Coca-Cola FEMSA lowered its marketing spending by 25% in 2020, to 5,043 million pesos.
Also the expense contributed by The Coca-Cola Company fell 19% year-on-year, to 1,842 million dollars.
In conjunction with The Coca-Cola Company, Coca-Cola FEMSA has developed a marketing strategy to promote the sale and consumption of its products.
The company relies heavily on advertising, sales promotions, and retailer support programs to target the particular preferences of its consumers.
Retail support programs
Support programs include providing retailers with point-of-sale display materials and consumer sales promotions such as contests, sweepstakes, and the gift of product samples.
Refrigerators play an integral role in Coca-Cola FEMSA’s customer success plans.
Increasing both the refrigerator coverage and the number of refrigerator doors among its retailers is important to ensure that its wide variety of products is displayed correctly, while the company strengthens its merchandising capacity in its distribution channels to significantly improve its execution. at the point of sale.
Coca-Cola FEMSA advertises itself in the main media.
With this, the company focuses its advertising efforts on increasing the recognition of the brand by consumers and improving its relationships with customers.
National advertising campaigns are designed and proposed by local subsidiaries of The Coca-Cola Company in the countries where it operates, with their input at the local or regional level.
Marketing and advertising efforts at the point of sale are proposed and implemented by Coca-Cola FEMSA, with a focus on increasing its connection with customers and consumers.
Marketing in Distribution Channels
To provide a more dynamic and specialized marketing of its products, its strategy is to classify its markets and develop efforts directed at each consumer segment or distribution channel.
The company has implemented a multi-segmentation strategy in all its markets.
These strategies consist of the definition of a cluster or strategic market group and the implementation and assignment of different portfolios of products/prices/packages and service models to said cluster or market group.
These groups are defined based on the occasion of consumption, the competitive environment, the level of income and the types of distribution channels.