Henderson daily dispatch., October 31, 1935, Special Coca-Cola Section, Page PAGE TWO, Image 10

About Henderson daily dispatch. (Henderson, N.C.) 1914-1995

Image provided by: University of North Carolina at Chapel Hill Library, Chapel Hill, NC

                
PAGE TWO
And Foreign
Markets
By PAUL OECHSLIN,
of the Coca-Cola Export Corporation
Coca-Cola is securing increased re
cognition in many foreign markets
where methods of production, sales,
and advertising arc similar, in prin
ciple at least, to methods used by the
Coca-Cola bottlers of the United
States.
This increase In Coca-Cola exports
has a more important effect upon gen
eral business than one would at firs*
suppose, as it gives employment and
profit to many industries associated
with the bottling business. Manufac
turers of bottling machinery, bottles,
crowns, cases, and carbonic acid gas;
sugar growers and sugar refiners;
manufacturers of paints and advertis
ing material; exporters; forwarding
agents; railroads, air lines, and steam
ship lines are directly benefited by
the increase of Coca-Cola business in
foreign countries.
Coca-Cola is now being sold in ap
proximately seventy-eight foreign
markets and, while the total gallon
age is relatively small in comparison
to the number of countries in which
Coca-Cola is sold, there arc many lo
calities, especially some individual
franchise territoi ics, where the sale
of Coca-Cola is rapidly growing in
Importance.
In Canada* Panama and Cuba.
Coca-Cola has been marketed for
more thap twentv-five years and we
are not especially concerned with
those territories >n this article. In
3926, The Coca-Cola Company created
its Export Department. We then
began to give serious thought to the
develnnnient of foreign markets. Lat
er this Export Department was in
corporated and called The Coca-Cola
Export Corporation. In this article
we shall try to give you an idea of
our experience?? c-jneo that time.
Wc can safely say that Coca Cola
sold under proper conditions; that
Js to say, a quality product, sold ice
cold and advertised intelligently, is ac
cepted in any country and is liked
by people of all nationalities, races,
and creeds. The sometimes encount
ered objection that Coca-Cola does
hot appeal to a certain type of people
either for its flavor nr for other rea
sons, has ben found to be totally fal
lacious.
The Coca-Cola hot*: in the Unit
ed States may have a number of prob
lems to solve to successfully carry on
their business, but we do no* hclieve
that American bottlers are forced to
cope with snob r>. variety and no great
a number of problems as is the for
eign Coon-Cola bottler. Among the
difficulties which we shad outline,
you will, no doubt, find many with
which you a ,- e nio”e o’ less familiar.
Time required for communications
is an imonrtont item to he consider
ed. Certain negotiations niu°t he car
ried on with bottlers in foreign coun
tries who are interested in marketing
Coca-Cola, orders for Svrup, advertis
ing material, etc., must he executed,
and if these eommunientions take
place by mail, a considerable length
of time is required. Tn some instanc
es, as much as three nv-nths elapse
from the time a ,r *tnr i written until
a reply can be received.
Cheap labor in fovsjcrj-i countries
presents a serious problem both from
our standpoint and from the bottler’s
standpoint. Untrained labor, ineffi
cient and sometimes antiquated ma
chinery, and’ unscientific production’
methods ultimately remit in higher
production costs. Premise of the
availability of cheap labor, some for
eign bottlers are reluctant to install
automatic machinery.
Tn Tientsin, China
A painted wall on the side of a
building infrpms the residents of
Tientsin, China, that there Coca-Cola
Is bottled by Crystal Limited.
Coca-Cola at the Bullfight
Two Coca-Cola bulletins flank what
formerly was the Royal Box at the
Bullfight Arena in Barcelona, Spain,
and while the Spaniards indulge in
their native sports they are confront
ed with the high-sign of refreshment,
i When introducing Coca-Cola in a
pew tetri tory, we always select the
nattier who is the most aggressive
and jwido-awake business man, al
though his factory may be one of the
Showers in Co ca-Cola Building
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Provision has been made for separate shower baths for white and
col6i*efl fcmjgloyees of the Henderson Coca-Cola Bottling Company
at the new plant on the national highway south of the city
smallest in the territory. The bottler
is usually quite willing to adopt our
methods of production and merchan
dising which soon gives him a decid
ed advantage over the poorly operated
although much larger competitive bot
tling plants.
In addition to freight charges, ma
rine insurance, forwarding and con
