Coke’s Strategy In India Is Paying Dividends

Coca-Cola CEO James Quincey’s strategy in India – focus on its product portfolio, bottling operations, distribution, and sales and communication – is paying off after years of sluggish sales. Popular drinks like Coca-Cola, Fanta, and Thums Up all experienced torpid sales, a situation worsened by demonetization. By September 2017, the company began to see a turnaround as volumes grew six percent during the quarter. By March 2018, the company had posted three consecutive quarters of growth. Portfolio changes eliminated gaps for competitors at critical price points: smaller packs of juices, new fizzy drinks, expansion of the premium drinks line, and a stronger mid-range line were all implemented. Lastly, to boost distribution, bottling unit Hindustan Coca-Cola merged two sales forces that were selling popular and juice-based drinks.