be used to analyze
the data.

3.7 Determined Study Time

The data was collected in June 2022.

3.8 History of the Coca-Cola Brand

In search of a remedy for fatigue, doctor and pharmacist John Sith Pemberton
developed in the spring of 1886 a potion based on Kola nut extract, sugar, caffeine,
Coca leaves and plant extracts. Mixed with sparkling water, the precious potion is then
sold at the soda-fountain of Jacob's Pharmacy in Atlanta.
Delighted to quench their thirst with this drink with such a particular taste, the
first clients of Doctor Pemberton did not suspect for a moment that a legend had just
been born.
After more than 100 years of existence, the most famous brand in the world
sells more than a billion bottles a day.

✓ 1886: Doctor John Sith Pemberton conceives a medical potion intended to fight
fatigue.
✓ 1893: Filing of the name and writing of the brand "Coca-Cola"
✓ 1894: Birth of bottled Coca-Cola.
✓ 1899: Transfer of bottling rights, large-scale production begins.
✓ 1915: Creation of the mythical bottle of Coca-Cola, recognizable by all.
✓ 1920: First factory in Europe (in France).
✓ 1928: Partner of the Olympic Games.
✓ 1931: Birth of the character “Santa Claus” to promote Coca.
✓ 1942: First appearance of the slogan "it's a real thing" in advertisements.
✓ 1955: Creation of the first metal cans.
✓ 1955: Launch of Fanta, a soft drink flavored with orange.
✓ 1961: Launch of Sprite, a soft drink flavored with lime.
✓ 1982: Launch of diet coke in the USA.

16
✓ 1988: Coca-Cola is the most famous and admired brand in the world.

3.9 Presentation of the NABC Group

Table 3.1 Material Safety Data Sheet.

Social reason North Africa Bottling Company
Legal status Public limited company (Plc)
Creation date 2003
General director Mr. Fayçal ZITOUNI
Group ECCBC
Subsidiaires SCBG, CBGN, CBGS, COBOMI and SOBOMA
Activity area Food industry
Activity Production and marketing of soft drinks
Address 1, Bd Ahl Loghlam - B.P. 24591 – 20640
City Casablanca
Country Morocco
Telephone +212 5 22 76 27 00 / +212 5 22 76 28 00
Fax +212 5 22 76 27 97
Commercial register 127733
Values Passion, Excellence, Responsibility, Winning team,
Multiculturality
Tax identification 1680227
Share capital 1 573 656 000 MAD

Reference: NABC (2022)

Main bottler concessionaire of The Coca-Cola Company in Africa. Created in

2003 by the ECCBC group, NABC is a bottling specialist and the main concessionaire
of The Coca-Cola Company in Africa. The company has 5 subsidiaries which attest to
a wide representation on the Moroccan territory and ensures its presence in Mauritania.
With no less than 5 factories, 17 production lines and 23 distribution centers supplying
a network of 130,000 customers, it is positioned as the leader in bottling in Morocco.
NABC is certainly remarkable for its production capacity, but it stands out for its
ability to create value. It confirms its influence by ranking 4th among agri-food players
in terms of turnover. It thus plays a strategic role in the economic development of the
cities of Casablanca, Salé, Marrakech, Fez and Nouakchott, where it is established.

Creator of wealth and employment, NABC focuses on the consolidation of its

human capital and draws its energy from 3,000 employees. A driving force that works
every day to grow its business and satisfy its customers.

17
4. FINDINGS

Gender

27,8%
Male
Female
72,2%

Figure 4.1 Gender of the respondents

The sample consists of 200 respondents. 72% is female and 28% is male.

Age

3% 0%

11,2%
24,3% 16 years old – 20 years
old
21 years old – 25 years
old
26 years old – 30 years
61,5% old

Figure 4.2 Age of the respondents

18
 The sample consists of 200 respondents. 61.5% belong to an age bracket between
21 and 25 years old, followed by 24.3% belonging to a bracket between 16 and 20 years
old, with 11.2% aged between 26 and 35 years old.
Profession

10%
Student
11% 33% Housewife
Retired
Employee
Employer
33%
8% Other
5%

Figure 4.3 Profession of the respondents

The sample consists of 200 respondents. Students or employees account for 33% of
respondents, with employers accounting for 11%.
What is the highest degree or level of school you have completed?

