Mauro Libi Crestani: Coca-Cola and the share value initiative

The Coca-Cola Company founded in 1892, is the world’s largest soft drink maker. It sells more than 3,500 products worldwide. Like all large companies, you do not stay number one unless you constantly work at staying number one. Of course the product is of up most importance but so is the image of the company. That is where share value initiative comes into play. Coke Cola knows that the Hispanic community is the fastest growing community in the USA. To get s large share of this community to support and buy its products would be very profitable. Share Value Initiative concept is that if you pull your resources and help a community that you in turn would benefit.

Coke Cola runs a Hispanic scholarship fund to help Latinos with their college cost. The median income of Hispanic families is well below any other minority group in the US. The percentage going to college a few years ago was low and with scholarships like these, the college attendance rate in the Hispanic community has grown to 65% of high school graduates.

For Hispanic Heritage Month, Coke Cola is doing a campaign called Orgulloso De Ser. It is s film about the personal lives and stories of our Hispanic families, their pride in their band and heritage.

“At Coca-Cola we have been a part of so many of the important moments in Hispanic families’ lives, and we want to continue making new memories with them,” said Lauventria Robinson, vice president, Multicultural Center of Excellence, Coca-Cola North America. “During Hispanic Heritage Month, we are celebrating the immense pride Latinos have for their culture and heritage, a pride that translates most significantly into their family names, which they carry with honor and joy.”

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