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Coke's Tienda Program Helps Hispanic Retailers Stand Out

Coca Cola hopes to help fuel sales in the U.S. Hispanic market through its Tienda Program, which offers small Hispanic businesses the opportunity to redesign their stores to attract more customers. With the program, Coca-Cola provides marketing and sales support, as well as promotional materials.

Since the Tienda Program began four years ago, more than 5,000 small businesses have joined from 15 markets with a strong Latin presence, including Chicago, Los Angeles, Miami and New York.

''Hispanic consumers are very important for Coca-Cola. Out of every four soft drinks sold in the United States, we calculate that one is purchased by a Hispanic,'' says Jorge Espinoza, director for Multicultural Commercialization and Customer Programming of the beverage company.

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