A presence in all African countries, more than 100 factories, some 50,000 employees employed by the company and its bottlers. It is with these indicators that Bruno Pietracci, the Africa president of Coca-Cola, recalls the footprint of the American giant (38.7 billion dollars in turnover in 2021) on the continent. Although he does only a very modest part of his overall activity there (estimated at 5%, Coca does not detail its African turnover), it remains in many countries the dominant player in sales of non-alcoholic beverages.
Coca-Cola – Castel: after the divorce, the competitors already in the ranks
Its market share amounts to 50% in the sub-Saharan zone (on retail sales), with even stronger positions in the soda segment – 55% in Nigeria, 56% in South Africa, 82% in Kenya – , according to data from Euromonitor International. Still, the Atlanta-based multinational faces growing competition from local brands. A competition that will strengthen after the end of the alliance between the American and one of its historic bottlers, the French group Castel, the latter intending to take the opportunity to push its own brands.
Added to this are the difficulties caused by the pandemic of Covid-19 and the war in Ukraine: increased cost of raw materials, logistical tensions, erosion of purchasing power. For Bruno Pietracci, a former McKinsey employee who joined Coca-Cola fourteen years ago, this environment encourages them to be ever more agile and inventive. Based on the continent (in Johannesburg) since 2018, this football-loving Brazilian was for a time president of Africa and the Middle East before, thanks to a reorganization of the group, to focus on African operations from the beginning of 2021. Its mission: to accelerate the deployment of the strategy aimed at making Coca a multi-beverage giant.
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Young Africa: Covid-19, war in Ukraine, rising commodity prices, increased competition… The economic environment is difficult on the continent. How do you do face ?