5,600 Employees Team Up for Market Excellence Across Asia

Swire Coca-Cola proudly joined bottling partners across the Coca-Cola system in participating in the first-ever global Market Activation Recruitment Week (M.A.R.K.), a worldwide initiative spearheaded by The Coca-Cola Company.

What began as a local market initiative has grown into a global movement aimed at accelerating hands-on market recruitment strategies. As part of this collaborative effort, Swire Coca-Cola mobilised about 5,600 colleagues from across our diverse markets in Greater China and Southeast Asia to work together towards market excellence.

During the event, our colleagues from different departments and organisational levels came together to support our frontline sales teams. Driven by a shared purpose, they stocked products, installed attractive point-of-sale displays to enhance in-store branding, and engaged directly with customers.

These efforts not only drove our business impact but also provided valuable first-hand experience to employees who typically operate behind the scenes. By gaining direct customer feedback and market insights, our colleagues have strengthened their capabilities to support the business effectively from any role.

Spotlight on Greater China

 

In the Chinese Mainland, we focused on enhancing product displays within coolers to ensure excellence and consistency at every point of sale. More than 3,800 employees visited over 22,000 retail outlets to reorganise products in 22,400 coolers according to established best-practice display guidelines. This helped to enhance our market presence and overall shopping experience for customers.

In Taiwan region, our team collaborated with The Coca-Cola Company to deliver impactful market activation by tapping into the popular local barbecue and hot pot dining culture. A dedicated team of 177 colleagues visited more than 300 barbecue and hot pot restaurants across ten districts, enhancing our brand visibility within these key on-premise channels, where beverages are consumed onsite. These targeted customer engagements allowed us to improve market penetration and strengthen relationships with local restaurant partners, laying a solid foundation for continued sales growth. Similarly, in Hong Kong, over 180 team members visited 1,500 sales outlets in just three days.

Our Taiwan team (lefttop) set up promotional materials in restaurants, while the Hong Kong team (rightdown) updated poster pricing information to enhance in-store execution.

Energising Southeast Asian Markets

 

In Southeast Asia, our dedicated teams from Thailand, Laos, Vietnam, and Cambodia demonstrated remarkable enthusiasm to drive market impact throughout the region.

Coca-Cola ThaiNamthip led a collaborative effort to enhance market execution across Thailand and Laos. More than 1,000 colleagues participated, optimising operations at more than 2,500 local customer outlets. One of the key focus points was to implement “Go100”, our market execution standard designed to optimise cooler placement, ensure product availability, improve display effectiveness, and maximise branding visibility. Through this approach, we successfully achieved our execution targets in both markets. Additionally, our Laos team seized this opportunity to introduce its newest product, Fuze Tea, through attractive in-store displays.

In Cambodia, M.A.R.K. Week commenced with an inspiring launch at the iconic Angkor Wat in Siem Reap. This UNESCO World Heritage site provided a stunning backdrop, motivating around 60 enthusiastic colleagues to deliver outstanding market execution and customer engagement. Meanwhile, in Vietnam, more than 330 participants joined in this marketplace activation effort, enhancing our market presence and customer relationships.

Moving forward, Swire Coca-Cola remains dedicated to delivering outstanding execution and driving continuous improvement, ensuring excellence at every customer touchpoint across all our markets.