Other

How Coca-Cola Plans to Stay on Top of the Beverage Industry

How Coca-Cola Plans to Stay on Top of the Beverage Industry


We are searching data for your request:

Forums and discussions:
Manuals and reference books:
Data from registers:
Wait the end of the search in all databases.
Upon completion, a link will appear to access the found materials.

One of the company’s initiatives involves thinking big by selling small

With more than 130 years in business, Coca-Cola sells in around 200 countries around the world.

Coca-Cola is on a mission to rise not only in the soda industry, but across drink categories as a “total beverage company.” Despite the overall shift in consumer preferences toward less sugar and more healthy options when it comes to drinks, the beverage giant plans to stay on top with a new business strategy to pave the way to more success in the future.

James Quincey, who will take over as the company’s CEO in May, introduced a plan called “Coke’s Way Forward” to better shape the company to expand not only domestically, but globally, Adweek reported. The plan will include broadening the company’s offerings with organic tea, coconut water, dairy, coffee, juices, and water.

“We’re organizing the company to be the leader in every one of those categories,” Katie Bayne, senior vice president of global sparkling brands at Coca-Cola, said.

The company also plans to reduce sugar in more than 500 of its beverages this year to cater to the consumer trend away from sugary drinks. Additionally, the company plans to offer smaller package sizing and mini bottles to encourage buying small rather than not at all.

“Every market around the globe is growing their small sizes, because consumers want them,” Bayne said. “It’s a great way for people to come back to Coke or try it for the first time.”

Coca-Cola is also launching products with added benefits, such as Coca-Cola Plus with added fiber in Japan and Coke infused with vitamin-C in China.

To read about 10 famous Coca-Cola myths, click here.


New Focus on Choice, Convenience and Consumers - News & Articles

Innovating the Way We Do Business

Coca-Cola is evolving its business strategy to become a total beverage company by giving people more of the drinks they want –including low and no-sugar options across a wide array of categories –in more packages sold in more locations.

Building a portfolio of “consumer-centric brands” requires shifting focus from what the company wants to sell to what consumers want to buy, explains President and Chief Operating Officer James Quincey, who shared this strategy as part of the company’s vision for future growthtoday at the Consumer Analyst Group of New York (CAGNY) conference in Boca Raton, Fla.

"We need to start by asking, ‘Where are they going?” he said, stressing the need to stay a step ahead of trends and evolving tastes. “Consumers are looking for products that are more natural. At times with less sugar. Sometimes with more benefits.”

Responding to Consumer Demands

Quincey, who has been tapped to become Coke’s CEO in May, said the company’s multifaceted approach to meet changing tastes and needs includes reducing sugar and calories across many brands offering new drinks that provide health benefits like hydration and nutrition expanding the availability of smaller, more convenient packages to help people control sugar more easily and providing clear, easy-to-find calorie information to help people make informed decisions without the guesswork.

Putting the consumer first, Quincey said, starts with rethinking some of the company’s beverage recipes to reduce sugar, and investing to make the next generation of zero-calorie sweeteners. The goal is to give people the low and no-sugar drinks they want without having to give up the great tastes they know and love.

Supporting Lower Sugar

At the same time, The Coca-Cola Company supports the current recommendations of several leading health authorities, including the World Health Organization (W.H.O.), that people should limit their intake of added sugar to no more than 10 percent of their total daily calorie/energy intake.

“We’ve begun our journey toward that goal,” Quincey said, citing efforts to make low-and no-sugar drinks more visible and easier to find, and bringing more offerings like organic tea, coconut water, dairy, grab-and-go coffee, juices and purified waters to more people in more places.

In 2017, the company will reduce sugar in more than 500 of its drinks around the globe –adding to the 30 percent of more than 3,900 beverages that already fall into the low or no-sugar category.

Building Portfolio Awareness

The company is also investing more of its marketing dollars to build awareness of its low-and no-sugar drinks. For example, the “One Brand” global marketing strategy launched in early-2016 unites all four Trademark Coca-Cola brands – Coca-Cola, Coke Zero, Diet Coke/Coca-Cola Light, and Coca-Cola Life – in the “Taste the Feeling” creative campaign, underscoring the company’s commitment to offering aCoca-Colafor all tastes and lifestyles.

'We’re listening carefully and working to ensure that consumers are firmly at the center of our business so we can continue to grow responsibly. If we embrace where the consumer is going, our brands will thrive, and our system will continue to grow.'

Another element of the strategy involves smaller, more convenient packaging. Today, about 40 percent of the company’s sparkling brands are available in these packages of 250 mL (8.5 oz.) or less. And mini cans and other smaller packs now account for 15 percent of the company’s sparkling transactions in North America.

