Poverty Footprint Study on how the Coca Cola - Oxfam America

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The Coca-Cola Company Responsible Marketing Policy The Coca-Cola Company is committed to monitoring and measuring its adherence to its Global Responsible Marketing Policy across all the markets it serves, and has established a Children’s Review Process to help guide the policy. Findings are published in the annual corporate sustainability report. Independent audits conducted by the International Council of Beverage Associations and the International Food and Beverage Alliance found that compliance with marketing to children policies in the industry is upward of 96 percent on TV, 100 percent in print and 100 percent on the Internet. Table 13: Product portfolio in El Salvador Brand Type % Sale Coca-Cola Sparkling beverage 70.2 Tropical Sparkling beverage 11.9 Fanta Sparkling beverage 8.7 Sprite Sparkling beverage 2.3 Fresca Sparkling beverage 2.3 Powerade Isotonic 2.0 Coca-Cola Zero Sparkling beverage 1.7 Coca-Cola light Sparkling beverage 0.4 Kinley Still or sparkling water 0.4 Total 100 Table 14: Product portfolio in Zambia Brand Type Coca-Cola Sparkling beverage Coca-Cola Zero Sparkling beverage Coca-Cola light Sparkling beverage Fanta Sparkling beverage Sprite Sparkling beverage Schweppes Sparkling beverage Sparletta Sparkling beverage Twist Sparkling beverage Kinley Still or sparkling water Mazoe Non-sparkling beverage Jolly Juice Non-sparkling beverage Burn Non-sparkling beverage Limca Non-sparkling beverage 72 Exploring the links between international business and poverty reduction
Recommendations for follow-up action Explore the feasibility of introducing micronutrient supplementation programs in these markets, working with government, health and civil society experts. Consider how a micronutrientenhanced product’s promotion, pricing, distribution and service practices could increase community purchasing and health. Ensure The Coca-Cola Company’s Global Responsible Marketing Policies are being effectively and consistently implemented at a regional level. Leverage marketing messages to educate consumers on the value of proper nutrition, a balanced diet and regular physical activity. Investigate how to provide nutritional information to consumers on new bottles, at point of sale and through other methods, given the wide use of glass bottles currently without labels and low levels of literacy in some areas. Collaborate with independent health experts, civil society and governments to explore whether additional guidance or action is needed to educate consumers on nutrition and health. Exploring the links between international business and poverty reduction 73
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Exploring the links between interna
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Contents About the organizations 4
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The Coca-Cola Company sustainabilit
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Muhtar Kent Chairman and Chief Exec
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Graham Mackay Chief Executive SABMi
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ase of the pyramid, achieve a devel
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Recommendations for follow-up actio
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with the community includes not onl
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Page 21 and 22: The role of business in development
Page 23 and 24: It is projects such as this that co
Page 25 and 26: Zambia El Salvador Our approach Oxf
Page 27 and 28: Exploring the links between interna
Page 29 and 30: Six percent of the population lives
Page 31 and 32: SABMiller’s role as bottler In Za
Page 33 and 34: Zambia El Salvador Figure 4: The Co
Page 35 and 36: The Coca-Cola/SABMiller value chain
Page 37 and 38: Zambia El Salvador In the absence o
Page 39 and 40: Table 8: Aggregate employment impac
Page 43 and 44: In all markets, with few exceptions
Page 45 and 46: Figure 9: Auditing in The Coca-Cola
Page 47 and 48: employment include some workers in
Page 49 and 50: El Salvador The highest wages in th
Page 51 and 52: Many people are hired during the su
Page 53 and 54: Investment in training and capacity
Page 55 and 56: The union is an excellent organizat
Page 57 and 58: Recommendations for follow-up actio
Page 59 and 60: Crime in El Salvador El Salvador fa
Page 61 and 62: 0 [When] we get out at night, we ar
Page 63 and 64: Mill work is also physically strenu
Page 65 and 66: 0 Table 10: Sales by packaging type
Page 67 and 68: Table 12 Water use ratios at SABMil
Page 69 and 70: The Coca-Cola Company Sustainable P
Page 71: Product portfolio The Coca-Cola pro
Page 75 and 76: 0 Civil society groups encourage co
Page 77 and 78: According to The Coca-Cola Company
Page 79 and 80: Engage with NGOs and financial grou
Page 83 and 84: We also wish to thank the many stak
Page 85 and 86: 43. This was developed by the Unive
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Poverty Footprint Study on how the Coca Cola - Oxfam America

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