Revitalizing the Retail: A Case of the Coca-Cola Company

In April 2017, a senior delegation of the Coca-Cola Company (TCCC) visited Pakistan to reconsider the beverage industry of the country predominated by its strong competitor PepsiCo. Followed by the visit, TCCC planned to revitalize its retail practices and join hands with retailers more aggressively. TCCC claims to be the world’s largest non-alcoholic beverage producer; however, lacking distribution intensity in the country. The company operates majorly in four trade channels based on volumetric divisions. The company began its operation in 1953 with a basic cola drink and later introduced its subsequent products in different flavours with two major categories sugar-contained and sugar-free. With an expansion of the industry and increased demand for bottled water and healthy conscious sugar-less nectar, the company expanded its product category and coverage to the deeper parts of the country. Because of substantial investment and legacy, Coca-Cola is the second-largest beverage company in a highly competitive soft drink market. However, TCCC is still lagging in leading, so the company decided to gear up all efforts in retail development followed by an intensive distribution strategy.