Coca-Cola Beverages Pakistan Launches A Nationwide Initiative for Retailers’ Capacity Building

Lahore, June 17, 2013:Coca-Cola Beverages Pakistan Limited launched “Coke Tow”, a nationwide initiative that is premised on CCBPL’s commitment to inspire innovation and collaborate for success. This project will build the capacity and develop the skills of thousands of Coca-Cola retailers.Coke Towwill partner CCBPL employees with retailers,to provide them with business development trainings as well as soft-skills coaching. This project will help retailers grow their business;increase profitability;provide relationship-building exercises; and teach customer attraction and retention techniques. By developing its retailers’ skill sets, Coke Tow will not only ensure that its retailerscan sustain regular growth but also strengthen theirbusiness for the future.

The Coke Tow mobile fleet was launched as a pilot project in May 2012. It travelled across Lahore and Faisalabad to conduct sessions andtrained over 1,000 retailers. When asked about their experience, retailers described it as “a great initiative by Coke – it has given us a brilliant insight into retail techniques and will definitely help us grow our business and connect with customers.”

After the success of the pilot project, CCBPL hasdeveloped 7 mobile training fleets that will travel across the country. Coke Tow will begin its journey from Lahore and travel on to Faisalabad, Gujranwala, Islamabad, Multan, Rahim Yar Khan and finally end in Karachi. As these fleets make their way across the country, CCBPL will train over 10,000 retailers and shop-keepers.

Speaking about the Coke Tow initiative, CCBPL’s General Manager for Pakistan, John Seward, said: “At Coca-Cola we firmly believe that the business can only grow if our business partners continue to grow with us. This belief is an integral part of our Corporate Social Responsibility ethos, ensuring that whoever Coca-Cola touches has the opportunity to grow his business and prosper.’

Coke Tow is a unique project that will have a far-reaching positive impact upon Pakistan’s small business owners. With these newly acquired skills, retailers will not only be able to effectively retail Coca-Cola products, but also all of the other consumer products they sell in their shops and outlets. In addition, Coke Tow will benefit consumers by enabling trained retailers to provide more efficient and courteous service.