Sale of Coca-Cola in the World Cup's record

The result of the World Cup was very positive for Coca-Cola, sponsor of the event since 1974. The expectation is that the consumption of their products in the stadiums has been recalled, said the value of the Coca-Cola's Vice President for the World Cup, Michel Davidovich. Of all the people who went to the stadiums, it is estimated that 64% consumed products of the company, the largest manufacturer of soft drinks in the world. Until then the highest percentage was registered in Germany's world, in 2006, when 62% of the audience took drinks from Coca-Cola.
So far, were calculated consumption in 70% of the games made in Brazil. In the stadiums, Coca-Cola was selling water, soft drinks Coca Cola, Sprite and Kuat isotonic and Powerade; but 80% of its sales were of coke and water. In street parties organized by Fifa-the Fifa Fan Fests, the multinational estimates that 30% of the public has consumed their products.
Since the volume of sale outside the stadiums, according to Davidovich, cannot be assigned to the "World Cup effect", as it is also inseparable from the temperature-if it's cold or heat and the price. "June of this year was stronger than June last year, there is no consumer benefit, but that's not why we invested in the event," he said. According to the Executive, the presence of Coca-Cola in world cups serves to reinforce the consumer's relationship with the brand. "The event also improves the company's relationship with customers and opinion-makers," he said.
Although consumption of soft drinks is skating in Brazil-rose just 1.2 percent in the first half, according to data from Irs-the Coca-Cola company sees positive trend, with plenty of room to grow. But the company estimates that in the short term the food inflation and low economic growth negatively influence.
Still, Davidovich says that the impact of inflation "is punctual", and does not change the expectations of the company drawn to Brazil until 2020. He noted that events like World Cup and Olympics (the Brazil will have one in 2016) are accelerators of consumption.
"We continue growing in Brazil. We'd like to grow more than we are growing, we have difficulties in some places, but we have grown even in the face of this scenario. At least we're not having fall, "said Davidovich.
The Brazil is the fourth largest market for Coca-Cola, behind only the United States, Mexico and China. The sales volume of the company in Brazil, in 2013, was 7% of the global, and totaled 11.1 billion gallons.
In the first quarter of 2014, Coca-Cola grew 4% on sales volume in Brazil, while in the world the rate of increase was 2%.
The Coca-Cola investment scheduled to 2014 to 2016 is r $ 14 billion, whereas spending on World Cup and Olympics.
"The Brazilian macroeconomic context has not been the best, but we have big potential for growth here. We see bright future, our investment will remain strong, "said the Executive.
Coca-Cola also evaluates opportunities to increase your portfolio. "We are always evaluating opportunities to enlarge portfolio, always in alcoholic drinks. The dairy segment has demand, coconut water, coffee. There is no drink of coffee in Brazil-ready "noted Davidovich.
Demand for plastic cups, Cup commemorative distributed in stadiums every time someone bought a product from company, surprised and helped increase sales. About the possibility of adopting the glasses also in the campeonato brasileiro, Davidovich said that we must evaluate. "Were 3 million cups, requiring heavy investment," he said, without disclosing figures. For the World Cup paid off, but not necessarily to the national campeonados.