Continuing to Be Consumer-Focused

For years, the company has been implementing policies and actions in line with this strategy. In September 2009, Coca-Cola became the first beverage company to commit to front-of-package calorie labeling globally on nearly all packaging and continues to do so. Additionally, the company is diligently following its longstanding policy not to target advertising to children under age 12 anywhere in the world.

All these proof points, products, programs, and policies –and the company’s futureplans–are grounded in consumer insights.

“We’re listening carefully and working to ensure that consumers are firmly at the center of our business so we can continue to grow responsibly,” Quincey said. “If we embrace where the consumer is going, our brands will thrive, and our system will continue to grow. This is Our Way Forward.”


New Focus on Choice, Convenience and Consumers - News & Articles

Innovating the Way We Do Business

Coca-Cola is evolving its business strategy to become a total beverage company by giving people more of the drinks they want –including low and no-sugar options across a wide array of categories –in more packages sold in more locations.

Building a portfolio of “consumer-centric brands” requires shifting focus from what the company wants to sell to what consumers want to buy, explains President and Chief Operating Officer James Quincey, who shared this strategy as part of the company’s vision for future growthtoday at the Consumer Analyst Group of New York (CAGNY) conference in Boca Raton, Fla.

"We need to start by asking, ‘Where are they going?” he said, stressing the need to stay a step ahead of trends and evolving tastes. “Consumers are looking for products that are more natural. At times with less sugar. Sometimes with more benefits.”

Responding to Consumer Demands

Quincey, who has been tapped to become Coke’s CEO in May, said the company’s multifaceted approach to meet changing tastes and needs includes reducing sugar and calories across many brands offering new drinks that provide health benefits like hydration and nutrition expanding the availability of smaller, more convenient packages to help people control sugar more easily and providing clear, easy-to-find calorie information to help people make informed decisions without the guesswork.

Putting the consumer first, Quincey said, starts with rethinking some of the company’s beverage recipes to reduce sugar, and investing to make the next generation of zero-calorie sweeteners. The goal is to give people the low and no-sugar drinks they want without having to give up the great tastes they know and love.

Supporting Lower Sugar

At the same time, The Coca-Cola Company supports the current recommendations of several leading health authorities, including the World Health Organization (W.H.O.), that people should limit their intake of added sugar to no more than 10 percent of their total daily calorie/energy intake.

“We’ve begun our journey toward that goal,” Quincey said, citing efforts to make low-and no-sugar drinks more visible and easier to find, and bringing more offerings like organic tea, coconut water, dairy, grab-and-go coffee, juices and purified waters to more people in more places.

In 2017, the company will reduce sugar in more than 500 of its drinks around the globe –adding to the 30 percent of more than 3,900 beverages that already fall into the low or no-sugar category.

Building Portfolio Awareness

The company is also investing more of its marketing dollars to build awareness of its low-and no-sugar drinks. For example, the “One Brand” global marketing strategy launched in early-2016 unites all four Trademark Coca-Cola brands – Coca-Cola, Coke Zero, Diet Coke/Coca-Cola Light, and Coca-Cola Life – in the “Taste the Feeling” creative campaign, underscoring the company’s commitment to offering aCoca-Colafor all tastes and lifestyles.

'We’re listening carefully and working to ensure that consumers are firmly at the center of our business so we can continue to grow responsibly. If we embrace where the consumer is going, our brands will thrive, and our system will continue to grow.'

Another element of the strategy involves smaller, more convenient packaging. Today, about 40 percent of the company’s sparkling brands are available in these packages of 250 mL (8.5 oz.) or less. And mini cans and other smaller packs now account for 15 percent of the company’s sparkling transactions in North America.

Continuing to Be Consumer-Focused

For years, the company has been implementing policies and actions in line with this strategy. In September 2009, Coca-Cola became the first beverage company to commit to front-of-package calorie labeling globally on nearly all packaging and continues to do so. Additionally, the company is diligently following its longstanding policy not to target advertising to children under age 12 anywhere in the world.

All these proof points, products, programs, and policies –and the company’s futureplans–are grounded in consumer insights.

“We’re listening carefully and working to ensure that consumers are firmly at the center of our business so we can continue to grow responsibly,” Quincey said. “If we embrace where the consumer is going, our brands will thrive, and our system will continue to grow. This is Our Way Forward.”


New Focus on Choice, Convenience and Consumers - News & Articles

Innovating the Way We Do Business

Coca-Cola is evolving its business strategy to become a total beverage company by giving people more of the drinks they want –including low and no-sugar options across a wide array of categories –in more packages sold in more locations.

Building a portfolio of “consumer-centric brands” requires shifting focus from what the company wants to sell to what consumers want to buy, explains President and Chief Operating Officer James Quincey, who shared this strategy as part of the company’s vision for future growthtoday at the Consumer Analyst Group of New York (CAGNY) conference in Boca Raton, Fla.