sular charges, duties are imposed,
often excessive, either ad valorem or
by weight which further increase the
production cost of Coca-Cola in for
eign markets. It is a well known
effect of the world wide economic de
pression that governmental bodies in
foreign countries have set up high
tariffs on imports, and are attempting
to bring back prosperity by estab
lishing various exchange restrictions
and by imposing taxes on every con
ceivable phase of business, including
taxes on outside and inside advertis
; ing. billboards and signs, taxes on car
bonic acid gas or direct sales taxes
on each bottle sold. In many coun
tries, exchange restrictions placed on
the purchase of foreign currency
makes it extremely difficult for our
bottlers to settle their accounts.
With the exception of our foreign
Coca-Cola bottlers, what we recog
nize as modern and scientific adver
tising and merchandising methods,
sales organization. and sales effort
are practically unknown to the aver
age foreign soft drink manufacturer.
Their salesmen could more truth
fully he called delivery men. “How
many bottles do you want today,” is
is far as their sales efforts goes.
In many territories, lack of proper
sanitation presents a very serious
problem. It is the established cus
tom to wash bottles bv hand and
without the use of an effective steril
izing agent. Sanitary laws exist in
practically every country but fre
quently they are not enforced.
A Batavia Truck
A truck delivers and advertises
Coca-Cola in three languages, namely,
Dutch, Chinese and Malay. Sales in
Batavia, where this truck operates,
have been \ increasing steadily and
Coca-Cola is as well advertised there
as it is in anv American city. Man
ager Gernv Konings should be credit
ed with this good work..
In Monterrey, Mexico
Here we see small posters put up in
frames, help the street venders sell
Coca-Cola from refrigerated push
carts in many foreign cities.
Tn almost all foreign markets there
are small bottling plants which pro
duce cheap soda waters made with
synthetic flavors which saccharin
and these are placed on the market
at a fraction of the cost of a quality
product. Moreover, the six ounce bot
tle is not widely established, and it
takes real sales effort to overcome
(he competition of the eight, ten, and
twelve ounce bottle of soda water, es
pecially in those markets where a six
ounce bottle of Coca-Cola must bp sold
at a higher price than the larger bot
tle of soda water.
Tn all foreign countries Coca-Cola
crowns are being used and. conse
quently, we are able to use practical
ly the same advertising material
which is used in the American mar
ket!. Nevertheless, care must be
exercised" in selecting this material as
certain subjects are taboo in some
territories. For instance, the “Man
in Shirt Sleeves” or “Steel Worker”
as well as the poster showing a bus
iness man with his feet on his desk
can be uLd only In a few countries
where Coca-Cola is not being offered
to a class market. These subjects
arc excellent for Mexico and Ger
many but would seriously injury!
Coca-Cola prestige in the Orient and
Elsewhere. The Coca-Cola “Bathing
Girls’ ’are extremely popular, espe
cially with the Latins. In fact, the
“Girls make such a hit that it has
been seriously considered whether or
not the cutouts often miss their call
ing completely as a piece of Coca-Cola
advertising.
The practice of charging a deposit
on bottles and cases has not been
universally established, and very fre
(Continued on next Page)
HENDERSON. (N. C.) DAILY DISPATCH, THURSDAY, OCTOBER 31, 1935
Entrance to Building
This is the main entrance to the new Coca-Cola plant on the na
tional highway south of the city. The door is of artistic design,
tlanked on both sides with beautiful shrubbery.
■I ■■■=■ ===== "nzrm:.. |
*s
‘ s 'jj
Wishing The Coca-Cola Bottling
Company of Henderson Much
Success In Their New Home
■> {I Compliments Os i
J. B. “KING” SALOMON
Richmond, Va.
PHILADELPHIA IS BUILDING
OUTDOOR AMPinTHEATER
Philadelphia, Oct. 31 —A new out
door amphitheatre is being construct
ed in the Fort Hill section of Fort
Washington Park, just off the Bethle
hem Pike, which runs through vari-
Office Furniture
Furnished by
I
I
Jo Norwood Holmes
t »oldsboro, N* C.
“I Buy and Sell Anything”
1, r
ous Philadelphia suburbs. The work
is being done by the Commissioners of
Fairmount Park, with WPA assist
ance, and with money given by Wil
liam Boulton Dixon Post, American
Legion.
The old redoubt, built during the
Revolution, has 1 een used many times
for patriotic exercises on holif ,
is now being remodeled and ays - ! '
er’s platform is to he built 9 Spea,:
of it. facing the natural
Language and customs diff
most as much in some of t aV
Vinces of Chino a s they do ' Pr °'
1 various countries of Europe l ‘ K