Brazil, Russia, India, and China are helping to boost Coca-Cola's turnover: Its latest
quarterly results show that volume growth rose by 20% in India and 9% in China, two of the company's fastest-growing markets. So what is Coca-Cola doing in the BRICs?
- In Brazil, Coca-Cola is investing heavily to expand production facilities and promote its beverages, with an eye toward the 2016 Rio Olympics.
- In Russia, Coca-Cola has opened its 15th production center in anticipation of higher demand during the 2014 Sochi Olympics.
- In India, Coca-Cola faces higher costs for raw materials, packaging, and transportation, and it has begun trying to pass these costs along in the form of higher prices as peak consumption periods approach. It recently raised some prices in India, as did its archrival, Pepsi.
- In China, Coca-Cola is using mobile marketing and social media marketing to reach out to younger consumers. It is also introducing smaller size bottles (priced lower than larger bottles) to stimulate more purchasing.