"We need to start by asking, ‘Where are they going?” he said, stressing the need to stay a step ahead of trends and evolving tastes. “Consumers are looking for products that are more natural. At times with less sugar. Sometimes with more benefits.”

Responding to Consumer Demands

Quincey, who has been tapped to become Coke’s CEO in May, said the company’s multifaceted approach to meet changing tastes and needs includes reducing sugar and calories across many brands offering new drinks that provide health benefits like hydration and nutrition expanding the availability of smaller, more convenient packages to help people control sugar more easily and providing clear, easy-to-find calorie information to help people make informed decisions without the guesswork.

Putting the consumer first, Quincey said, starts with rethinking some of the company’s beverage recipes to reduce sugar, and investing to make the next generation of zero-calorie sweeteners. The goal is to give people the low and no-sugar drinks they want without having to give up the great tastes they know and love.

Supporting Lower Sugar

At the same time, The Coca-Cola Company supports the current recommendations of several leading health authorities, including the World Health Organization (W.H.O.), that people should limit their intake of added sugar to no more than 10 percent of their total daily calorie/energy intake.

“We’ve begun our journey toward that goal,” Quincey said, citing efforts to make low-and no-sugar drinks more visible and easier to find, and bringing more offerings like organic tea, coconut water, dairy, grab-and-go coffee, juices and purified waters to more people in more places.

In 2017, the company will reduce sugar in more than 500 of its drinks around the globe –adding to the 30 percent of more than 3,900 beverages that already fall into the low or no-sugar category.

Building Portfolio Awareness

The company is also investing more of its marketing dollars to build awareness of its low-and no-sugar drinks. For example, the “One Brand” global marketing strategy launched in early-2016 unites all four Trademark Coca-Cola brands – Coca-Cola, Coke Zero, Diet Coke/Coca-Cola Light, and Coca-Cola Life – in the “Taste the Feeling” creative campaign, underscoring the company’s commitment to offering aCoca-Colafor all tastes and lifestyles.

'We’re listening carefully and working to ensure that consumers are firmly at the center of our business so we can continue to grow responsibly. If we embrace where the consumer is going, our brands will thrive, and our system will continue to grow.'

Another element of the strategy involves smaller, more convenient packaging. Today, about 40 percent of the company’s sparkling brands are available in these packages of 250 mL (8.5 oz.) or less. And mini cans and other smaller packs now account for 15 percent of the company’s sparkling transactions in North America.

Continuing to Be Consumer-Focused

For years, the company has been implementing policies and actions in line with this strategy. In September 2009, Coca-Cola became the first beverage company to commit to front-of-package calorie labeling globally on nearly all packaging and continues to do so. Additionally, the company is diligently following its longstanding policy not to target advertising to children under age 12 anywhere in the world.

All these proof points, products, programs, and policies –and the company’s futureplans–are grounded in consumer insights.

“We’re listening carefully and working to ensure that consumers are firmly at the center of our business so we can continue to grow responsibly,” Quincey said. “If we embrace where the consumer is going, our brands will thrive, and our system will continue to grow. This is Our Way Forward.”


New Focus on Choice, Convenience and Consumers - News & Articles

Innovating the Way We Do Business

Coca-Cola is evolving its business strategy to become a total beverage company by giving people more of the drinks they want –including low and no-sugar options across a wide array of categories –in more packages sold in more locations.

Building a portfolio of “consumer-centric brands” requires shifting focus from what the company wants to sell to what consumers want to buy, explains President and Chief Operating Officer James Quincey, who shared this strategy as part of the company’s vision for future growthtoday at the Consumer Analyst Group of New York (CAGNY) conference in Boca Raton, Fla.

"We need to start by asking, ‘Where are they going?” he said, stressing the need to stay a step ahead of trends and evolving tastes. “Consumers are looking for products that are more natural. At times with less sugar. Sometimes with more benefits.”

Responding to Consumer Demands

Quincey, who has been tapped to become Coke’s CEO in May, said the company’s multifaceted approach to meet changing tastes and needs includes reducing sugar and calories across many brands offering new drinks that provide health benefits like hydration and nutrition expanding the availability of smaller, more convenient packages to help people control sugar more easily and providing clear, easy-to-find calorie information to help people make informed decisions without the guesswork.

Putting the consumer first, Quincey said, starts with rethinking some of the company’s beverage recipes to reduce sugar, and investing to make the next generation of zero-calorie sweeteners. The goal is to give people the low and no-sugar drinks they want without having to give up the great tastes they know and love.

Supporting Lower Sugar

At the same time, The Coca-Cola Company supports the current recommendations of several leading health authorities, including the World Health Organization (W.H.O.), that people should limit their intake of added sugar to no more than 10 percent of their total daily calorie/energy intake.

“We’ve begun our journey toward that goal,” Quincey said, citing efforts to make low-and no-sugar drinks more visible and easier to find, and bringing more offerings like organic tea, coconut water, dairy, grab-and-go coffee, juices and purified waters to more people in more places.

