Monday, November 23, 2009

Coke's Future Priorities



Coca-Cola Lays Out Vision for the Future in Ad Age Article


Future priorities indeed, the marketer now seems to have its priorities straight. At its 2020 Vision meeting last week with analysts and journalists, Coca-Cola laid out goals within the areas of profit, people, portfolio, partners, planet and productivity. Key priorities include doubling system revenue to $200 billion in 2020 from $95 billion last year. And Coke plans to more than double the numbers of servings of its products -- water, soft-drinks, juices and the like -- consumed per day to more than 3 billion.


"We're changing fundamentally from being TV commercial producers to content developers. ... We're leading a new and unique approach ... from purely mass marketing to one-on-one marketing," says Joe Tripodi, chief marketing and commercial officer, Coca-Cola.


It is affirming to see Coke playing a lead role in what IBM recently called "The End of Advertising as We Know It". Where they said we would see more change in the next five years, than in the last fifty years of advertising.


Read the article, click here: http://adage.com/article?article_id=140664

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