0%
7% 6%
Did not attend school
9,5%
Primary school
Secondary school
29,5% 20% High school
Bachelor’s degree
Master’s degree
28%
Doctorate degree

Figure 4.4 Highest degree or level of school completed by the respondents

The sample consists of 200 respondents. 29.5% have a Master degree, followed by
28% having a Bachelor degree, and 20% with High school degree.

19
 What is your monthly income?

11% 11%
0,00 – 2 500,00 MAD
11% 2 501,00 – 4 166,00 MAD
4 167,00 – 5 000,00 MAD
34% 11% 5 001,00 – 6 666,00 MAD
6 667,00 – 15 000,00 MAD

22% More than 15 000,00 MAD

Figure 4.5 Monthly income of the respondents

The sample consists of 200 respondents. 34% of respondents receive a salary
between 6,667 and 15,000 MAD followed by 22% with a salary between 5,001 and 6,666
MAD.
What is your marital status?

3% 2%

10%
Single, never married
Married
Widowed
Divorced
85%

Figure 4.6 Marital status of the respondents

The sample consists of 200 respondents. 85% of respondents are single followed by
10% married respondents, then 3% who are widowed and 2% divorced.

Do you know the Coca Cola brand?

20
 0%

Yes
100%
No

Figure 4.7 Awareness of the brand

The sample consists of 200 respondents. All the people questioned know the Coca-
Cola brand.
Among these channels, check the one or those where you see the most
communication media:

Cafes
Forums and conferences
Internet
Large and medium surfaces
Radio
TV
Urban display
Other

0 20 40 60 80 100 120 140

Figure 4.8 Channels where are the most communication media

The sample consists of 200 respondents. Internet and TV are the channels that attract
the most attention from respondents when it comes to communication, urban display and
promotion in large and medium surfaces come in 3rd place, followed by radio and then
cafes.
Did you pay attention to the advertising of Coca Cola on the occasion of the 2018
World Cup in the various channels mentioned above?

21
 34,…
Yes
65,7% No

Figure 4.9 Visibility of Coca Cola advertising of the FWC 2018

The sample consists of 200 respondents. Almost 66% of the population questioned
paid attention to the Coca-Cola advertisement on the occasion of the FWC in one of the
channels mentioned in the previous question, compared to 34% who confirmed that they
had not seen it.
If so, what is the channel or channels where you saw it?

Cafes

Internet

Large and medium surfaces

Radio

TV

Urban display

At Coca-Cola

No

0 10 20 30 40 50 60 70 80 90

Figure 4.10 Visibility of Coca Cola advertising of the FWC 2018

The sample consists of 200 respondents. TV and Internet represent the first channels
that informed respondents about the FWC 2018 campaign, then urban display comes in
3rd place, followed by promotion in large and medium surfaces and then radio.
What exactly do you remember?
22
For this open-ended question, I have organized the answers into 3 groups according to
their type:

✓ KEY MESSAGE:
o 200 Trips to Russia,
o Win a trip to Russia,
o Participation mechanism,
o Russia, Code, 5018, 200 trips,
o Send the code on the cap,
o Official partner of the World Cup,
o Go to Russia,
o Win a trip with Coca-Cola,
o Raffle,
o All-inclusive package to attend the match,
o Buy Coca-Cola and win a trip.
✓ PICTURES
o Trademarks concerned,
o Yellow cap with code,
o Plane,
o Man carrying a Coca-Cola bottle,
o Bottle of Coca-Cola,
o The plane taking off,
o The joy on the faces of the young people featured in the poster,
o A football match,
o Russia,
o Little boys and young people dancing and carrying a Coca-Cola bottle,
o Coca-Cola Logo / Colors / Atmosphere.
✓ MUSIC
o Music "Colors" by Jason Derulo,
o Music,
o The song,
o Douzi's song with Jason Derulo,

23
 o Official song of the 2018 World Cup.
That said, respondents noticed the main elements of the FWC 2018 communication (The
raffle game, the scenario of the spots, the official anthem, the colors as well as the logo
and the presence of Coca-Cola in this event).

