Republic of the Philippines

UNIVERSITY OF EASTERN PHILIPPINES

University Town, Northern Samar
Web: http://uep.edu.ph; Email: ueppres06@gmail.com

ACTIVITY 4 - CULTURE &

ETHICS IN
INTERNATIONAL
BUSINESS
Prepared by:

Laodeno, Jelliane Marie

Refugio, Lady Arriana

Sapa, Ariston

BS - Accountancy 2b

Submitted to:

Ms. Nisa T. Ablan

Brand: MAGGI

1. Identify the specific product and include the specific print advertising in the submission, or
you can describe the TV commercial (if applicable), or a visual of their product packaging.

MAGGI® Magic Sarap is an all-in-one seasoning made with fresh onion, garlic, and other
spices, with each granule packed with flavor, resulting to rich umami flavor. Introducing Maggi
Magic Sarap All-In-One Seasoning Granules, the seasoning that will make your taste buds do a
happy dance! This all-in-one seasoning granules is specially formulated with a blend of spices
and flavor enhancers to create a delicious and savory taste that will elevate any dish. 1

1
https://www.sarapnow.com/products/maggi-magic-sarap
2. Describe the campaign, strategy, and product packaging. How did the company adapt it to
Philippine culture? You may cite a reference country to compare the strategy versus the
Philippines. Eg: US Coke commercial vs. Philippines’ Coke commercial.

MAGGI PHILLIPINES MAGGI MALAYSIA

MAGGI ramps 2023 campaign Malaysians are familiar with

CAMPAIGN for Filipino households with the well-known international
skills-building initiatives in brand MAGGI. Its primary
sarap-sustansya cooking and objective is to cultivate
food security. family-friendly dining
experiences. Through its large
MAGGI, the trusted ally of number of items and food
home cooks, kicks off its “Ang arrangements, MAGGI assists
Nagmamahal, Nagma-
moms with getting ready
MAGGI” campaign, its latest
effort to show how cooking delicious and adjusted
nutritious and delicious food natively constructed feasts for
can make a difference in the their families consistently. In
lives of loved ones. addition, the brand is
dedicated to meeting the
The campaign will include ever-evolving requirements of
MAGGI's collaborative meal providers by introducing
synergies with the novel concepts and products
Department of Agriculture that continue to excite and
(DA) and the Department of delight Malaysian families
Education (DepEd), which will with the goodness of
focus increasingly on teaching homemade meals.
families how to achieve food
security in the home while
striving for zero-waste in the
kitchen in 2023. The campaign
will center on the power of
food to improve the lives of
communities.

STRATEGY MAGGI, a brand thought

Marketing Strategy of
about a staple in numerous
Maggi analyzes the brand
families in Malaysia, is
with the marketing mix
prevalently known for its
framework which covers
 instant noodles and signature
the 4Ps (Product, Price,
seasoning.
Place, Promotion). These
business strategies, based MAGGI aims to "empower
on Maggi marketing mix, Malaysians in their culinary
help the brand succeed in journeys, supporting
the market. consumers, especially
mothers in creating good food
moments with their loved
ones" through its extensive
product line.

Given the fact that Malaysians

love noodles and instant
foods. Nestle through MAGGI
products grab the opportunity
to dominate the market with
their unique products.

PRODUCT PACKAGING WHILE it is working towards In the MAGGI noodles

making the packaging of its industry, they offer a diverse
products 100% recyclable in selection of packaging
six years, Nestlé Philippines options, including bags,
needs support from the bowls, and cups, respectively.
government and other Our customers' unique
stakeholders on recycling requirements are met in each
efforts. of these formats.

They promote eco-friendly Because MAGGI encourages

recycle plastics and mothers and children to bond
paraphernalia in order to save during the cooking process,
ecosystem. Some people bag noodles are ideal for
create native bags and families. In the interim, bowl
accessories made from noodles are a helpful answer
plastics of MAGGI products. for youthful grown-ups, as a
feast substitution.

