Context: Coca-Cola Beverages Vietnam, Ltd. recently welcomed six bloggers (see links below) to Vietnam for a first-hand look at Coke’s innovative efforts to give back to the community and empower women entrepreneurs with its EKOCENTERs.
Day One: Consumers are the Heartbeat of Coca-Cola
The Coca-Cola Company has been in Vietnam communities for many years. The true essence of Coca-Cola may have been in the hearts and minds of local residents, but that wasn’t always the case for its own employees.
Several years ago, Coca-Cola Beverages Vietnam, Ltd. was struggling. The business was not profitable, and plans to grow proved difficult. Change needed to happen, and it was up to Coca-Cola Beverages Vietnam Ltd. leadership to figure out how to make that happen.
The team set out to create a plan that would completely change the landscape and make the business profitable again. It all started with a simple concept… what do our consumers want?
Unlocking this formula was key in helping to make Coca-Cola’s business in Vietnam more profitable. Through research and local insights, a new product was developed that would appeal to our consumers – Minute Maid nutri-boost. Minute Maid nutri-boost is a combination of milk and juice with nutrients, and is the top-selling Coca-Cola product in Vietnam.
The launch of this product coupled with a few other changes have shifted Coca-Cola’s business in Vietnam to being profitable once again. So, it was quite simple from the beginning… Coca-Cola lives in the hearts of people like you every day who love our products and are our greatest ambassadors.
Giving back to the community is important for Coca-Cola, and with the opening of the EKOCENTERs in Vietnam, the company is doing just that.
Stay tuned for additional posts next entry tomorrow where you’ll learn more about EKOCENTERs in Vietnam and how local communities are seeing real benefits.