Coca-Cola FEMSA, S.A.B. de C.V. operates as a franchise bottler of Coca-Cola trademark beverages worldwide. It produces, markets, sells and distributes Coca-Cola trademark beverages. The company operates in territories in various countries, such as Mexico—a portion of central Mexico, the southeast and northeast of Mexico (including the Gulf region); Central America—Guatemala (Guatemala City and surrounding areas), Nicaragua (nationwide), Costa Rica (nationwide), and Panama (nationwide); Colombia—majority of the country; Venezuela—nationwide; Brazil—a major part of the states of Sao Paulo and Minas Gerais, the states of Paraná and Mato Grosso do Sul and part of the states of Rio de Janeiro and Goias; Argentina—Buenos Aires and surrounding areas; and the Philippines—nationwide (through a joint venture with The Coca-Cola Company). Products The Coca-Cola trademark beverages include sparkling beverages (colas and flavored sparkling beverages), waters and still beverages (including juice drinks, coffee, teas, milk, value-added dairy and isotonic drinks). From the approximately 113 brands and line extensions of beverages that the company sells and distributes, its important brand includes Coca-Cola, together with its line extensions, Coca-Cola Light, Coca-Cola Life and Coca-Cola Zero. Product and Packaging Mix: The company produces, markets, sells and distributes Coca-Cola trademark beverages in each of its territories in containers authorized by The Coca-Cola Company, which consist of various returnable and non-returnable presentations in the form of glass bottles, cans and plastic bottles primarily made of polyethylene terephthalate (PET). Presentation sizes for its Coca-Cola trademark beverages range from a 6.5-ounce personal size to a 3-liter multiple serving size. In addition, the company sells various Coca-Cola trademark beverage syrups in containers designed for soda fountain use, which it refers to as fountain. The company also sells bottled water products in bulk sizes, which refer to presentations equal to or larger than 5.0 liters, which have a much lower average price per unit case than its other beverage products. Mexico and Central America: The company’s product portfolio consists of Coca-Cola trademark beverages, including the Jugos del Valle line of juice-based beverages. South America (Excluding Venezuela): The company’s product portfolio in South America consists mainly of Coca-Cola trademark beverages, including the Jugos del Valle line of juice-based beverages in Colombia and Brazil; and the Heineken beer brands, including Kaiser beer brands, in Brazil, which it sells and distributes. Venezuela: The company’s product portfolio in Venezuela consists of Coca-Cola trademark beverages. Strategy The key elements of the company’s strategy include working with The Coca-Cola Company to develop a business model to continue exploring and participating in new lines of beverages, extending existing product lines, and advertising and marketing products; developing and expanding still beverage portfolio through innovation, strategic acquisitions and by entering into agreements to acquire companies with The Coca-Cola Company; expanding bottled water strategy with The Coca-Cola Company through innovation and selective acquisitions to increase profitability across its market territories; strengthening selling capabilities and go-to-market strategies, including pre-sale, conventional selling and hybrid routes, in order to get closer to customers and help them satisfy the beverage needs of consumers; implementing selective packaging strategies designed to increase consumer demand for its products and to build a strong returnable base for the Coca-Cola brand; replicating its best practices throughout the value chain; rationalizing and adapting organizational and asset structure in order to be in a better position to anticipate and respond to industry changes and trends in a competitive environment; building a multi-cultural collaborative team, from top to bottom; and broadening geographic footprint through organic growth and strategic joint ventures, mergers and acquisitions. Suppliers Mexico
coca-cola femsa sab-ser l (KOFL:Mexico)
Calle Mario Pani No. 100
Colonia Santa Fe Cuajimalpa
Delegación Cuajimalpa de Morelos
Mexico, DF 05348
Phone: 52 55 1519 5000
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