Dive Summary:
- Both Coke and Pepsi are looking to shift their bottling operations to strong franchise partners in an effort to centralize their core business and overhaul their brand marketing.
- The move, made apparent by a new Rabobank report, has been happening for a while now, especially in emerging markets like China and Africa.
- To continue this trend of reshuffling and growth, the report also says it may be time for the two companies to start focusing on even newer emerging markets like Iran, Nigeria and Saudi Arabia.
From the article:
Coke and PepsiCo will refocus efforts on brand-building and marketing in 2013, according to Rabobank The Coca-Cola Company and PepsiCo are looking to shift bottling assets onto strong franchise partners in order to refocus in house efforts on brand building and marketing. Rabobank analyst Ross Colbert, from the firm's Food & Agribusiness Research and Advisory Global Beverages team, draws this conclusion in a new report titled, 'Thirsting for Growth: Global Beverage Outlook 2013'.
