EXAMPLES OF TWO CULTURAL FACTORS:

1) Green tea Oreos

Mondelez, in order to grow and expand in China, was able to differentiate Oreo biscuits in flavours
and recipe. Chinese people, in fact, were not used to eat biscuits because they do not like the level
of sweetness and bitterness of cookies. So the brand tried to satisfy their taste and the combination
of sweet and bitter they like through a new Green tea Oreo. In this way, Mondelez was able to
appeal on a cultural factor and capture chinese cunsumer attention.

2) Heineken and football

Beers and football have always been a perfect combination: emblematic is the image of a man
sitting in front of the television whatching a football match and holding on a glass of beer. This is
the reason why Heineken became the official sponsor of Champions League and makes TV
advertising or billboards for football. However, Heineken also wants to promote women’s
inclusivity in sports and on this purpose it decided to sponsor UEFA Women’s Champions League.
They launch the campaign “Cheers to all fans, men included” to support the subculture of women
playing football and fight prejudices and gender stereotypes.

https://www.youtube.com/watch?v=0m85z3mzVxQ

EXAMPLES OF TWO SOCIAL FACTORS:

1) Chiara Ferragni and Nespresso

Last year Nespresso made a partnership with the most popular italian influencer, Chiara Ferragni,
and they together create a limited edition collection of coffee machines, mugs and capsules. They
also arrange some temporary pop-up stores which attracted a huge amount of people every day.
 Thanks to social networks and Chiara Ferragni’s voice, Nespresso promote its products and create a
positive conversation about its brand.

2) Durex and Online social networks

One of the best players of promoting business-to-consumer dialogue and word-of-mouth influence
on social network is Durex.
Durex promotes its products using funny, memorable and high shareable Instagram posts, which
stucks in people minds and make them talk about the campaing.
Moreover, it builds a closer customer relationship, because users can directly interact with the
company, commenting on its posts. At the end, it also raise people, especially youngest, awareness
about such a topic and lead them to be more careful and use Durex products.