case study: the Coca-cola company
 Business Objective
• Fabricate 5.7 million mini-bottles for Coca-Cola Brazil
• Deliver to 28 locations throughout Brazil
• Complete within 5 weeks
Approach
• Coordinate with 14 local manufacturers, in 3 countries
(Argentina, Chile & Uruguay) in order to deliver on schedule
Result
• Order was fabricated and delivered on time
• In 1998 Prestige Marketing Group supplied to CCIL two World Cup promotions.
• One was for 35 million individual figurines of the Brazilian national team, with 1 million 3 piece sets.
• The second was for 30 million sets of plastic marbles with the player’s pictures.
• Prestige Marketing Group negotiated the player rights on behalf of Coca-Cola: Negotiated with 37 players — took care of approvals, dealing with agents, and signed off on prototypes
• The figurines were made in China and Prestige Marketing Group handled the importation and delivery to the CCIL warehouses.
• The marbles were made in Brazil and shipped to the distribution centers. 
• Sold to Coca-Cola Ecuador several million Coca-Cola trucks
• One bottler in Quito, decided not to participate in the promotion
• On November that year, the promotion was launched together with a 17% price increase.
• Every Bottler experienced an 18% sales increase in the first 10 days of the promotion, except for the Quito bottler, whose sales went down.
• The Quito bottler immediately wanted to order miniature trucks.
• The cost of air freighting the trucks from the Far East was going to cost more then the trucks.
• Prestige Marketing Group knew there were some trucks left over in Argentina and in Mexico.
• Prestige Marketing Group arranged to buy back and ship them to Ecuador.
• This allowed time for additional trucks to be made and shipped via ocean.
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