In 2017, the company will reduce sugar in more than 500 of its drinks around the globe –adding to the 30 percent of more than 3,900 beverages that already fall into the low or no-sugar category.

Building Portfolio Awareness

The company is also investing more of its marketing dollars to build awareness of its low-and no-sugar drinks. For example, the “One Brand” global marketing strategy launched in early-2016 unites all four Trademark Coca-Cola brands – Coca-Cola, Coke Zero, Diet Coke/Coca-Cola Light, and Coca-Cola Life – in the “Taste the Feeling” creative campaign, underscoring the company’s commitment to offering aCoca-Colafor all tastes and lifestyles.

'We’re listening carefully and working to ensure that consumers are firmly at the center of our business so we can continue to grow responsibly. If we embrace where the consumer is going, our brands will thrive, and our system will continue to grow.'

Another element of the strategy involves smaller, more convenient packaging. Today, about 40 percent of the company’s sparkling brands are available in these packages of 250 mL (8.5 oz.) or less. And mini cans and other smaller packs now account for 15 percent of the company’s sparkling transactions in North America.

Continuing to Be Consumer-Focused

For years, the company has been implementing policies and actions in line with this strategy. In September 2009, Coca-Cola became the first beverage company to commit to front-of-package calorie labeling globally on nearly all packaging and continues to do so. Additionally, the company is diligently following its longstanding policy not to target advertising to children under age 12 anywhere in the world.

All these proof points, products, programs, and policies –and the company’s futureplans–are grounded in consumer insights.

“We’re listening carefully and working to ensure that consumers are firmly at the center of our business so we can continue to grow responsibly,” Quincey said. “If we embrace where the consumer is going, our brands will thrive, and our system will continue to grow. This is Our Way Forward.”


New Focus on Choice, Convenience and Consumers - News & Articles

Innovating the Way We Do Business

Coca-Cola is evolving its business strategy to become a total beverage company by giving people more of the drinks they want –including low and no-sugar options across a wide array of categories –in more packages sold in more locations.

Building a portfolio of “consumer-centric brands” requires shifting focus from what the company wants to sell to what consumers want to buy, explains President and Chief Operating Officer James Quincey, who shared this strategy as part of the company’s vision for future growthtoday at the Consumer Analyst Group of New York (CAGNY) conference in Boca Raton, Fla.

"We need to start by asking, ‘Where are they going?” he said, stressing the need to stay a step ahead of trends and evolving tastes. “Consumers are looking for products that are more natural. At times with less sugar. Sometimes with more benefits.”

Responding to Consumer Demands

Quincey, who has been tapped to become Coke’s CEO in May, said the company’s multifaceted approach to meet changing tastes and needs includes reducing sugar and calories across many brands offering new drinks that provide health benefits like hydration and nutrition expanding the availability of smaller, more convenient packages to help people control sugar more easily and providing clear, easy-to-find calorie information to help people make informed decisions without the guesswork.

Putting the consumer first, Quincey said, starts with rethinking some of the company’s beverage recipes to reduce sugar, and investing to make the next generation of zero-calorie sweeteners. The goal is to give people the low and no-sugar drinks they want without having to give up the great tastes they know and love.

Supporting Lower Sugar

At the same time, The Coca-Cola Company supports the current recommendations of several leading health authorities, including the World Health Organization (W.H.O.), that people should limit their intake of added sugar to no more than 10 percent of their total daily calorie/energy intake.

“We’ve begun our journey toward that goal,” Quincey said, citing efforts to make low-and no-sugar drinks more visible and easier to find, and bringing more offerings like organic tea, coconut water, dairy, grab-and-go coffee, juices and purified waters to more people in more places.

In 2017, the company will reduce sugar in more than 500 of its drinks around the globe –adding to the 30 percent of more than 3,900 beverages that already fall into the low or no-sugar category.

Building Portfolio Awareness

The company is also investing more of its marketing dollars to build awareness of its low-and no-sugar drinks. For example, the “One Brand” global marketing strategy launched in early-2016 unites all four Trademark Coca-Cola brands – Coca-Cola, Coke Zero, Diet Coke/Coca-Cola Light, and Coca-Cola Life – in the “Taste the Feeling” creative campaign, underscoring the company’s commitment to offering aCoca-Colafor all tastes and lifestyles.

'We’re listening carefully and working to ensure that consumers are firmly at the center of our business so we can continue to grow responsibly. If we embrace where the consumer is going, our brands will thrive, and our system will continue to grow.'

Another element of the strategy involves smaller, more convenient packaging. Today, about 40 percent of the company’s sparkling brands are available in these packages of 250 mL (8.5 oz.) or less. And mini cans and other smaller packs now account for 15 percent of the company’s sparkling transactions in North America.

