Coca-Cola FEMSA Central was established in May 2003, when FEMSA acquired 100% of the largest franchise of the Coca-Cola system in Latin America.
In the region of Central America, Coca-Cola FEMSA produces and distributes branded products of The Coca Cola Company in Guatemala City and surrounding areas, and throughout the territory of the countries of Nicaragua, Costa Rica and Panama.
Costa Rica produces and distributes brands such as Coca-Cola, Diet Coke, Fanta, Sprite, Fresca, Fruitopia, Powerade, Canada Dry and Alpina.
They use various sales and distribution models, depending on market conditions, geographic and customer profile.
Through better beverage distribution system in the world, consumers in more than 200 countries enjoy the Company's beverages at a rate of nearly 1,600 million daily consumption.
The role of the marketing department of Coca-Cola is to create, innovate and implement new ways to sell many more products, but you also want to achieve a true partnership, loyalty and efficiency of distribution channels. Coca Cola is one of the companies with more experience in the soft drink market, also in their distribution channels, is known to get everywhere in the world, even the most isolated, distant, even where there are road.
They have been implementing a multi-segmentation strategy in most markets. This strategy involves the implementation of different product portfolios / price / package for market groups or clusters (segments. These clusters are defined based on consumption occasion, competitive intensity and socioeconomic status, and not only for the types of distribution channels.
To give you a more dynamic and specialized marketing their products, the strategy is to classify markets and develop targeted efforts for each consumer segment or distribution channel. Its main distribution channels are small retailers, consumer "on-premise" such as restaurants and bars, supermarkets and third party distributors.
The Coca-Cola Company is a multinational corporation engaged in the manufacture of beverages. Headquartered in Atlanta, the main product is the world's most consumed soda: Coca-Cola. It is also considered one of the largest U.S. corporations and one of the KO code listed as part of the Dow Jones.