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Mecca Cola. MECCA-COLA: A ... product. Mathlouthi and Mecca Cola Taufik Mathlouthi
is a Muslim, Tunisian-born French entrepreneur. His exceptional ...
Mecca Cola Business Proposal. Propsed Title ... advertisment. 4. To in crease the
market share of Mecca Cola in Europe and the Middle East. Our ...
... Major rival, PepsiCo; new entrants, Muslim alternative Coke such as Zam Zam Cola
and Mecca Cola; other beverage alternatives produced by Nestlè, Cadbury ...
... the Rock, this is the third most holy city in Islam, just behind Mecca and Medina ...
visa in their passport, and has banned the sale of Coca-Cola products because ...
... Cooking Oil 8. Soft Drinks Pepsi / 7 up / Fanta / Amrat / Mecca / Mirinda 2 ... banaspati
Dalda / Kashmir 8. Soft Drinks Pepsi / 7 Up / Amrat Cola Mirinda / Coca ...
Submitted by laritonang on May 16, 2005
Category: Business
Words: 1240 | Pages: 5
Views: 201
Popularity Rank: 57,264
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MECCA-COLA: A MESSAGE IN A BOTTLE
There is no denying that Mecca-Cola is a political product. Commercially, it's capitalizing on the growing anti-American sentiment. The interesting part, which probably no one has ever done before, is the fact that the founder is making a political statement as well as embracing others with the same attitude through a consumer product. At some level it looks ironic that an anti-American movement takes form in the very byproduct of American culture; however, this is also saying that not all about America is bad. It's not the culture that is being fought, but rather the politics. And Mecca-Cola fights by trying to provide conscience to its consumers, to provide meaning in consumerism ("buvez engagé").
Mecca-Cola was born as a reaction to the anti-American sentiments, and it primarily appeals to consumers who support American brands boycott campaign. Entry consumers are primarily Muslims, with the product first being distributed in "small ethnic shops in Muslim areas". While Mecca-Cola may continue to appeal to Muslim consumers, its policy to give profits for charity may appeal to other "engaged consumers".
By positioning itself as the non-American alternative of a cola, Mecca-Cola directly challenged Coca-Cola and Pepsi as the "American products". However, as in Mathlouthi idealism, Mecca-Cola will keep the focus on providing an alternative cola drinks, not directly challenge those big players as competitors. Now that Mecca-Cola has successfully initiated a new segment of "alternative cola", its real competitors are the other alternative cola that position themselves as a product for Muslims while also offering corporate social responsibility like Mecca Cola. Among the major competitors are ZamZam Cola, Qibla-Cola, Muslim Up and Arab Cola.
The launch of Mecca-Cola was a success, perhaps because it is providing a fresh alternative to common consumerism, while using...
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