Continuing to Be Consumer-Focused

For years, the company has been implementing policies and actions in line with this strategy. In September 2009, Coca-Cola became the first beverage company to commit to front-of-package calorie labeling globally on nearly all packaging and continues to do so. Additionally, the company is diligently following its longstanding policy not to target advertising to children under age 12 anywhere in the world.

All these proof points, products, programs, and policies –and the company’s futureplans–are grounded in consumer insights.

“We’re listening carefully and working to ensure that consumers are firmly at the center of our business so we can continue to grow responsibly,” Quincey said. “If we embrace where the consumer is going, our brands will thrive, and our system will continue to grow. This is Our Way Forward.”


New Focus on Choice, Convenience and Consumers - News & Articles

Innovating the Way We Do Business

Coca-Cola is evolving its business strategy to become a total beverage company by giving people more of the drinks they want –including low and no-sugar options across a wide array of categories –in more packages sold in more locations.

Building a portfolio of “consumer-centric brands” requires shifting focus from what the company wants to sell to what consumers want to buy, explains President and Chief Operating Officer James Quincey, who shared this strategy as part of the company’s vision for future growthtoday at the Consumer Analyst Group of New York (CAGNY) conference in Boca Raton, Fla.

"We need to start by asking, ‘Where are they going?” he said, stressing the need to stay a step ahead of trends and evolving tastes. “Consumers are looking for products that are more natural. At times with less sugar. Sometimes with more benefits.”

Responding to Consumer Demands

Quincey, who has been tapped to become Coke’s CEO in May, said the company’s multifaceted approach to meet changing tastes and needs includes reducing sugar and calories across many brands offering new drinks that provide health benefits like hydration and nutrition expanding the availability of smaller, more convenient packages to help people control sugar more easily and providing clear, easy-to-find calorie information to help people make informed decisions without the guesswork.

Putting the consumer first, Quincey said, starts with rethinking some of the company’s beverage recipes to reduce sugar, and investing to make the next generation of zero-calorie sweeteners. The goal is to give people the low and no-sugar drinks they want without having to give up the great tastes they know and love.

Supporting Lower Sugar

At the same time, The Coca-Cola Company supports the current recommendations of several leading health authorities, including the World Health Organization (W.H.O.), that people should limit their intake of added sugar to no more than 10 percent of their total daily calorie/energy intake.

“We’ve begun our journey toward that goal,” Quincey said, citing efforts to make low-and no-sugar drinks more visible and easier to find, and bringing more offerings like organic tea, coconut water, dairy, grab-and-go coffee, juices and purified waters to more people in more places.

In 2017, the company will reduce sugar in more than 500 of its drinks around the globe –adding to the 30 percent of more than 3,900 beverages that already fall into the low or no-sugar category.

Building Portfolio Awareness

The company is also investing more of its marketing dollars to build awareness of its low-and no-sugar drinks. For example, the “One Brand” global marketing strategy launched in early-2016 unites all four Trademark Coca-Cola brands – Coca-Cola, Coke Zero, Diet Coke/Coca-Cola Light, and Coca-Cola Life – in the “Taste the Feeling” creative campaign, underscoring the company’s commitment to offering aCoca-Colafor all tastes and lifestyles.

'We’re listening carefully and working to ensure that consumers are firmly at the center of our business so we can continue to grow responsibly. If we embrace where the consumer is going, our brands will thrive, and our system will continue to grow.'

Another element of the strategy involves smaller, more convenient packaging. Today, about 40 percent of the company’s sparkling brands are available in these packages of 250 mL (8.5 oz.) or less. And mini cans and other smaller packs now account for 15 percent of the company’s sparkling transactions in North America.

Continuing to Be Consumer-Focused

For years, the company has been implementing policies and actions in line with this strategy. In September 2009, Coca-Cola became the first beverage company to commit to front-of-package calorie labeling globally on nearly all packaging and continues to do so. Additionally, the company is diligently following its longstanding policy not to target advertising to children under age 12 anywhere in the world.

All these proof points, products, programs, and policies –and the company’s futureplans–are grounded in consumer insights.

“We’re listening carefully and working to ensure that consumers are firmly at the center of our business so we can continue to grow responsibly,” Quincey said. “If we embrace where the consumer is going, our brands will thrive, and our system will continue to grow. This is Our Way Forward.”


New Focus on Choice, Convenience and Consumers - News & Articles

Innovating the Way We Do Business

Coca-Cola is evolving its business strategy to become a total beverage company by giving people more of the drinks they want –including low and no-sugar options across a wide array of categories –in more packages sold in more locations.

Building a portfolio of “consumer-centric brands” requires shifting focus from what the company wants to sell to what consumers want to buy, explains President and Chief Operating Officer James Quincey, who shared this strategy as part of the company’s vision for future growthtoday at the Consumer Analyst Group of New York (CAGNY) conference in Boca Raton, Fla.

