coca cola strategy in emerging markets

K E Y L E A R N I N G S

C O M M U N I C A T I O N

M A R K E T I N G

S A L E S

D I S T R I B U T I O N

P R O D U C T D E V E L O P M E N T

E N T R Y S T R A T E G Y

C O M P A N Y O V E R V I E W

COKE FACTORY FRANCHISEE BOTTLER FINAL CONSUMER

Coke Syrup Bottled Coke

COKE FACTORY FRANCHISEE BOTTLER FINAL CONSUMER

Coke Syrup Bottled Coke

1. ENTRY STRATEGY

2. PRODUCT

DEVELOPMENT

MAAZA MILKY

(MANGO JUICE WITH MILK)

(DEVELOPED BY LOCAL TEAM)

(HIT PRODUCT IN INDIA)

(LIGHT APPROVAL SYSTEM)

MEXICOKE

(PURE CANE SUGAR COKE)

(HECHO EN MEXICO)

(12 OZ BOTTLES)

(HIT PRODUCT IN THE US)

(STEVIA COKE)

(DEVELOPED IN THE US)

(TAX ON SOFT DRINKS)

(FAILURE IN MEXICO)

COCA-COLA LIFE

3. DISTRIBUTION

FRANCHISEE BOTTLER

RURAL TOWN

VILLAGE #1

VILLAGE #2

VILLAGE #3

VILLAGE #4

The Hub and

Spoke System

4. SALES

INFRASTRUCTURE HUMAN RESOURCE INCENTIVE DATA

INFRASTRUCTURE HUMAN RESOURCE INCENTIVE DATA

INFRASTRUCTURE HUMAN RESOURCE INCENTIVE DATA

INFRASTRUCTURE HUMAN RESOURCE INCENTIVE DATA

5. MARKETING

THE

TUBAINAS

WAR

AFFORDABLE

FAMILIAR

AVAILABLE

UNKNOWN PRODUCT

POORLY DISTRIBUTED

EXPENSIVE

AFFORDABLE

FAMILIAR

AVAILABLE

GROWING AWARENESS

AVAILABLE

AFFORDABLE

How : Returnables bottlesHow : Smaller formats

How : Partner with local firm

How : Huge ads spendings

6. COMMUNICATION

TARGET

THE

YOUTH

TRADITIONAL MEDIA DIGITAL MEDIA

LOCAL DIFFUSION SOCIAL ACTIONS

TRADITIONAL MEDIA DIGITAL MEDIA

LOCAL DIFFUSION SOCIAL ACTIONS

TRADITIONAL MEDIA

LOCAL DIFFUSION SOCIAL ACTIONS

TRADITIONAL MEDIA DIGITAL MEDIA

SOCIAL ACTIONSLOCAL DIFFUSION

TRADITIONAL MEDIA DIGITAL MEDIA

LOCAL DIFFUSION

KEY LEARNINGS

Find local partners

Empower local teams

Reverse innovation is tricky

Include all the stakeholders in the benefits

Fill the voids

Be cost-innovative and value-focused

Look for the 4As, not the 4Ps

Find new channels to communicate

Stéphane NasserAfrica

Chloé TorrenteLatin America

Mirna MelhemArabic countries

Julia MasIndia

MADE WITH LOVE IN SHANGHAI BY

Changlu NiuChina

Aniss LaouajAfrica

Sixtine ViéIndia

Sources – Arabic countries

http://www.yourmiddleeast.com/features/cocacola-in-the-arab-world-nothing-but-a-local-company_14045

http://www.snopes.com/cokelore/israel.asp#O6EHiPvy0qRA4SS0.99

http://www.olayan.com/Product/3

http://fr.coca-colamaroc.ma/

http://www.coca-colacompany.com/videos/coke-studio-middle-east

http://fr.coca-colamaroc.ma/actualites/la-caravane-culinaire-de-coca-cola-fait-le-bonheur-des-mamans-marocaines

http://www.saudigazette.com.sa/index.cfm?method=home.regcon&contentid=20150225235006

http://www.coca-colacompany.com/press-center/press-releases/aujan-industries-and-the-coca-cola-company-announce-signing-of-980-million-agreement

http://www.coca-colacompany.com/stories/the-coca-cola-system

http://www.huffingtonpost.com/faisal-abbas/the-history-and-politics-_b_1150517.html

http://www.strategy-business.com/article/00093?gko=f3ca6

Sources – Africa

http://www.howwemadeitinafrica.com/doing-business-in-africa-the-coca-cola-way/2433/

http://www.nytimes.com/1998/05/26/business/putting-africa-coke-s-map-pushing-soft-drinks-continent-that-has-seen-hard-hard.html

http://www.economist.com/node/11670946

http://www.colalife.org/2010/12/19/how-coca-colas-distribution-system-works/

http://www.coca-colacompany.com/our-company/the-coca-cola-system

http://www.nytimes.com/1998/05/26/business/putting-africa-coke-s-map-pushing-soft-drinks-continent-that-has-seen-hard-hard.html?pagewanted=2

http://www.supplychainquarterly.com/topics/Strategy/20150331-winning-supply-chain-strategies-for-african-markets/

http://www.coca-colacompany.com/stories/supporting-small-business-development

http://scw-mag.com/index.php/sections/distribution/143-the-coca-cola-company

http://softdrinkcolawar.blogspot.com/2012/12/coca-cola-pricing-strategy.html

http://img.weburbanist.com/wp-content/uploads/2010/07/Cooling_Tower_Art_5a.jpg

http://www.bloomberg.com/bw/magazine/content/10_45/b4202054144294.htm

Sources – Latam, India, China

http://www.coca-colafemsa.com/conteudo_en.asp?tipo=27617&idioma=1&conta=44

http://www.forbes.com/sites/steveolenski/2014/06/12/how-coca-cola-is-spreading-happiness-at-the-2014-world-cup/

https://prezi.com/7rzu8z6xg59g/coca-cola/

http://fr.slideshare.net/TariqKhan57/cocacolas-marketing-challenges-in-brazil-the-tubainas-war

http://www.bloomberg.com/bw/stories/2002-05-26/rural-india-have-a-coke

https://www.hindustancoca-cola.com/plant_tour.aspx

http://www.coca-colacompany.com/sustainabilityreport/world/water-stewardship.html

http://fr.slideshare.net/deadharshad/coke-1826796?qid=ddcbc92c-4284-45d2-9e48-eb6cfa284d8c&v=qf1&b=&from_search=4

http://www.forbes.com/2009/03/24/coca-cola-china-leadership-citizenship-huiyuan.html

http://www.academia.edu/6375456/Coca_Cola_A_Global_Brand_s_Experience_in_China_past_decisions_and_current_problems_facing_the_world_s_largest_beverage_manufacturer

http://www.worldcrunch.com/business-finance/coca-cola-039-s-strategy-in-china-be-more-chinese/company-asia-business-united-states-drink/c2s18758/