Coca-Cola MY bolsters market penetration with MBO Cinemas deal

Coca-Cola Malaysia has entered into a four-year exclusive agreement with MCAT Box Office (MBO Cinemas) to serve a new range of beverages at the concession stands of 27 cinemas in Malaysia.

Among the list of beverages by Coca-Cola to be served include Coca-Cola Classic, Coca-Cola Zero Sugar, Sprite, Fanta Strawberry, A&W Sarsaparilla and Heaven and Earth Ice Lemon Tea. According to Gareth McGeown, CEO, Coca-Cola Bottling Investment Group Malaysia-Singapore-Brunei, the partnership with MBO Cinemas is part of the company's continued commitment to the market and its customers in Malaysia.

Coca-Cola has invested over RM1 billion since 2010 and announced an additional investment of RM500 million last year. In a statement to A+M, Coca-Cola's spokesperson said that the additional amount is used to enhance the business through a variety of ways - marketing, operations, plant extensions and equipment.

"We are not looking at just the financial value but how we can mutually benefit from the partnership and grow the business. This is a win-win situation. What we are looking at is long-term investment and MBO Cinemas is among the like-minded partners who we know we can grow with in the long term," the spokesperson said.

“We will continue to invest in delivering to Malaysian consumer’s changing tastes and needs and to growing our presence in the country which has a positive effect on the economy, employment and importantly our local business partners like MBO,” MBO Cinemas CEO, Lim Eng Hee, said.

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