"We need to start by asking, ‘Where are they going?” he said, stressing the need to stay a step ahead of trends and evolving tastes. “Consumers are looking for products that are more natural. At times with less sugar. Sometimes with more benefits.”

Responding to Consumer Demands

Quincey, who has been tapped to become Coke’s CEO in May, said the company’s multifaceted approach to meet changing tastes and needs includes reducing sugar and calories across many brands offering new drinks that provide health benefits like hydration and nutrition expanding the availability of smaller, more convenient packages to help people control sugar more easily and providing clear, easy-to-find calorie information to help people make informed decisions without the guesswork.

Putting the consumer first, Quincey said, starts with rethinking some of the company’s beverage recipes to reduce sugar, and investing to make the next generation of zero-calorie sweeteners. The goal is to give people the low and no-sugar drinks they want without having to give up the great tastes they know and love.

Supporting Lower Sugar

At the same time, The Coca-Cola Company supports the current recommendations of several leading health authorities, including the World Health Organization (W.H.O.), that people should limit their intake of added sugar to no more than 10 percent of their total daily calorie/energy intake.

“We’ve begun our journey toward that goal,” Quincey said, citing efforts to make low-and no-sugar drinks more visible and easier to find, and bringing more offerings like organic tea, coconut water, dairy, grab-and-go coffee, juices and purified waters to more people in more places.

In 2017, the company will reduce sugar in more than 500 of its drinks around the globe –adding to the 30 percent of more than 3,900 beverages that already fall into the low or no-sugar category.

Building Portfolio Awareness

The company is also investing more of its marketing dollars to build awareness of its low-and no-sugar drinks. For example, the “One Brand” global marketing strategy launched in early-2016 unites all four Trademark Coca-Cola brands – Coca-Cola, Coke Zero, Diet Coke/Coca-Cola Light, and Coca-Cola Life – in the “Taste the Feeling” creative campaign, underscoring the company’s commitment to offering aCoca-Colafor all tastes and lifestyles.

'We’re listening carefully and working to ensure that consumers are firmly at the center of our business so we can continue to grow responsibly. If we embrace where the consumer is going, our brands will thrive, and our system will continue to grow.'

Another element of the strategy involves smaller, more convenient packaging. Today, about 40 percent of the company’s sparkling brands are available in these packages of 250 mL (8.5 oz.) or less. And mini cans and other smaller packs now account for 15 percent of the company’s sparkling transactions in North America.

Continuing to Be Consumer-Focused

For years, the company has been implementing policies and actions in line with this strategy. In September 2009, Coca-Cola became the first beverage company to commit to front-of-package calorie labeling globally on nearly all packaging and continues to do so. Additionally, the company is diligently following its longstanding policy not to target advertising to children under age 12 anywhere in the world.

All these proof points, products, programs, and policies –and the company’s futureplans–are grounded in consumer insights.

“We’re listening carefully and working to ensure that consumers are firmly at the center of our business so we can continue to grow responsibly,” Quincey said. “If we embrace where the consumer is going, our brands will thrive, and our system will continue to grow. This is Our Way Forward.”


New Focus on Choice, Convenience and Consumers - News & Articles

Innovating the Way We Do Business

Coca-Cola is evolving its business strategy to become a total beverage company by giving people more of the drinks they want –including low and no-sugar options across a wide array of categories –in more packages sold in more locations.

Building a portfolio of “consumer-centric brands” requires shifting focus from what the company wants to sell to what consumers want to buy, explains President and Chief Operating Officer James Quincey, who shared this strategy as part of the company’s vision for future growthtoday at the Consumer Analyst Group of New York (CAGNY) conference in Boca Raton, Fla.

"We need to start by asking, ‘Where are they going?” he said, stressing the need to stay a step ahead of trends and evolving tastes. “Consumers are looking for products that are more natural. At times with less sugar. Sometimes with more benefits.”

Responding to Consumer Demands

Quincey, who has been tapped to become Coke’s CEO in May, said the company’s multifaceted approach to meet changing tastes and needs includes reducing sugar and calories across many brands offering new drinks that provide health benefits like hydration and nutrition expanding the availability of smaller, more convenient packages to help people control sugar more easily and providing clear, easy-to-find calorie information to help people make informed decisions without the guesswork.

Putting the consumer first, Quincey said, starts with rethinking some of the company’s beverage recipes to reduce sugar, and investing to make the next generation of zero-calorie sweeteners. The goal is to give people the low and no-sugar drinks they want without having to give up the great tastes they know and love.

Supporting Lower Sugar

At the same time, The Coca-Cola Company supports the current recommendations of several leading health authorities, including the World Health Organization (W.H.O.), that people should limit their intake of added sugar to no more than 10 percent of their total daily calorie/energy intake.

