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Coca Cola Growth Plans
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Coca Cola Growth Plans

Coca Cola plans to stimulate consumption opportunities via increased advertising and product innovation.

Sales of Coca-Cola products dipped 1% globally during the company’s first quarter in 2014.  The CEO is not worried, commenting that Coca Cola has a great future, where so many hundreds of millions of people in so many large markets haven’t tasted a Coca-Cola in the last month or in the last six months or in the last year.  He added that innovation, packaging, equipment and great marketing will continue to grow their business going forward, both in sparkling and in stills.
“We are adding a sharpened focus with our bottling partners to increase sparkling brand penetration, as well as cold drink availability,” Kent said. “We are overlaying disciplined occasion brand price pack channel strategies, supported by revenue growth management capabilities to drive sustained value growth. We are continuously innovating to meet evolving consumer needs. And also, we are engaging with partners and stakeholders to promote trust and to address category misperceptions. These strategies to accelerate sparkling growth are solid, and we expect to see improving results throughout the year.”

Coke is increasing its investment in media and brand building by $400 million this year.  It is also innovating its Sprite and Fanta brands and introducing new packaging.  The company also hopes to grow consumption opportunities for its customers through platforms such as the Freestyle dispenser and its partnership with Keurig Green Mountain to develop the Keurig at-home beverage maker.

The company is interested in creating new paths to consumption as well as creating new consumption occasions, and their investment in Freestyle machines and made-at-home beverages will help drive traffic, incidence, increased sales and excitement for the consumer.

Next year is the 100th anniversary of the contour bottle, the iconic Coca Cola contour bottle. The Company promises innovation around contour packaging and related promotions to celebrate 100 years.

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