Corante

About this Author
CORANTE John Yunker is founder of Byte Level Research and author of the widely acclaimed book, Beyond Borders: Web Globalization Strategies and editor of Global By Design.

He has covered the emerging field of Web globalization for half a decade and has published a wide range of reports dedicated to best practices in Web localization and internationalization.
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Going Global focuses on the risks and rewards of expanding into new geographic and cultural markets, from Web globalization to international marketing to global usability.
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January 25, 2005

Of Coke, Japan and Coffee in a Can

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Posted by John Yunker

I've spent the past week in Japan and have had such a great time watching how US-based companies market products in this country. One company that has spent a great deal of time in this market is Coca-Cola. But it is only relatively recently that Coke has developed products specifically for the country, focusing heavily on the types of drinks that the Japanese want rather than trying to push additional cases of soda.

Japanese are not soda freaks like Americans, but they do have an affinity for coffee in a can. Enter a product from Coke called Georgia.

georgia1.jpg

Now, if you don't know that Coke is based out of Georgia, you have to look pretty close to tell that this can of coffee is part of Coke's global empire. Here is the Coca-Cola logo, in 7-point type:

georgia2.jpg

The majority of vending machines that I've seen in Tokyo and Kyoto feature Georgia products (there is an entire product line around this brand) and few vending machines feature Coca-Cola.

Speaking of coffee, Starbucks seems to be everywhere. I've spotted four in Kyoto already (more on this later)...

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