Social media and CRM

“Businesses are moving beyond conventional discussion forums to host complete online communities focused on what customers really care about”. CustomerThink 28/01/08

Build to be chilled

“The label’s white lettering and Rocky Mountain icon turn blue once the beer reaches optimal drinking temperature.” While the new Coors Cold-activated bottle is unlikely to revolutionize the way we drink beer, it could go some way towards informing the consumer about cold consumption. A number of companies have included chilled measurement in their KPIs.

Africa, with a lack of cooling facilities, remains a key battleground. “Thermometer bands” were all the rage at some stage in East Africa, however the practice seems to have faded. Maybe East Africa should take a page from the low-tech South and Southeast Asian ice network models.

Southeast Asia’s ice distribution networks have always impressed me, as “chilled” takes on a whole new meaning. In Thailand, ice distribution borders on monopoly, as distributors use strong-arm tactics to keep competitors out of their territories. In markets like Vietnam, beer is consumed with a block of ice, and while you might make fun of the practice, if definitely holds merit in a tropical climate. In rural Cambodia, a large percentage of ice deliveries take place before shops are even open, and money collection normally takes place in the afternoon or the next day. Defaults are rare.

South Asia has its own variations. In Bangladesh, ice manufacturers also double as ice cream vendors, and prices are determined by fish supply and temperature (a common practice).

Whether alcoholic or non-alcoholic beverages, the cold strategy will remain important. After all, some things just taste better chilled.