Coca-Cola Philippines: Social Logistics

Peach Natividad

This case study describes how Coca-Cola, the beverage company, created a new social media based distribution system in the Philippines to meet the geographical challenges of the country.

Coca-Cola Philippines: Social Logistics

Peach Natividad

Campaign details

Brand owner: Coca-Cola Far East LimitedAgency: McCann Worldgroup – MRM PhilippinesBrand: Coca-ColaCountry: The Philippines

Executive summary

Product distribution is extremely difficult in a country with 100 million people scattered across 7,107 islands and with sari-sari stores (small family-run shops) as the main distribution channels. Sophisticated logistics systems were impossible to roll out. The result was extremely long Coca-Cola product-distribution cycles leading to stock shortages and unavailability.

The solution was, in the absence of sophisticated software, to power the distribution system with what was...

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