Coca-Cola

in Bolivia

In 1941 The Coca-Cola Company had been established in Bolivia with a factory in La Paz, by 1943 the company already had two more factories in Oruro and El Alto. Santa Cruz, Sucre and Tarija had their own factories in 1996 when the company h ad a participation of 95% in Bolivia. Coca-Cola became in one of the most important companies around the world. In Bol ivia you can find one almost everywhere, there are just a few brands that can co mpete with it but none of them can raise their sells to the Coca-Colas level. Coca-Cola use spots and banners using culture so people can feel familiar with Coca-Cola Company more than they do with others. Coca-Cola also use promotions and advertising campaigns based on common holidays in Bolivia, like Christmas or Carnival, keeping their product as something esse ntial in holidays and now with traditional Bolivian food.