Mar 15, 2012
What a red storefront means in Africa
Natalia Echeverri, writing at Polis:
Coca-Cola's strategy in Kenya (and Africa in general) is contextually effective. It works in developing economies and uses lessons learned in Latin America. Distribution is centered on independently owned shops in cities, villages and remote locations. The soda is most often consumed in the store, so the glass bottle can be returned. The dominantly painted storefront appeals to this on-the-go reality.