CASE STUDY. This case was written to provide a basis for discussion and learning about the principles of successful product positioning, and of successful communications in the marketing mix.

CASE STUDY. By June 2010, The Coca-Cola Company’s (Coca-Cola) micro distribution centre (MDC) network in Africa had proven to be incredibly successful. Coca-Cola had built up the network to distribute its products through small, independent local entrepreneurs to even smaller outlets, enabling the company to reach markets that traditionally had been very difficult to access.

CASE STUDY. Johannesburg-based Zest, well respected in the electric motor industry, was the only distributor of WEG motors throughout southern Africa.