Behemoth on a tear

Behemoth on a tear

After years of marginal market share growth, languid product development, and stodgy marketing, Coca-Cola Co. is revving up its fortunes. It is tweaking every aspect of global marketing, adding cutting-edge advertising, new packaging, product sampling, and high-profile sponsorships. The rejuvenation...

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Veröffentlicht in:Bloomberg businessweek (Online) 1994-10 (3392), p.54
1. Verfasser: Mallory, Maria
Format: Magazinearticle
Sprache:eng
Schlagworte:
Advertising
Beverage industry
Case studies
Consumers
Corporate profits
Earnings per share
Financial performance
Goizueta, Roberto
Innovations
International markets
Market entry
Market shares
Marketing
Multinational corporations
Product development
Strategic planning
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Beschreibung
Zusammenfassung:After years of marginal market share growth, languid product development, and stodgy marketing, Coca-Cola Co. is revving up its fortunes. It is tweaking every aspect of global marketing, adding cutting-edge advertising, new packaging, product sampling, and high-profile sponsorships. The rejuvenation of Coke has become a personal quest for CEO Roberto C. Goizueta. Behind the new product offensive is M. Douglas Ivester, Coke's new president and chief operating officer. Ivester made 2 bold moves: He gave Creative Artists Agency carte blanche to revitalize Coke's advertising, and he rehired Sergio Zyman as chief of marketing.
ISSN:0007-7135
2162-657X