NextBillion - An Initiative of the William Davidson Institute at the University of Michigan

Thursday, August 12, 2004

“Far from the prosperity and growing competition in Asia’s glittering big cities — where growth is beginning to cool from a once-blistering pace — the beverage giant is investing tens of millions of dollars to expand its production and distribution footprint. The strategy is to market super-cheap sodas to a vast population that in the past was considered too poor, provincial or difficult to reach for consumer-product companies. If successful here, Coke could be mapping a new strategy for how Western companies approach hundreds of millions of potential customers on the lower rungs of Asian society.” Read full article here.