How Coca-Cola is Marketed in Myanmar

Until last year, Myanmar was one of the three countries in which the sale of Coca-Cola was banned (sanctioned). This NPR article discusses how the company marketed the soda to people who’ve never tasted Coca-Cola before (or have forgotten the taste). The key: billboards, fliers, and free samples:

Myanmar has spotty electricity and bad refrigerators. Coca-Cola was worried that people were trying Coke at room temperature. At the tastings, everyone gets an ice-cold bottle of Coke, and instructions on the proper way to drink Coke — a five point plan for deliciousness:

1) Get a glass.

2) Chill the bottle.

3) Put three cubes of ice in the glass.

4) Pour at a 45 degree angle.

5) Add a dash of lime.

A shorter version of the advice is on the back of the bottle. In fact, all the marketing messages, the slogans, the history of Coke, and the ice-cold mandate are all squeezed onto the bottle. Moin says its the one place where they know they can catch the consumer’s eye.

This was an interesting pricing strategy:

In the center of every label is the price of the product, 300 Kyat, about 32 cents. Coke almost never does this. It lets the retailer set the price, but this time, they were convinced that stores would just continue to sell Coke at a huge mark-up unless they put the price on the bottle.

 

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