/ 26 September 2014

Consumers show their love for Coca-Cola

Consumers Show Their Love For Coca Cola

While longevity will always be considered a strong measure of a company’s success, matching this with a consistent brand reputation is what sets industry giants apart from the also-rans. Globally, Coca-Cola has managed to do just that, a feat that has been emulated by its local operation.

This was reinforced this year when Coca-Cola Southern Africa took top honours for the fourth consecutive year in the Top Companies Reputation Index. The annual survey polls South African consumers’ perceptions of local companies based on nine broad criteria.

The organisation recorded the highest rating in the survey (85,68 out of 100) driven by consumers’ love of the brand, its clear and simple communication with stakeholders and their high estimation of the business. Coca-Cola Southern Africa’s closest competitor in the beverages category is SABMiller, which scored 82,18, placing it ninth in the overall standings.

Coca-Cola SA public affairs and communications director, Vukani Magubane, says that market leadership is not just about size or markeshare. 

“It’s what you do that distinguishes yourself as a leader and builds and entrenches your reputation in the market. Being a leader is both a privilege and an opportunity to make a difference in communities in which we operate. We are privileged to be stewards of this great brand, which, for more than 127 years, has inspired simple moments of pleasure and optimism.”

Magubane says the company’s stance toward its stakeholders is informed by the principle of creating value for consumers “who invite us into their lives each day, for the customers who sell our products, the business partners who help us produce and distribute our products, the communities in which we live and operate, and the share owners who have entrusted us with this great brand”.

One of the factors highlighted by the Top Companies Reputation Index is the appreciation by survey respondents of a clear demonstration of social responsibility and adherence to corporate governance.

In this regard, Coca-Cola Southern Africa has introduced a number of key initiatives that reflect these values. Its 5by20 women empowerment programme, for example, is a skills development initiative that offers business skills training courses to small businesses throughout its value chain.

“In South Africa, women play a powerful role in the Coca-Cola value chain and more than 60% of the small-scale retail businesses working with Coca-Cola nationwide are run by women,” Magubane says. “In addition to business skills training, 5by20 provides micro- financing and access to the latest technology in terms of business structures and materials, all of which lead to more profitable and sustainable businesses.”

And while profitability is important to the organisation, sustainability is equally valued. To that effect, its flagship project is the Replenish Africa Initiative (RAIN) programme that improved access to clean water and sanitation for 321 387 people in 2013.

“Water is a general issue that pertains not only to Coca-Cola, but because we use water to produce our beverages we saw this as an issue that we would like to address as a company on a larger scale,” Magubane explains. “Clean, accessible water is essential to the health of our communities, critical to ecosystems and indispensable for economic prosperity.”

Magubane says that company’s focus over the next few years is to remain relevant to its consumers, manufacturing and delivering quality beverages and value for customers. In addition it will continue to uplift communities in need and contribute to the economy through direct investment, job creation and empowerment programmes.

It has performed admirably on these last two points already, touching approximately 150000 SMEs in South Africa, and contributing 58 000 jobs in the country.

This article forms part of a larger supplement which can be found here. This supplement has been made possible by the Mail & Guardian’s advertisers. All content has been independently sourced by the M&G’s supplements editorial team