coca cola amatil: a tale of two stories, page-94

Of course the Brand Power is leveraged in this market, it does give CCL access to pricing power and it does contribute to defending and building distribution. I agree, using the defensive moat term is boring, but the Brand Power is still real and very much alive.
Indonesia is great, although as previously described, fragmentation is only as good a benefit as your ability to serve it well. The fragmentation is also only as good as the retailers capacity to execute in fashion that entices consumers to shop. CCL can have all of the investment in the world in Indo, it needs to build capability in it's executional and marketing chain to put it in the best position to take advantage of social and economic changes. In itself, the investment is a great start, it will need to be directed correctly and that's still a big bet.