Coca cola strategy in emerging markets
-
Upload
steph-nass -
Category
Business
-
view
809 -
download
0
Transcript of Coca cola strategy in emerging markets
![Page 1: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/1.jpg)
![Page 2: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/2.jpg)
![Page 3: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/3.jpg)
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
![Page 4: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/4.jpg)
![Page 5: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/5.jpg)
COKE FACTORY FRANCHISEE BOTTLER FINAL CONSUMER
Coke Syrup Bottled Coke
![Page 6: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/6.jpg)
COKE FACTORY FRANCHISEE BOTTLER FINAL CONSUMER
Coke Syrup Bottled Coke
![Page 7: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/7.jpg)
1. ENTRY STRATEGY
![Page 8: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/8.jpg)
![Page 9: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/9.jpg)
![Page 10: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/10.jpg)
![Page 11: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/11.jpg)
![Page 12: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/12.jpg)
2. PRODUCT
DEVELOPMENT
![Page 13: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/13.jpg)
MAAZA MILKY
(MANGO JUICE WITH MILK)
(DEVELOPED BY LOCAL TEAM)
(HIT PRODUCT IN INDIA)
(LIGHT APPROVAL SYSTEM)
![Page 14: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/14.jpg)
MEXICOKE
(PURE CANE SUGAR COKE)
(HECHO EN MEXICO)
(12 OZ BOTTLES)
(HIT PRODUCT IN THE US)
![Page 15: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/15.jpg)
(STEVIA COKE)
(DEVELOPED IN THE US)
(TAX ON SOFT DRINKS)
(FAILURE IN MEXICO)
COCA-COLA LIFE
![Page 16: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/16.jpg)
3. DISTRIBUTION
![Page 17: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/17.jpg)
FRANCHISEE BOTTLER
RURAL TOWN
VILLAGE #1
VILLAGE #2
VILLAGE #3
VILLAGE #4
The Hub and
Spoke System
![Page 18: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/18.jpg)
![Page 19: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/19.jpg)
4. SALES
![Page 20: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/20.jpg)
INFRASTRUCTURE HUMAN RESOURCE INCENTIVE DATA
![Page 21: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/21.jpg)
INFRASTRUCTURE HUMAN RESOURCE INCENTIVE DATA
![Page 22: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/22.jpg)
INFRASTRUCTURE HUMAN RESOURCE INCENTIVE DATA
![Page 23: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/23.jpg)
INFRASTRUCTURE HUMAN RESOURCE INCENTIVE DATA
![Page 24: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/24.jpg)
5. MARKETING
![Page 25: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/25.jpg)
THE
TUBAINAS
WAR
![Page 26: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/26.jpg)
AFFORDABLE
FAMILIAR
AVAILABLE
UNKNOWN PRODUCT
POORLY DISTRIBUTED
EXPENSIVE
![Page 27: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/27.jpg)
AFFORDABLE
FAMILIAR
AVAILABLE
GROWING AWARENESS
AVAILABLE
AFFORDABLE
How : Returnables bottlesHow : Smaller formats
How : Partner with local firm
How : Huge ads spendings
![Page 28: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/28.jpg)
6. COMMUNICATION
![Page 29: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/29.jpg)
TARGET
THE
YOUTH
![Page 30: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/30.jpg)
TRADITIONAL MEDIA DIGITAL MEDIA
LOCAL DIFFUSION SOCIAL ACTIONS
![Page 31: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/31.jpg)
TRADITIONAL MEDIA DIGITAL MEDIA
LOCAL DIFFUSION SOCIAL ACTIONS
![Page 32: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/32.jpg)
TRADITIONAL MEDIA
LOCAL DIFFUSION SOCIAL ACTIONS
![Page 33: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/33.jpg)
TRADITIONAL MEDIA DIGITAL MEDIA
SOCIAL ACTIONSLOCAL DIFFUSION
![Page 34: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/34.jpg)
TRADITIONAL MEDIA DIGITAL MEDIA
LOCAL DIFFUSION
![Page 35: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/35.jpg)
KEY LEARNINGS
![Page 36: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/36.jpg)
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
![Page 37: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/37.jpg)
Stéphane NasserAfrica
Chloé TorrenteLatin America
Mirna MelhemArabic countries
Julia MasIndia
MADE WITH LOVE IN SHANGHAI BY
Changlu NiuChina
Aniss LaouajAfrica
Sixtine ViéIndia
![Page 38: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/38.jpg)
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
![Page 39: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/39.jpg)
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
![Page 40: Coca cola strategy in emerging markets](https://reader034.fdocuments.us/reader034/viewer/2022051123/587c01b01a28ab7c668b6aef/html5/thumbnails/40.jpg)
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/