
Mexican shopkeeper 'the boss' in huge Coke fine CBC \|\| November 18, 2005 The owner of a small store in one of Mexico City's impoverished neighbourhoods has won a battle against Coca-Cola in the company's efforts to muscle out a competing brand. Mexico's competition authorities have levied an $68-million US fine against Coca-Cola Export Corp., the Mexican subsidiary of the Atlanta-based conglomerate, and its bottlers and distributors. The fine is largely due to the three-year battle waged by Raquel Chavez, who filed a complaint after a Coca-Cola distributor told her to remove Big Cola from her shelves. Big Cola, a Peruvian brand, had been gaining popularity in Chavez's neighbourhood because it's cheaper and seen as an alternative to a multinational brand. Article Posted at www.KnowledgeDrivenRevolution.com The 49-year-old says she told the distributor: "You may call the shots everywhere else, but I'm the boss in my store." About $13 million US is a direct result of Chavez's complaint and the rest is because of a parallel case brought on by Coca-Cola's main rival, Pepsi. Coca-Cola officials say they did nothing wrong and have launched an appeal. "[We want] to demonstrate that our commercial practices are fair," said spokesperson Charlie Sutlive. More Coca-Cola products are consumed per person in Mexico, which holds 70 per cent of the soft drink market, than in any other country. Chavez still sells the product in her store but, she says, she just resented being told what to do. "Maybe now people will start standing up for themselves." About KDR \| \| Home \| \| Weekly Features Archive	Weekly Weekly Features Archive
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Mexican shopkeeper 'the boss' in huge Coke fine

CBC || November 18, 2005

The owner of a small store in one of Mexico City's impoverished neighbourhoods has won a battle against Coca-Cola in the company's efforts to muscle out a competing brand.

Mexico's competition authorities have levied an $68-million US fine against Coca-Cola Export Corp., the Mexican subsidiary of the Atlanta-based conglomerate, and its bottlers and distributors.

The fine is largely due to the three-year battle waged by Raquel Chavez, who filed a complaint after a Coca-Cola distributor told her to remove Big Cola from her shelves.

Big Cola, a Peruvian brand, had been gaining popularity in Chavez's neighbourhood because it's cheaper and seen as an alternative to a multinational brand.

Article Posted at www.KnowledgeDrivenRevolution.com

The 49-year-old says she told the distributor: "You may call the shots everywhere else, but I'm the boss in my store."

About $13 million US is a direct result of Chavez's complaint and the rest is because of a parallel case brought on by Coca-Cola's main rival, Pepsi.

Coca-Cola officials say they did nothing wrong and have launched an appeal.

"[We want] to demonstrate that our commercial practices are fair," said spokesperson Charlie Sutlive.

More Coca-Cola products are consumed per person in Mexico, which holds 70 per cent of the soft drink market, than in any other country.

Chavez still sells the product in her store but, she says, she just resented being told what to do.

"Maybe now people will start standing up for themselves."

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