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The Coca-Cola Company: A Global Presence

   
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Title: The Coca-Cola Company: A Global Presence
 
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Subject: Business
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Date: January 27, 1997
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Length: 5 / 1204
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goizueta became CEO: • Lack of product innovation: the co had not introduced a new product in 10 years. • Increased competition from other type of soft drinks: consumers' demand for new types of beverages and traditional juices was increasing. • Previously, Coke had been advertised with a single theme and image intended to appeal to everyone...
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He rejuvenated the Coke brand by allowing the advertising agency to develop different messages and marketing campaigns to different groups of consumers, and trying to reach and influence younger consumers. • the co has signed agreements with university to be their exclusive supplier • Goizueta was also active in developing new products, such as PowerAde, Fruitopia, and Sprite...
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