On Bargaining and Shelf Space

 

On the subject of colas, this article neatly illustrates the tug-of-war that goes on between different players in the value chain when it comes to bargaining. Clearly, Coke & Pepsi derive bargaining power vis-a-vis retailers based on their strong "demand pull" (i.e. the extent to which end-buyers demand coke & pepsi to be stocked in stores) but as we discussed in class, shelf space is another important factor in this game! Coke products returned to Costco eventually, but this incident sheds light on the intense price negotiations that go on behind the scenes!

Apparently, relations between Coke and Costco are still sour, probably explaining Costco's recent move to switch Coke for Pepsi in their food courts. Remember we discussed the buying power of the "Fountains" channel in class - the manifestation of that is clear according to this quote in the article

As BevNet points out, this could be a huge coup for Pepsi, which never seems to be able to catch up to Coca-Cola’s market dominance. Even if the company makes little to no profit on the deal, it will be putting 31 million more gallons of its beverages in the hands of consumers each year

 

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