Most of Coca-Cola's B2B marketing is aimed at restaurants, and other small businesses. So to learn how Coke is sold to these businesses, I went to CokeSolutions.com , Coca-Cola's website for selling to businesses.
On there website, they promise that they will try to build a relationship with all of there partners, and that they will help make they're retailers more profitable and popular with consumers. One way they do this is through two loyalty and promotion programs. The first program offers retailers unique beverage recipes, using a variety of Coke products. Coca-Cola promises that these drinks will " Help you create high-margin menu selections designed to increase beverage incidence and sales". The second program they run is called "Brands with Meals". In this program, you can have your meals analyzed, so that they can be paired up with a specific Coca-Cola beverage, somehow enhancing the flavor of your food.
Whats also interesting about this website, is that they offer free articles on how business owners can make their businesses more profitable. I find this to be a great idea. These articles offer valuable business tips, outside of just buying Coke beverages. These articles should keep business owners returning to the CokeSolutions website, and increase the sites stickiness, in addition to building trust in the company. They also offer full service on the machines that they sell, under the slogan "It's all taken care of".
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