James Quincey
Analyst · Wells Fargo. Your line is now open
Sure. I mean I think the emerging market is a very mixed tag. I mean there are some, which was doing well. I called out some, like Nigeria, which had a very strong year even in the close of the year as the currency came under pressure, places like Mexico. There are number of emerging markets, South Africa, which we did well in. Now, there are others where the macros were tough, whether that’d be Venezuela, very tough, Argentina, Brazil, and there we applied our strategies, a combination of what's the right tactical use of promotions to balance the system. We don’t want the scale, but we don’t want to overinvest in promotions, while resetting the pack price architecture to really drive long-term affordability. So, it's very much a mix bag across the world. Obviously, India is something a lot of people have commented on. I am not sure any more I can add on the India example. In terms of China, I think China is a great example where you see us executing the game plan, I talked about for Brazil. So the China back-end of '15 coming into the first and the second quarters of 2016 was a very rough year to CPG, a rough year for beverages in China. We went for our game plan, exactly what I said about Brazil, we started to do some promotional things. And then we reset some of the pack price architecture. We’ve focused on the right package sizes and the right brands, doing the marketing in the right way, and a reset of what was important in terms of execution, where you should execute, in terms of channels and focus to the city. So, in the case in China, the markets are actually doing pretty well in the top tier cities. There was lots of growth, look more like the strategy of focus on the value-end, focus on the premium end of the business and then in the more rural and lower tier cities, really affordability and smaller package sizes. And then in the second half of 2016, China rebounded. We grew in both the third and the fourth quarter in volume terms and in revenue terms in China. So, the game plan works. Obviously, it's not instantaneous but we know what to do when markets get into trouble if we focus on understanding the consumer, understanding the customer, and getting organized as a system.