Once, one of our teachers told us that in order to ensure the success of our business, we must associate our potential products with the culture of our target market. It is in fact better if we are able to make our products become part of the customers’ culture itself. This is because doing so may not only translate to higher sales upon our entry to the market but, also, to a good amount of loyal customers. The more you position a product as if it is part of the customers’ daily lives, the more they would use it, the more they would demand for it. This may be great news for the entrepreneurs out there but is it also great news for the market that they are trying to penetrate?
Coca-cola is one of the companies that I admire in terms of their marketing strategies. In my opinion, they are one of the companies that best produce advertisements and promos that fit consumer interests. I am often amazed how they manage to tweak various situations and events and put Coke in the picture to become part of our lives. I commend them for being so effective in making us feel what they want us to feel. On the contrary, I dislike them for being able to do so. Coca-cola’s ability to effectively deliver messages through certain media also gives them the power to influence numerous people just in a few moments. That saying, it would only take Coca-cola or any other firm a few moments to change a part of our lives somehow the way they want to without us knowing.
The 1950s commercial of the company in the Philippines clearly showed us various things about the country, the Filipinos, our culture, and how their product became part of us. It was reflected in the advertisement how the entry of foreign entities gradually changed our way of doing things. We became more civil in the eyes of the foreigners; however, we’ve became rude for forgetting a part of our culture. From having get together of villagers that is full of dances and accompanied by food and drinks to backyard gatherings wherein people just sit, talk and eat sandwiches and juices. From enjoying native Filipino sports such as Sepak Takraw to becoming a lover of western sports. Slowly we are embracing the culture that wasn’t ours but was just merely injected by the foreign entities that came to our country. A perfect depiction of this scenario was a painting done by Antipas Delotavo entitled “Ang Itak sa Puso ni Mang Juan”. In his painting, a Filipino old man can be seen standing, with his shoulders dropped, head slightly bowed down, and face looking sad.
His posture and gesture resembles that of a man who has just surrendered and no longer has the power to continue the fight. On the background, the famous logo of Coca-cola can be seen. It was the tail of the company’s letter “C”, however, that made the painting more interesting. The tail of the letter “C” was shaped like that of a dagger and was pointed to the heart of the old man. The Coca-cola background shows how the Western companies have dominated us in a way that we are unaware of.
They have become bigger and managed to penetrate our land and countrymen without us noticing it immediately. They showed us how better off we are and will be with them operating in our lands as they said in the commercial. The only difference now is that these foreign entities were able to restructure their strategies and sugar coated their way to us. The coming in of these foreign firms and other entities is like a dagger to us, our culture, and our country because although we could say that we are improving economically speaking; we are placed in a situation that endangers our identity as a Filipino citizen. Unfortunately, we are almost giving up.