The Product
This photo is of Coca-Cola products I found for sale at a convenience shop at a train station in Berlin.

Why This Product
I found this particular soda stand interesting because it is an example of how an American product has been adapted to cater to an international market. As an American student traveling in Europe, I have found myself opting for familiar products or brands (Coca-Cola, Nestea, McDonalds, etc.) to get a taste of home while I’m away. I’m finding, however, that my “all-American foods” not only taste completely different from their American counterparts, but the difference in quality of ingredients and selection available is noticeable. You can choose between regular Coca-Cola, or Coke flavored with lemon, lime, orange, and green tea; if you would like Nestea you can have with peach, berries, lemon, or herbs; fast food chains offer chicken, pork, and beef options.

Applying IMC Concepts
This could be used as an example of the four P’s of marketing: price, promotion, product, and place. After trying European McDonalds and other chains, I’m surprised by the low quality products we the public is willing to purchase (and regularly eat) in the United States (product). Fast food chains found in European train stations are convenient places to get decent food, but it is by no means a cheap meal (a happy meal was about €6). This demonstrates a major cultural difference between the United States and Germany. Europeans in general place a greater importance on the quality of their food, and are willing to pay a higher price to justify it (price, promotion). Unlike in the United States, McDonalds and other vendors found in train stations in Europe are still set up as place for a social meal (not just a drive-thru), even if it is a meal on the run (place).

Key Points
- American products sold in Europe are offered in various flavors not offered in the United States.
- The quality of an American product sold in Europe is better than its American counterpart.
- Europeans place a higher importance on quality of the product, and are willing to pay a higher price for it.


Orli Perez