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Coca-Cola wants 'to be everywhere' (2)

By Wang Zhuoqiong (China Daily)

15:28, June 07, 2013

The chairman said consumers here and in every corner of the world are increasingly are more discerning, informed and empowered than ever.

They want to be associated with companies and brands that share their values and aspirations.

The strong sense of community and heritage and pride is palpable in China and for good reason, he said.

Given the importance of China and other emerging markets around the world, Kent said, the company's secret formula for its flagship brand gives consumers the refreshing, affordable, high-quality beverage that they expect from Coca-Cola.

Growing importance

Coca-Cola plans to double its system revenue and servings by 2020, Kent said. China is one of Coca-Cola's fastest-growing markets, accounting for 8 percent of its revenue and making it Coca-Cola's No 3 market after the US and Mexico.

This has given China more prominence in the company's development plans.

Since re-entering the Chinese mainland in 1979, Coca-Cola has invested more than US$5 billion in the local market, $3 billion of which was invested between 2009 and 2011.

Coca-Cola has announced that in the three years beginning in 2012, it plans to invest $4 billion in the Chinese market, including establishing new plants, and tapping into and innovating in the country's central and western regions and second- and third-tier cities.

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