24
 What content do you remember the most in this ad?

Pictures Price Game Values Association of

Coca-Cola with
the World Cup

Figure 4.11 Most remembered content

25
 For this question, I gave respondents the chance to select the most visible elements
and therefore the most remembered and captured.
Regarding the elements qualified as “Highly visible”, we have: the values of Coca-
Cola (joy…) and its association with the World Cup. For the two elements deemed
“Visible”, we find the images (caps, Coca-Cola bottle, etc.) and the travel game, while the
prize is the element that is not visible at all.
What is the media where you were informed by the game organized by Coca on the
occasion of the FWC 2018?

Figure 4.12 Communication channels information about Coca-Cola game

The sample consists of 200 respondents. I notice that 38% of the respondents were
informed about the promotion (Game) through the TV spot, 33% were informed through
social networks, while 9.8% discovered it through the urban display, 9% through the radio
spot and just 4% for points of sale.

I find that the media supports using the filmed spots have more capacity to inform
the consumers of the mechanism of the promotion than the supports using only images
and posters.

26
 Did you participate in the game?

9,8%

Yes
No

90,2%

Figure 4.13 Participation to the Coca-Cola game

The sample consists of 200 respondents. I find that 90% of respondents did not
participate in the promotional game, compared to only 10% who did.

If so, what do you think?

I find that respondents who have participated in the game find that it is:

✓ An interesting and nice idea,

✓ A good idea,
✓ Ease of access to the game,
✓ A game already seen.

What prompted you to participate?

Advertising
Recommandation from a relative

New bottle look

Animator in a point of sale

Point-of-sale advertising

I did not participate

Figure 4.14 Factors encouraging the participation to the Coca-Cola game

27
 According to the people who took part in the game, the elements that stimulated
them were:

✓ Advertising (in 1st place),

✓ The new look of the bottles (yellow cap…),
✓ Word of mouth and POS.
If not why?
For this open-ended question, I classified the reasons preventing respondents from
participating in the game according to 3 groups:

✓ Lack of interest: Quite simply, these respondents have no interest in winning or

participating in such a game.
✓ Lack of trust: Respondents do not trust this type of game
✓ Lack of information: A few respondents claim not to be aware of this game.
What is the impact of Coca Cola advertisement at FWC 2018?

Yes No

Figure 4.15 Impact of Coca-Cola advertising at FWC 2018

28
 According to the respondents, the most palpable impact of this communication
campaign is the reinforcement of the image of Coca-Cola, followed by the fact that this
advertising encourages them to consume a Coca-Cola product.

Besides, this advertisement is not disturbing.

If you have to qualify this communication campaign (Media and Non-Media),

would you say it is?

Figure 4.16 Qualification of the communication campaign

The sample consists of 200 respondents. 39% of respondents qualified this
campaign as sympathetic, followed by 31% who consider it interesting, and then 28%
qualify it as informative. While 12.6% find it banal, then just 9% who find it moving.

If you were asked to make improvements, would it be to?

Figure 4.17 Improvements suggested

The sample consists of 200 respondents. I note that 42.7% of respondents would
like the “Animation at points of sale” aspect to be improved, then 36% would like to make
improvements at the level of the message, followed by 27.5% at the level of the choice of
channel.

29
5. DISCUSSION

Following the results obtained from the study carried out, we propose the
following recommendations classified by typology:

