coca cola strategy in emerging markets
TRANSCRIPT
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/