“We’ve begun our journey toward that goal,” Quincey said, citing efforts to make low-and no-sugar drinks more visible and easier to find, and bringing more offerings like organic tea, coconut water, dairy, grab-and-go coffee, juices and purified waters to more people in more places.

In 2017, the company will reduce sugar in more than 500 of its drinks around the globe –adding to the 30 percent of more than 3,900 beverages that already fall into the low or no-sugar category.

Building Portfolio Awareness

The company is also investing more of its marketing dollars to build awareness of its low-and no-sugar drinks. For example, the “One Brand” global marketing strategy launched in early-2016 unites all four Trademark Coca-Cola brands – Coca-Cola, Coke Zero, Diet Coke/Coca-Cola Light, and Coca-Cola Life – in the “Taste the Feeling” creative campaign, underscoring the company’s commitment to offering aCoca-Colafor all tastes and lifestyles.

'We’re listening carefully and working to ensure that consumers are firmly at the center of our business so we can continue to grow responsibly. If we embrace where the consumer is going, our brands will thrive, and our system will continue to grow.'

Another element of the strategy involves smaller, more convenient packaging. Today, about 40 percent of the company’s sparkling brands are available in these packages of 250 mL (8.5 oz.) or less. And mini cans and other smaller packs now account for 15 percent of the company’s sparkling transactions in North America.

Continuing to Be Consumer-Focused

For years, the company has been implementing policies and actions in line with this strategy. In September 2009, Coca-Cola became the first beverage company to commit to front-of-package calorie labeling globally on nearly all packaging and continues to do so. Additionally, the company is diligently following its longstanding policy not to target advertising to children under age 12 anywhere in the world.

All these proof points, products, programs, and policies –and the company’s futureplans–are grounded in consumer insights.

“We’re listening carefully and working to ensure that consumers are firmly at the center of our business so we can continue to grow responsibly,” Quincey said. “If we embrace where the consumer is going, our brands will thrive, and our system will continue to grow. This is Our Way Forward.”


New Focus on Choice, Convenience and Consumers - News & Articles

Innovating the Way We Do Business

Coca-Cola is evolving its business strategy to become a total beverage company by giving people more of the drinks they want –including low and no-sugar options across a wide array of categories –in more packages sold in more locations.

Building a portfolio of “consumer-centric brands” requires shifting focus from what the company wants to sell to what consumers want to buy, explains President and Chief Operating Officer James Quincey, who shared this strategy as part of the company’s vision for future growthtoday at the Consumer Analyst Group of New York (CAGNY) conference in Boca Raton, Fla.

"We need to start by asking, ‘Where are they going?” he said, stressing the need to stay a step ahead of trends and evolving tastes. “Consumers are looking for products that are more natural. At times with less sugar. Sometimes with more benefits.”

Responding to Consumer Demands

Quincey, who has been tapped to become Coke’s CEO in May, said the company’s multifaceted approach to meet changing tastes and needs includes reducing sugar and calories across many brands offering new drinks that provide health benefits like hydration and nutrition expanding the availability of smaller, more convenient packages to help people control sugar more easily and providing clear, easy-to-find calorie information to help people make informed decisions without the guesswork.

Putting the consumer first, Quincey said, starts with rethinking some of the company’s beverage recipes to reduce sugar, and investing to make the next generation of zero-calorie sweeteners. The goal is to give people the low and no-sugar drinks they want without having to give up the great tastes they know and love.

Supporting Lower Sugar

At the same time, The Coca-Cola Company supports the current recommendations of several leading health authorities, including the World Health Organization (W.H.O.), that people should limit their intake of added sugar to no more than 10 percent of their total daily calorie/energy intake.

“We’ve begun our journey toward that goal,” Quincey said, citing efforts to make low-and no-sugar drinks more visible and easier to find, and bringing more offerings like organic tea, coconut water, dairy, grab-and-go coffee, juices and purified waters to more people in more places.

In 2017, the company will reduce sugar in more than 500 of its drinks around the globe –adding to the 30 percent of more than 3,900 beverages that already fall into the low or no-sugar category.

Building Portfolio Awareness

The company is also investing more of its marketing dollars to build awareness of its low-and no-sugar drinks. For example, the “One Brand” global marketing strategy launched in early-2016 unites all four Trademark Coca-Cola brands – Coca-Cola, Coke Zero, Diet Coke/Coca-Cola Light, and Coca-Cola Life – in the “Taste the Feeling” creative campaign, underscoring the company’s commitment to offering aCoca-Colafor all tastes and lifestyles.

'We’re listening carefully and working to ensure that consumers are firmly at the center of our business so we can continue to grow responsibly. If we embrace where the consumer is going, our brands will thrive, and our system will continue to grow.'

