Coke are quite simply the most incredible Route to Market business, who understand the consumer, the customer and the distributor’s needs more than any company I worked for. It was whilst working for the South African bottler, SABCO, that I learnt all about emerging markets, across Sub Sahara Africa and South West and South East Asia.
Being able to react faster than the competition, and understand the amazingly different cultural sensitivities of people in countries such as Vietnam, Cambodia, Sri Lanka, Nepal and Laos enabled the Team to grow the category as well as brand share consistently.
Capital requirements were significant and we built a number of brand new lines and sites across the Division of which I was Chief Operating Officer. The Coca Cola ‘system’ is unique in the business world and Coke’s success today has been forged on developing an intensity of relationship between bottler and brand owner.