Go forward by going back

Seeking a better understanding.

Coke in Africa

leave a comment »

Often, in conversation about medical drug distribution, Coca Cola is idolized for its ability to deliver its products to the most remote locations. Certainly, Coke’s distribution network is impressive.  As this story from a recent Business Week edition suggests, Coca Cola is pursuing a strategy that is inclusive of local micro-vendors in Africa.

Kingori’s sundry store—known locally as a “duka“—also sells plastic buckets and mattresses, and is no larger than a small bedroom. Her Gold status brings benefits, like an introduction to Coke’s globally standardized selling techniques. She’s urged by Coke to promote combo meals to boost profits, and so red menu signs supplied by the beverage company suggest a 300-milliliter Coke and a ndazi, which is a kind of greasy donut, for 25 Kenyan shillings. Coke also paid for the red refrigerated drink cooler at the entrance to the shop, which is protected by a blue cage. She’s told to keep it full to draw attention, and to stock it according to a diagram inside: Coca-Cola always at the top, Fanta in the middle, large bottles on the bottom. At stores down Naivasha Road, and throughout the continent and the rest of the world, Coke fridges are stocked in similar fashion.

Coca-Cola teaches these mini-distributors everything about how to run a business—from things as simple as waiting until the midday rush before icing down the Cokes to save resources to how to buy a house with their newfound wealth.

via Longreads

Advertisements

Written by Niall

May 29, 2011 at 11:04 am

Posted in Africa, Kenya

Tagged with , ,

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: