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I appreciate the point you are making, and I don't disagree for the most part on Coke's branding process. But does that type of strategy extend to local commun

I appreciate the point you are making, and I don't disagree for the most part on Coke's branding process. But does that type of strategy extend to local communities and Spiritual Healers? I don't think the math supports that. The team of "expert consultants" who would come up with a plan like this and institute it would charge more in their salaries than the increased consumption in Chiapas is worth. Also, ask yourself why a strategy like that would even be necessary in Chiapas??? You don't need to trick people into buying Coke when they don't have access to clean and affordable water.

colanderman 9y ago
I think the idea would be less "sell more Coke" and more "become an integral part of the lives of the voting population of the town our factory is in". When Coke is holy, those who would stand against it are heretics.
Spooky23 9y ago
Remember that Coke has a franchise bottler model. So Coca Cola FEMSA's marketing people develop and execute their marketing strategy. Just because Mexico is a relatively poorer country doesn't mean that the business people are a bunch of bumpkins. People in Chiapas may not be drinking Coke by the gallon, but it's a product with drug-like margins. They have a positive customer value, or Coke wouldn't be doing it.