Summary
Coca-Cola announced a major restructuring of its North American division as the cola giant struggles to reverse a long decline. The company fired its chief marketing officer, largely because of the dismal results of the company's launch of "C2", a low-carb, medium-calorie cola offering.
Original source:
http://www.guardian.co.uk/business/story/0,3604,1384934,00.html
Details
- Coca-Cola is restructuring its North American division as part of an attempt by the struggling soft drinks maker to pull itself out of a long slump.
- The firm is parting company with Javier Benito, its chief marketing officer and head of retail in its most important market.
- Mr Benito had been with Coca-Cola for 10 years.
- Analysts said he was probably paying the price for the disastrous US launch of C2, a mid-calorie, low carbohydrate version of the core brand.
- In November, Coca-Cola sharply cut its long-term profit and sales targets, acknowledging there would be no quick fix for its problems.
- Chief executive Neville Isdell, who took the top job last May, admitted then Coca-Cola had failed to respond to consumer trends.
- It has the number one bottled water brand in the US, Aquafina, and the top energy drink, Gatorade.
- Coca-Cola plans to spend an additional $350m (£187m) to $400m on marketing annually from next year, with most of it directed toward its core brand.
- It does not publish the level of its total budget.
- "We can't save our way to prosperity, we have to grow our way to prosperity," Mr Isdell said.
- The firm said at the time there had been "too little attention paid to brand-building, iconic advertising".
- C2 has proven to be a particular disappointment for Coca-Cola, posting poor sales.
- The company priced the soft drink at a premium to regular Coke and the higher cost proved an obstacle for consumers.
- It also launched the brand just as the low-carbohydrate diet phenomenon was waning.
- Hindered by C2's poor performance, Coca-Cola reported a 3% drop in volume sales in North America during the third quarter, which covers the key summer season.
Related Articles
• The unauthorized history of Coca-Cola (satire)
• Coca-Cola's murderous record of anti-union activity in Colombia exposed
• To this day, Coca-Cola still imports coca leaves which are used to manufacture cocaine in the United States
• Coca-Cola jumps on green tea bandwagon, launches Enviga beverage with negative calorie claims
• Vitaminwater revealed as non-healthy beverage by Coca-Cola's own lawyers (opinion)
• Human rights alert: Coca-Cola suppliers buy materials from El Salvador companies that practice child labor
 |
Popular Topics:
Coca-Cola, Marketing, North America, Diabetes, Breast cancer, Prostate cancer, Heart disease, Depression, High cholesterol, Osteoporosis, Vaccines, Autism, ADHD, Infertility, Weight loss, Cancer, Alzheimer's, Trans fats, Acrylamides, Fluoride, Mercury |
Take Action: Support NaturalNews.com
Email this article to a friend
Share this article on: NewsVine | digg | del.icio.us
Permalink to this article: http://www.naturalnews.com/003382_Coca-Cola_marketing_North_America.html
Reprinting this article: Non-commercial use OK, cite NaturalNews.com with clickable link.
|
 |
 |
Receive our Natural Health Newsletter for FREE
Subscribe now (it's free!) to win. We randomly choose a subscriber each month to send $100 in eco-home products or a RealGoods.com gift certificate (our choice). Plus, you'll receive FREE news, articles and action alerts from NaturalNews.com editors and join over 800,000 monthly readers who report extraordinary health improvements after becoming a subscriber!
- Receive breaking news alerts on natural health solutions, renewable energy, the environment, global warming and more.
- Receive a free instant download of our $29 Secret Sources guide that reveals top sources for little-known health and diet solutions.
|
|
 |
 |
Recommended Special Report:
Seven Words that can Change the World
by Joseph R. Simonetta
Read this special report now...
"Seven Words That Can Change the World reveals the astonishing, simple truths that have the power to forever transform our world for the better while freeing our minds from the enslavement of limiting beliefs. This is not a text for the simple-minded; it is a guiding philosophy for the mindful, intelligent few who are wise enough to seek out -- and recognize -- the higher simplicities of truly purposeful living." - Mike Adams, the Health Ranger, editor of NaturalNews.com
|
More on NaturalNews.com:
• Streaming Health Ranger Videos
• CounterThink Cartoons
• FREE Special Reports
• Podcasts
|
 |
|
 |
 |
NEW 6-CD audio set reveals amazing new protocol for reversing cancer, diabetes, obesity, heart disease and more. Click to learn more. |
 |
Own the first 8 Health Ranger Report audio programs on 6 CDs. Covers weight loss, ADHD, vaccinations, processed meats, bone health and more. Click to learn more. |
Featured Videos
Short clip on Aspartame
A short clip on aspartame from the documentary All Jacked Up.
Click here to view now...
Exclusive video on Aspartame
The dangers of aspartame! Exclusive interview footage from Cori Brackett of Sweet Remedy.
Click here to view now...
Exclusive Footage from All Jacked Up!
See interview footage featuring the Health Ranger in the upcoming junk food film, All Jacked Up.
Click here to view now...
Drug Ad Parody
See the Health Ranger's satire parody of Merck's cholesterol drug ad.
Click here to view now... |
Alien mind wipe failure
The Museum of Human Atrocities
Fidozac: Antidepressant Drugs for Dogs
 |
|
Read recommendations on supplement companies, health food manufacturers and personal care product makers that you can trust. Our 100% independent review list tells you who to trust and who to avoid in the natural health industry. Click to read. |
|