Similarly, cup noodles can be

a quick, filling, and savory
light meal in between meals
 for an instant energy boost.

3. What were the main themes of the Filipino culture that were tapped in the strategy/
campaign?

Maggi’s campaigns in the Philippines focus on key themes such as family, celebrations/
ocassions, Filipino values and social bonding. Maggi considered the importance of building a
strong relationship with family through highlighting in their advertisements the value of family
bonding and interactions. They value interactions, connections, family traditions and culture of
the Filipino. It also highlights the resiliency and hospitable aspects of Filipino when it comes to
making other people engage and feel belong as a one big community,
1. Identify the specific product and include the specific print advertising in the submission, or you can
describe the TV commercial (if applicable), or a visual of their product packaging.

Print Advertisement

Product Packaging
2. Describe the campaign, strategy, and product packaging. How did the company adapt it to Philippine
culture? You may cite a reference country to compare the strategy versus the Philippines. Eg: US Coke
commercial vs. Philippines’ Coke commercial.

PHILIPPINES CHINA

CAMPAIGN  Coca cola "Share a feeling" Coca-Cola has launched a ‘Share a Coke’
campaign features new bottles campaign in China to engage with
and cans with Emoticons where supporters and consumers, with the
introduction of its metaverse music
tons of faces and expressions are
festival. Under this campaign, Coca-Cola
there to choose from. Customers
joined hands with Ogilvy Shanghai to
can get a chance to customize create a limited-edition Coca-Cola
their own Emoticons for their “Summer Get-Together” Bottle, with labels
bottles. With Coca-Cola emoticon that transform as consumers' drinks to
bottles, there is always a sure way provide Coke lovers with hundreds of fun
to communicate, start a scenarios to enjoy the summer with their
conversation and share a feeling friends. The activations also extended
with a crush, a friend, a loved one online to further facilitate connections,
with these bottles. A great way to through two interactive mobile games
including the social generator, of which
express yourself (2016).
Coca-Cola brought the “Summer Get
 Coca cola PH launches new
Together” bottle concept into the digital
Christmas campaign, "Buksan ang world through a WeChat-embedded game.
magic ng pasko" under "Real Coca-Cola then launched its own
Magic" Platform highlights the “Metaverse Music Festival”, using
real magic of community and metaverse inspired 3D-fication of avatars,
togetherness where it aims to 3D gameplay experience and a chained
remind us that all we need for a ‘share challenge’ mechanism. With this,
magical christmas is shared users are invited to customise their avatar
and choose one of four scenarios to music-
moments with the community and
battle their friends. Played just by finger
the ones we love. The “Real
tapping, each gameplay is rewarded with
Magic” platform includes a new special lucky draw coupons, with the
design identity for the Coke added excitement of out-dancing friends
Trademark—which includes over summer (2022).
Coca-Cola, Coca-Cola Light/Diet
Coke and Coca-Cola Zero Sugar—
anchored by a fresh expression of
the Coca-Cola logo (2022).
STRATEGY Coca-Cola Beverages Philippines,Inc. invests in Coca-Cola China joined hands with two
multiple charitable organizations and in is bottling partners, COFCO Coca-Cola and
involved in the addressing of the Sustainable Swire Coca-Cola, to keep investing in China
Development Goals (SDGs). They also invest in in an effort to increase local production
technology through the continuous capacity and meet the growing demand of
improvement and development of how they consumers in the Chinese market (2022).
produce and distribute their products. Has
multiple marketing intermediaries such as fast They focus on partnership to maintain
food chains where products are marketed flexibility, keeping customers at the center
through menus, broadcasting networks and of innovation and marketing investments,
various actors, actresses and artists market also while leveraging their expertise in
products in the form of advertisement. revenue growth management and
execution:
 Flexible Pricing Strategy - changes
in prices in response to changes in  proposed a project with a total
planned investment of 2 billion
supply and demand.
yuan in the Kunshan Economic
 Creative Promotional Strategy
& Technological Development
Zone (KETD), On levering digital
engagement to connect with
more consumers
 the company continued to
enhance its presence in online
channels and promote the
digital transformation
 focused on having the right
leaders and an organized
structure to deliver on its
growth strategy (2023).