✓ Earn consumer trust: As noted during the analysis of the study, consumers are wary
of raffle games and lack confidence in them, which is why we have thought of a few
ways to be able to attract consumers and gain their trust, in particular:
o Produce capsules, vlogs or reports with the winners before and during the trip.
o Set up a "Road Show" which will tour several Moroccan cities and which will
aim to have direct contact with consumers and encourage them to participate
by answering all their questions.
o Set up a toll-free number on which consumers can ask all their questions.
o Organize special days "Meeting between the Winners and the Public".
o Communicate the element of trust in advertising materials.
✓ Think about a new participation mechanism: The concept of the games organized by
Coca-Cola are generally the same, based on the corks. It is true that this mechanism is
a historical reminder of the old Coca-Cola games, but over the years an element of
innovation has proven to be important, and therefore we offer:
o Involve the consumer in the creation of a new game mechanism that meets
their expectations.
o Think internally about innovative ideas that will interest the consumer and
encourage him to participate.
✓ Addressing new targets: Through the study, the majority of respondents are students,
they represent a very active category, connected and ready to live new experiences, so
there is a good chance of attracting other possibly more senior targets, we propose
then:
o Make visits and animations at the school level,

30
 o Animation of the places most visited by consumers (malls, public squares, etc.)
✓ Develop the communication campaign: And here we are talking more about the
complementarity between ATL and BTL communication, it is important to try to
combine business with pleasure and ensure an effective and efficient presence, and
therefore we propose:
o Focus on POS animations and cafes,
o Digitize participation in games (applications, web platform, etc.),
o Install visibility on the counter of traditional POS (displays, easels, etc.).

31
6. CONCLUSION

Many studies have focused on the impact of communication and POS. Other
writings relate rather to the interest of communication in POS at the commercial level, at
the structural level but very little at the cognitive and behavioral level.
The interest of this work was to focus on communication to understand its
performance and its impact on the consumer.
The theoretical part highlighted complex theoretical concepts relating to
communication, activation and POS. Complex in the sense that many factors are involved
in these processes, which also tends to limit the interpretations made in this study.
Through this study, carried out in particular on the impact of the communication
of Coca-Cola and NABC on the occasion of the FWC 2018 specifically, this project
highlights a certain number of interesting elements.
We thus find three strong typologies that emerge, regular customers losing all
notions of surprise concerning Coca-Cola advertising, they are smartshoppers, followers
of promotions, they observe and look for posters and POS everywhere and do not miss
the opportunity to take advantage of it, then we have customers who are increasingly wary
of advertising for raffle games, these are customers who are no longer "fooled" and who
do not hesitate to compare and ask yourself all the questions. And finally, a third type of
customer indifferent to communication.
However, this project makes it possible to realize the power of communication on
the client and the need to reflect on its use and the message it communicates.
In terms of speech, the opportunity is given to TCCC and NABC by collaborating
with their partners (POS, restaurants, etc.) to improve the concepts of communication with
the aim of attracting the customer even more, to surprise him and above all to be able to
win his confidence.

32
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34
APPENDICES

APPENDIX A: Survey of the Study

Study of the impact of the communication launched by Coca Cola and

NABC on the occasion of the FIFA World Cup 2018 on the consumer

As a final semester MBA student at Haliç University, I am conducting a study as part of

my Term Project on the impact of the communication campaign carried out by Coca
Cola during the FIFA World Cup 2018 on the consumer in order to identify your
expectations in relation to this action and measure the campaign's impact and
effectiveness.

This communication campaign promotes the Coca-Cola game, which offers people the
chance to win a trip to Russia to support the national team by sending the code on the cap
by SMS.

Thank you in advance for your valuable assistance.

* Obligatory

35
Visibility
1. Do you know the Coca Cola brand? *
o Yes
o No
2. Among these channels, check the one or those where you see the most
communication media:
* You can use more than one option
 Cafes
 Forums and conferences
 Internet
 Large and medium surfaces
 Radio
 TV
 Urban display
 Other
3. Did you pay attention to the advertising of Coca Cola on the occasion of the 2018
World Cup in the various channels mentioned above? *
o Yes
o No
4. If so, what is the channel or channels where you saw it?
* You can use more than one option
 Cafes
 Internet
 Large and medium surfaces
 Radio
 TV
 Urban display
 Other

36
 5. What exactly do you remember?
(Open question)
6. What content do you remember the most in this ad?

