They are not so concerned with the marketing platform and product differentiation as in other markets. The main focus now seems to be affordable packaging and improving distribution. Consumer in china currently prefer drinks packaged in cans and plastic bottles, the non-returnable types. The change to more affordable packaging like returnable glass could be an important factor to increase take-home volume. Shifting packaging has very significant implications on distribution systems, which are already experiencing difficulties in efficiency.
Consumption patterns The other way to increase volume is to raise the per-capita consumption.
The average Chinese consumer drinks 17 eight-ounce servings of soft drinks each year and many industry experts expect that level will grow to 55 servings in the next 15 years. With the power of its brands and its distribution Coke will have a strong impact on the diet of the Chinese population. The company in the last decade, for instance, dramatically changed the per-capita consumption of soft drinks in the Mexican population. At the present, Mexico is already the second largest market for soft-drinks in the world. To achieve this, Coke is not only using its well-known brands but also developing new ones.