February 10th, 2012
Coca-Cola to Boost Marketing Efforts
By Paul Ziobro
Wall Street Journal
Coca-Cola Co. is ratcheting up the pressure on PepsiCo Inc. and other beverage companies with plans to plow up to $650 million in new, annual cost savings back into supporting growth for its brands, which continued to grow sales and volume in the fourth quarter that saw actual earnings fall due to a gain last year.
The Atlanta-based beverage maker said the new productivity targets, scheduled to be completed by the end of 2015, include taking costs out of the supply chain and more effective marketing. On Tuesday, Coke also reported a 71% drop in fourth-quarter earnings due to a big gain last year related to the purchase of bottling operations. Sales and profit grew on strong results in emerging markets and higher prices, especially in North America.
Read more: http://on.wsj.com/yIfYGq