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 Brazil—it’s one of our top volume leaders, but also a country in which we were too focused on volume growth at the expense of value creation for our system, customers and consumers. In 2002, 75 percent
of our volume in Brazil was available in just two packages—single-serve cans and multi-serve 2-liter PET bottles. The absence of package choice and differentiation threatened the growth of our brands.
Over the past year or so, we’ve started to turn things around by focusing on value creation, which in Brazil has meant extending the range of packages and price points our system provides. Today we offer five single-serve and five multi-serve
packages at prices across the spectrum. Revenues, retail dollar share and profits are all up as a result. |
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