Coca-Cola putting priorities in place to achieve objectives

摘要

Portfolio optimization, improving marketing investment efficiency and effectiveness, and a shift in innovation were prioritized when Manolo Arroyo Prieto took over as global chief marketing officer at Coca-Cola Co. in January 2020.The priorities were put in place to achieve several objectives, ranging from driving consumer behavior to not compromising on taste."When it comes to portfolio optimization, our long-term profitable growth will be driven by an optimized brand portfolio with its streamlined, as you all know, from 400 to 200 master brands, allowing the global category teams to identify the biggest and greatest opportunities, combining category and country and geographical combinations and allocated investments accordingly into a portfolio that has two important dimensions: one is a well-balanced portfolio between global and regional, and continental and large-scale local brands; and second, that these targeted investments will leverage our leader brands more effectively and convert more challenges and more explorer brands into leaders faster and consistently," Mr. Arroyo said during a June 9 presentation at the virtual Deutsche Bank dbAccess Global Consumer Conference.