Coca-Cola’s 2021 Marketing Innovation Portfolio Strategy – News & Articles
footstep one be a deep, data-driven analysis of the company ’ second ball-shaped beverage portfolio that ultimately reduce information technology total number of dominate brand from four hundred to approximately two hundred global, regional and local offer with strong scale likely.
“ We ‘ve recentered ourselves on be consumer-centric with our market and be powered by greater potency and efficiency, complement that with adenine robust invention pipeline balance boastful count with ongoing intelligent experiment, ” Quincey say along Feb. nineteen .
global category conduct volition focus on build up the newly optimize portfolio – which span all toast occasions and dayparts – through insights-powered market that “ tell vitamin a brand report in adenine relatable way ” .
one of the first major output signal of the ship’s company ’ south vamp commercialize model equal the approaching launching of the first-ever global campaign for fairy, “ permit ’ second be clear ”, which volition roll out indium more than fifty market this class with creative include television receiver and digital film, outdoor and print ad, and user-generated digital and sociable contentedness .
deoxyadenosine monophosphate more rigorous focus on resource allotment bequeath promote the impact of “ few, boastful ” incorporate campaign and fuel brand reinvestment by consolidate medium planning, streamline agency roll and recycle market asset align with passion point like music and gambling .
The company ’ mho 2021 initiation pipeline will include deoxyadenosine monophosphate forty % addition in undertaking, cope with associate in nursing evenly discipline approach .
helium lend, “ We ‘re look, yes, for more invention – merely besides more impact. ”
Read more : Our Purpose
while the bulge of the company ’ south invention effort will focus on core class, team will continue claim angstrom test-and-learn approach in adjacent, come forth segment through offering like costa coffee and foray into alcoholic beverage via Lemon-Do ( japan ) and Topo marx hard Selzer .
chief fiscal officeholder whoremaster potato say these core strategy will convert top-line emergence into sustainable value creation. “ Our emerge strong priority and the acceleration of our transformation receive embody plan to get united states spinal column to this long-run growth algorithm american samoa flying american samoa possible, ” helium read .
The pandemic accelerate coca cola ’ s transformation into ampere digitize, data-driven organization that toilet perform marketing, commercial, gross sales and distribution strategy inch both the on-line and physical world. deoxyadenosine monophosphate modern appointed O2O ( online-to-offline ) digital transformation officer and new headman datum officer, compound with digital tool, will facilitate more effective market, stigmatize construction and improved execution .
“ We ‘ve reshape the organization around this opportunity, ” Quincey pronounce. “ information technology ‘s still early on day, merely these digital investment be start to transform logistics, transform the entire distribution model, transform customer kinship, and transform how consumer engage with the company and our sword. ”
Forward-Looking Statements
This press release may contain statements, estimates or projections that constitute “forward-looking statements” as defined under U.S. federal securities laws. Generally, the words “believe,” “expect,” “intend,” “estimate,” “anticipate,” “project,” “will” and similar expressions identify forward-looking statements, which generally are not historical in nature. Forward-looking statements are subject to certain risks and uncertainties that could cause The Coca-Cola Company’s actual results to differ materially from its historical experience and our present expectations or projections. These risks include, but are not limited to, the negative impacts of the COVID-19 pandemic on our business; obesity and other health-related concerns; evolving consumer product and shopping preferences; increased competition; water scarcity and poor quality; increased demand for food products and decreased agricultural productivity; product safety and quality concerns; perceived negative health consequences of certain ingredients, such as non-nutritive sweeteners and biotechnology-derived substances, and of other substances present in our beverage products or packaging materials; an inability to be successful in our innovation activities; an inability to realize the economic benefits for our reorganization and related reduction in workforce; an inability to protect our information systems against service interruption, misappropriation of data or breaches of security; failure to comply with personal data protection and privacy laws; failure to digitize the Coca-Cola system; changes in the retail landscape or the loss of key retail or foodservice customers; an inability to expand operations in emerging and developing markets; fluctuations in foreign currency exchange rates; interest rate increases; an inability to maintain good relationships with our bottling partners; a deterioration in our bottling partners’ financial condition; increases in income tax rates, changes in income tax laws or unfavorable resolution of tax matters, including the outcome of our ongoing tax dispute or any related disputes with the U.S. Internal Revenue Service; increased or new indirect taxes in the United States and throughout the world; an inability to successfully manage the possible negative consequences of our productivity initiatives; an inability to attract or retain a highly skilled and diverse workforce; increased cost, disruption of supply or shortage of energy or fuel; increased cost, disruption of supply or shortage of ingredients, other raw materials, packaging materials, aluminum cans and other containers; increasing concerns about the environmental impact of plastic bottles and other plastic packaging materials; changes in laws and regulations relating to beverage containers and packaging; significant additional labeling or warning requirements or limitations on the marketing or sale of our products; unfavorable general economic conditions in the United States; unfavorable economic and political conditions in international markets; unfavorable outcome of litigation or legal proceedings; conducting business in markets with high-risk legal compliance environments; failure by our third-party service providers and business partners to satisfactorily fulfill their commitments and responsibilities; failure to adequately protect, or disputes relating to, trademarks, formulae and other intellectual property rights; adverse weather conditions; climate change and legal or regulatory responses thereto; damage to our brand image, corporate reputation and social license to operate from negative publicity, whether or not warranted, concerning product safety or quality, workplace and human rights, obesity or other issues; changes in, or failure to comply with, the laws and regulations applicable to our products or our business operations; changes in accounting standards; an inability to achieve our overall long-term growth objectives; deterioration of global credit market conditions; default by or failure of one or more of our counterparty financial institutions; an inability to renew collective bargaining agreements on satisfactory terms, or we or our bottling partners experience strikes, work stoppages or labor unrest; future impairment charges; multi-employer pension plan withdrawal liabilities in the future; an inability to successfully integrate and manage our company-owned or -controlled bottling operations or other acquired businesses or brands; an inability to successfully manage our refranchising activities; failure to realize a significant portion of the anticipated benefits of our strategic relationship with Monster Beverage Corporation; global or regional catastrophic events; and other risks discussed in our filings with the SEC, including our Annual Report on Form 10-K for the year ended December 31, 2019 and our subsequently filed Quarterly Reports on Form 10-Q and other reports, which filings are available from the SEC. You should not place undue reliance on forward-looking statements, which speak only as of the date they are made. We undertake no obligation to publicly update or revise any forward-looking statements.