Another element of the strategy involves smaller, more convenient packaging. Today, about 40 percent of the company’s sparkling brands are available in these packages of 250 mL (8.5 oz.) or less. And mini cans and other smaller packs now account for 15 percent of the company’s sparkling transactions in North America.

Continuing to Be Consumer-Focused

For years, the company has been implementing policies and actions in line with this strategy. In September 2009, Coca-Cola became the first beverage company to commit to front-of-package calorie labeling globally on nearly all packaging and continues to do so. Additionally, the company is diligently following its longstanding policy not to target advertising to children under age 12 anywhere in the world.

All these proof points, products, programs, and policies –and the company’s futureplans–are grounded in consumer insights.

“We’re listening carefully and working to ensure that consumers are firmly at the center of our business so we can continue to grow responsibly,” Quincey said. “If we embrace where the consumer is going, our brands will thrive, and our system will continue to grow. This is Our Way Forward.”


New Focus on Choice, Convenience and Consumers - News & Articles

Innovating the Way We Do Business

Coca-Cola is evolving its business strategy to become a total beverage company by giving people more of the drinks they want –including low and no-sugar options across a wide array of categories –in more packages sold in more locations.

Building a portfolio of “consumer-centric brands” requires shifting focus from what the company wants to sell to what consumers want to buy, explains President and Chief Operating Officer James Quincey, who shared this strategy as part of the company’s vision for future growthtoday at the Consumer Analyst Group of New York (CAGNY) conference in Boca Raton, Fla.

"We need to start by asking, ‘Where are they going?” he said, stressing the need to stay a step ahead of trends and evolving tastes. “Consumers are looking for products that are more natural. At times with less sugar. Sometimes with more benefits.”

Responding to Consumer Demands

Quincey, who has been tapped to become Coke’s CEO in May, said the company’s multifaceted approach to meet changing tastes and needs includes reducing sugar and calories across many brands offering new drinks that provide health benefits like hydration and nutrition expanding the availability of smaller, more convenient packages to help people control sugar more easily and providing clear, easy-to-find calorie information to help people make informed decisions without the guesswork.

Putting the consumer first, Quincey said, starts with rethinking some of the company’s beverage recipes to reduce sugar, and investing to make the next generation of zero-calorie sweeteners. The goal is to give people the low and no-sugar drinks they want without having to give up the great tastes they know and love.

Supporting Lower Sugar

At the same time, The Coca-Cola Company supports the current recommendations of several leading health authorities, including the World Health Organization (W.H.O.), that people should limit their intake of added sugar to no more than 10 percent of their total daily calorie/energy intake.

“We’ve begun our journey toward that goal,” Quincey said, citing efforts to make low-and no-sugar drinks more visible and easier to find, and bringing more offerings like organic tea, coconut water, dairy, grab-and-go coffee, juices and purified waters to more people in more places.

In 2017, the company will reduce sugar in more than 500 of its drinks around the globe –adding to the 30 percent of more than 3,900 beverages that already fall into the low or no-sugar category.

Building Portfolio Awareness

The company is also investing more of its marketing dollars to build awareness of its low-and no-sugar drinks. For example, the “One Brand” global marketing strategy launched in early-2016 unites all four Trademark Coca-Cola brands – Coca-Cola, Coke Zero, Diet Coke/Coca-Cola Light, and Coca-Cola Life – in the “Taste the Feeling” creative campaign, underscoring the company’s commitment to offering aCoca-Colafor all tastes and lifestyles.

'We’re listening carefully and working to ensure that consumers are firmly at the center of our business so we can continue to grow responsibly. If we embrace where the consumer is going, our brands will thrive, and our system will continue to grow.'

Another element of the strategy involves smaller, more convenient packaging. Today, about 40 percent of the company’s sparkling brands are available in these packages of 250 mL (8.5 oz.) or less. And mini cans and other smaller packs now account for 15 percent of the company’s sparkling transactions in North America.

Continuing to Be Consumer-Focused

For years, the company has been implementing policies and actions in line with this strategy. In September 2009, Coca-Cola became the first beverage company to commit to front-of-package calorie labeling globally on nearly all packaging and continues to do so. Additionally, the company is diligently following its longstanding policy not to target advertising to children under age 12 anywhere in the world.

All these proof points, products, programs, and policies –and the company’s futureplans–are grounded in consumer insights.

“We’re listening carefully and working to ensure that consumers are firmly at the center of our business so we can continue to grow responsibly,” Quincey said. “If we embrace where the consumer is going, our brands will thrive, and our system will continue to grow. This is Our Way Forward.”



Comments:

  1. Gukora

    Happens even more cheerfully :)

  2. Wohehiv

    Now I will read it more ... neat =))))))

  3. Kahlil

    In my opinion you are wrong. Write to me in PM, we will discuss.

  4. Faushicage

    Instead of criticism, it is better to write your options.

  5. Langundo

    And so too happens:)



Write a message