Restriction on Coca-Cola from the Competition Authority!
The space allocated for competitor products in Coca-Cola's refrigerators at points of sale has now been increased to 35 percent. The new practice allows shopkeepers to make product selections more freely.
12punto
A new decision by the Competition Authority in Turkey has led to significant changes in the use of cooling refrigerators provided by Coca-Cola. In these refrigerators, where 25 percent of the space was previously allocated to competitor products, 35 percent of the total volume will now be reserved for competing beverage brands.
With the new regulation, shopkeepers at points of sale such as grocery stores, markets, kiosks, and restaurants will be able to use this space in the refrigerators for any brand they wish. From now on, Coca-Cola will not be able to interfere with this section reserved for competitors or place its own products in this area. Thus, points of sale will no longer be dependent on the products of a single supplier, and different brands will be able to reach consumers more easily.
At the same time, during the provision of refrigerators to points of sale, facilities such as signage, awnings, and shelf support will not be tied to a product purchase condition. No obligation to meet a specific product quota will be imposed to benefit from support or discounts provided to shopkeepers. Shopkeepers, on the other hand, will have the opportunity to increase their product variety according to customer demand and boost their earnings.
The 35 percent portion allocated for competitor products in the cooling refrigerators will be clearly indicated with vertical dividers and special labels. If there are no other brand products in that area, the space will be allowed to remain empty, and Coca-Cola will not be able to fill this void with its own products again.
Competitor firms will be able to freely display price tags in the areas allocated to them, and no coverings or accessories that would obstruct the visibility of the products will be used. In this way, the path will be cleared for multiple brands to compete transparently in the same environment.
If it is determined that these rules to be applied in each point-of-sale refrigerator are not followed, a warning will be issued first. If the rule violation continues, Coca-Cola's product shipments to that point will be reduced in stages. Furthermore, the decision includes that discounts provided to dealers must now be determined solely based on objective criteria and that free products for water and soda items will be discontinued.
It was reported that with all these regulations, the goal is to make local and national producers more visible at points of sale and to increase market diversity.