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Monday, May 30, 2005
Impact study: An 8-ounce Coke triggers P33 worth of transactions
* Coca-Cola business generates more indirect benefits in other industries than directly for its nearly 10,000 employees
* Firm has 523,789 partner sari-sari stores, 69,892 bakeries and carinderias, and 36,319 other retail outlets
THE presence of Coca Cola in the Philippines has been infusing various opportunities to the country's economy, according to a recent study released by the School of Economics of University of Asia and the Pacific.
The study, tagged as "The Socio-Economic Impact of the Coca-Cola Business in the Philippines," was commissioned by Coca-Cola Export Corp. to measure the impact of its product on the Philippine socio-economy.
The study's researchers--Dr. Cid Terosa and Aurora Hidalgo, two of the country's top economists--collected data from Coca-Cola's bottling plants and local communities they operate in.
The duo said one of the major industries that have been enjoying the positive effects of Coke is the retail industry.
"The purchase of one eight-ounce Coke bottle alone triggers at least P33 worth of other domestic transactions in the retail level, such as those in sari-sari stores, cafes, restaurants, and other eating places, which represent 80 percent of the carbonated softdrink outlets of the Coca-Cola business," the study said.
The study further stated that the Coca-Cola business also touches the sugar milling and refining industry, where P1.92 is generated as additional output every time an eight-ounce Coke bottle is bought.
And since raw sugar is purchased from the local sugarcane industry, the Coca-Cola business indirectly creates P2.13 worth of additional output for sugarcane farmers.
"The Coca-Cola business generates more indirect benefits in other industries than directly for its nearly 10,000 employees who derive salaries and benefits. Every time a person buys an eight-ounce bottle of Coke, P2.08 worth of household income is created," the study said.
The study added that every time an eight-ounce bottle of Coke is produced, P4.32 worth of additional income is derived by other industries (e.g. petroleum refineries, glass and plastic product makers, electricity suppliers, manufacturers of basic industrial chemicals, metal industry, sugar milling and refining, retail industry, transportation, advertising, etc.)
To date, the company has a total of 523,789 partner sari-sari stores, 69,892 bakeries and carinderias, and 36,319 other retail outlets throughout the country.
"Kapag tinitingnan mo ang isang bote ng Coke, ito ay napakasimple lamang pero if you'll look at the industry analysis of the product, makikita mo ang napakaraming benefits na naibibigay nito," said Bobby Manzano, media relations consultant of the Coca-Cola Export Corp. (JMM)
For Bisaya stories from Davao. Click here. (May 30, 2005 issue)
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