PACKAGING COCA-COLA Beverages Philippines, Inc., Coca-Cola China recently launched its first
announced that its key brands to shift to a WeCare Bag, made from recycled bottles, in
more sustainable packaging to eliminate waste an effort to explore the new circular
through the continual use of packaging as a economy model and advocate responsible
valuable resource. Clear plastic bottled that are consumption.Through this process, recycled
collected from partners and collection points beverage bottles are transformed into
will be recycled at PETValue Philippines. The trendy and functional "WeCare Bags" and
locally produced recycled PET resin straight go back to consumers' hands, completing a
from the facility will be used for Coca-Cola closed loop of recycling.This initiative is part
brands in recycled PET plastic packaging—thus of the beverage giant's plan to achieve its
creating a circular economy for the company’s goal of "helping collect and recycle the
packaging in the Philippines. equivalent of 100 percent of its packaging
by 2030 (2020).
3. What were the main themes of the Filipino culture that were tapped in the strategy/campaign?

According to research, It was found that majority of Coca-Cola Philippines television advertisements
from 1954 - 2017 portrayed the themes youth, romanticism, the Filipino merienda culture, Pinoy trends,
neighborhood, Filipino food culture and motherhood, while displaying most values of friendship, family
togetherness, and Christmas spirituality, and often exhibiting typical Filipino community/homes setting
under extremely hot or sunny afternoons during merienda time.

https://mb.com.ph/2022/10/17/coca-cola-philippines-driving-progress-towards-packaging-circularity-in-the-ph

http://whynotbyleahpuyat.blogspot.com/2016/06/coca-cola-officially-launches-share.html?m=1

https://www.marketing-interactive.com/coca-cola-chinese-campaign-reshapes-summer-fun

https://www.chinadaily.com.cn/a/202302/15/WS63eca223a31057c47ebaefa9.html

https://repository.cpu.edu.ph/handle/20.500.12852/2467

Brand: COLGATE

1. Identify the specific product and include the specific print advertising in the submission, or you can
describe the TV commercial (if applicable), or a visual of their product packaging.

2. Describe the campaign, strategy, and product packaging. How did the company adapt it to Philippine
culture? You may cite a reference country to compare the strategy versus the Philippines. Eg: US Coke
commercial vs. Philippines’ Coke commercial.

The Colgate brand has been doubling down on its global-wide advertising campaigns, where its
optimism-themed #SmileStrong campaign released just recently in Southeast Asia market Malaysia. And
now, Philippines, officially released its statement that they would participate in the said campaign,
wherein the Philippine Colgate give more emphasis to have positive view to those who need special
attention. Three individuals are the main character of the advertisement in the Philippines, the teacher
who is an advocate and have down syndrome Brina Maxino, the local artist Candy Pangilinan, who has a
son with ADHD and Arizza Nocum a defender for peace and a co-founder of KRIS, a non-profit
organization. One of the statement of Colgate Philippines to the local is that the implemention of global
advocacy, they hope that they would have get the same high effect just like the campaign #SmileStrong
that resulted to love and loyalty to the brand.
The packaging of Colgate Total Whitening Toothpaste typically features the Colgate logo, the product
name, and claims related to its whitening and oral health benefits. The design may vary, but it often
includes visuals of sparkling teeth or images associated with oral hygiene.

3. What were the main themes of the Filipino culture that were tapped in the strategy/ campaign?

The themes is all about the resiliency of the Filipinos, it is substantiated to the advertisement that
charactered by the tree person mentioned above. As to Candy, being resilient in raising and caring her
son that has ADHD, and to the advocate of and have down syndrome Brina Maxino, that being being
resilient despite the situations they are in is not a hindrance to share and do good things to society.