Creating Shared Value

Improving the Business Environment: Upgrading Channels Arca Continental • Arca Continental is the second largest bottling company in Latin America, and one of the largest Coca-Cola bottlers in the world • • Arca Continental established a program to train and invest in the micro- entrepreneur retailers who sell more than 60% of the Company's products, including management, sales and marketing and merchandising Invests in low energy use coolers and fixture improvements • • • Participating retailers register sales increases of 25% or more, with improved customer satisfaction, leading to similar increases in the sales of Arca's products Arca Continental recovers its investment in 6 months or less Beginning in Mexico, the program is being extended to Argentina and Ecuador 20131105 HSM Brazil CSV Presentation-FINAL 15 Copyright 2013 Professor Michael E. Porter

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