Neither
Not visible Very
Invisible visible nor Visible
at all visible
invisible
Images
(Corks,
Coke
bottle…)
Price
Game
« Travel »
Values of
Coca Cola
(Joy…)
Association
with the
World Cup

7. What is the media where you were informed by the game organized by Coca on
the occasion of the FWC 2018? *
* You can use more than one option
 Posters in points of sale
 Radio spots
 TV spots
 Urban display
 Videos on social networks
 Internally at Coca Cola
 I did not know

37
Impact of the communication campaign
1. Did you participate in the game? *
o Yes
o No
2. If so, what do you think?
(Open question)
3. What prompted you to participate?
* You can use more than one option
 Advertisements in points of sale
 Advertising (Posters, Videos, TV...)
 Animators in the points of sale
 New look of the bottles (Yellow caps, Labels...)
 Word of mouth
4. If not why ?
(Open question)
5. What is the impact of Coca Cola advertisement at FWC 2018? *

Yes No
Encourages you to
buy/consume a Coca Cola
product
Encourages you to find out
more about the offer
Encourages you to
participate
Reinforces the image of
Coca Cola in your mind
Disturbed
No impacts

6. If you have to qualify this communication campaign (Media and Non-Media),

would you say it is?

38
 * You can use more than one option
 Friendly
 Interesting
 Informative
 Banal
 Moving
 Other
7. If you were asked to make improvements, would it be to? *
* You can use more than one option
 Animation of points of sale
 Channel
 Colors
 Message (Shorter/Longer…)
 Music
 Pictures
 Other

39
Demographics
1. You are : *
o Male
o Female
2. Age : *
o 16 years old – 20 years old
o 21 years old – 25 years old
o 26 years old – 30 years old
o 31 years old – 35 years old
o Over 36 years old
3. You are : *
o Student
o Housewife
o Retired
o Employee
o Employer
o Other
4. What is the highest degree or level of school you have completed ? *
o Did not attend school
o Primary school
o Secondary school
o High school
o Bachelor’s degree
o Master’s degree
o Doctorate degree
5. What is your monthly income ? *
o 0,00 – 2 500,00 MAD
o 2 501,00 – 4 166,00 MAD
o 4 167,00 – 5 000,00 MAD
o 5 001,00 – 6 666,00 MAD
o 6 667,00 – 15 000,00 MAD

40
 o More than 15 000,00 MAD
6. What is your marital status ? *
o Single, never married
o Married
o Widowed
o Divorced

41
 CURRICULUM VITAE (CV)

Name-Surname : Touria BENYAHIA

STATE OF EDUCATION:
• Graduate : 2018, ENCG Settat, Auditing and Management Control, [Link].

PROFESSIONAL EXPERIENCES AND AWARDS:

• CFG BANK, Casablanca, Morocco – Back Office Credit

June 2019 to October 2020
• DELOITTE Morocco – Trainee Auditor
January to May 2018 and January to May 2019
• Ecole Centrale Casablanca, Morocco – Partnerships and Development
Department
July to August 2017
• BMCI Groupe BNP Paribas, Casablanca, Morocco – Advanced
internship
July 2016
• ATTAWFIQ Micro-Finance, Casablanca, Morocco – Internship
observation
July 2015
• RJANE Holding, Ain Sebaa, Casablanca, Morocco – Internship
July 2014

PUBLICATIONS, PRESENTATIONS AND PATENTS DERIVED FROM THE

THESIS:

• Benyahia, Touria (2018) “Audit des immobilisations dans le secteur

immobilier”, ENCG Settat, Morocco.

42
OTHER PUBLICATIONS, PRESENTATIONS AND PATENTS:
PUBLICATIONS/PRESENTATIONS DERIVED FROM THE THESIS

• Benyahia, Touria (2017) “Création d'entreprise: Bike-Sharing à Marrakech –

VELOMA”, ENCG Settat, Morocco.
• Benyahia, Touria (2016) “Étude de faisabilité - Mise en place d'une plateforme de
course en ligne e-carrefour”, ENCG Settat, Morocco.
• Benyahia, Touria (2015) “La concentration des entreprises entre avantages et
dangers pour l'organisation et l'économie - Cas LAFARGE”, ENCG Settat,
Morocco.

43